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    • Feature
      1. Cover Story
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      5. Chef’s Corner
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      ‘Prime AAA locations will remain central to our strategy’: JB Singh, President and CEO, InterGlobe Hotels

      April 3, 2025

      Breaking Barriers and Leading with Excellence: Women in Hospitality

      March 7, 2025

      Indian Hospitality Industry Poised for Continued Growth in 2025

      January 15, 2025

      ‘India’s non-metro cities are at the heart of the country’s hospitality growth, offering immense potential and untapped opportunities’

      October 8, 2024

      ‘Telangana’s hospitality sector deserves industry status for fair recognition and support’: Sandeep Joshi

      May 16, 2025

      ‘We’re not just hosting events but also shaping Hyderabad’s reputation as India’s top MICE destination’ : Rubin Cherian

      April 21, 2025

      ‘Hotels blending local charm with sustainability to lead next phase’ : Jitendra Taak

      April 4, 2025

      Timbertales Coorg Aims to Become South India’s Top Luxury Resort

      March 6, 2025

      ‘Evolving client preferences drive demand for hybrid capabilities, immersive experiences, and personalised touches’ : Prithvi Pal Singh

      May 17, 2025

      ‘Telangana’s hospitality sector deserves industry status for fair recognition and support’: Sandeep Joshi

      May 16, 2025

      Luxury Whisky brand The Dalmore targets India’s growing market for single malts

      May 6, 2025

      ‘We’re not just hosting events but also shaping Hyderabad’s reputation as India’s top MICE destination’ : Rubin Cherian

      April 21, 2025

      Culinary Art India 2025: A Celebration of India’s Evolving Hospitality Landscape

      March 7, 2025

      ProWine Mumbai 2024: A Toast to Excellence in Wine and Spirits

      December 4, 2024

      7th AHP Hospitality Excellence Awards Celebrating Innovation, Diversity, and the Future of Hospitality

      July 26, 2024

      IHC-IIHM International Hospitality Day Awards celebrates the Glamorous Hospitality Industry of Mumbai

      July 5, 2024

      ‘Guests today seek an overall experience rather than just good food or stay‘: Chef Satyakumar GV, Executive Chef, Sheraton Hyderabad Hotel

      January 28, 2025

      Young Chefs from 50 Nations to Compete at 11th International Chef Olympiad, Feb 2-8, 2025

      January 28, 2025

      IIHM and IHC Celebrates International Hospitality Day 2024

      April 29, 2024

      Food Trends Predictions for 2024

      November 24, 2023

      ‘Telangana’s hospitality sector deserves industry status for fair recognition and support’: Sandeep Joshi

      May 16, 2025

      ‘We’re not just hosting events but also shaping Hyderabad’s reputation as India’s top MICE destination’ : Rubin Cherian

      April 21, 2025

      ‘Hotels blending local charm with sustainability to lead next phase’ : Jitendra Taak

      April 4, 2025

      ‘We plan to drive higher RevPAR and occupancy through dynamic pricing, targeted marketing campaigns, and expanding corporate tie-ups’: Manoj Jangid

      March 29, 2025

      Balancing Luxury and Sustainability

      May 14, 2025

      ‘Weddings and Room Bookings Drive Significant Revenue Growth’: Anirban Sarkar, General Manager, Radisson Blu Greater Noida

      January 15, 2025

      Luxury Hospitality in India: A Market on the Rise

      December 3, 2024

      Redefining Indian hospitality, the TECH way

      June 6, 2024
    • Opinion
      1. Expert Speak
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      The Cart or the Horse?

      May 5, 2024

      Culinary Tourism in India: A Global Perspective

      April 22, 2024

      M+A+S=H

      April 6, 2024

      What is the most important part of developing a risk management plan for a hotel?

      December 14, 2023

      HOTELS, HOSPITALS AND OPPORTUNITIES

      August 24, 2022

      Role of Facility Management in Experiential Tourism: Shaping Unforgettable Journeys in India

      September 27, 2023

      Occupancy Upsurge: Reinvigorating Business

      June 16, 2022

      Lessons from 20:20 for 2020

      January 6, 2020

      Legal Obligations of Lost Properties – Infra Hospitium

      December 30, 2019
    • F&B
      1. Wines
      2. Liquor
      3. Food Processing
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      5. Cloud Kitchen
      6. Restaurant review
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      SulaFest 2025 Kicks Off Its 14th Edition

      February 3, 2025

      Medusa Beverages and Warner Bros. Discovery Global Consumer Products launches the ‘House of the Dragon’ Exclusive Edition

      August 1, 2024

      Mehra Wines sets sights on leading India’s premium alcoholic beverage market

      April 24, 2024

      WIPS-Nashik revived by Govt of Mah, HRAWI applauds the move

      January 23, 2024

      Salty Nerd Vodka Now Launches in UAE, Goa & Karnataka

      May 19, 2025

      Loca Loka Tequila Wins Gold and Silver at 2025 SFWSC

      May 19, 2025

      Indian Liquor Makers to See Over 10% Revenue Growth in FY26

      May 18, 2025

      Karnataka Increases Beer, Liquor Prices by 5% in 4th Hike In 2 Years

      May 18, 2025

      F&B major FSIPL announces 8 New Products

      October 19, 2022

      The Health Factory startup raised INR 2 crore expanded seed funding

      August 22, 2022

      Sattvik Certifies Indian Beverages Company VARAHI Pvt Ltd

      August 22, 2022

      Cold Chain Storage & Supply to Boost the Consumption of Frozen Poultry

      May 5, 2020

      ‘Our HoReCa clients have saved between INR 2 Lac and INR 15 Lac per year by using our products’ : Jesal Sampat, Executive Director, Pune Gas

      March 29, 2024

      UNESCO New Delhi seeks for expression of interest for catering services

      March 19, 2024

      ‘HoReCa Channel Contributes 80-85% of Real Good Chicken’s Revenue’ : Abhay Parnerkar, CEO, Godrej Tyson Foods

      August 30, 2023

      X Events Hospitality launches #chefstogether campaign to celebrate International Chefs Day

      August 25, 2022

      ‘We are planning to raise around INR 25 cr within 8-10 months’ : Krunal Oza, Founder & CEO of Hustlers Hospitality

      September 2, 2022

      A Feast for the Senses; Sheraton Hyderabad’s Culinary Gem

      February 2, 2025

      Roastery Coffee House : More than just a place to dine

      June 14, 2024

      Glocal Junction: Lifting modern Indian cuisine to new heights

      January 10, 2023

      Little Italy Hyderabad: An Italian gastronomic paradise nestled amidst Jubilee Hills

      December 7, 2022

      ‘Shoyu’ Brings Modern Asian Flavors to Hyderabad

      March 7, 2025

      A Feast for the Senses; Sheraton Hyderabad’s Culinary Gem

      February 2, 2025

      Firewater Neo Bar and Kitchen Sparks Culinary Magic in the Financial District

      February 2, 2025

      Roastery Coffee House : More than just a place to dine

      June 14, 2024

      Kolkata Orders Rooftop Restaurants Closed After Hotel Fire

      May 8, 2025

      Yi Jing at ITC Kohenur Offers a Culinary Escape with New Summer Menu

      May 7, 2025

      18% GST on Meals in Specified Hotels Elevates Dining and Event Costs

      April 14, 2025

      Clara Beach Haven Opens in Goa, Blending Art, Elegance, and Culinary Excellence

      April 7, 2025
    • Education
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      Association of Hospitality Professionals Announces the Seventh Edition of Hospitality Challenge 2024

      June 28, 2024

      IIHM and Mayfair Hotels & Resorts Forge Strategic Partnership with MoU Signing

      May 9, 2024

      ‘We focus on equipping students with essential skills‘

      May 6, 2024

      IIHM and IHC Celebrates International Hospitality Day 2024

      April 29, 2024

      Hyatt India collaborates with CII & EHL to launch Vocational Training across its properties in Delhi, NCR and Lucknow

      July 25, 2024

      Association of Hospitality Professionals Announces the Seventh Edition of Hospitality Challenge 2024

      June 28, 2024

      ‘We focus on equipping students with essential skills‘

      May 6, 2024

      Apeejay Institute of Hospitality celebrates the graduation of the class of 2024

      April 4, 2024

      Le Cordon Bleu Gurugram Unveils Advanced Hospitality Training Facilities

      March 20, 2025

      IIHM and Mayfair Hotels & Resorts Forge Strategic Partnership with MoU Signing

      May 9, 2024

      ‘We focus on equipping students with essential skills‘

      May 6, 2024

      Apeejay Institute of Hospitality celebrates the graduation of the class of 2024

      April 4, 2024

      IHM Ranchi and Art of Living Partner for Youth Empowerment

      April 16, 2025

      ISH Hosts Distin-GU-ISH-ED 2025, Celebrates Culinary Excellence

      March 26, 2025

      Le Cordon Bleu Gurugram Unveils Advanced Hospitality Training Facilities

      March 20, 2025

      IIHM Initiative to Revolutionise Hospitality Education with AI Integration

      February 19, 2025
    • Operation
      1. Housekeeping
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      HPMF Inaugurates 14th Annual Convention with Grand Ceremony in Lucknow

      September 27, 2024

      HPMF Joins Governing Body of Tourism and Hospitality Skill Council

      June 24, 2024

      HPMF to celebrate 14th Anniversary with Awards in Lucknow and Ayodhya Dham

      June 7, 2024

      ‘Addressing the gap between industry demand and workforce skills is a critical challenge’

      May 14, 2024

      ‘Our HoReCa clients have saved between INR 2 Lac and INR 15 Lac per year by using our products’ : Jesal Sampat, Executive Director, Pune Gas

      March 29, 2024

      Hafele Introduces India’s First One Touch Cabinet Mechanism

      January 30, 2024

      X Events Hospitality launches #chefstogether campaign to celebrate International Chefs Day

      August 25, 2022

      Celebrated Chef Anton Mosimann Awarded with Swiss Culinary Merit of Honor

      July 25, 2021

      HRAWI organises FSSAI’s latest FoSTaC Programme in Mumbai

      December 20, 2023

      HRAWI organises Fire Marshals Training Programme

      April 17, 2019

      HRAWI organises fire safety training for hotels & restaurants in Mumbai

      March 20, 2019

      Hyatt and Quimera Energy Efficiency wins the AEE’s Western Europe Region Energy Project Award 2018

      November 9, 2018

      Rajj Tandoors Redefines Tandoor Cooking with Global Vision and Chef-Centric Innovation

      May 12, 2025

      ‘Our HoReCa clients have saved between INR 2 Lac and INR 15 Lac per year by using our products’ : Jesal Sampat, Executive Director, Pune Gas

      March 29, 2024

      GRAFF Unveils the Futurismo Collection for the Kitchen

      September 16, 2023

      EssEmm Corporation launches Cosmos Nut Butter Grinder

      August 4, 2022

      HPMF Signs Landmark MOU with WineGAI

      March 30, 2025

      HPMF and ICF Join Forces to Transform India’s Hospitality Sector

      March 7, 2025

      ‘Addressing the gap between industry demand and workforce skills is a critical challenge’

      May 14, 2024

      Global Revenue Forum 2023 to host Opportunity 2023

      January 12, 2023
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    Hospitality Biz India: Latest News & Analysis
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    Home » Metaverse: The Immersive Future of Hospitality
    Cover Story

    Metaverse: The Immersive Future of Hospitality

    Asmita Mukherjee | HyderabadBy Asmita Mukherjee | HyderabadDecember 12, 2022No Comments8 Mins Read
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    The Indian Hospitality industry has been witnessing a ton of progress lately. After the pandemic, the industry has shifted to digital payment, bookings and infusing tech into other operations. Now the industry is becoming a key consumer of Web3, Non-Fungible Tokens (NFT) and AR/VR environments. The industry is exploring various areas like marketing, advertising, and guest experiences with the metaverse. While some industry experts are gung-ho about adopting these advanced technologies, others are a bit sceptical due to the high initial expense involved. Asmita Mukherjee spoke with industry experts to understand the sentiment around these technologies.

    According to a recent Gartner research, 30% of global organizations will have products and services for the metaverse by 2026 and 25% of people will spend at least one hour daily in a metaverse for work, shopping, education, social, or entertainment purposes. While major MNCs of the world like Coca-Cola, and Nike are eager to prove their presence in the metaverse, the hospitality industry is also keeping pace with progress by joining hands with technology companies to build its presence in the virtual world.

    Many hotels are also exploring the metaverse due to the potential of the guest experience. Singapore-based Millennium Hotels opened the first virtual hotel of the metaverse, M Social Decentraland. Marriott was one of the first hotel brands to create and sell its own NFT. The company and other hotel brands such as Atlantis are also collaborating with platforms like RendezVerse to create digital twins of real-life hotels.

    Defining metaverse

    According to AD Singh, MD & Founder, Olive Bar & Kitchen Group metaverse is an alternate online universe which has increasingly become more important and more real for many of us.

    Ajit Singh Garcha, General Manager, THE Park Hyderabad stated that Metaverse is a virtual world which allows a person to live a virtual life in the form of an avatar or immerse all senses into a digital world. It is another form of communication, connection, interaction, marketing, public relations, branding and advertising.

    Supreet Raju, Co-Founder, OneRare believes that the metaverse is an extension of our current digital lives. “It is an immersive social experience taking place in a completely virtual environment.”

    Partnership is key

    The Olive Group, which operates Olive Bar & Kitchen and other brands such as Toast & Tonic and The Grammar Room, is one of the first few Indian restaurant groups to offer NFTs and virtual experiences to customers, to engage with them in the metaverse. To make this possible, The Olive Group joined hands with Hey Hey Global, an online platform powering experiential engagement between celebrities, influencers, and creators globally via new-age technology where fans can discover and buy creator-powered NFTs. The tie-up plans to engage with Olive’s wider community, via NFT and the metaverse.

    Another F&B brand Massive Restaurants under the guidance of Zorawar Kalra, Founder & Managing Director of the brand has tied up with OneRare. OneRare and Massive Restaurants will together explore the blockchain world to power up table reservations, online ordering, and much more.

    Transforming the Industry

    Raju believes that community ownership of platforms and self-expression will become the driving forces and brands will be able to grow their reach globally. “From the time we spend on various apps and social networking sites today, we are already digital-first. With the Metaverse, the quality of this experience will improve – the same way as our phone cameras have steadily improved with the growing reach of social media.”

    However, as the technology is pretty new in the industry most of the brands are still exploring its uses and benefits. The technologies – Virtual reality and Augmented Reality that the metaverse uses, enable users to have immersive social interactions in the digital space by creating a virtual identity. Sanjay Vazirani, CEO, Foodlink opines, “I think it is still in its nascent stage and its full potential is yet to be explored and it is definitely yet to reach a point where it touches the lives of the common man. It is far from becoming a real necessity and until that happens; I am not sure how it will be adopted at scale by the masses. I have briefly read about some restaurants which have ventured into the metaverse but we are yet to dive deeper into the case studies and the effectiveness of activities taken up in the virtual worlds that form metaverse.”

    The traditional dining scene is constantly evolving and we have seen some massive changes post-covid. Users are steadily embracing technology for ordering, table reservations, and booking experiences. With the metaverse, a whole new spectrum of virtual interaction will open up to the patrons.

    According to Raju, virtual restaurants & food experiences will allow food businesses to create a better, more immersive experience for patrons and grow their global presence. “In our Foodverse, for example, foodies can interact with Celebrity Chefs, Restaurants, and Food Brands. They can visit them in their virtual restaurants, play games, join Members Clubs, and swap NFTs for real-life meals. The hospitality industry can grow from a local, physical ambit to global reach by leveraging the metaverse opportunities correctly,” she stated.
    She said that the core tech of blockchain and the immersive nature of the metaverse combine for a great opportunity in both the front-end and back-end functions of any hospitality business. NFTs can be leveraged to replace Loyalty Programs and Membership Clubs, used as Room Access Keys as well as enable check-ins and check-outs. With their 3D hotel or restaurant in the metaverse, businesses can show people what kind of experience to expect when visiting them, enabling accurate table reservations and so much more.

    Singh mentioned that the metaverse can offer a huge opportunity for the industry. “Large amounts of the earth’s population, particularly newer generations spend more and more time online which should be seen as a huge opportunity for the industry to woo new customers,” he opined.

    Sharing some interesting use cases, Gracha stated, “Metaverse at present can help hotels advertise better, allow guests to experience the product better. It can play a role in sales & marketing strategies to reach more guests. Instead of images and videos, the guests can have an immersive experience of spaces in a hotel be it a spa, nightclub, restaurant or the guest rooms before making a choice to book.”

    Challenges in adoption

    Although the Indian hospitality sector is historically known to be a late adopter of next-gen tech, the situation has changed in the last two years due to the pandemic resulting in the industry utilising technology to successfully navigate the pandemic. While the adoption of immersive technologies like metaverse is still at a very nascent stage in the industry, slowly it is opening up to the various positive use case of the technology. Although the benefits of adopting the metaverse are undoubtedly many, several industry experts are wary of the expenditure involved in adopting it, considering that the industry has just emerged from the wrath of the pandemic and is now in the throes of a global recession. Also, the fact that not a lot many use cases of metaverse for the hospitality industry have been defined yet, deters its acceptance.

    Garcha shared his thoughts by saying that virtual experiences cannot replace actual travel, especially leisure travel experiences. He said that it is difficult to measure the timeline of the transformational impact of metaverse on hospitality from a guest or client perspective. “Also, Metaverse is a very expensive proposition to implement at this moment in time with no definitive timeline of ROI,” he added.

    According to Vazirani, the usage of the metaverse is limited for the F&B industry at the moment, he said, “While there is a lot more that can be thought of, it will still be limited for an F&B service enterprise since actually experiencing the taste of the food in the virtual world will not be possible and that is the core of what we do. But surely it is evolving at a fast pace. There is now a Foodverse too which as I understand is gamifying food experiences where people can go and engage with farms, farmer markets & kitchens, cook their dishes, farm their ingredients, attend and host cooking workshops, etc. People earn NFTs in games in the Foodverse and the same can be exchanged for food in the real world.”

    Although currently, the use cases for metaverse in the hospitality sector are limited, the situation is quickly changing for the better. Considering the many benefits that metaverse brings to the table, hotels & restaurants need to keep watching the space to know when it is the right time to invest instead of denying its future usefulness.

    asmita.mukherjee@saffronsynergies.in

    Author

    • Asmita Mukherjee | Hyderabad
      Asmita Mukherjee | Hyderabad

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    AD Singh CEO Co-Founder Foodlink MD & Founder Metaverse Olive Bar & Kitchen Group OneRare Sanjay Vazirani Supreet Raju The Immersive Future of Hospitality
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    Asmita Mukherjee | Hyderabad

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