How the Oculus Rift Can Change the Travel Industry

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1 How the Oculus Rift Can Change the Travel Industry Virtual Reality It s not just for gaming anymore A White Paper by Shyla Fairfax November Fairfax 1

2 Table Of Contents Executive Summary... 3 Glossary Introduction... 5 Organization The Current Situation The Problems Faced Within the Travel Industry Seeking a Solution Through Advancements in Technology The Oculus Rift Technical Definition Tech Specs of the Rift Functionality of the Rift Features and Benefits What the Oculus Rift Can Offer the Industry Conclusion Benefits of the Rift Within the Industry Call to Action References Figures Appendix A: The Evolution of VRT The Sensorama The Sword of Damocles Videoplace Other Applications Appendix B: Testimonials and Reviews Tech Radar Trusted Reviews Engadget Fairfax 2

3 Executive Summary The Oculus Rift, a virtual reality head-set that creates a fully immersive virtual experience, provides an opportunity for the travel industry to sell an experience rather than offer one. That experience is connected to the ability to sense an environment that otherwise does not exist. The purpose of this white paper is to demonstrate the usefulness of the Oculus Rift to the travel industry. This usefulness comes from a need for the travel industry to industry ways to connect with a new generation, in order to combat issues contributing to its decline. The fact is that over the last decade, the travel industry has been hit with a few devastating blows: Firstly, the increased taxes on travellers have acted as a deterrent. Travel expenses continue to increase making vacations less and less practical for many. Secondly, tightened security measures in the aftermath of 9/11 have caused controversy and discomfort around the concept of overseas travel. Thirdly, global standardization continuously gives the impression of a shrunken world where everything is more or less the same. Marketing specific locales becomes more difficult as the public tends to believe they can get a similar experience somewhere else, or even at home. Lastly, the world continues to become more digitized, with online-booking of vacations readily available, causing travel agents to be considered less necessary. Although there is very little that can be done to combat these challenges created by external factors, the industry can overcome them by re-imagining itself. Introducing technological innovations is a great way to do this, as it will be attractive to millennial travelers. Using virtual reality technology (VRT) as part of the travel agent experience makes sense. It is an opportunity to allow clients to briefly experience a foreign environment and its highlights. Currently, travel industries attempt to make this appeal to the general public through the use of television, internet, and billboard advertisements. But as VRT continues to advance and become mainstream, so too can virtual reality marketing. Ultimately, the problem is a lack of interest in old-ways of travel, and a deteriorating ethos within the industry. The solution is to update the approach the industry is taking by utilizing the Rift s immersive technology. if you can incite excitement in your clients, the major challenges will have less of an impact moving forward, and the travel industry can be forever changed in a way that appeals to upcoming tech-savvy generations. At only $ a headset, the Oculus Rift offers agencies a new way to reach a new tech-age market. Agencies should invest in two-four headsets per location, to better serve their clients during the booking and selling process. Fairfax 3

4 Glossary Millennial Travelers: Youth aged whose prime earning and spending years will develop over the next decade, making them the the biggest potential clients within the travel industry. Global Standardization: The process by which standards within the areas of hospitality and customer service are made to be similar all over the world. Virtual Reality: The illusion of an environment, perceived through the use of immersive threedimensional technologies. Virtual reality technology (VRT) is often used for gaming and professional training processes such as surgery. Stereoscopic: A technique for enhancing the illusion of depth to create three-dimensional images achieved by offsetting two separate images. Latency: The delay between the input into a system and the desired outcome. Field of view: The extent of the observable world that can be seen; it can be widened using optical instruments (such as VRT) to create panoramic images. Simulation: The imitation of a real-word process overtime using objects or technologies that can mimic relevant movements and techniques. Fairfax 4

5 1. Introduction The purpose of this white paper is to outline the benefits of using the Oculus Rift as a tool within the travel industry that will give travel agencies an opportunity to appeal to a new market of millennial travellers. The Rift will therefore be described on the basis of its advanced technology and immersive abilities, to explain how the travel industry can benefit. This paper will explore the current challenges the industry is facing, and deliver a concise understanding how the Rift can help overcome them. The fact is that over the last decade, the travel industry has been hit with a few devastating blows: Firstly, the increased taxes on travellers have acted as a deterrent. Travel expenses continue to increase making vacations less and less practical for many. Secondly, tightened security measures in the aftermath of 9/11 have caused controversy and discomfort around the concept of overseas travel. Thirdly, global standardization continuously gives the impression of a shrunken world where everything is more or less the same. Marketing specific locales becomes more difficult as the public tends to believe they can get a similar experience somewhere else, or even at home. Lastly, the world continues to become more digitized, with online-booking of vacations readily available, causing travel agents to be undervalued. So how does the industry combat the obstacles? Expert Adam F. Weissenberg argues that the key is to start aiming for the millennial population [1]. The best way to get the attention of this audience, is to become more technologically adept. The introduction of the Rift into the travel industry offers this very opportunity. Organization This report has been divided into four major sections: 1. Introduction 2. The Current Situation: Challenges and Solutions 3. Tech Overview: What is the Rift? 4. Conclusion Fairfax 5

6 2. The Current Situation This section will offer a concise description of the problems faced within the industry, and the criteria of the ideal solution. In the following section, an explanation of the the Oculus Rift meets this criteria will be provided. 2.1 The Problems Faced Within the Travel Industry As 2014 comes to an end it is clear that travel agencies continue to face challenges in a modern and tech-savvy world. However, it is also evident that the public is still capable of re-establishing a relationship with travel agencies that move forward with the world. Over the past decade the travel industry has suffered on account of four major challenges [2]: Increased taxes on travel Global standardization Security measures in the aftermath of 9/11 Prevalence of online-booking Between 2000 and 2009, 30% of retail travel agencies closed down [3]. But moving forward there is an expectation that the industry can be revived if it finds new ways to reach a new breed of travellers. According to Adam F. Weissenberg, a leader in the global sector of travel, hospitality, and leisure, the industry must now turn its attention to millennial travellers [1]. Connecting with this clientele can be incredibly profitable. But how can you do this? Many companies have expanded into the online world to increase visibility through marketing, and even to offer the online-booking experience people seem to crave these days. But by 2009, it became apparent that these websites were falling short, with 15% fewer travelers enjoying the lack of expertise [3]. Speaking to an actual agent can be more comforting. By 2014, Weissenberg had noted that digital innovations are the best way to connect with, and establish, a loyal clientele [1]. Based on these current trends, the ideal solution is to deliver a reassuring combination of faceto-face interaction and technical aptitude. 2.2 Seeking a Solution Through Advancements in Technology The future of the travel industry is therefore technology, but the industry cannot simply think within the box of the internet anymore. Think beyond this. Think about an innovative way to market travel re-inspiring enthusiasm among millennial travellers who may be discouraged by raised taxes, global standardization, and uncomfortable security measures and get them into your agencies. The answer: the Oculus Rift. Fairfax 6

1 Technical Definition The Oculus Rift is a virtual reality headset designed with stereoscopic 3D rendering, ultra-low latency tracking, and a 360 degree field of view to provide the user with a

7 3. The Oculus Rift This section will provide a definition of the Oculus Rift, its functionality, and its features and benefits. An explanation of how it can benefit the travel industry will also be provided. 3.1 Technical Definition The Oculus Rift is a virtual reality headset designed with stereoscopic 3D rendering, ultra-low latency tracking, and a 360 degree field of view to provide the user with a natural and immersive virtual reality experience. Figure 1: Rift (Front View) Figure 2: Rift (Back/Side View) 3.2 Tech Specs of the Rift In developing the Rift, there were a number of problems with VRT that developer Palmer Luckey was looking to solve [5]: Head mounts had been very expensive, averaging up to $100,000 The technologies had not been accessible to the mainstream The fields of view had been limited to only degrees, creating great distance between the user and the virtual environment Relying on a Kickstarter campaign to keep costs down and receive direct feedback from game developers, who were the Rift s initial target audience, Luckey was able to create revolutionary technology (see table 1). The most recent prototype is the Crescent Bay (see Figures 1 and 2) and is available for $ [7]. Fairfax 7

8 3.3 Functionality of the Rift Through USB and HDMI cables, a user connects the Rift to a computer (Windows 7+ and Mac OS 10+ are recommended). Once connected, the PC renders side-by-side 3D images which are viewed by the user through the Rift s LCD screen. The aspherical lenses separate the images to create the 3D effect with an ultra-wide field of view. Head-tracking allows the images to shift according to the user s movements. This is achieved through the use of a sensor that tracks the pitch, yaw, and roll of the user s head (see figure 4). Movement is registered so rapidly that the images can refresh within a timespan of two milliseconds [8]. Figure 3: Head-Tracking with the Rift Fairfax 8

9 3.4 Features and Benefits Feature Stereoscopic 3D Rendering Ultra-Wide Field of View 360 Degrees Head Tracking Lightweight Headset Table 1: Features and Benefits Benefits Users perceive images the same way they would in real life Virtual environments stretch beyond the peripheral vision of users Virtual environments move with users for an intuitive experience Users can wear the headset without distraction 3.5 What the Oculus Rift Can Offer the Industry Virtual reality is by no means a new concept, having developed as an idea as early as the 1930s. However, only since the development of the Oculus Rift have people begun to recognize its potential value to a multiplicity of industries. Virtual reality technology (VRT) has lived in the imagination of society for decades, but the Rift is a game-changer. The vivid immersion function of the Rift will essentially allow clients to have a sneak-preview of their intended vacation spots. This will not only help them decide where to go, but will allow travel agents to demonstrate the highlights of a particular location. Agents can now demonstrate a sense of individualism outside of global standardization or within it, depending on the client s needs. It has been noted that virtual reality is an ambiguous concept, as evidenced by the oxymoronic term itself [4]. The ambiguity is said to come from the difficulty of drawing a line between what qualifies as technology, and what qualifies as experience. That experience is connected to the ability to sense an environment that otherwise does not exist. Within the travel industry, this ambiguity can be leveraged. In blurring the lines between the technology of the Rift and the experience of travel itself, agents will be equipped with a new way to sell. Using VRT as part of the travel agent experience makes sense. It is an opportunity to allow clients to briefly experience a foreign environment and its highlights. Currently, travel industries attempt to make this appeal to the general public through the use of television, internet, and billboard advertisements. But as VRT continues to advance and become mainstream, so too can virtual reality marketing. The travel industry has much to gain from this. The Rift combines sensory connection and interaction for a full experience of immersion. In the travel industry attempts are made to relay the types of experiences a client can expect from a particular location using text, visuals, anecdotes, and other two-dimensional methods. What is lacking is the ability to fully immerse the client in that particular environment. As demonstrated here, the Rift can do this. Fairfax 9

10 4. Conclusion The immersive technology of the Oculus Rift is the key to its potential within the travel industry. Introducing the Rift s technology into your travel agency process can take it to the next level required to re-attract a loyal clientele within the millennial generation. 4.1 Benefits of the Rift Within the Industry The opportunity to re-imagine travel agencies by incorporating ground-breaking innovations. The potential to overcome the current industry challenges of high taxes, global standardization, tight security measures, and online booking is imbedded in an appeal to a tech-savvy generation who are impressed by both genuine interaction and new technologies. The Rift is the solution from which the travel industry can most benefit, allowing it to function optimally in a digitized age. 4.2 Call to Action point that many industries are beginning to realize. The travel industry should be among those willing to take that first step. Investing in this technology is a chance to be a part of this forward growth. Now is the time for change. Agencies should consider investing in this amazing business opportunity. At only $ per headset, agencies should consider purchasing two-four headsets per location to better serve their clients during the booking and selling process. For further information about the Oculus Rift and how to purchase, visit You may also call 1(949) Fairfax 10

11 References [1] A.F. Weissenberg. (2014) Travel, Hospitality and Leisure Outlook [Online]. Available: [2] (2006). Some of the Major Current Issues Confronting Tourism [Online]. Available: [3] R. Cole. (2009, November 21). Smarter Travel Agents and Travel Agencies Rise from the Ashes [Online]. Available: [4] D. Mestre and J.L. Vercher. Chapter 5: Immersion and Presence in Virtual Reality: Concepts and Technologies, P. Guitton, P Fuchs, G. Moreau, Eds. CRC Press, 2011, pp [5] Oculus Rift - Overview [Online]. Available: [6] M. Mihelj. Chapter 1: Introduction to Virtual Reality in Virtual Reality Technology and Applications. Ebook, 2014, pp [7] (2014, November 12). Oculus Rift: Step Into the Game [Online]. Available: [8] C. Iozzio. (2013, April 25). The Most Immersive Virtual-Reality System Yet [Online]. Avaliable: Figures [1] kickstarter.com [2] kickstarter.com [3] dailymail.co.uk Fairfax 11

12 Appendix A: The Evolution of VRT Virtual reality is by no means a new concept, having developed as an idea as early as the 1930s. However, only since the development of the Oculus Rift have people begun to recognize its potential as being achievable and appreciate its potential value to a multiplicity of industries. Virtual reality technology (VRT) has lived in the imagination of society for decades, but the Rift is a game-changer. A brief overview of the history of virtual reality [6] will shed a light on the significance of its evolution and serve as a transition into considering what it can offer the travel industry moving forward. The Sensorama The Sensorama was developed by Morton Heilig in 1957, prompting him to be widely acknowledged as the father of VRT. His invention was a machine that offered the virtual experience of riding a bike. The machine delivered a three-dimensional exterior display including city noise and the sensation of wind which was triggered by vibration in the seat. It was not a commercial success, but did move the concept of VRT into a new realm of practice. Until then it had only existed in science-fiction. The Sword of Damocles Sword of Damocles was developed by Ivan Sutherland in 1968 and was the first head-mounted display of a virtual environment. The display provided the user with an illusion of threedimensional vision. The illusion was created by having the user wear a pair of glasses which had two small screens, and view changes were prompted by head movement. It became the first example of augmented reality. Videoplace Videoplace was developed by Myron Krueger in 1970, who coined the term artificial reality. Krueger was the first to configure virtual environments which reacted to the user s actions. In Videoplace, a user could engage in activities such as drawing on virtual objects. Virtual reality was, for the first time, interactive. Other Applications Eventually, it became necessary to think about uses for VRT outside of entertainment. Simulators using VRT became valued for many practical uses such as flight simulation, surgery simulation, and design simulation. Fairfax 12

13 Appendix B: Testimonials and Reviews Below is a collection of quotes gathered from review websites, and testimonials from real users of the Oculus Rift. The consensus is that this technology is groundbreaking. Tech Radar Oculus has revealed its latest Rift prototype, codenamed Crescent Bay, and it's undoubtedly the most impressive virtual reality device yet (September ). Trusted Reviews The possibilities are mesmerizing We really can t wait to see what s next (June ). Engadget If you have a chance to try out Oculus Rift somewhere, don t hesitate, it s well worth a drive! (July ) Playing with it is largely unlike anything I have experienced before and I'm super excited to see what comes out with support for it (May ) Fairfax 13

Oculus Rift Development Kit 2

Oculus Rift Development Kit 2 Sam Clow TWR 2009 11/24/2014 Executive Summary This document will introduce developers to the Oculus Rift Development Kit 2. It is clear that virtual reality is the future