Marriott Teleports to the Future of Travel

Virtual reality has presented marketers with a novel solution to age-old roadblocks of trying to reach the consumer and hold their attention. The ability to fully immerse the consumer in content leaves ‘virtually’ no room for distractions. Sensory experiences in context of a location makes marketing campaigns more memorable and more likely to impact consumer behavior. Many leading companies have had their foot in the door in this new medium for marketing for a few years now. McDonald’s created a Happy Meal box in Sweden that folds into your very own Google Cardboard VR set, called Happy Goggles. Now the toy you get with your Happy Meal is the box itself.

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Other companies like Coca-Cola and Volvo are also in the game with immersive video experiences, like riding on Santa’s sleigh as the big man himself, or test driving your next car. However, one company is taking VR to new heights, and it’s not who you’d expect to be an innovator in this field, Marriott. Marriott partnered with Framestore VR Studio (the CGI masters behind Gravity) to create a futuristic marketing experience unlike any other. The Teleporter combines VR with a 4D experience to transport the consumer to Wai’anapanapa Black Sand Beach in Maui and to the top of Tower 42 in London.

Check it out for yourself:

Marriott took their set-up around to 8 cities in the U.S. and gave thousands of people the opportunity to travel to their fantasy destination with no suitcase, no travel agent, and no planning. All you need is 100 seconds during your lunch break and you can mark these places off your travel bucket list.

But is this expensive campaign encouraging consumers to travel to these places once they’ve seen them, smelled them, and even felt them? The metrics aren’t out yet to determine it’s effectiveness in that aspect, but perhaps Marriott has another end game in mind. Maybe this immersive VR experience is the beginning of a new form of travel: a safer, hyper-realistic, virtual teleportation to a destination of your choice. Will this marketing campaign develop into a new, technologically advanced market for travel? Or have the executives behind this campaign just been watching too much Total Recall?

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3 thoughts on “Marriott Teleports to the Future of Travel

  1. I love to travel, and I believe this would be an incredible experience. They are in the first stages of creating this virtual reality, but I think they should be concerned about the virtual experience being enough for some people. People who cannot afford to travel may use this to get their travel fix. But, personally, I would love to use this to choose between different travel destinations. Love how immersive VR is becoming!

    Liked by 1 person

    1. Thanks for the thoughtful comment, Kate! I think you’re right about virtual travel being enough for some people. I guess we’ll see if more people are actually encouraged to travel in real life or if Marriott will expand into the virtual travel market as this technology continues to advance.

      Liked by 1 person

  2. This is a really cool concept. I would love to see what the data says about people “experiencing” these places and how inclined they are to visit after. I think for me personally, it would have to have something interesting that maybe I can’t just see and/or experience 4D. I think this would be a great tool for a company like Carnival Cruise lines to use for giving an inside look and encourage the excursions part of their business.

    Liked by 2 people

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