Exploring the metaverse: A new era for hospitality

Abstract

The customer experiences are transformed into immersive encounters through the metaverse, which blends the real and virtual worlds. This study aims to examine the extent of the Metaverse's potential benefits and risks for the Indian hospitality sector in providing an engaging guest experience. This study also discusses how the Metaverse's development and expansion could change how guests interact with hotels. Conceptual developments in Metaverse technology worldwide were examined by a thorough literature review, regression analysis, and correlation analysis. The metaverse offers the hospitality sector several incredible opportunities as well as some formidable challenges. In order to develop and personalise virtual and actual experiences that allow customers to interact, hospitality companies purposefully use the Metaverse. There are also a plethora of research opportunities for the implementation and adoption of the Metaverse. This article highlights forthcoming solutions for the hospitality sector while examining early Metaverse applications in the sector. Many stakeholders benefit from this study's improved comprehension of the Metaverse's development, justification, and promise in the hospitality sector. This study conceptualises the potential of the Metaverse in the context of the hotel business. Based on the body of research on technology-enhanced experiences, this study illustrates how the Metaverse has affected the hospitality sector and offers a research strategy for further navigating the opportunities for both customers and the hospitality business.