How VR has given Thomas Cook Stratford a boost

The Westfield store’s layout, with complete glass frontage, means customers can easily see what’s going on inside, helping to maintain healthy footfall levels.

“It’s a hub of activity in-store, and people are definitely drawn in when they see a customer using the VR headset,” says Ryan.

The knock-on effect continues inside the agency. “If we’re interacting with a customer with VR, another customer might become curious and ask to have a go,” he says.

The Samsung headset features 28 videos, ranging from destinations, to cruise ships, hotels and aircraft. Similar headsets retail at around £80, making it a cost effective tool that an independent agent could reap ROI benefits from.

The Thomas Cook airline videos are particularly popular, and have been used as a handy upselling tool by Ryan’s team.

“We recently had a group of eight women come in wanting to go to Cancun. They upgraded to premium economy for their return flight after watching the VR,” says Ryan.

As one of the first travel agencies to launch VR, Ryan says it has helped differentiate from high street competitors. From the customer’s perspective, it offers a first glimpse of what to expect from their holiday, and generates excitement.

“It helps customers make an informed decision before they book, plus it shows them what to do once they get there,” says Ryan. “My team has more than 200 years’ combined experience and sell really well, but this just adds to the customer experience.”

Ryan cites one recent success story of a couple who came to the agency to plan a Mexico honeymoon.

“They had a choice of three hotels, one of which was on Rivera Maya beach,” says Ryan. “They asked what Riviera Maya beach was like, so I showed them. They watched 360-degree drone footage of the beach, which they were really impressed by. It definitely helped sell the holiday.”