Nicole Scherzinger, former Pussycat Dolls lead singer and multi-platinum selling solo artist helped British Airways (BA) unveil the latest technology, which allows customers to experience destinations in a virtual world before booking.

The carrier is using Oculus Rift virtual reality headsets to bring three US experiences to life through high grade, 360 degree video — riding a bucking bronco in Texas, roller skating down the boardwalk on a California beach and ice skating overlooking New York’s famous skyline.

Saudi residents are very keen to use technology while travelling with 51 percent of those recently surveyed by BA using online check-in before they fly and 46 percent of those asked book their tickets online.

Scherzinger said: “As a frequent traveler, this new technology is super exciting. I would use it to get inspiration for a holiday and check out some new place before I arrive. Being able to step into a destination before I actually get there is sch-amazing.

Paolo De Renzis, BA’s regional commercial manager, Middle East and Central Asia, said: “This is just the start of what could be a huge breakthrough for future travelers. It is the ultimate try before you fly. Today’s travelers 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,” he added.