BA launches try-before-you-buy

You can see Scherzinger's reactions and watch how customers across Europe respond as they're transported to a Californian beachfront, ice-skating in New York, and riding a bucking bronco in Texas.

Scherzinger said: "The videos that British Airways has created transport me to some of my favourite US experiences. As a frequent traveller, this new technology is super exciting. I would use it to get inspiration for a holiday and check out somewhere new before I arrive."

The virtual reality experiences are part of an investigation designed to trial how technology could be used by the next generation of travellers.

Just the start

Edward Frost, Commercial Manager, South Africa, said: "This is just the start of what could be a huge breakthrough for future travellers. Imagine being able to walk around the hotel that you are about to book, or look around Time Square to see what attractions are nearby. It is the ultimate try before you fly. Today's travellers are checking out their destinations on TripAdvisor, street view and maps and this is the next step to let the customer actually experience destinations in the virtual world."

To create the sensation that customers have been transported to the US, BA's three virtual reality experiences have been created using real-life footage filmed on location by six cameras on a specially designed rig. The six individual videos were then stitched together to create a 360-degree experience, which transports users across the Atlantic in stunning virtual reality.

"Virtual reality technology is developing fast and will be a game changer for the travel sector. It is taking researching a business trip or holiday to the next level and, soon, customers will be able to view their travel destinations from their homes as never before," said Frost.