Virtual reality and augmented reality could be game changers for the travel industry. They offer many opportunities to connect with and excite travellers, using new and engaging promotions and advertising - and even immersive travel experiences - in store. Can the travel industry take it to the next level? Augmented reality is the merging of virtual reality and real life, as such that it offers a new dimension for the connected consumer. Developers create images within applications that blend with content in the read world. Virtual reality creates a completely virtual world in which users can immerse themselves and interact with their virtual surroundings. Such an attention grabbing approach could work well for the travel industry, where consumers often take a trip in their imaginations long before they begin the process of researching and booking a holiday. Find out more.