The QVerse: Qatar Airway’s immersive brand world
The QVerse is Qatar Airways’ award-winning immersive digital twin, created with Neutral Digital, enabling travellers to explore cabins, lounges and airport environments through high-fidelity VR and web-based 3D experiences. Featuring the airline’s AI MetaHuman cabin crew, Sama, the platform enhances customer engagement, boosts conversion and sets a new benchmark for virtual aviation experiences.
Task
Create the next generation of customer engagement for travellers using immersive 3D technologies and virtual experiences.
What the QVerse is
The QVerse is Qatar Airways’ immersive virtual reality platform, launched in 2022 and continually expanded since. It allows users to explore key parts of the travel journey – from the airport to onboard cabins – in a 3D, interactive environment, accessible through web browsers or VR headsets.
We also collaborated with another studio to create the first AI digital-human/“MetaHuman” cabin-crew avatar called Sama. Sama is a multilingual, interactive agent, allowing users to book flights, receive guided tours, and access 24/7 support.
Why QVerse matters
Transforms customer engagement
It redefines how passengers interact with the airline before they travel. Instead of static photos or seat maps, travellers can walk through cabins, lounges, and airport spaces virtually. This builds emotional connection and confidence – particularly valuable for premium travellers choosing Business or First Class.
Bridges digital and physical travel
The QVerse acts as a digital twin of the Qatar Airways experience, connecting digital exploration with physical travel. It enables users to preview exactly what they will encounter at Hamad International Airport or onboard – from The Orchard to Qsuite seating layouts. This is especially powerful for high-value customers making decisions about upgrades, routes, or services.
Introduces personalised, AI-driven service
Through Sama, the QVerse brings interactive, AI-driven assistance into the user journey. Sama helps users:
– Book or customise flights
– Understand aircraft features
– Preview services such as lounges, meals, and amenities
This moves beyond basic chatbot interactions towards natural, intelligent dialogue with a brand avatar.
Strengthens the airline’s innovation positioning
Qatar Airways has long positioned itself as a leader in aviation innovation. The QVerse reinforces this by demonstrating a commitment to digital-forward, experience-driven engagement – appealing strongly to younger, digital-native travellers. It also reflects Qatar’s national investment in digital transformation and regional AI leadership.
Improves conversion and loyalty
By making booking and product discovery more immersive and intuitive, the QVerse increases conversion – particularly for premium cabins. The “try before you fly” experience ensures travellers feel informed and confident, which drives higher satisfaction and repeat engagement.
Award-winning innovation
The QVerse has been recognised globally for its pioneering approach. It received the Future Travel Experience (FTE) VR Award, highlighting its position as one of the industry’s most innovative launches from day one. Alongside other accolades, the platform continues to be referenced as a benchmark for virtual engagement in aviation.
ROI
In its first year, The QVerse has delivered exceptional commercial and engagement results, including 1,860% return on ad spend, 256% product ROI, 55% of customers acquired via QVerse were first-time bookers. Rahman, B. (2023) Qatar Airways’ QVerse digital experience lets customers try before they fly [Online].
