Many customers are quite ready for augmented reality (AR) experiences. More brands are in general expected to come out with AR games and AR advertisements. Expensive as they currently are, technologies are already becoming more readily available at competitive prices. AR is a perfect fit for illuminating and illustrating the positives of coach and group travel experiences. AR offers lots of interesting possibilities for co-operative marketing ventures between tour operators, wholesalers, suppliers and holiday destinations. Suppliers and tour operators can also offer virtual reality 360° videos to make users feel like they are travelling in a particular moment, or host live webinars, workshops and presentations to further client and customer engagement. The key is to provide some level of interaction in a way that makes people feel like they are a part of something much bigger.