Today’s guest — UgoVirtual’s Michael Cohen — describes the hospitality industry like a snowflake – add a little heat and, well, you can imagine. Hotels and cruises rely on proven practices to keep guests happy. Luckily, XR doesn’t have to disrupt those practices; they can build on top of them.  Alan: Coming up next on the XR for Business podcast, we have Michael Cohen from UgoVirtual. We’re going to be talking about how virtual/augmented/mixed reality solutions — or XR solutions — can be used for front-of-house for customer facing activations, from AR to VR. Pre-experiences, what is it like to book this hotel, looking all around you? And also the back-of-house: how do we use this technology to give the best possible training for the staff, so that the customer experience is flawless across the board? All that and more coming up, on the XR for Business podcast, coming up next. Michael, welcome to the show, my friend. Michael: Thank you very much. Really appreciate it, Alan. Alan: It’s my absolute pleasure. It’s been a long time coming. We’ve been kind of doing the dance, watching each other grow. And I’m really excited to learn about what you guys are doing in the hospitality field. It feels like it’s a greenfield opportunity in hospitality, from travel/tourism. A bunch of companies started with, “We’re going to put a 360 camera and let you have a virtual tour.” But explain to us, what are you doing at UgoVirtual, and what is the response so far in the hospitality industry? Michael: Well, first of all, timing is everything, as we know. [chuckles] And the global travel and hospitality industry is absolutely a greenfield opportunity. It’s primed for scale and expansion in regards to XR. The reason being is that there have been investments and there have been initiatives, both on the brand and enterprise level of hospitality and travel companies, but also in startups and larger companies who have enabled, let’s call it a slice of VR or a slice of AR. Or as you mentioned, enabled OK 360 hotel tours that were maybe derivative out of the real estate market and that sort of scenario. Now, the opportunity is very, very serious for UgoVirtual, because we are the travel and hospitality virtual solutions company, very myopically focused to both consult to the major travel and hospitality brands to help them navigate and make investments and strategic decisions for the next three, four, five years on what XR will be for them. And also from our perspective, we have a portfolio of XR oriented solutions that are very focused and linear to the travel and hospitality space. So we’re not taking generic solutions and trying to overlay them on travel and hospitality. The group that’s involved with UgoVirtual — who I’m a strategic advisor to — we’re all 15-20 year veterans on hospitality technology commercialization for the front-of the house, which is guest facing solutions and the back-of-the-house, which is employees and staff. So when you overlay that kind of multi-decade experience on how to get technology efficiently deployed, efficiently commercialized, exceed the demands or the needs of travel and hospitality brands, with these now slowly maturing VR/AR/XR opportunities, it’s a wonderful fit for UgoVirtual right now. Alan: So give us an example. You talked about front-of-house, customer facing solutions. Let’s start with front-of-house and then we’ll go back-of-house. Because I don’t know if you know this, but I actually met my wife working at Delta Hotels in Toronto. Michael: [chuckles] That’s perfect. Alan: Yeah. Michael: Yeah. Alan: I was a bartender, and she was the night manager– Michael: That sounds like a great n...