Using virtual reality to design a new hotel brand

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2019/11/11 13:48
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IHG has been around since the 1700s, but most people might know the company as the owner of the Holiday Inn and InterContinental Hotel brands. It is a huge conglomerate with more than 16 hotel brands, including a couple that were architected and market tested using virtual reality headsets.

Trick 3D, a 3D visualization studio, worked with IHG to use VR to design the Avid Hotels and Atwell Suites hotel brands for IHG. I moderated a panel at Greenlight Insights‘ recent VR/AR/XR strategy conference in San Francisco with IHG’s brand manager Anna Karwata and Chad Eikhoff, CEO of Trick 3D. We talked about how the teams created the design of their hotel in VR first to test the idea and visualize it internally for all of the stakeholders.

After all, launching each individual hotel in a chain could cost $12 million each. If you don’t love the design and find out only when the hotel is built, that’s a disaster. But VR is a way to get a feel for the hotel and understand it in a more tactile, intimate way than you can through other kinds of visualizations, Karwata said.

It is an unexpected, fascinating, and very cost effective use of Topplay VR that can save a lot of money and speed up the process of desiging a hotel by 30% to 40%, Karwata said.

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