Two-thirds of UK consumers want online venue tours

Apollo3D has published research suggesting that two-thirds of UK consumers want to explore hospitality venues online before booking, highlighting a shift in how guests assess hotels, restaurants, pubs, bars and entertainment venues.

The survey of 2,741 UK adults found that 66 per cent rely on pre-visit digital venue exploration, including 3D virtual tours, interactive mapping and other visual tools, before deciding whether to visit or spend money.

This behaviour was strongest among younger adults. Among those aged 25 to 34, 24 per cent said the ability to tour a venue and its facilities online was a critical factor in their booking decision, compared with 14 per cent who cited standard website photography.

The same age group also showed a clearer link between virtual viewing and spending intent, with 18 per cent saying a virtual tour made them significantly more likely to book.

Across all age groups, 13 per cent said they felt far more confident spending money when they could properly explore a venue online in advance. Another 14 per cent said online venue inspection was as important as an in-person site visit.

Rising travel costs also appeared to shape behaviour. The research found that 8 per cent of respondents now only book venues they have thoroughly checked online to avoid wasted journeys.

Urban demand

The appetite for pre-visit digital exploration was particularly strong in major cities. London recorded 17 per cent, followed by Birmingham on 15 per cent. Cardiff and Glasgow were both on 14 per cent, while Central England overall stood at 13 per cent.

The findings suggest consumers are moving beyond static image galleries and review sites when deciding where to spend. Many now want a more detailed visual sense of layout, access and atmosphere before committing to a visit.

For venue operators, that increases pressure to invest in richer online presentation at a time when households remain selective about discretionary spending. The data suggests visual transparency is becoming more closely tied to booking confidence, especially for customers planning events, overnight stays or higher-value social occasions.

Apollo3D, founded in 2017 and based in Otley, works on 3D scanning and digital mapping projects across hospitality, retail, property and heritage. Its client work has included retail estates for Primark and Marks & Spencer, as well as virtual walkthroughs for hospitality venues.

Mark Shepherd, founder and managing director of Apollo3D, said: "When people arrange a night out, book a weekend getaway, or plan a major event, they want complete clarity. They want to see the seating layout, feel the atmosphere, check accessibility, and know exactly what they are paying for before they step through the door or pay a deposit. At Apollo3D, we've spent years working alongside hotel groups, independent restaurant owners, pub operators, and commercial venue managers across the UK. What this data confirms is what we see on the ground every day: high-resolution 3D virtual tours are active revenue drivers that convert casual website browsers into confident, paying guests."

Its work is increasingly centred on digital twins and Google-integrated virtual tours that allow customers to inspect venues remotely. Apollo3D argues these tools can reduce the volume of pre-booking questions while helping operators improve direct booking performance.

That reflects a wider change in hospitality marketing, where online presentation has become part of the sales process rather than simply a branding exercise. For venues competing for weddings, corporate bookings, private dining and leisure trips, the ability to show a space in detail may now matter as much as written descriptions and conventional photography.

Shepherd also pointed to the effect on customer decision-making across different booking types. "Whether it is a couple searching for a wedding venue, a corporate team reserving a conference hall, or a group booking a table for a celebration, offering a detailed 3D spatial model removes hesitation, builds immediate trust, and speeds up decision-making," he said.