Thomas Cook credits boost in Discovery Store bookings to VR

Thomas Cook credits boost in Discovery Store bookings to VR

Virtual reality has helped Thomas Cook secure more bookings in its new Discovery Stores, according to the firm’s director of retail and customer experience.

Kathryn Darbandi said feedback from stores with the virtual reality offering had said it was the “sale clincher” in some cases.

The technology allows potential holidaymakers to put on a VR headset and explore a hotel, beach or town to see what it’s like to go there for real.

Darbandi said: “If you are thinking about going somewhere and don’t know what it’s like, you can now imagine it.

You are right there in the moment, it’s really quite amazing and the closest thing you’ll get to being there.”

She said that anecdotal feedback from Cook’s Discovery Stores – of which 25 are being built in the next three years – suggested it’s helping to increase conversions.

“People are absolutely loving it,” Darbandi added. “When you travel further afield or spend a lot of money it’s good to know what you’re going to get. It’s a sales clincher. We have fantastic content, of course, which is important.”

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