With Apple launching their watch last week and Disney’s Mickey Mouse featuring strongly in the adverts, Mariam Sharp wonders where wearable technology could be headed?

Simon Bradley, Virgin Atlantic’s VP of Marketing may have been joking about wearing an internet enabled shirt from H&M that would turn green on facially recognising EyeforTravel’s GM Gina Baillie, but he may not be far off. And with the launch of the Apple Watch last week, the race to develop the ultimate wearable technology is gathering pace.

Interestingly it’s not just the big boys, which are coming up with ideas for wearable technology. In fact, a number of startups are attempting to gain a foothold in the wearable market too. Take Netatmo, a consumer electronics company that has created a bracelet called JUNE. Once travellers arrive at their sunshine destination, the device measures sun exposure, communicates the information to a smartphone and provides real-time advice on sun protection. Perhaps something that airlines headed for the sun could sell onboard or hoteliers offer to guests at the front desk?

Bradley’s internet-enabled shirt may not be that far off either. Increasingly designers are looking at jackets and belts that can give you directions as you visit a new city or link to your headphones. Even shoes are being created by an Indian startup lechal.com that buzz to tell the wearer which way to go! 

From fitness bands to smart watches and Google Glass, the possibilities are endless, and Virgin Atlantic is one firm that has been taking those seriously. Earlier this year, it was one of the first to trial Google Glass, and the Sony SmartWatch 2, in a bid to deliver a unique customer experience to its upper class passengers. As Bradley points out, in the travel industry you have to “differentiate to survive”, hence the need to try out things that are different to one’s competitors.

Speaking at an EyeforTravel conference earlier this year, Robert Patterson, VP of Social Media & Influencer Marketing, MMGY Global described Google Glass as “low hanging fruit” which offers “a tonne of potential for the travel industry”. But there are lots of other not-to-be ignored developments as “wearable technology is a trend that is only going to grow,” he said.

As another high profile example, Patterson points to Disney’s MagicBand, a wristband embedded with RFID technology that enables guests to access the park, unlock their hotel room, purchase food and merchandise with a simple tap of the wrist. Disney World has committed to being an early adopter of Apple Pay, so one has to wonder if there is any coincidence in the fact that classic Mickey Mouse watch features strongly in Apple’s adverts.

Hospitality groups like Starwood Preferred Hotels have announced that they are building an app that will let customers unlock hotel room doors with the Apple Watch. In airports too, there are tangible benefits from a device that can update you easily with information. Think boarding pass reminders, gate updates, reservation information, QR codes and all other related information for a trip, could be available without fumbling for your phone or pieces of paper.

While there are clear benefits for the consumer, for travel brands wearable devices present the opportunity to collect a host of extra information. After all detailed GPS logs don't just reveal where you go, or for how long or what route you take. They can also reveal a lot of personal information, such as where you bank, shop or eat, even what you eat and who you eat with. Assuming people opt-in these forms of information are going to create more streams to feed the sea of big data.

The long-awaited Apple Watch is likely to be a data generator beyond any wearable device currently on the market. If there is mass adoption, when the watch becomes available early next year, it will generate massive amounts of data regarding a nation’s physical output, eating habits or risk indicators. While analysts have been guessing wildly about what this near mythical watch will contain, one thing is for sure, Apple generates and collects vast amounts of data, uses several big data technologies and uses this in the development of products and services to improve the customer experience.

And as Patterson points out, marketers need to take note as this is what it’s all about.

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