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Services Industry VR/AR/XR Use Cases

VR in Services Industry

VR/AR/XR in Action


Industry: Services – Travel

Use Case: Communicating Travel Products/Service More Effectively

Virtual Reality and Augmented Reality Technology Can Better Demonstrate the Value of Travel Products/Services

The organizers of ILTM were keen for their invitation-only shows – which match up global luxury travel companies – to remain industry-leading occasions. Key to success is being able to facilitate relevant, engaging one-to-one conversations between buyers and suppliers, and show ROI in attending the show.


With just three weeks until the next event in Cannes, agency Everywherebrand and ILTM decided to promote the use of Virtual Reality and Augmented Reality in services to attendees to help them communicate their products and services more clearly. They worked to put the potential of Virtual Reality and Augmented Reality in services communications at the heart of the upcoming show by creating a suite of experiences. These were designed to add interest to the show and help showcase brands in their best light possible. This would show ILTM to be innovating the way luxury travel brands interact. Attendees could enter an immersive 360-degree VR viewing of a five-star luxury London hotel. Or they could create their own experience by drawing and sending a virtual postcard in real-time. Combining GoogleTilt Brush, HTC Vive, and live projection, brands could see how they could bring their own story to life using VR.


  • The NPS score of the event rose by five points to 54.
  • The dial shifted with a quarter of attendees saying at the end of the event that they would now use VR to help facilitate conversations.
  • Some 10% of conference attendees viewed the hotel video.

Due to the success of the VR experiences at Cannes, the technology was used at ILTM’s Asia event to showcase the location of the conference in Singapore the following year. Everywherebrand found some travel companies were nervous about the visual quality of VR as they are used to HD video. To overcome this, VR experiences had to tell an engaging relevant story and the creator has to carefully explain the experience beforehand.

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Virgin Holidays

Industry: Services – Travel

Use Case: Immersive Travel Experience

Virtual Reality and Augmented Reality Technologies Enables Potential Customers to Access an Immersive Travel Experience for Potential Purchase

Virgin Holidays decided they will use VR in their store by providing their own headsets working with Google Cardboard technology. To capture the 3D video needed to create the immersive Virtual Reality and Augmented Reality experience, Virgin took a special 360 rig and GoPro cameras to a Virgin resort in Mexico. They walked along cliffs, went into hotels, sat on beaches, and swam with Dolphins to capture the whole range of experience on offer. The team also captured ambient sound from all the locations, so customers in-store could really feel like they were actually at the destinations.

Customers were really impressed with the Virtual Reality and Augmented Reality experience on offer in Virgin Holidays stores and responded by increasing their propensity to buy. Virgin said the results were ‘phenomenal’. They also said that not only did sales rise across the board, but sales of trips to the particular resort showcased by the VR technology rose significantly.

So, for any travel marketers thinking about using VR in services, the results are clear. It is a great way to excite your customers and get them to open their customers. Travel experts predict VR for the travel sector will quickly transition from being exciting and new to being an industry standard. Virgin has found the technology so successful that it is now gone on to produce a new series of 360 videos, this time featuring Branson kite surfing, lemurs, and a zip line.

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FedEx Ground

Industry: Services – Logistics

Use Case: Immersive Learning

Use of Virtual Reality and Augmented Reality In Training Has Improved Safety, Performance, and Retention

Immersive learning leveraging Virtual Reality and Augmented Reality simulates the challenges workers encounter on the job, which enables workers to practice what to do and stay in a safe.  Virtual Reality and Augmented Reality training can help build a worker’s skills while seeing, learning and feeling exactly what they would in the moment.

FedEx Ground is meeting the skills gap head-on, and sees training of employees efficiently and effectively is paramount and is giving new hires a sense of what the job entails.

FedEx Ground’s Jeff Welch shares that “if we have a trainee who isn’t successful in the first run-through, he or she can go back and repeat the training experience. In a more recent training, we have also built-in coaching inside the experiences themselves to help out in the moment”. With this platform being available, it allows employees to go through the same experiences no matter their location, training experiences which is standardized at scale without the need for a human instructor.

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Industry: Sporting Events

Use Case: AR 3D view of a Football Stadium

Virtual Reality and Augmented Reality Technology Can Provide In-Stadium Engagement Features

Professional sports teams and stadiums are now adding Virtual Reality and Augmented Reality features to their apps as they invest in mobile features in stadiums to appeal to fans who do not leave home without a smartphone. Sports fans are embracing mobile technology to stay connected with their teams and to share their experiences among communities of enthusiasts. Sports apps in general promote team spirit, provide instant news updates and can be used to create tailored content based on an individual fan’s preferences to enhance the viewing experience. In an attempt to deepen engagement with loyal football fans both at games and at home, NFL teams and the organization as a whole have enlisted mobile tech in fresh ways by deploying new features via Virtual Reality and Augmented Reality for in-stadium engagement.

StubHub added an AR feature to the Apple version of its StubHub app for 2018 Super Bowl ticket buyers. The iPhone app’s “immersive view” displayed a 3-D view of the game venue in Minneapolis, for the National Football League’s championship game. Super Bowl attendees who select the special ticket shopping experience on the StubHub app can point their mobile device at an open surface to view a 3-D rendering of the stadium. The app lets them toggle between the stadium and surrounding area, exploring parking lots and the blue and green Metro lines for wayfinding. The app also shows StubHub’s ticket pickup location and the brand’s pre-Super Bowl party, “StubHub Live: The Field House.” When users tapped on a location within the AR experience, additional information such as street address and event start time appeared.

StubHub’s use of Virtual Reality and Augmented Reality shows how the technology can be applied beyond gaming and home decor to provide added-value for mobile users purchasing tickets to a live event. If the activation is a success, Virtual Reality and Augmented Reality -based services could be added for future venues and events.

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Industry: Services – Logistics

Use Case: Field Engineering

Virtual Reality and Augmented Reality Technologies Enables Enhanced Warehouse Operations

Smartglasses help personnel locate, scan, sort, and move inventory without handheld scanners. DHL was one of the first companies to explore Virtual Reality and Augmented Reality back in 2014 and has expanded its “vision picking program” worldwide. The third-party logistics provider gives warehouse workers smartglasses which help them locate, scan, sort, and move inventory without using handheld scanners or referencing paper forms.

The integrated heads-up display overlays key parcel information within the company’s logistics hubs, scans barcodes, and relays instructions in real time. Workers using the glasses are 15 percent more productive, according to DHL.

DHL has been progressively rolling them out to more of its warehouses around the world during the last few years, most recently expanding use to its internal express hubs in Brussels and Los Angeles, with plans to roll them out at airports in New York, Cincinnati, and Chicago. Looking ahead, DHL Supply Chain COO and CIO Markus Voss said the glasses would eventually be upgraded with object recognition.

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Industry: Training

Use Case: Object Recognition

Augmented Reality Provides the Ability for Object Recognition and Object Character Recognition

Augmented Reality superimposes, or overlays, sound, text, and images on what we see, as we see it, blending virtual or augmented content with reality. It achieves this through the core technologies of object recognition, and object character recognition.

People are easily able to recognize and identify many different objects, even if they are partially obstructed from view. Machines and electronic devices cannot do that, but object recognition allows devices to see their environment; object character recognition (OCR) allows them to read and understand it. It is OCR that allows devices to scan and process barcodes, serial numbers, and tags. Object and image recognition can be utilized for scanning codes, text, numbers, step verification, and task completion.

Smart Glasses are equipped with high-definition cameras and microphones, allowing users, with a simple touch, gesture, or voice command, to instantaneously capture unique pictures, video, and audio, without taking their hands off the task they are working on. They can ask questions, and be answered; make comments, and be instructed. All of this action and interaction becomes content, which can be stored in the device’s memory, uploaded to a database, or streamed in real-time to a supervisor or colleague.

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ANA – All Nippon Airways
Industry: Service – Travel
Use Case: Sales and Marketing

VR Headsets Provide a Full Interactive Experience of a Virtual Cabin 

For Virtual Reality and Augmented Reality in services, users wearing the VR headset can find themselves in ANA’s futuristic holodeck in front of a 777 aircraft. They are then transported into the business class cabin where they are able to experience the new seat’s features.

Unlike a video this is a full interactive experience, with users being able to look around the virtual cabin and interact with the environment using their hands.

The Virtual Reality and Augmented Reality experience is focused around the themes of work, meals and relaxation, enabling the headset-wearers to open and close cabin doors, order food, change lighting conditions and watch an inflight movie.

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AMC Theaters
Industry: Services
Specific Industry: Movie Theaters
Use Case: Sales & Marketing

Virtual Reality and Augmented Reality is Utilized to Activate Static Movie Posters

Delivering a message when and where an audience wants to receive is a crucial component of a successful marketing strategy. This is especially true when it comes to Virtual Reality and Augmented Reality.

AMC Theatre, understanding their audience is most interested in upcoming movie trailers when they are at the movies have incorporated Virtual Reality and Augmented Reality technology into their AMC app. When a movie goer sees a movie poster in a theatre, they can open the AMC app on their phone, scan the poster, and receive relevant information about the movie.

Ultimately, AMC Theatres is providing optimal convenience with their use of AR – while a user can view a YouTube movie trailer or Google a review , there is an added incentive to check the movie out and purchase a ticket when the user can do it all in one place.

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