元宇宙塑造旅游业的未来白皮书（英） Coforge 2023

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How

Metaverse

canelevatetheactualtravel

experience

Cc

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MetaverseshapingthefutureoftheTravelIndustry

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Consumersare

lookingforwardtoshiftingarangeof

theiractivitiestothevirtualworld

New-ageandimmersivetechnologieslikeVirtualReality,AI&Analyticshave

broughtaboutamassivedisruptionintheeverydaylivesofconsumers.From

onlinegameplatformslikeRobloxtoimmersiveonlineshoppingexperienceswith“trybeforeyoubuy”,technologyinmanywaysisslowlyandsteadilytransformingbusinesses,theircustomersandtheirbehaviorandexpectations.

Youngmillennialshavecomfortablyadoptedthesedigitaltechnologies,whichhavemadeinteractionsinthevirtualworldclosertorealityblurringthe

distinctionbetweenthephysicalandthedigitalworld.

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MetaverseshapingthefutureoftheTravelIndustry

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Thisrisingcomfortandadoptionofdigitaltechnologiesisnowgivingrisetoconsumerexpectationsforaseamless

andimmersiveexperience.Consumersnowexpectaclearvisionoftheproductorexperiencebeforepurchasing.

AsperarecentreportbyMcKinsey,itisestimated

thatthemetaversemaygenerateupto$5

trillionby2030acrossconsumerandenterpriseusecases.Itisalsoestimatedtohaveamarketimpactofbetween$2trillionand$2.6trillionone-commerceby2030.

Thesetechnologiesarealsorevolutionizingthewaypeoplelookattravel.Travelrestrictionsduringthepandemicinlastfewyearshavealreadyaccelerateddigital&contactless

experiences,virtualtourism.Peoplehavestartedrevisingtheirapproachtotravel.Thetravelindustryisthereforeslowlyrealizingthevalue,thevirtualworldcanbringinbyenablingconsumerstoexplorethedestinationstheyhadalwaysbeendreamingofvisiting.

ThispapershowcasesourpointofviewonhowMetaverseandrelatednewagetechnologiescantransformthefutureoftravel.

AsperaresearchreportbyMcKinsey,62%oftherespondentswereveryexcitedbythepossibility

oftravelinthemetaverse,especiallytheabilitytovisit“placesIcan’tphysicallygo”—includingspace.

I.EnteringtheTravelMetaverse–TraveljourneywithJulie

TheMetaverseisallsettobethenexttechnologyfrontierinthetravelworld.Ithasthepotentialtonotjustboost

virtualtourismbutalsoelevatetheactualtravelexperienceandtakeittoawholenewlevelbyofferingtravellersa

realmoftheactualrealityandexperiencetheycanexpect.

TheMetaverseworldcanalsoenablepeopletointeractandsharetheirtravelexperiences.

AstheseunderlyingtechnologieslikeVirtualReality,

AugmentReality,MixedReality,AI&ML,DataAnalytics,

Blockchain,IOTaremakingheadway,theyarealsoshapingthefutureofthetravelindustry.Thesetechnologies

arenowbeingusedinconjunctionandconvergingintoa

broadertechnologicalcapabilityintheshapeofMetaverse,wearebuildingforourselves.

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MetaverseshapingthefutureoftheTravelIndustry

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Belowisaglimpseofasamplejourneyandhowthesenewagetechnologyinitiativesatthedifferenttouchpointsarenowshapingthefuturetraveljourneyandtransformingtravelintotechnologysingularity.

MetaversetransformingTravelintoTechnologySingularity

CraftingImmersiveexperiencesforthetravelersacrossthejourney

Fig1:TravelJourneyandtechnologytouchpoints

Toexplainthisbetter,letmetakeyouonatraveljourney

forafictitiouscharacternamedJulie.Julieisayoung

millennialwholovestotravelandexplorenewplacesand

destinations.Sheisaloyalmemberofherfavoriteairline–‘VirtuasaAirline’andhascollectedlotofairmiles,whichsheisthinkingofredeemingonhernexttrip.

Thissummer,shewantstovisitanislanddestinationto

exploretheworldofwaterandhaveafun-filledvacation

withthrillingwatersports&activities.Shehasstarted

herresearchtonarrowdownthepossibledestinations.

However,duetohercurrentoccupation,she’snotableto

spendalotoftimeresearchingandsoshehasn’tbeenabletofinalizehergo-todestination.

Shewantstotalktoherfriends&otherpeoplebefore

finalizingherdestinationbutitseemsthatnoneofher

friendshavebeentosimilarplaces.Hertraveldatesare

approachingfastandsheiswellawarethatairfareswouldgohigherandthebestofpropertieswouldbesoldoutif

shedoesn’tbookintime.Atthesametime,shealsodoesn’twanttobookanythinginhasteandspoilherexperience.

‘Geta

quickglimpse

ofthevideoshowcasinghow

travelerslikeJuliecanexploreandexperiencea

destinationinthemetaverse.

TrybeforeyouBuy

Ifonlyshecouldactuallytakeasneakpeakattheislands&propertiesherselfandthentakeaninformeddecision!

ShedecidestoopentheAirlinesitetochecktheflightfaresandtohersurprise,she’sshownanoptiontotakeavirtualtourtothedestinationislandsthattheairlinefliesto.She

clicksontheoptiontotryandbuyadestinationexperience.

•TryandBuyDestination

Theminutesheclicksonthegivenlink,sheistakenintoacompletenewvirtualworldwhereshecannotjust

takeatouroftheislandsbutcanalsoviewthepossibleactivitiesshecanundertakeeg:scubadiving,swimmingwithdolphins,numerouswatersportactivities!She’s

mesmerizedandenchantedbythewholeexperience.

Shecaneventakeacompletetouroftheproperties

whereshecanstay.Shethenfindsapropertyrighton

thebeachdirectlyfacingthesunsetpoint!Inthisnew

virtualworld,shequicklyfindspeoplewhohappilysharetheirexperienceofstayingatthatproperty.

Allherdoubtshavenowvanished.Shehasfoundtheplaceshewantstobook.

Infact,shealsofindsafriendwhoisalsolookingatthesamepropertyaroundthesamedates!

Sheclicksontheoptiontobookandselectshertraveldatesandtravelernames.Sheisshownacomplete

packagewithflight,hotel,caralongwithevenoptionalservicesliketravelinsurance,destinationeventsetc.Allherworrieshavedissipatedandsheisfeelinglotmoreconfidentinmakingthebookingnowasshehasafirst-handexperienceofthepropertyandthedestination.

Shecanbookeverythingrighthereinjustafewclicks.

Sheisalsodelightedtoseethatshecanuseher

cryptocurrenciestomakethepaymentforherbooking.

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•Aircrafttour

Shecarefullyreviewsherflightandstartstowonder

howlongherflightwilltakeandwhatclasstobook.Shefindsthatthereisanoptionforhertotakeavirtual

touroftheaircraftthatletsherexperiencetheservicesandalsotheviewfromherselectedseat!

Sheclicksonthevirtualaircrafttourandforaminute,shefeelsthatshe’sactuallyontheplanetotraveltothedestination.Shecarefullycomparestheoptionsindifferentcabinclassesandselectsherclassoftravel.

Herbookingiscompletedwithjusttwomoreclicks.Itcouldn’thavebeenthatsimple!

•AIBOT–Hernewpersonalguide

Justasherbookingisdoneandsheheavesasighofreliefwithherthoughtswanderingofftoherdream

destinationshehadjustexperienced,shegetsa

messagefrom“Droid”.TheairlinehasjustassignedheranAIBOTwhowillbeguidingherthroughoutthetraveljourney.That’sunbelievable!Ithasjusttakenawayall

herworries.

Ashertraveldatecomescloser,Droidremindsherto

packthenecessitiesthatwillbeneededforthetrip,healsosharesalinktodeclareherhealthpassportdetailsandbaggagepickupdetailsforasmoothandhassle-freetravel.

Droidalsoinformsherofhereligibilitytogetaccesstothepremiumloungeattheairport.Sheclickstoviewtheloungeandisabletobookherpreferredmealin

advance.

•Thedayoftravel–seamless&hassle-freeexperiencewithDroidtakingcareofeverythingforher!

Onherdayoftravel,Droidguidesherthroughthe

formalitiesofregisteringherdigitalidandvirtualqueueforaseamlessairportexperience.Usingthedigitalid

andvirtualqueuenumber,it’sasimplewalkinandshe’snotrequiredtowaitatthecheck-incounterthrough

thelongqueues.DroidalsoguidesherwaytotheloungethroughARbasednavigation.

Asshesettlesdownintheloungewithherhotplateoffavoritemeal,Droidoffersherawiderangeofcontentofferings-frommusictoe-papers,books,gamesandOTTcontentstreamingapps.Sheselectsherfavouritemovieandstartswatchingithappily.Inafewminutes,Droidinformsherthatherturntoboardishereand

guideshertotherequiredgate.

Sheisamazedatthezeroqueueandjust-in-time

boardingexperienceandasshesettlesdowninherseatintheaircraft,shehappilyresumesherfavouritemoviewhichhasbeenautomaticallyaddedtoherinflight

entertainmentappaswell.

What’smore,sherealizesthatherappalsoprovidesherwithoptionstoselectherstatus(eg:donotdisturb),

mealatagiventimeandevenselectherdrink/waterwhichisservedtoherwithjustoneclickontheapp.That’satrulyconnectedcabinexperience!

She’snowconfidentthatherarrivalanddestination

experiencewillbeevensmootherwithDroidonhersidethroughoutthejourney.

Shehappilydozesoffdreamingabouthervacation.

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•SmoothArrival–Allsettoexploreherdestination!•

Assheexpected,beforeshelands,Droidinformsthatherbaggagehasarrivedaswell,andshecaneitherpickitupatthegivenbeltorshecanhavedroidarrangeforadirectdeliveryatthehotelproperty.Shechoosesthelatterasshe’snowconfidentthatitwillbedelivered

safelyandwellintime.

Herotherarrivalformalitieshavealreadybeentaken

careofandasshewalksout,sheisgreetedbyan

agentwhodeliverstheproductsshehadorderedafewminutesbackintheflightandalongwithitawelcomenote,apersonalizeditinerarywithlistofdestination

eventsshecanexplore.Shethenwalksouttoseeacabwaitingforhertotakehertotheproperty.

Asshe’sgazingoutsidethewindow,shegetsamessagefromDroidpromptinghertoenterthemetaverseto

shareherflight&travelexperiencesofar.ShehappilysharesherexperienceandconnectswithherfriendintheMetaversewhoisresidingatthesameproperty.Sheinformsherofagalaeventtonightandsetsup

ameetingtimewithhertoexplorethedestinationtogether.

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Andthejourneycontinues..

ItisthereforeevidentthatMetaversecoulddrivea

verydifferenttravelworldwithinthenextdecadeandwhilstsomemaysayitisalongwaytogo,wedonot

realizethatsomeoftheseexperienceslikevirtualtours,queues,AIbotsarealreadybecomingthenorm.

Metaversecanunlockalotofnewcapabilities,usingnewagetechnologiesandbyintegratingwithdeviceslike

mobile,IOTdevicesandthedevicesthatwewear.

shareherflight&travelexperiencesofar.ShehappilysharesherexperienceandconnectswithherfriendintheMetaversewhoisresidingatthesameproperty.Sheinformsherofagalaeventtonightandsetsup

ameetingtimewithhertoexplorethedestinationtogether.

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II.UnderstandingMetaverseandtheunderlyingbuildingblocks

TounderstandwhatMetaverseisallabout,letusfirstunderstandwhatitencompasses.

FigurebelowshowsthebuildingblocksofMetaverse–theComponent“layers”onwhichthemetaverseexperiencesarebased.

CorePlatform

Coresetoftoolsandplatformsforbuilding3-Dexperiences-including

coreMetaverseplatform,AIservices,webpages,tools

Enablers

•Security,privacy,andgovernance

•Identity–DigitalAvatars

•Interoperabilityandopenstandards

•Paymentandothertools

Apps,Content&Experiences

•Apps:Flightops,Passenger,

Collaboration,Learning,Retailetcasperthedefinedusecases

•Virtualworlds:Virtualtraining

rooms,officeenvironment,virtualstore&environmentswhere

userscangather,interact,createvariousexperiences

•Content:Contentcreation,videos,dynamiccontent

InfraandHardware

Devicehardware,components,

accessories/peripherals,Infraacrosscloud,networks

Fig2:Metaverse–KeyBuildingBlocks

Asshowninthefig.above,whiletheMetaverseplatformprovidesthecoreforbuilding3Dexperiences,itconstitutesalotofcomponentslikeapps,Infra,digitalidentitiesandunderlyingtechnologieswhichformtheenablersfordeliveringthe

experiences.

MetaversecannotexistinsiloedformandrequirestechnologieslikeAI,web3.0todeliveratrueclosetorealityexperience.

ListedbelowarefewofthekeytechnologyenablersthatconstitutetheMetaverseandalongsidesomeoftheirunderlyingusecasesintravelwhichcanelevatethetravelexperience.

Blockchain

AI&Analytics

AR/VR

IOT&edgecomputing

Blockchainoffersa

permanentsinglesourceoftruth.Digitalassetsissuedonablockchaintherefore

representvalueportabilityandpermanence

BigdataanalyticsandAI

enablehyperpersonalizationandthepredictive

personalizationsystemcandrivemoreengagingpassengerexperiences

AR/VRenablevirtualizationwithfeaturessuchasvirtualtoursconjuringupadigital

environmentforconsumers

Sensor-drivensystemsenabledatacapturing&processingwithsmart

deviceswhereedge

computinghelpssolve

problemsoflimited

bandwidthandlatency

fordrivingahigh-fidelityexperience.

Keyusecases

BaggageTracking,LoyaltyManagement,Digital

currencies,NFT

AIvirtualassistant,Predictiveanalytics,

Personalization,digitaltwins

Navigation,Learning&Trainings,Virtualtours,Maintenance

Assettracking,Energy

management,Passengerflowmanagement,

PreventiveMaintenance

Fig3:UnderlyingTechnologyEnablers

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III.Metaversecansolvepotentialbusinessproblems–RoadmapfortheIndustry

AscanbeclearlyobservedinthejourneywithJulieandtechnologyusecases,Metaversecanopenawholeplethoraofusecaseswhichcanhelpintrulyelevatingthetravelexperienceforendpassengers.ItcanalsoenabletheAviationandTravelenterprisestosolvetheirpotentialbusinessproblemsandfurtherelevatetheircapabilitiesbyenablingthemwithmore

informationdrivenadvanceddecisionmaking.

LetuslookatsomeofthekeyproblemsthisindustryhasbeenfacingandhowMetaversecanenablesolutionswhichcanbenefittheaviationandtravelindustry.

Challenge

CrewTraining-HighcostoffacilitiesandDifficultiesinmeetingthedemands

toprovidemoretimeforcrewtopracticesufficiently.

Benefit

Reducedcostoftrainingandsettingupoflivetrainingrooms

Improvedtrainingresults&serviceefficiencies

MetaverseastheEnabler

Replicatethecomplexenvironment

ofanaircraftorCSTwhichcanbe

programmedintocreatingvarious

scenariosandconditionsforthetraineepilots&crewmembers

TravellerExperience–Meetingthe

evergrowingexpectationsofdelivering

animmersive,personalizedandseamlesstravelexperience

FlightOperations–Buildingresiliencyandimprovedsituationalawareness

torespondtoreallifesituationsanddisruptions

MRO-Ensuringsafety&accuracyofMRO&groundhandlingprocedures

HighlyEnhancedandEngagingexperiences

Improvedcustomersatisfaction,LoyaltyImprovedancillaryrevenues

OptimizedairsideoperationsReducedflightdelays

Bettersituationalawareness&resiliency

Improvedsafety,security

Reducedcostofmaintenance

Virtualtourism,360tours,AIenabled

personalizedcontentcanallowuserstotraveltoimagineddestinationsandbringaboutawholeneweraofexploration

Digitaltwinsorvirtualreplicascanenablequicksimulationofwhat-ifscenariosbycombiningdatawithmachinelearning

3DInnovativesolutionswithAR/VR

enabledpreventivemaintenancecanenableaccurateresultswithreal-timeinsights

EmployeeExperience&Collaboration

–Facilitatingahybridworkingmodelformoreeffectivecommunicationandcollaboration

Improvedbrandengagement

Improvedemployeeproductivity

Virtualofficereplicawith‘digitalpresence’withinthecollaboration

metaversecanensurebetter&effectivecommunication

Fig4:Metaverseastheenablertoaddresskeyindustrychallenges

Oneofthehighestoperatingexpensesforanyairlinetodayismanagingcrewtrainingsandlearningprograms.TheMetaverse

canprovideanearreallifevirtualenvironmentorareplicaofCrewServiceTraining(CST),aircraft,whichcanallowcrew

memberstolearnattheirownpacealongwithpracticingreallifepassengerservicescenarios.ThistransformationofcrewtrainingonMetaversewillnotjustoptimizecostsbutalsoimprovecrewserviceefficienciestoalargeextent.

Similarly,Metaversecanalsobringinahugeimpactonflightoperationsusingdigitaltwinswhichcanenablesimulationofwhat-ifscenariosbycombiningpastflightoperationaldatawithmachinelearningtobuildbettersituationalawarenesstorespondtoreallifesituationsanddisruptions.

ListedbelowarefewkeyMetaverseusecasesthatcanbenefitdifferentstakeholdersintheaviationvaluechain:

PotentialMetaverseUsecasesbenefittingvariousstakeholdersintheAviationvaluechain

PassengerExperiences

•Virtualtourism,

•Trialrundestinations

•Virtualqueuing

•Virtualaircraftreplicas

•VirtualAssistant/AICoach

•Blockchainbasedloyaltycurrency,NFTs

•3DCommerce,Virtualstores

•RealtimeBaggagetracking

•ConsumerLoyalty

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FlightOps

•Digitaltwins

•Flightopsplanning&management

•AirTrafficmanagement

•CapacityManagement

•Collaborativedecisionmaking

•Disruptionmanagement

•AR/VRenabledairsidemaintenance,groundhandling

•SmartAssetTwin

CrewTraining&Servicing

•CrewLearning&Development

•Crewvirtualtrainingrooms-CSTs

•Pilot&crewlearningscenarios(basedonreallifePassenger

interactions)

•VirtualAssistant/AICoach

•Crewdisruptionmanagement

EmployeeExperience

•Empexp–onboarding,HRpolicies,issues

•Virtualofficeenvironment

•Employeecollaboration-forums,connects

•SelfLearning&Trainings

•Meetings&Virtualconferences

•Employeeretail–3DCommerce

•Empassistant,supportgroups

•Gamification

Themetaversethereforehasthepotentialtoimpacteverythingfromemployeeengagementtotravellerexperience,productinnovation,marketing,flightoperationsaswellascollaborativeplanning&communitybuilding.

However,beforeanenterprisedecidestotakealeapintometaverse,buildingtherightbusinessandtechnologystrategyiscrucialinordertosecuremaximumbusinessbenefitsfromtheunderlyingtechnologies.

BuildingyourEnterpriseMetaversestrategy

Definegoals,

business

opportunities,model

Buildyourtechnology

Identifyproblem

statementand

opportunities

Identify&Prioritize

usecasesand

Strategy&roadmap

forMetaverse

associatedbenefits

Fig5:BuildingyourEnterpriseMetaverseStrategy

Firstandforemost,theenterpriseshouldidentifythepotentialbusinessproblemsthatcanbeaddressedwithMetaverseandthendefinegoals,identifybusinessopportunitiesandassociatedusecases.

Oncethebusinessusecases&associatedbusinessimpacthasbeenascertained,theenterprisecanlookatbuildinga

technologystrategyandroadmapwhichencompassesidentifyingtherighttechnologyplatform,partner,associatedappsandtechenablerstoimplementtheidentifiedusecases.

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IV.Coforge’sMetaverseCOE–TransitioningyourEnterpriseBusinesstoMetaverse

AtCoforge,wehavesetupaCentreofExcellence(CoE)whichaimstobeattheforefrontofMetaverseimmersiveexperienceandthepossibilitiesitofferstotheenterpriseworld.

TheCoEhas–

•Identified&trained100+peopleonMetaversewithmultiplemasterclasses

•CreatedadedicatedCoforgeDedicatedImmersiveStudio(CODIS)toshowcasesourcapabilities,demos,walkthroughs,EBRs,QBRstoourcurrent&prospectclients,investors,andotherofficials

•SecuredhardwareandsoftwaretopowerCODISwithheadsets,glasses,licenses,andotherspecialequipment

•Articulatedalearningpathonspecifictechnologystackfor3DArtists,Developers

Basedonourtwodecadesofexperienceinaviation&travel,wehaveformulatedthebelowroadmapforthetravelenterpriseswithdifferentusecaseswithincreasingvalue,complexity.

Fig6:RoadmapforEnterpriseMetaverse

Astheaboveroadmapdepicts,itisrecommendedtofirstbuildthefoundationoftheplatformstartingwithusecaseswhichareminimalriskbutcanyieldshorttermbenefitsorinotherwordslowhangingfruits.

ThefirstphasewouldthereforefocusonbuildingandimplementingaMetaverseenvironmentforyourenterprisewhichcandriveimmersive,collaborativeandengagingexperiencestoallemployeeswhilstallowingtheEnterprisetolearn,operateandscaletheMetaverseforfutureuses.

Aswebeginwithinternalusecaseswhichcanbenefitinternalemployees,crewmembers,wecanslowlytransitionintomovingtomoretacticalusecaseslikevirtualtours,Try&Buyexperiences,AIBots,Marketingeventswhichcanbenefitbusiness.

Further,theplatformcanscaleupandbuild&integrateadditionalusecaseswithhighbusinessimpactandvaluelikeDigitaltwins–flightops,collaborativedecisionmakin