Branding and Risk in the Metaverse: How Tourism and Hospitality Businesses Are Protecting Their Identity in AR/VR Experiences

The rapid development of the metaverse, augmented reality (AR), and virtual reality (VR) is reshaping the way tourism and hospitality businesses design customer experiences, communicate brand values, and establish competitive differentiation. These immersive technologies enable organisations to move beyond conventional digital marketing by creating interactive, three-dimensional environments in which customers can explore destinations, experience hotel facilities, and engage with tourism services before making purchasing decisions. Hotels and resorts can offer virtual property tours, travel agencies can develop immersive destination previews, and tourism boards can recreate cultural attractions through digital experiences. Such innovations provide opportunities to strengthen customer engagement, enhance brand visibility, and influence travel decisions by offering more personalised and memorable experiences.