3D and 360º immersion, key to improving direct sales

Roiback announces 110% conversion increase for users exposed to 3D videos

immersive in your booking engine

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• The technology company has collaborated with FirstView to extend the use of virtual tours in hotels using direct selling solutions.
  
• Given the growth of the direct channel, this is an investment with a very interesting ROI for quality hotel products.
  

Spanish technology company Roiback, a specialist in the management of the direct sales channel for hotels, and FirstView, a company dedicated to the development of marketing and sales tools for hotels based on the use of 3D, 360° and virtual reality technology, have demonstrated an increase of at least 110% in the conversion rate of users who use Roiback's booking engine and are exposed to virtual content at the time of purchase, compared to those who only view traditional content.

A year ago, both companies signed a collaboration agreement to extend the use of innovative virtual tours among hotels using Roiback's direct selling solutions, with the aim of improving the online user experience and increasing web conversion by facilitating better communication of the hotel product. Hotels would no longer be limited to static photographs, but would have the possibility to show their future customers all the different spaces of the property in maximum detail, using one of the most advanced immersive technologies available on the market.

The implementation carried out by Roiback offers from the first moment the possibility to click on the image of the room to explore it, and automatically starts the 3D virtual tour of the room. This same window, non-invasive for the user, also shows a small description of the room, as well as its main features, accompanied by icons for quick visual identification by the client.

The increase in booking conversion on the Roiback engine was demonstrated after analyzing nearly 6,000 users, half of whom were exposed to virtual content in the most expensive rooms versus those viewing traditional photos and videos. Even among certain user groups, conversion increased by as much as 2.49 percentage points over users who did not view FirstView's immersive content.

"The results of this study show that the combination of our booking technology with the immersive 3D and 360° content created by FirstView not only facilitates communication, but also has a direct impact on the bottom line of our hotel clients," said Rebeca Gonzalez, Managing Director of Roiback.

For his part, Antonio Batanero, CEO of FirstView, stated that "where it seemed almost impossible to increase conversion by a few tenths of a percent, we have managed to increase it by at least 110%! Taking into account the ever-increasing growth of the direct channel, we are facing the investment with the highest ROI, this is the highest ROI investment a hotel can make today.".

DOWNLOAD PDF OF THE CASE STUDY HERE

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