While the health crisis has been an electroshock for the entire tourism industry regarding the importance of digital technology in business, its adoption by the general public will only accelerate in times of recovery. What can we expect in 2022?
Cultural tourism... Online?
A survey conducted by Léger last year among visitors to Montreal's Quartier des spectacles showed that only 54% were ready to return to attend a festival concert once the lockdown was lifted (71% for those under 34).
The return to event venues will therefore not be automatic. Lorea Goudour, an analyst with the Monitoring Network of the Transat Chair in Tourism at ESG UQAM, points out that "while the fatigue related to cultural consumption on screen is very real, hybrid experiences will target a different audience that corresponds to a new reality."
For example, with the lockdown, the Phi Centre in Montreal, a cultural hub for virtual reality (VR), had offered a VR headset rental service to view its programming from the comfort of your living room and it became a real success. The CENTQUATRE-PARIS has even chosen to follow their example. This summer, the Phi Centre offered a completely immersive environment at the Arsenal with its exhibition L'Infini, which allows you to wander through a large space while being in a virtual environment.
It is now possible, therefore, to say that the invitation to travel can be done digitally.
Digital technology... in person?
ABBA Voyage is a concert scheduled for 2022 by the Swedish pop group ABBA. "Holographic" avatars will represent the group as it appeared in 1979. The "virtual" concerts take place in a space of all things physical. The real fans will be coming. Digital technology therefore allows a return to face-to-face learning. On Twitter, the hashtag #askABBA helps rally the community of fans who plan to go to the concert.
Video game and special effects technology is coming out of the studios and can be used to draw crowds to these "VR concerts" and we're still in the early stages.
The metaverse... companies?
For several months now, in innovation circles, we have been hearing a lot about the concept of the "metaverse" which is presented as a "double" of our world, a digital world "permanent and parallel to the real world" where many work and transaction activities will be carried out. Microsoft has even talked about creating a "metaverse of companies" that could transform the way we work online. Their definition of the metaverse sounds like a kind of futuristic social hub, a space where avatars can meet, an ecosystem for connected apps.
Beyond the term itself (which refers to a world of science fiction à la William Gibson's novel The Neuromancer or the cult film The Matrix) it is the renewal of the promise of the "all-digital".
The idea behind this expression "metaverse" is that the "virtual" portion of our lives (teleworking, online entertainment, virtual and augmented reality) is leading us more and more to lean towards forms of digital immersion that complement the experience in the field.
As human contact is important in the world of tourism, not everything will go virtual, far from it. But what's coming is an "increase in our travel experiences" through digital.
Two examples from here
Hoppin' World, an MT Lab startup, takes the public to discover regions of Quebec with the help of 360° videos in "social virtual reality." This "social VR" allows several people to "teleport" to experience the emotion without the isolation effect of the headset. Tourist cultural attractions can thus be enhanced before the visit with a guided experience that retains the charm of being in a group while including new views (for example, being on the stage next to the musician, flying aboard a helicopter, etc.). This is an opportunity for travel agencies, for example, to promote a destination's tourism experiences. For more information: bit.ly/3usP2Hd.
Prologue.AI is another MT Lab start-up that designs real-time, immersive location-based experiences. Using augmented reality, machine vision and sound spatialization, XR (Extended reality) content tells stories set in specific spaces, public or private, to extend the experience offered by attractions and events for the general public. A new form of open-air galleries that allow you to discover different places in a city in a fun, artistic and entertaining way. For more information: bit.ly/3iksbsD.
The best of both worlds
The digitalisation of the economy is therefore continuing and it is a safe bet that "digital experiences" will be part of the recovery in 2022. The 5G network also continues to expand and will eventually bring a granularity of the experience to the destination.
Originally published on October 4, 2021 on Tourisme Express
