More and more travel companies are dabbling in the metaverse. Last year saw Marriott launch its first NFT collection in partnership with three digital artists, and Qatar Airways introduced metahuman cabin crew in its virtual reality ‘QVerse’, giving passengers a flavour of the first and business class travel experience.
Oetker Collection is the latest luxury hospitality brand to dip a toe in the digital world after partnering with luxury fashion gaming app DREST, which allows players to put together their own looks and outfits based on the real- world collections of more than 250 top fashion brands, complete fashion challenges and stage virtual photoshoots in glamorous locations around the world.
Through the partnership, DREST users will now be able to tackle challenges and stage their virtual shoots at some of Oetker Collection’s iconic hotels, including Le Bristol Paris, Hotel du Cap-Eden-Roc in the Cap d’Antibes, Château Saint-Martin & Spa in nearby Venice and The Lanesborough in London. Challenges featuring Oetker Collection’s other properties will appear on the app throughout the year.
Tackling each challenge requires players to get to know the hotels and their locales, an innovative form of marketing for a new generation of highly engaged and digital savvy luxury aficionados. DREST is already working with luxury brands including Gucci, Cartier, Prada and Valentino.