Virtual tours have revolutionized how businesses present their spaces online. Whether you’re showcasing a hotel, real estate property, museum, or retail showroom, immersive visual experiences help customers explore your location from anywhere in the world. In fact, studies show that virtual tours can increase customer engagement by over 300% compared to static photos.
Two of the most popular platforms leading this revolution are Matterport and Google 360 tours. Both let users explore spaces virtually, but they differ in features, technology, pricing, and business benefits.
In this guide, we’ll dive deep into the differences between Matterport virtual tours vs Google 360 tours, exploring their advantages, ideal use cases, and which one is best suited for your business goals.
What Is a Google 360 Virtual Tour?
A Google 360 virtual tour is an interactive, panoramic experience built using Google Street View technology. It allows users to navigate through a business or location directly on Google Maps and your Google Business Profile.
These tours use 360° panoramic images captured with a compatible camera or by a Google Street View Trusted Photographer, stitched together to create a smooth walkthrough. Once published, anyone searching your business on Google can virtually “step inside” before visiting in person.
Key Features of Google 360 Tours
- Integration with Google Maps & Search: Boosts visibility directly within Google’s ecosystem.
- SEO Advantage: Helps businesses rank higher on local search results by improving engagement signals.
- Low Cost: Simple setup and one-time payment for professional photography.
- Accessible on Any Device: Works seamlessly on mobile, tablet, and desktop without extra software.
- Easy to Share: Embed on websites, social media, or send links to customers.
Benefits of Google 360 Tours for Business
- Increased Trust: 62% of customers prefer businesses that feature a virtual tour on Google.
- Improved Local SEO: More clicks, longer engagement times, and higher chances of appearing in Google’s local 3-pack.
- Affordable Marketing Tool: No monthly fees after publishing, ideal for small businesses.
- Better Conversion Rates: Customers are more likely to visit or book after viewing your space virtually.
Limitations
- Lacks interactive features such as labels, measurements, or embedded multimedia.
- Limited branding control — tours must follow Google’s style.
- Restricted analytics — minimal data about how users interact with the tour.
Google 360 tours are perfect for local visibility and businesses wanting to appear on Google Maps without high production costs.
What Is a Matterport Virtual Tour?
Matterport is an advanced 3D platform that uses specialized cameras or LiDAR-enabled smartphones to create digital twins of physical spaces. Unlike traditional 360 photos, Matterport scans every angle of your location, generating a fully interactive 3D model.
Users can navigate smoothly, zoom in on details, take measurements, or view a “dollhouse” perspective of the entire building. Matterport’s immersive technology has made it the go-to choice for real estate agents, architects, hospitality brands, and museums.
Key Features of Matterport
- 3D “Dollhouse” View: Visualizes the entire space layout in 3D.
- Interactive Hotspots: Add text, video, links, or audio guides within the tour.
- Measurement Mode: Users can measure room dimensions and objects in real-time.
- Brand Customization: Add your logo, contact links, and color schemes.
- VR Compatibility: Works with VR headsets for immersive walkthroughs.
- Analytics Dashboard: Track visitor engagement, view counts, and interaction points.
Benefits of Matterport Virtual Tours
- High-Quality 3D Experience: Delivers realistic visuals and smooth navigation that feels like walking through the space.
- Professional Presentation: Perfect for luxury listings, hotels, and architectural showcases.
- Interactive Marketing: Engage users with clickable info points, embedded videos, and CTAs.
- Enhanced Buyer Confidence: Viewers can explore spaces in detail before committing to a visit or purchase.
- Scalable for Enterprise Use: Suitable for multi-location businesses with global audiences.
Limitations
- Higher Cost: Requires Matterport camera or compatible device plus a hosting subscription.
- More Complex Setup: Capturing, processing, and editing can take time and technical expertise.
- Not Directly Integrated with Google Maps: You can embed tours on websites, but SEO benefits are indirect.
Matterport excels when your goal is depth, detail, and engagement — not just discovery.
Matterport Virtual Tour vs Google 360 Tour: Feature Comparison
| Feature | Google 360 Tour | Matterport Virtual Tour |
|---|---|---|
| Experience Type | 2D panoramic walkthrough | Fully interactive 3D digital twin |
| SEO Benefit | Direct — integrated with Google Maps & Search | Indirect — via website embeds |
| Customization | Limited branding options | Full branding & multimedia interactivity |
| Image Quality | Standard 360° images | High-resolution, detailed 3D scans |
| Cost | One-time setup, no monthly fee | Subscription + camera or scanning costs |
| Ease of Use | Simple to publish | Requires setup and processing |
| Analytics | Limited | Detailed engagement analytics |
| Best For | Local visibility, small businesses | Real estate, hotels, museums, design firms |
Related : Google vs Matterport: Which Is Best for Business?
Which One Is Better for Your Business?
The choice between Matterport and Google 360 depends on your objectives, budget, and target audience.
Choose Google 360 If You Want:
- Better local search visibility through Google Maps.
- A budget-friendly virtual tour option.
- To attract foot traffic for retail, restaurants, salons, gyms, or small offices.
- Simple navigation without needing complex features.
Best For: Local shops, cafes, salons, clinics, small offices, restaurants.
Choose Matterport If You Want:
- High-end 3D presentation with realistic navigation.
- Interactive storytelling through embedded videos, hotspots, or CTAs.
- Detailed property showcases where space and layout matter.
- Professional analytics to track user engagement.
Best For: Real estate agencies, hotels, event venues, architecture firms, museums, and educational institutions.
Use Both for Maximum Results
Many businesses successfully combine both tools:
- Use a Google 360 tour to enhance visibility on Maps and Search.
- Embed a Matterport tour on your website for a premium interactive experience.
This dual approach offers both reach and depth — bringing in more visitors and keeping them engaged longer.
Real-World Examples
1. Real Estate Agencies
Agents use Matterport to create immersive property walkthroughs that showcase layout, scale, and design. At the same time, a Google 360 tour helps potential buyers discover the office or listing online.
2. Hotels & Resorts
Hotels use Matterport tours to show room interiors, event spaces, and amenities in rich detail. Meanwhile, Google 360 tours increase bookings by attracting guests searching on Maps or Google Travel.
3. Retail Stores & Showrooms
Retailers display their stores with Google 360 for online visibility and embed Matterport tours on their websites for deeper exploration of product layouts.
4. Museums & Cultural Sites
Museums use Matterport to offer educational, interactive experiences for virtual visitors, while Google tours boost discoverability on search platforms.
Cost Comparison
| Category | Google 360 Tour | Matterport Virtual Tour |
|---|---|---|
| Camera/Equipment | 360° camera ($200–$800) | Matterport Pro2 camera ($3,000) or compatible smartphone |
| Setup Cost | $200–$500 (one-time fee) | $1,500+ for capture + processing |
| Hosting Fees | None | Monthly subscription (starts at $10–$69/month) |
| Maintenance | None | Requires hosting & updates |
| Overall ROI | High for visibility | High for engagement and conversions |
Google wins in affordability, while Matterport wins in immersive quality and brand experience.
The Future of Virtual Tours
The future of virtual tours lies in hybrid experiences — combining 3D modeling, AI enhancements, and AR/VR integrations.
- AI-powered tours will automate labeling, voice narration, and virtual staging.
- 5G and WebVR will make high-quality tours load faster and look sharper on any device.
- Metaverse-ready spaces will allow users to attend events, shop, or collaborate in virtual environments.
Both Google and Matterport are advancing toward these innovations. Businesses that adopt these tools early will gain a competitive advantage by offering customers immersive digital experiences.
FAQs
Q1. What is the main difference between Matterport and Google 360 tours?
Google 360 uses 2D panoramic images for Maps integration, while Matterport creates 3D, fully interactive virtual spaces.
Q2. Which tour helps SEO more?
Google 360 has stronger SEO benefits because it’s directly integrated with Google Maps and Search.
Q3. Is Matterport worth the higher cost?
Yes, if your business relies on detailed visual presentations (e.g., real estate, hospitality, architecture), the immersive experience can greatly increase conversions.
Q4. Can I use both Matterport and Google 360 tours together?
Absolutely. Many businesses use Google for discovery and Matterport for in-depth exploration.
Q5. Which industries benefit most from Matterport tours?
Real estate, hotels, event venues, museums, and construction companies benefit most from Matterport’s 3D technology.
Conclusion
In conclusion, both Matterport virtual tours and Google 360 tours play essential roles in modern digital marketing. While Google 360 focuses on visibility and accessibility, helping your business rank higher on Maps and Search, Matterport specializes in depth, interactivity, and realism, delivering a next-level user experience.
If your goal is to boost local visibility and attract customers through Google searches, start with a Google 360 tour. But if you want to impress clients, showcase details, or create immersive storytelling experiences, Matterport is the clear winner.
For maximum impact, many successful businesses use both — Google for discovery and Matterport for engagement. Together, they create a seamless journey from online curiosity to real-world connection, helping customers experience your brand long before they step through the door.