In addition to giving participants VR headsets that took them on a six-minute trip through the hotel, diffusers set up around the space at Samsung 837 emitted the hotel's "signature scent" and participants were served the hotel's signature cocktail, according to Tom Stein, vice president of American Express Travel. "Virtual reality is a wonderful creative medium, particularly for travel," Stein said. "This is a new, innovative way to inspire our card members and communicate value." The New York event was American Express Travel's foray into VR, according to Stein, but it likely won't be the last. There was an "overwhelmingly positive" response, he said. Get the full story at Travel Weekly