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More than 500 agents have experienced Azamara Club Cruises’ 3DI virtual reality technology in the past year. Katherine Lawrey enters the cruise line’s virtual world and hears its plans to share the technology with more agents.
Oh wow, we’re by the swimming pool – ooh, and now we’re in a suite. I can walk all around it. And there’s lunch – it’s like I’m on the table. The food looks yummy!
“Now I’m on a horse… It looks like we’re in Cartagena… And now we’re dancing! And that’s the Panama Canal.
Ooh, and now we’re in the jungle and I’m on a zip wire… Wheeeeee!”
This is TTG news editor Sophie Griffiths trying out Azamara Club Cruises’ virtual reality technology.
I think we’re having as much fun watching her reactions as she is with the mask-style headset on, as she is treated to a 360-degree view of Azamara Journey and the destinations visited on a cruise from Costa Rica last year.
Richard Twynam, managing director, UK & Ireland, reveals that Azamara has invested hundreds of thousands of dollars in this 3DI technology, which is not yet for sale, even if you could afford it.
The cruise line’s foray into virtual reality came about through a partnership that its digital creative agency Verve has with Oculus Rift. As part of the investment, Azamara purchased a heavy-duty gaming laptop, top-of-the-range noise-cancelling headphones and headset and sent a crew to film onboard Azamara Journey with a special 360-degree camera.
“This has been done in the hotel world,” says Twynam. “But we’re the first cruise line to do it. We’re trying to be at the cutting edge digitally, like we are with social media, and this is one way to advance that.”
He’s careful not to describe 3DI as a sales tool and admits it will be years before the technology becomes affordable enough to be considered commonplace. However, there have been a couple of £10,000 bookings after taking the technology to consumer shows. “We’ve changed our exhibition stand so it has an area now devoted to 3DI,” explains Twynam. “We’re not asking for business – there’s no call to action. Virtual reality can be educational. We see it as an enabler to help people have conversations about the brand and cruising in general.”
Azamara has also taken 3DI to agents all over the country and to trade events – the trade team estimates as many as 500 agents have now tried it.
“We’ve shown it to our major partners as part of our continued commitment to training. There is scope to incorporate the technology into an agent’s client event too, so their customers can benefit. We’ve done this with GoCruise and Six Star Cruises. Agents who are interested should get in touch to discuss further with us.”
The footage is two minutes and 13 seconds long. The first third shows the ship and the remainder focuses on destinations and experiences including an AzAmazing evening. However, this footage is being updated – the camera crew returned to film onboard the reimagined Azamara Journey when it emerged from dry dock on January 27.
“The 360-degree lenses shoot in every direction. Try and break it,” challenges Twynam. And I do try, as I sit on a swivel chair and look around in every direction, up at the sky, and down at the ground. But it’s flawless, and it really feels like I am there.
If you can’t actually be on the cruise ship sailing down the Panama Canal, then this really is the next best thing. And it’ll only get better, predicts Twynam. “It’s amazing, but it will get slicker,” he says.
