"3D virtual tour" and "360 virtual tour" are used interchangeably in marketing materials, but they describe fundamentally different technologies with different output characteristics, creation requirements, cost structures, and viewer experiences. Confusing them leads to selecting the wrong tool for a specific application, overpaying for capabilities you don't need, or underinvesting in a context where the premium technology would return significant value. This guide makes the distinction clear.
What a 360 Virtual Tour Actually Is
Photography-Based Spherical Viewing
A 360 virtual tour is a collection of spherical photographs (360° still images captured from specific positions) connected by navigation hotspots. From each position, viewers can look in any direction — left, right, up, down — giving the impression of standing in the space.
The viewer navigates by clicking or tapping on hotspots within the image to move to adjacent positions. The transitions are discrete jumps between photo positions rather than continuous spatial movement. The experience is looking at a photographic representation of a space from a series of fixed vantage points.
The underlying technology is established and universal: equirectangular JPEG images with XMP metadata, rendered in WebGL in a browser. Created with any 360 camera or smartphone app. Supported natively by Google Street View, Facebook, Zillow, Rightmove, and all major listing platforms.
What 360 Tours Do Well
Photographic realism — what you see in a 360 tour is exactly what the camera captured, with photographic quality. The experience is immediately familiar to any viewer without any learning curve. Files are small, loading is fast, and the format works on any device and browser without plugins. Creation requires only a smartphone and an app.
What a 3D Virtual Tour Actually Is
Spatial Model-Based Navigation
A "3D virtual tour" — in the specific technical sense of the term — refers to a navigable 3D model of a space derived from photogrammetry or spatial scanning. The canonical example is Matterport: hardware cameras use depth sensors to capture precise spatial measurements and build a 3D mesh model of the environment. The model is textured with photographic imagery, creating a photorealistic 3D space that can be explored in multiple modes.
Matterport's unique views include: the standard "dollhouse view" (a floating overhead perspective showing the entire 3D model), the "floor plan view" (a top-down floor plan with measurements), and the standard walk-through mode (which looks similar to a 360 tour but moves through a continuous 3D space rather than jumping between photo positions).
What 3D Spatial Models Do Well
The dollhouse and floor plan views are genuinely unique to 3D spatial capture and cannot be replicated by 360 photography. For applications where spatial measurement, floor plan accuracy, or the overhead perspective adds real value — luxury real estate, architectural documentation, commercial property due diligence — these capabilities justify the premium.
The Terminology Confusion: What "3D" Really Means in Marketing
The Misuse of "3D Tour"
In real estate and hospitality marketing, "3D tour" is frequently used to mean any virtual tour — including standard 360 photo tours — because "3D" sounds more impressive. Zillow's product is called "Zillow 3D Home" but it is actually a 360 photo tour (not a spatial 3D model). When an estate agent says "we offer 3D tours," they often mean standard 360 photography rather than Matterport-style spatial scanning.
This creates genuine confusion for buyers comparing options. The practical test: if the tour has a dollhouse view and a floor plan with measurements, it's a true 3D spatial model. If it's a series of spherical photos you navigate between, it's a 360 tour — regardless of what it's called in the marketing.
Side-by-Side Comparison
Creation Requirements
360 Virtual Tour: Smartphone + Travvir app (free hardware). Or dedicated 360 camera (£250–£400). Completion in under 1 hour per property.
3D Spatial Model (Matterport): Matterport Pro3 camera (£5,000+) or iPhone Pro with LiDAR. Matterport cloud subscription (from £55/month). 45–90 minutes scanning per property, plus processing time.
Viewer Experience
360 Virtual Tour: Photographic sphere from fixed positions. Look anywhere, jump between positions. No floor plan or dollhouse view. Universally supported on any device.
3D Spatial Model: Continuous spatial navigation, dollhouse view, floor plan with measurements. Richer feature set but requires more processing power. May not load on older devices. Not supported natively by standard listing platforms.
Buyer Engagement
Both formats generate significantly higher buyer engagement than standard photography. The data on which converts better is mixed — for standard residential properties, 360 tours and 3D scans perform equivalently on standard metrics (time-spent, enquiry rate). For luxury properties above £2M and international buyers, the floor plan accuracy of 3D scans adds measurable value.
Cost per Property
360 Tour (DIY): Essentially zero per property after initial app setup. 360 Tour (professional photographer): £150–£400. 3D Scan (professional Matterport photographer): £250–£600 per property, plus Matterport hosting costs.
Choosing the Right Format for Your Specific Need
Choose 360 Virtual Tour When:
Standard to mid-market residential property (under £1M). You need fast turnaround (under 1 hour). You're publishing to Google Business Profile, Zillow, Rightmove, or Facebook where native 360 support maximises reach. Budget is a consideration. Volume is high (multiple properties per week).
Choose 3D Spatial Model When:
Luxury residential above £1.5M where premium presentation is expected. International buyers who may not visit in person and need floor plan accuracy. Commercial property requiring measurement documentation. Architectural or construction project documentation. Budget per property supports the premium.
For a detailed breakdown of the Matterport-specific comparison, see our complete guide on Matterport vs 360 virtual tour.
Conclusion: Understand What You're Buying
The terminology confusion around "3D tours" and "360 tours" is a real problem in the market — but the underlying technologies are well-defined. A 360 tour is a photographic sphere experience; a 3D spatial model adds dollhouse view, floor plan measurements, and spatial navigation. Both are excellent tools for their respective applications.
For the majority of real estate, hospitality, retail, and business virtual tour applications — where the goal is giving prospective buyers or visitors a realistic, high-quality view of the space — 360 virtual tours are the correct, cost-effective choice. 3D spatial models are the right choice for the specific premium use cases where their unique features provide genuine additional value.
