What makes a 360° virtual tour actually useful for a business?

I'm curious to hear from people who work with photography, real estate, hospitality, local businesses, or digital marketing.

When you see a 360° virtual tour for a business, what makes it genuinely useful to you or the customer?

Is it:

• Easy navigation between rooms/scenes?

• Being able to explore a place before visiting?

• Google Maps/Street View visibility?

• Branding and presentation?

• Floor plans, hotspots, or additional information?

• Something else?

I'm working on PanoPublish, a platform for creating and managing 360° virtual tours, and I'm particularly interested in understanding what features actually make a difference in the real world.

Would love to hear what you've found useful — or what you think most virtual tour tools get wrong.