Travel TechnologyTravellers can now virtually check into the world's first metaverse hotel for a peek of a new kind of real estate — and hospitality — in Decentraland.

M Social stamps its ‘M’ in the metaverse

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Virtual travellers who successfully navigate M Social Decentraland’s obstacle course in the metaverse may be rewarded with real-world hotel prizes.
Virtual travellers who successfully navigate M Social Decentraland’s obstacle course in the metaverse may be rewarded with real-world hotel prizes. Photo Credit: Travel Weekly Asia

Singaporean billionaire Kwek Leng Beng’s Millennium Hotels and Resorts properties are not only sitting on coveted addresses in the real world, they are now starting to occupy prime digital land.

M Social is about being different, being one of a kind. As we look towards the future, we need to look past the traditional model of hospitality and engage our guests through new immersive experiences,– Kwek Leng Beng, Millennium & Copthorne Hotels

Enter M Social Decentraland, which cemented Millennium Hotels and Resorts’ position as the world’s first hospitality group to operate a hotel in the metaverse.

Decentraland is a virtual world where businesses and individuals are able to buy land and real estate in the metaverse and built whatever their hearts’ desires for other metaverse users to visit and engage with.

The purpose of this virtual hotel is to serve as a digital hub where users can discover M Social’s brand essence as a lifestyle hospitality provider while playing and interacting with the many features located within the virtual building. Users will also be able to see and interact with other players exploring the space in real-time.

The ‘beast’ is a virtual character in M Social Decentraland that welcomes guests in the lobby.
The ‘beast’ is a virtual character in M Social Decentraland that welcomes guests in the lobby. Photo Credit: M Social

In Decentraland, M Social takes the form of a cuboid hotel, designed with a giant ‘M’ affixed to each side of its glass façade. When users enter the hotel via meta.msocial.com in their personalised avatar, they will be welcomed by a ‘beast’ (a virtual character) at the reception who will deliver a secret message by means of a speech bubble to “follow the butterflies” in the hotel to uncover a surprise.

This message hints at users to navigate a series of floating platforms, each platform arranged one step higher than the other.

Users who successfully manage to jump up onto these platforms one-by-one to reach the top will be asked to take a screenshot next to the 'beast' and post it on social media with the hashtag #MSocialDecentraland. M Social's staff will then reach out via social media with a digital voucher which players can use to redeem products at M Social’s physical brick-and-mortar hotel in the real world.

Players who successfully reach the top of M Social Decentraland by jumping onto a series of platforms stand the chance of winning real-world hotel gifts.
Players who successfully reach the top of M Social Decentraland by jumping onto a series of platforms stand the chance of winning real-world hotel gifts. Photo Credit: Travel Weekly Asia

This virtual obstacle course is only the beginning of M Social Decentraland’s ambition to “reach out to new and existing customers in both the physical and virtual world with online connection to offline engagement,” according to Saurabh Prakash, group senior vice president, commercial of Millennium Hotels and Resorts.

Over the next subsequent months, M Social Decentraland will launch more interactive features including a NFT space where users can purchase M Social’s digital collectibles, and more gamified content that convert their digital gameplay into real world experiences.

“M Social Decentraland will also serve as a platform where we can reveal new product launches, such as upcoming M Social hotels in the real world,” Prakash disclosed. “It’ll become a common place where both our customers and travel partners can come, hang out and know what’s coming up in a fun and engaging manner.”

Prakash added that M Social entering the metaverse is meant to cater to “the customers of tomorrow”, and a means of reaching out to the millennial traveller while also tapping into an untouched market of travellers who are unaware of the hotel.

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