360Tours Studio vs Matterport: Which Virtual Tour Platform Is Best?

If you're researching virtual tour software, you've almost certainly come across Matterport. It's one of the most recognised names in the industry and has helped popularise immersive digital property experiences through its 3D digital twin technology.

However, virtual tours have evolved considerably in recent years.

Businesses today don't just want a digital replica of a building — they want an engaging experience that attracts visitors, tells a story and generates enquiries.

That's exactly what 360Tours Studio was built to deliver.

Whether you're marketing a property, showcasing a hotel, promoting a tourist attraction, creating educational content or selling commercial space, 360Tours Studio gives you complete creative freedom without being restricted to a fixed 3D model.

In this guide, we'll compare 360Tours Studio vs Matterport, helping you decide which platform is the right fit for your business. New to the format? Start with What is a virtual tour?.

What is Matterport?

Matterport is a platform that creates highly detailed digital twins of buildings using specialised cameras or LiDAR-enabled devices.

Users can walk naturally through a reconstructed 3D model of a property, viewing it from almost any angle.

Matterport is particularly well suited to:

• Construction projects
• Architecture
• Surveying
• Facilities management
• Insurance documentation
• Commercial real estate
• Building records

Its strengths lie in creating an accurate digital representation of a physical space.

What is 360Tours Studio?

360Tours Studio is a cloud-based platform for creating interactive 360° virtual tours that combine beautiful panoramic photography with powerful marketing tools.

Instead of simply recreating a building, 360Tours Studio helps businesses create engaging digital experiences that inform, inspire and convert visitors.

A tour can include:

• AI-powered multilingual narration
• Interactive hotspots
• Videos
• Drone panoramas
• Interactive floor plans
• Before-and-after image comparisons
• PDFs and downloadable documents
• Embedded websites
• Booking forms
• Contact forms
• Image galleries
• Audio guides
• Live chat
• Custom branding
• Virtual staging
• Meta Quest VR compatibility
• Visitor analytics

The result is much more than a virtual tour — it's an interactive experience tailored to your audience. For a full overview of how modern tours work, see our ultimate guide to virtual tours.

Digital twin vs interactive experience

The biggest difference between the two platforms is their primary purpose.

Matterport focuses on accurately recreating a building in three dimensions.

360Tours Studio focuses on presenting a location in the most engaging way possible.

If your goal is documenting a building, Matterport is an excellent solution.

If your goal is attracting buyers, customers, students or visitors, an interactive 360° experience often provides greater flexibility.

Image quality

Professional photography remains one of the most important aspects of any virtual tour.

360Tours Studio is built around high-resolution panoramic photography captured using professional cameras, HDR techniques and expert editing.

This often produces:

• Sharper images
• Better colour accuracy
• Higher dynamic range
• More natural lighting
• Superior presentation of premium spaces

For estate agents, hotels, luxury developments and tourism businesses, presentation is everything.

Creative freedom

Every business tells its story differently.

With 360Tours Studio, you're not limited to the layout of a building.

You can combine:

• Interior panoramas
• Exterior panoramas
• Drone photography
• Drone video
• Promotional films
• Interactive maps
• Floor plans
• Product information
• Educational content
• Audio narration
• AI guides
• Embedded web pages
• Contact forms
• Booking systems

Your tour becomes an extension of your website rather than just a 3D walkthrough. Learn how to assemble one in How to create a virtual tour.

AI features

Artificial intelligence is transforming virtual tours.

360Tours Studio includes features designed to improve both visitor engagement and accessibility.

These include:

• AI-generated tour narration
• Multiple language support
• Voice-guided experiences
• Interactive information hotspots
• AI-assisted content creation

This allows businesses to reach a wider audience without producing multiple versions of the same tour. Explore the wider trend in AI virtual tours.

Virtual reality ready

Both Matterport and 360Tours Studio can be viewed using VR headsets.

360Tours Studio has been designed to work seamlessly in modern web browsers and provides an excellent experience on devices such as the Meta Quest, allowing visitors to explore immersive environments without installing specialist software.

This makes it ideal for education, tourism, exhibitions, sales presentations and remote property viewings. For where VR is heading next, read the future of virtual reality tours.

Capture speed

Creating a Matterport digital twin requires every area of a building to be scanned.

Professional 360° photography is often considerably faster, especially for larger properties or venues.

This reduces disruption for:

• Estate agents
• Hotels
• Schools
• Visitor attractions
• Restaurants
• Offices
• Event venues

Faster capture also means projects can often be completed more efficiently.

Branding and customisation

One of the biggest advantages of 360Tours Studio is complete control over your brand.

Tours can be customised with:

• Your company logo
• Brand colours
• Custom menus
• Bespoke navigation
• Calls to action
• Contact information
• Embedded booking systems

Your customers remain focused on your business rather than a third-party platform.

Industries using 360Tours Studio

Because it's so flexible, 360Tours Studio is used across a wide range of industries. See also business virtual tours for sector-by-sector use cases.

Property marketing

Create engaging virtual viewings with professional photography, floor plans, videos and AI-guided tours.

Hospitality

Showcase hotels, restaurants, spas, resorts and wedding venues with immersive experiences that encourage direct bookings.

Education

Build virtual field trips, campus tours and interactive learning experiences complete with information hotspots and multilingual narration. More detail in virtual tours for education.

Tourism

Promote museums, attractions, historic sites and destinations through immersive storytelling.

Commercial property

Help tenants visualise office space, retail units and industrial premises before arranging physical viewings.

Matterport vs 360Tours Studio at a glance

Which platform should you choose?

Choose Matterport if you need:

• Accurate digital twins
• Building documentation
• Measurement tools
• Surveying workflows
• Construction records
• Facilities management

Choose 360Tours Studio if you want:

• Beautiful interactive virtual tours
• High-quality marketing
• AI-powered visitor experiences
• Complete branding control
• Flexible multimedia content
• Faster production
• Interactive storytelling
• Educational experiences
• Tourism promotion
• Lead generation and customer engagement

For many businesses, creating an engaging experience is ultimately more valuable than creating a perfect digital replica. If you're weighing formats rather than platforms, also see virtual tour vs video.

Final thoughts

Matterport has earned its reputation as a leading digital twin platform, particularly for construction, surveying and facilities management.

However, if your objective is to showcase a property, promote a destination, engage customers or create memorable online experiences, 360Tours Studio offers a modern, flexible and feature-rich solution.

By combining stunning 360° photography with AI-powered narration, multimedia content, interactive hotspots, floor plans, branding and virtual reality support, 360Tours Studio helps businesses create immersive experiences that go far beyond a traditional virtual tour.

If you're looking for a platform that not only lets people explore a space but also encourages them to learn, enquire and take action, 360Tours Studio is built for exactly that purpose.