Celebrity Cruises Enters the Metaverse With a Virtual Ship Tour
25.08.2023 - 14:35
/ skift.com
/ Justin Dawes
/ Celebrity Cruises
/ Cruises
Before booking a trip with Celebrity Cruises, potential customers can now explore a virtual version of the experience — an offering that the company expects is the beginning of a long journey expanding operations in the metaverse.
Miami-based Celebrity Cruises just released a metaverse program that allows users to walk as avatars aboard a virtual replica of the brand’s latest ship, Celebrity Beyond. All users visiting the digital ship at the same time can see and interact with one another, and there is a designated meeting space within the platform.
At this point, the main function of the platform is as a way to reach new audiences. The main customers targeted for this platform are those who are new to cruises or those who have never sailed with Celebrity, said Michael Scheiner, chief marketing officer for Celebrity Cruises.
“Everyone is welcome and invited to experience it. The target, though, I’d say is … people that haven’t experienced a cruise ship and so all they know is maybe what they’ve heard or read about, sometimes positive, sometimes negative,” Scheiner said.
Basically a computer video game, the Wonderverse virtual world opens with the user driving a small boat to the cruise ship and boarding. From there, the user can choose to customize the avatar and then walk around the ship’s main deck, exploring amenities and talking to virtual versions of real people, like the ship’s captain, Kate McCue. The user can also play short games on the deck and explore the ship’s several destinations, where links are offered for direct booking.
The Celebrity Cruises metaverse is powered by Surreal Events, a Georgia-based company founded in 2020 that designs metaverse worlds for companies in a variety of industries. The company’s flagship product was released in 2021. It was made using Unreal Engine, the platform owned by Epic Games that was also used to make the metaverse video game Fortnite.
Josh Rush, co-founder and CEO of Surreal, said Celebrity Cruises is the first cruise line to release this type of metaverse experience, but there are others in the wider travel industry, like major hospitality brands, exploring this as a concept for their own companies.
Surreal Events had previously built a digital replica in the metaverse of stadium Truist Park for the Atlanta Braves baseball team. The company also designed a multi-day Diwali celebration in the metaverse for Flipkart, the Walmart-owned shopping website based in India. Surreal is the process of raising capital to scale its business.
The general metaverse is still in the early stages, though it has gone through a lot of development over the last 12-18 months. Rush agrees that a societal move to the metaverse is inevitable, so the earlier a company