“Try Before You Buy,” says Tripadvisor, indicating that it is entering the Metaverse

Tripadvisor plans to launch a metaverse experience later this year, allowing users to virtually explore attractions in popular destinations such as Paris, Dubai, New York City, Chicago, and Atlantis Paradise Island in the Bahamas before finalizing their travel plans. Adam Ochman, Tripadvisor’s Global Director of Marketing Solutions, emphasized the aim of democratizing travel by providing users with a “try-before-you-buy” opportunity to experience destinations from the comfort of their homes.

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The company has partnered with MeetKai, a firm specializing in metaverse and AI products, to bring this vision to life. While specific details about the metaverse experience are yet to be revealed, the plan involves collaboration with travel bureaus and companies to create digital spaces for exploration, potentially incorporating elements like ecommerce, gaming, and social interactions.

For instance, in Paris, digital twins of iconic landmarks such as the Eiffel Tower or the city’s catacombs could be created, offering users insights into potential tours. The partnership aims to leverage digital twins constructed from various sources, accessible on web-based metaverses through mobile devices, desktops, and virtual reality headsets. Users can create custom avatars using their photos and interact with others in the metaverse.

MeetKai’s Chief Business Officer, Peter John Alexander, envisions that the metaverse will eventually provide all the functionality currently offered on Tripadvisor’s traditional website. Other travel companies, like Marriott Bonvoy and Travelzoo, have also delved into metaverse experimentation, with initiatives such as virtual parks and in-house metaverse development focused on time travel, hard-to-reach places, and fantastical destinations.

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While some skepticism surrounds the metaverse’s long-term viability, Alexander remains confident in its future, viewing it as a blend of 2D and 3D experiences representing the next stage in web evolution. Tripadvisor, under the leadership of CEO Matt Goldberg since July 2022, has been actively innovating its core products, introducing tools like an itinerary creation tool powered by generative AI to enhance user engagement and monetization. Goldberg has expressed a commitment to improving planning tools and exploring new formats for Tripadvisor’s platform.