Thomas Cook expands use of virtual reality to ‘showcase experiences’

Virtual reality technology allowing customers to ‘try holidays before they buy’ is to be expanded across more Thomas Cook agencies following a trial.

Virtual reality technology allowing customers to ‘try holidays before they buy’ is to be expanded across more Thomas Cook agencies following a trial.

Two more unspecified UK outlets will gain the head-mounted virtual reality display models following the introduction of the initiative at Cook’s Bluewater concept store in August.

The bespoke content allows customers to view ‘taster’ experiences, such as a helicopter tour of Manhattan, a trip to the pool at a SENTIDO resort in Rhodes or a visit to the restaurant in a SunConnect resort in Cyprus.

Three stores in Germany and four in Belgium will also gain the technology.

Cook’s newly-appointed chief innovation officer, Marco Ryan, said: “Thomas Cook has a long history of innovation, continually exploring ways to offer unique experiences to the customer.

“Virtual reality technologies are set to play a key role in how companies showcase experience-based products to their customers, and we are proud to be ahead of the curve when it comes to being the digital leaders in travel.

“Our use of VR is set to further enhance the in-store shopping experience for customers, allowing them to make informed decisions regarding their next holiday using innovative technology that effectively lets them try before they buy.”