Quantumrun

IMAGE CREDIT:

iStock

AR hotels: Suite dreams

Augmented reality checks in, turning ordinary hotel stays into interactive adventures that redefine the travel experience.

Author:
Author name
Quantumrun Foresight
September 5, 2024

Insight summary

Augmented reality (AR) is transforming hotels into interactive playgrounds where guests can use virtual avatars to experience everything from dance-offs in their rooms to digital workouts. These experiences include navigating through holographic projections and interactive challenges that entertain and deepen personal engagement. By enabling guests to customize their surroundings and immerse themselves in local cultures without leaving the hotel, AR is shaping a new vision for future travel and hospitality.

AR hotels context

Augmented reality hotels are transforming the hospitality landscape by merging physical environments with digital enhancements to create immersive guest experiences. For example, Moxy Hotels, under Marriott Bonvoy's umbrella, introduced the "Moxy Universe, Play Beyond" campaign in the Asia Pacific region in July 2022. This AR experience allowed guests to navigate hotel spaces using a virtual avatar created via the Moxy mobile app, allowing them to engage in interactive challenges, ranging from digital workouts with avatars to dance-offs in their hotel rooms.

Upon arrival, guests could scan QR codes at key points like the Bar Moxy, transforming these spaces with holographic projections and interactive experiences that elevate social interactions and personal engagement. Throughout their stay, visitors could explore various aspects of the hotel, from the 24/7 Grab & Go snack stations to high-energy workout sessions, all enhanced through AR-driven interactions. These features illustrate how AR can seamlessly integrate into everyday activities, enhancing guest engagement and offering a futuristic twist on traditional hotel amenities.

This technology-driven approach is not confined to enhancing guest entertainment and interaction but extends to practical applications within the hospitality sector, such as interactive booking and tours. For instance, Moxy's initiative ran through December 2022 across multiple destinations, including Osaka, Seoul, and Shanghai, indicating a broad and adaptable implementation strategy. The playful integration of AR sets a benchmark for future innovations in hotel guest engagement.

Disruptive impact

The widespread adoption of augmented reality (AR) in hotels can greatly enhance the personalization and enjoyment of travel experiences. Guests may find themselves able to customize their room's aesthetics and functionalities through AR, tailoring everything from wall art to furniture layout via digital interfaces. This customization could lead to a more comfortable and satisfying stay, as travelers can adjust their surroundings to better suit their preferences and needs. Additionally, AR can enrich cultural and historical knowledge by offering immersive explorations of local attractions without guests ever leaving the hotel, potentially transforming leisure travel into a more educational and engaging experience.

Hotels incorporating AR can attract tech-savvy and younger demographics looking for unique and interactive experiences. This technology also allows for more dynamic interactions between the guests and the hotel services, enhancing customer satisfaction and loyalty. Furthermore, using AR can streamline operations, such as in-room service orders and maintenance requests, improving efficiency and reducing operational costs by minimizing human errors and physical limitations.

For governments, regulatory frameworks may need to evolve to address privacy concerns and data security with the increased use of AR technology in public and private hotel spaces. Economically, this trend could boost tourism revenues by attracting visitors interested in high-tech lodging experiences, which can offer a competitive edge on a global scale. However, governments might also need to invest in digital infrastructure and broadband capabilities to support these advanced technologies, ensuring that the growth in AR-enabled hotels contributes positively to local and national economies.

Implications of AR hotels

Wider implications of AR hotels may include:

Increased investments in digital infrastructure and technology, resulting in job creation within the IT and service industries.

Increased competition for creating unique guest experiences, accelerating technological advancements in the hospitality sector.

New regulations to manage data security in AR applications, leading to enhanced privacy protections for consumers.

AR-enabled training programs becoming common in the hospitality industry, leading to more efficient and engaging staff training methods.

Increased demand for AR experiences driving higher tourism traffic to tech-forward cities, leading to economic growth in these regions.

A shift toward personalized guest experiences through AR causing traditional hospitality services to adapt or innovate, leading to diverse service offerings.

Hotels utilizing AR for environmental education and awareness leading to more eco-conscious travel experiences.

The need for ongoing software updates and maintenance in AR applications leading to continuous operational costs for hotels.

Increased user data collection through AR interfaces leading to concerns over surveillance and personal privacy.

AR technology enabling remote exploration of hotel amenities and local attractions, leading to a decrease in physical foot traffic and potentially affecting local small businesses.