About ImmersiV XP

Built by hospitality experts to work in the real world

ImmersiV XP was built to fix a costly problem in hospitality: training that doesn’t hold under pressure.

Our founder, Alison Magee-Barker, has spent over 30 years leading in hospitality, through long shifts, relentless standards, rising costs and the constant pressure of guest expectations.

She didn’t build ImmersiV XP because VR was “interesting”.

She built it because training wasn’t sticking, and the business impact was too expensive to ignore.

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ImmersiV XP mobile app interface displaying scenarios such as customer service and reception, with results for customer conflict, face contact score, and reception resilience in a professional setting.
Alison Magee Barker, Founder of ImmersiV XP, in a grey business suit, sitting on a wooden post by a body of water with mountains in the background, smiling.

Hi, I’m Alison Magee-Barker.

I’m the Founder and CEO of ImmersiV XP, and I’ve spent more than 30 years leading in the hospitality industry.

I’ve run award-winning venues. I’ve driven commercial growth. I’ve built high-performing teams. And I’ve experienced first-hand the pressure, pace and unpredictability of this industry.

The idea for ImmersiV XP came from a moment at home during the COVID-19 lockdown. My nine-year-old daughter told me she could run a pizza restaurant - because she’d been doing it on Roblox. That’s when it clicked. If immersive experiences can teach children how to run a business, why aren’t we using the same approach to train teams in the real world? ImmersiV XP was created to make training a reality for hospitality teams

Training was delivered. Strategies were written. Standards were discussed.

But under pressure, behaviour slipped.

Hospitality doesn’t fail because people don’t care. It struggles because traditional training doesn’t always translate into confident action on shift.

ImmersiV XP closes that gap.

By combining immersive, gamified VR training with real-world hospitality scenarios, we prepare teams for the moments that matter most, difficult guest interactions, high-pressure service, critical decision-making and brand-defining experiences.

To help hospitality leaders build commercially strong businesses without sacrificing their health, relationships or peace of mind.

When a business works properly, everyone wins: owners, managers, teams and guests.

ImmersiV XP isn’t just training.

It’s a performance system designed for the realities of the hospitality industry.

My mission is simple

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  • Virtual receptionist or concierge in a virtual hotel lobby welcoming guests. Speech bubbles display greeting messages with placeholder text for personalization, and a digital eye icon in the background.

    Hospitality isn't predictable

  • ImmersiV XP hospitality training in action

    No disruption. No complexity.

  • Immeriv XP app on your phone

    Not another LMS. Not another video course.

  • Mobile app screen showing incident reporting feature with due in 7 days, 5 XP, and Silver Service status. Navigation icons at the bottom include home, analysis, report, redo, and profile.

    Your competitors train. You prepare.

ImmersiV XP scenario - virtual reality training. A virtual receptionist is greeting a guest at the hotel with multiple speech bubbles containing a welcoming message, standing behind a desk in a modern lobby with a man nearby

The moment that changed everything

In hospitality, leaders often carry the risk personally:

  • A guest complaint becomes a one-star review.

  • A service slip becomes reputational damage.

  • A weak manager creates culture issues.

  • High turnover drains profit.

  • Training becomes a tick-box exercise.

And the irony is: most teams want to do well.

So we asked a better question:

What if training felt like real hospitality?

That’s the origin story of ImmersiV XP.

Our Mission

Two women sitting at a wooden table, working on laptops, smiling, with coffee cups in front of them, against a white brick wall background.

To make hospitality businesses commercially strong and operationally calm by building confident people and capable leaders at scale.

We’re here to help hospitality become a leading career choice in the UK, by making training:

  • practical

  • engaging

  • measurable

  • repeatable

  • and aligned to real guest service standards

Why we chose virtual reality training

Two women are trialling the ImmersiV XP Virtual Reality Training. One woman is wearing a black blazer and a patterned dress, and the other is dressed in a polka dot blouse with black pants.

Virtual reality is a method, not magic.

We chose virtual reality because it accelerates behavioural change.

  • It allows safe repetition.

  • It builds confidence before the shift gets busy.

  • And it makes learning measurable.

In other words, it creates behavioural change.

ImmersiV XP uses:

  • VR simulation modules

  • interactive scenarios

  • gamified learning loops

  • and performance insights

This is immersive learning applied to hospitality operations, not a novelty.

Our belief: “People remember experiences, not PowerPoints”

Barista preparing drinks behind the counter at coffee shop, smiling man with beard holding a coffee cup, woman pouring coffee into a glass, various coffee cups and supplies on the counter.

Hospitality training has been built around information transfer:

“Here’s what to do.”

But hospitality performance depends on behaviour:

“Can you do it when it’s busy, awkward, or high stakes?”

That’s why we focus on:

  • Customer service in the hospitality industry moments

  • Guest excellence interactions

  • Leadership conversations

  • Workplace safety and standards

  • Brand-critical decision making

So the team isn’t just trained, they’re prepared.

Meet the Team

  • Woman in gray business suit sitting on a wooden post near a lake with mountains in the background, smiling.

    Alison Magee-Barker

    FOUNDER & CEO

    With over 30 years at the forefront of hospitality leadership, delivering transformation across award-winning venues, driving significant commercial growth, and building high-performing teams. First-hand experience of the pressure, pace, and unpredictability of the industry now underpins ImmersiV XP - redefining how hospitality teams learn, perform, and deliver results.

  • Simon Benson

    Simon Benson

    CTO

    Pioneering stereoscopic 3D console gaming & founding the PlayStation VR project.

  • A woman with wavy red hair sitting on a metal bench outdoors, wearing a bright yellow blazer over a black top and dark jeans, smiling at the camera against a background of a stone wall.

    Michelle McClure

    FRACTIONAL CMO

    Data driven strategic marketing leader and mentor with over 16 years of experience in direct to consumer and B2B marketing

  • Alexa Benson

    Alexa Benson

    TRAINING & LINGUISTICS SPECIALIST

    Education Consultant with 15+ years’ experience in programme management, curriculum development, and quality assurance, holding an MA in TESOL. Supports multi-sector organisations with accreditation and delivers professional development and training initiatives.

  • Gwen Backhouse

    Gwen Backhouse

    DIGITAL & TECH SUPPORT

    National award-winning Virtual Assistant with 11+ years of supporting businesses with expert admin and secretarial services. Extensive cross-sector experience and a focus on seamless, tailored business support.

  • Emma Henderson ImmersiV XP

    Emma Henderson

    BUSINESS DEVELOPMENT SUPPORT

    Experienced business owner and HR professional with a strong background in hospitality operations, team management, and compliance. Combines hands-on leadership with solid administrative and people management skills.

  • Cyber Infrastructure (CIS)

    Cyber Infrastructure (CIS)

    DEVELOPMENT SUPPORT TEAM

    Cyber Infrastructure (CIS) is an established technology services company, founded in 2003, delivering application development and IT consulting to clients worldwide.

What makes ImmersiV XP different

A young man at a hotel check-in counter is handing over a key card to a female receptionist.

  • Not adapted from corporate VR education or generic training programmes.

  • Shift-friendly, practical, and engaging.

  • We care about results: guest satisfaction, staff retention, performance and profit.

  • We link training to behaviour and to measurable business outcomes.

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Two people wearing virtual reality headsets, one smiling and the other looking down, sitting near a window in a bright room.

The future of VR (and why it matters now)

The future of VR in business is enterprise learning: safer practices, stronger retention, faster onboarding, and improved decision-making.

Hospitality has been behind because training has been built as theory.

We’re changing that, so your team can deliver guest excellence repeatedly, not occasionally.

VR-powered Immersive Training

Built for the hospitality industry.

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