The recent announcement of Meta by Facebook along with Microsoft throwing their hat in the ring with Mesh is a clear indication of the virtual immersive experience that is coming to us faster than we anticipated. Maybe The Matrix is not so far in the future. However, even if the metaverse does not live up to the science-fiction dreams, it will become the key to digital experiences and a crucial element of the physical processes. While we can see immediate applicability of this technology in gaming and education, what can the hospitality industry expect from metaverse? In a world that offers "unprecedented interoperability", Avatars could play an increasing role in leisure travel. From bookings and service provisions to selling properties, AR/VR and Avatars may replace physical staff or even manage a front office. If this were possible, the labour challenges within the industry could encourage the adoption of the metaverse faster than we expect. The business travel industry is made up largely by MICE and MICE guests pay 17.5 % more than leisure guests. The metaverse has the capacity to transform MICE into a new age digitally immersive experience.

The question is, can the metaverse bring significant changes, solve some of the pressing issues and become the way forward for the hospitality industry?