Technology: How Immersive Experiences are the New Frontier for MICE

Peter Jack

Introducing new technologies into your business can often seem intimidating and overwhelming. However it’s important that you do not let this mindset stand in the way of progress. Embracing new technologies can greatly enhance your service offering, position you as an innovator, and most importantly give you a competitive edge.

New and emerging technologies offer exciting opportunities for those in the MICE industry – especially when they enhance the business transaction process. One emerging technology that I believe to be the next frontier in the industry and the future of business events is virtual reality.

Virtual reality is a computer-generated simulation of a three-dimensional image or environment that transports the user to an entirely different location where they can interact with objects in a seemingly real or physical way. By adopting virtual reality, venues, destinations, hospitality and events professionals, can deliver completely immersive user experiences like never before. Potential clients can view and interact with locations and environments in perfect 3D accuracy, without stepping foot outside of their office or home – making it perfect for overseas clients who would otherwise have to jump on a plane and do a reconnaissance on the location in person.

It’s important to note that virtual reality technology doesn’t just benefit venues and locations. The impactful and immersive experiences VR generates, offers massive advantages to a wealth of MICE related industries. Take catering as an example -imagine being able to walk around a table viewing elaborate catering spreads in 3D.

Virtual reality consists of a video app for smartphones and a special virtual reality headset. Google have created a simplified version of the VR headset called Google Cardboard that can be purchased for less than ten dollars. This device is a cost effective way for companies to enable potential clients to view their bespoke VR app. To facilitate lead generation and data collection, savvy companies ask potential clients to register their details to receive a headset. It’s a pretty simple process that can be much more cost effective and drive more tangible leads than traditional marketing activities.

Although virtual reality has been around for over two decades, it has only started gaining momentum as a legitimate business tool in the last few years. In fact, as far as the MICE industry goes, it’s relatively untapped. Being a multibillion dollar industry, it’s surprising that there’s reluctance to embrace virtual reality given it fast tracks the purchase decision process in such a commanding way. This is especially surprising seeing as the path to purchase is currently incredibly complex.

Virtual Reality’s visualisation and lead generation abilities make it a knockout development for the industry. As soon as it’s widely adopted in Australia, 2D pictures on websites that make booking venues and events destinations a guessing game will be a thing of the past.

EMG is one of Australia’s premier event agencies and the Creative Partner of AIME. The company has been providing event services to leading local and global brands for over 20 years – from gala dinners, awards nights, special events, conferences, expos, and product launches, to incentive groups, DMC management, registration, transfer and logistics. EMG is the only events agency in Australia to be accredited with ISO Quality Assurance, which ensure its services always meet the highest possible standards.

*By Peter Jack, Director EMG