Millennium Hotels and Resorts has opened its M Social metaverse hotel in Decentraland, becoming the first hotel group to do so, the company announced Thursday.

Decentraland’s Genesis Plaza will house the digital accommodation, which aims to communicate the M Social brand, as well as promote the development of a virtual community on the platform.

Visitors to M Social Decentraland can be found in the hotel lobby, where they are greeted by an avatar attendant, and users who reach the top of Decentraland can potentially win prizes at physical hotels.

The announcement comes as the franchise plans to discuss future collaborations in the coming months, as well as launch various contests on the M Social Decentraland platform, specifically for holidays such as New Year’s Day, Valentine’s Day and others, the company said in a statement. a statement.

Kwek Leng Beng, Executive Chairman of Millennium and Copthorne Hotels Ltd, he said that M Social’s metaverse was “about being different” and “unique.”

He went on to state,

“As we look to the future, we need to look beyond the traditional hospitality model and engage our guests through new immersive experiences. We look forward to redefining hospitality through M Social Decentraland by creating online adventures that integrate with real-life events.”

According to Saurabh Prakash, Group Commercial Senior Vice Presidentthe hospitality industry was “quickly evolving” and his company has started “embracing different technologies to engage customers and improve the guest experience.”

He further explained, adding,

“The metaverse is one of those avenues that presents us with endless opportunities to create unique social connections with our customers. M Social Decentraland will allow us to reach new and existing customers in both the physical and virtual worlds, with an online connection with an offline engagement.”

Launched in Singapore in 2016, M Social has moved into the Metaverse along with numerous other hospitality businesses. The major brand currently has hotels in New York, Singapore, Auckland and Paris, among others, and has stated that it plans to expand to more locations as well as outreach targets.

Genesis Plaza. Decentraland

M Social’s efforts come just months after Marriott Bonvoy, one of the world’s leading hotel companies, launched an NFT art project with three artists to promote global tourism in December last year.

MGM Resorts also employed virtual reality (VR) solutions to address onboarding goals for new employees, who are staffed with immersive instructors to groom difficult customers and solve major hospitality issues.

UAE-based DAMAC Properties has also revealed its plans to develop its own Metaverse platform in The Sandbox, complete with NFTs and virtual land, for some of the most luxurious hotels in the sector.