When Bob Swartz is shopping for hotel rooms, he likes having the option of taking virtual tours, where he can look around the room he's considering and see the view.

That capability inspired him to try it on cars, too.

So Swartz enlisted SpinCar, a company with technology that allows dealerships to build virtual, 360-degree vehicle walkarounds to bolster their vehicle detail pages instead of relying on photos only.

Swartz, CEO of Fenton Family Dealerships in East Swanzey, N.H., piloted the walkarounds at Toyota of Keene in East Swanzey several years ago before it was adopted by the group's other dealerships, which sell Honda , Hyundai , Subaru and Volvo.