Augmented reality (AR) is a technology that allows the user to see the real world overlaid with digital data. The AR market was valued at $7 billion in 2020, growing at a CAGR of more than 35% over the 10-year period, according to GlobalData estimates.
AR is evolving into a utility in specific consumer and enterprise applications. On the consumer front, AR is primarily used in social media, gaming, and ecommerce. While Pokémon Go and Snapchat Lenses have helped popularize AR as a tool for entertainment, ecommerce is using it as a utility. In addition, upcoming metaverse platforms will integrate AR-related technologies, helping to bring AR to the fore.
Travelers have become increasingly focused on a digital experience and AR will become a key technology to support travel companies in their quest to become digitally focused. Most now travel with a smartphone, and travel apps are becoming increasingly common. Historically AR has had a gimmicky image, but it has begun to shake it as the technology begins to be used to meet traveler needs. From wayfinding to measuring luggage, the possibilities for AR in the travel space are vast. As more travelers become influenced by the digital advancement of a product/service, the greater role AR will play. Leading tech companies are scrambling to build sustainable AR ecosystems and gain a foothold in this potentially lucrative market, while specialist firms focus on areas like content development.
Overview of the augmented reality (AR) market
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What are the market dynamics of augmented reality in travel & tourism?
The travel and tourism industry is currently undergoing mass digitalization and AR will play a key role. To meet the needs of the digitally native twenty-first-century traveler, companies across the sector will seek to offer innovative technology, with AR becoming more important. Travel apps are beginning to become a standard offering as a travel companion and are a natural fit for AR technology, especially for wayfinding or tours. The companies currently implementing and experimenting with AR technology are playing into the hands of the modern-day traveler; companies who delay exploring the potential of AR risk falling behind the competition.
Unfortunately, COVID-19 has had a devastating impact on travel and tourism, with the sector coming to a halt upon the initial onset of the virus and worldwide spread at the end of March 2020. AR has been a benefitting technology as it can help support a contactless journey, an element that is strongly in demand as the sector begins to recover.
GlobalData’s travel and tourism patents database showed that AR/VR experienced its highest number of patent publications (filings and grants) in 2020, despite the pandemic’s impact on the travel and tourism sector. A total of 172 patents publications were recorded in 2020, a YoY increase of 97% compared to 2019, highlighting the AR and VR innovations currently taking place throughout the travel and tourism sector.
Big investment areas in AR technology includes 3D cameras, displays, motion tracking, eye tracking, facial recognition, and localization and mapping.
Who are the leading players in the AR market?
Air France – KLM, China Southern Airlines, Delta Air Lines, easyJet, Epic Reality, Flughafen Zurich, Hamad International Airport, Kayak, Ryanair, and Whitbread are few of the key players in the travel and tourism industry focused on implementing augmented reality in their value chain.
Some of the leading technology players associated with this theme are Alibaba, Alphabet (parent company of Google), Amazon, Apple, ByteDance, and Facebook.
Augmented reality in travel and tourism, key players
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Market report scope
|Market Size- 2020||$7 billion|
|Key Players||Air France – KLM, China Southern Airlines, Delta Air Lines, easyJet, Epic Reality, Flughafen Zurich, Hamad International Airport, Kayak, Ryanair, and Whitbread.[|
- This thematic report provides an overview of the use of augmented reality in tourism.
- The key trends within this theme are split into five categories: technology trends, macroeconomic trends, regulatory trends, media trends, and industry trends.
- Several case studies are included to analyze the multiple ways companies have leveraged augmented reality and what they are doing to position themselves strongly.
- We highlight travel and tourism companies that are leading in the augmented reality theme, such as Delta Air Lines, Air France-KLM, and Visit Singapore.
Reasons to Buy
- Understand the impact of augmented reality on the tourism industry, using use cases to help you understand how you can adapt and understand this theme.
- Assess the strategies that companies are adopting to become front runners within this theme, gaining a competitive advantage as a result.
- Discover companies that are leading in the space.
- To view real-world trends created by the adoption of augmented reality from across the travel & tourism space.
- GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.
Air France-KLM, Delta Air Lines, easyJet, Hamad International Airport, Singapore Tourism Board, TUI
Table of Contents
Case Studies in Travel & Tourism
Travel and Tourism Industry Analysis
Impact of Augmented Reality on Travel & Tourism
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Frequently Asked Questions
The market size of Augmented reality (AR) market is worth $7 billion in 2020.
The growth rate of the Augmented reality (AR) market in 2020 is more than 35%.
Air France – KLM, China Southern Airlines, Delta Air Lines, easyJet, Epic Reality, Flughafen Zurich, Hamad International Airport, Kayak, Ryanair, and Whitbread are few of the key players in augmented reality in travel and tourism value chain.