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Using virtual reality to let customers experience a destination before booking

CX · insight · ideation · emerging tech · visual identity · messaging · content strategy · marketing

Virgin Holidays virtual reality rollercoaster experience

Virgin Holidays wanted new reasons for people to visit its stores and more engaging ways for staff to connect with them. Virtual reality provided an opportunity to transform holiday browsing into something more immersive: allowing customers to step inside a destination, look around and begin picturing themselves there before making a booking.

Virgin Holidays virtual reality in-store screen Virgin Holidays staff introducing the virtual reality experience Customer trying the Virgin Holidays virtual reality headset

My role included

  • Conceived the idea through innovation workshops with Virgin Holidays.
  • Shaped the experience from initial concept through to delivery.
  • Sourced specialist VR production partners.
  • Managed shoots at Disney World and Riviera Maya.
  • Worked with developers and headset manufacturers to create the app and branded in-store experience.
  • Trained store teams to introduce the technology and use it naturally within customer conversations.

Outcome

For the stores with this experience, sales increased for the destination it featured. It proved to provide a talking point between staff and customers and a powerful new way to bring destinations to life.

“The content wowed customers and had a phenomenal impact on sales and customer experience. The experience kept customers in the stores longer and we generated a significant rise in sales of holidays to Riviera Maya.”

Sunna van Kampen, Virgin Holidays, Trade Marketing Manager

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