Media Release
Are South African corporates ready to ditch business travel for the metaverse
JOHANNESBURG, 18 JULY 2022 – A hot topic in the business world today, the metaverse is taking virtual reality collaboration to the next level. This new and futuristic virtual environment has the potential to fundamentally disrupt the workplace. The question is: are South African corporates ready to embrace more virtual connections?
During the recent Th!nk Conference, a global event organised by FCM, a division of the Flight Centre Travel Group, Dan Nieves, Head of Commercial Sales Meta’s Reality Labs, explained that metaverse labs make people feel like they’re in the same space even though they’re spread around the world.
Nieves showed off the capabilities the metaverse holds with avatars replicating facial expressions, allowing you to high-five your colleagues and share presentations and ideas in almost perfect 3D audio – the virtual reality space even allows you to whisper something in your colleague’s ear.
Despite the many advantages the metaverse has to offer, most of us still seem reluctant to embrace it. According to a recent survey of more than 2,500 U.S. adults by Axios, people are more likely to fear the metaverse than be excited about it, with one-third of respondents saying it made them ‘more scared’, and just 7% responding ‘more excited’.
In Africa, the continent’s first metaverse Africarare is fast gaining momentum. Africarare is set in Ubuntuland and offers a 3D virtual reality immersive hub that showcases African art, and provides a platform for businesses and artists to display their offerings. As soon as Ubuntuland opened, the virtual country reportedly sold 149 virtual plots in less than eight minutes. Among the inhabitants of Ubuntuland are MTN and M&C Saatchi Abel.
Even though there is clearly interest in the metaverse from South African companies, widespread adoption of the virtual world is still at least ten years away according to experts. FCM GM for Southern Africa Bonnie Smith adds that South African business travellers are not ready to ditch their business travels in favour of the metaverse just yet.
“We’re noticing a clear virtual and screen fatigue among South African corporates,” says Smith. “For two long years, they were forced to adopt virtual means of communicating. But it’s important to remember that this digital-first attitude was dictated by external circumstances. There was no cultural preference for being online instead of meeting in-person.”
Evidence shows that the virtual realm will never replace in-person connections. Researchers at Stanford University identified four ways in which video conferences can be exhausting: they require excessive amounts of eye contact; looking at a picture of yourself is tiring; they restrict mobility and demand a high degree of concentration compared with face-to-face meetings. A survey by web development agency Virtira found that 49% of workers experience a “high degree of exhaustion” from being required to be on camera during meetings. As a result, companies have ditched the idea of a virtual-first approach and are actively exploring how to combine newly acquired virtual skills with in-person interactions.
For business travel, this means that business trips have become more ‘intentional’ with companies wanting to make sure business trips are productive and worthwhile, according to Smith. “Digital has become a powerful tool to enhance meetings, trainings and conferences. The metaverse will take these digital meetings to a further and better level, but it won’t replace in-person experiences,” she says. “In fact, face-to-face meetings are more powerful now than ever before.”
John Morhous, FCM Chief Experience Officer, said during the Th!nk Conference that as a frequent road warrior himself, he sees the metaverse as an ‘augmentation’. “Everyone who is back on the road travelling is evaluating whether they need to take the trip, what the purpose is of the meeting, how it impacts on their life, the risk, sustainability. There is no black-and-white answer, it is a spectrum. The metaverse fills a void. It’s a great way to connect for short periods of time, because after wearing a headset for prolonged periods of time, you can start feeling fatigued.”
For anyone who is curious about the metaverse and how it fits into their business reality, Nieves suggests giving it a try. “Immerse yourself. Try it out for yourself. Explore what’s possible. And most importantly: think about the goals you want to achieve. While this technology does create a feeling of presence, there’s also an opportunity to come together in person. That will evolve and require more intentionality in terms of how meetings are curated.”
**ends**
For more information about FCM, or to interview FCM General Manager South Africa, Bonnie Smith, call Dorine Reinstein on 083 278 8994 or email dorine@bigambitions.co.za.
About FCM:
FCM, the flagship corporate travel brand at Flight Centre Travel Group (FCTG), is the business travel partner of choice for large national, multinational and global corporations. We are an award-winning global corporate travel management company ranking as one of the top five by size around the world. We operate a global network which spans more than 100 countries, employing over 6000 people.
FCM are transforming the business of travel through our empowered and accountable people who deliver 24/7 service and are available either online or offline. Leveraging FCM’s negotiating strength and supplier relationships in conjunction with our tailored business travel programs, our expertise delivers more for our clients where it matters most to them.
Visit us at www.fcmtravel.co.za
Issued by: Big Ambitions
Contact: Dorine Reinstein
Tel: +27 83 278 8994
Email: Dorine@bigambitions.co.za
