How effective are virtual tours?

Virtual tour statistics

In 2015, Google commissioned an independent study of the effectiveness of virtual tours that found that virtual tours can literally double interest in a business or property! Those who view a listing with a virtual tour were found to be twice as likely to make a booking, reservation or viewing. Additionally, 18-34 year-olds in particular, were found to be 130% more likely to take action (CTA) with the inclusion of a virtual tour.

The study also found that among the people surveyed, 67% want more businesses to use virtual tours, 26% were indifferent and 7% stated that more virtual tours were unnecessary. Hence, this independent study clearly demonstrates that a large majority of people do really appreciate virtual tours, and are much more inclined to take a follow-on action (CTA).


Google 360-VT Statistics for Real Estate Virtual Tours (US)

The ‘National Association of Realtors’ based in the USA, is another group who has a vested interest in determining if virtual tours are helping or hurting their member’s businesses. Their annual reports are always a great source of research into the subject. Some recent findings include:

  • More than half of U.S. adults who use the internet have taken a virtual tour
  • 54% of US buyers will not view a property unless it has virtual images
  • 50% found virtual tours very useful in making their decision
  • An additional study carried out by, found that listings with a virtual tour get 87% more views than those without

An addition study carried out by ‘Property Week’ found that virtual tours reduce the number of wasted viewings by 40%, thus increasing the likelihood of visitors making a buying decision when they make a follow-on physical viewing (as the virtual tour enables them to get a pretty good idea of what to expect before they make a physical viewing).

Lastly, ‘Planet Home’s’ Trend Study concluded that 75% of potential customers and visitors consider a virtual tour to be a major decision-making tool before proceeding to a physical viewing or purchase. Hence, it’s very clear that virtual tours have quickly become a vital part of marketing for both businesses and property sales.


Google 360-VT Statistics for Hotels, Hospitality, Travel and Automotive Businesses 

Outside of real estate, virtual tours and 360 content is also thriving. Hotels are one such industry that has achieved great success by including them on their websites. According to research from TIG Global and Omni Hotels, a virtual tour on a hotel website increases bookings and look-to-book conversion rates by as much as 67%. That’s a massive increase in captured revenue from website traffic that may previously have gone to a competitor.

Other industries are also taking note of the success of 360 content. Social Bakers recently researched which industries are making the most use of 360 content. They found that outside of Real Estate, 63% of travel company pages posted at least one 360 videos or photo in 2016. The automotive industry wasn’t far behind with 54% of company pages publishing 360-degree posts. To put this in perspective, the fashion and beauty industry pages had the lowest adoption rate, as only 10% published at least one 360-degree post. Social Bakers also found that 360-degree photos were far more engaging on social media platforms than traditional photos.


360 Virtual Tours - Car Showroom


Finally, we’ll finish our roundup with a statistic from ‘Panomatics Cites’ that is relevant for all types of businesses:

“Virtual tours keep people looking at a website 5 to 10 times longer!”

360 photos and virtual tours are sources of deep engagement, especially when combined with in-VT information ‘Hotspots’ and carefully planned in-VT CTA’s. Hence, virtual tours provide a highly effective tool for engaging customers and motivating them to take action. 


To find out more call (01296) 713848


Superscan 360 Limited – Linking physical spaces to customer requirements”