The Madrid Marriott Auditorium Hotel and Conference Center is the largest self-contained hotel and meeting facility in Europe, with nearly 900 rooms and an auditorium that seats 2,000 people.
Sales and marketing director David Ghossein knows that the physical layout of the property – the fact that the hotel and event facilities are in one building and that it has a large auditorium plus a ballroom and private check-in area – is its biggest selling point. About 75% of the hotel’s business comes from the MICE (meetings, incentives, conferences and exhibitions) events that it hosts.
But Ghossein also knows that in-person site visits can be time-consuming and costly – from the perspectives of both budget and sustainability.
So Ghossein is partnering with RendezVerse, a new brand from London-based Worldwide Events, to develop “digital twins” – virtual, three-dimensional replicas - of his hotel and conference center that will eventually live in the metaverse.
On the leisure side, Gould says using the metaverse for marketing is the next step in the evolution that has taken us from the early days of printed brochures to the current use of two-dimensional websites. He expects to have 1,000 hotels using RendezVerse by the end of 2023.
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