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Two-thirds of UK consumers explore hospitality venues digitally before booking
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New research commissioned by immersive technology specialist Apollo3D has revealed a shift in how UK consumers research, evaluate and book hospitality venues.
The study found that 66% of consumers now use pre-visit digital exploration, including 3D virtual tours, interactive mapping and immersive visual content, before committing to visit or spend money at hotels, restaurants, pubs, bars and entertainment venues.
The findings suggest that transparent online visual access is evolving from a marketing tool into an increasingly important commercial consideration for hospitality businesses.
Rather than relying solely on static image galleries or third-party review platforms, prospective guests are increasingly seeking interactive digital experiences that allow them to explore physical spaces before visiting.
Virtual tours influence younger consumers
Demand is particularly pronounced among younger consumers. Almost a quarter of adults aged 25 to 34, 24%, rank the ability to tour a venue and its facilities virtually as a critical factor in their booking decision.
This compares with 14% who identify standard website photography as a critical factor. Meanwhile, 18% of consumers aged 25 to 34 say that access to a virtual tour makes them significantly more likely to book.
The research also indicates that immersive 3D mapping can help convert initial interest into spending. Across all age groups, 13% of consumers report feeling far more confident spending money when they can explore a venue properly online beforehand.
A further 14% consider online venue inspection to be as important as an in-person site visit.
Travel costs are also influencing how consumers assess potential destinations. Some 8% of respondents said they now exclusively book venues that they have thoroughly vetted online to avoid wasted journeys.
Interest in pre-visit spatial exploration is particularly strong in major urban centres, led by London at 17%, Birmingham at 15%, Cardiff and Glasgow at 14%, and Central England overall at 13%.
Digital twins offer greater venue visibility
Apollo3D Founder and Managing Director Mark Shepherd believes that high-resolution 3D virtual tours and mapping have become vital infrastructure for hospitality operators seeking a commercial advantage.
Apollo3D's team has experience capturing physical spaces across the hospitality, commercial property, retail and heritage sectors. The company says venues incorporating Matterport digital twins and Google-integrated virtual tours can benefit from higher direct booking rates, fewer customer enquiries and enhanced search engine visibility.
Founded in 2017, Apollo3D's portfolio ranges from mapping international retail layouts for brands including Primark and Marks & Spencer to creating immersive walkthroughs for historic regional hospitality venues.
Following the launch of its new global platform, the Otley-based company is transitioning from a regional scanning supplier into a software-led partner for international estate analytics.
The research is based on a national omnibus study of 2,741 UK adults, representative of regional, age and gender distributions. It was conducted in July 2026 by independent research professionals TLF Research on behalf of Apollo3D.
Apollo3D is a UK spatial media and 3D capture specialist using Matterport 3D scanning, photogrammetry and laser mapping to create immersive digital twins across hospitality, retail, real estate, heritage and construction.
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