News

As the hospitality industry accelerates its digital transformation, virtual avatars have emerged as a promising innovation in enhancing service delivery and user engagement. A recent research project explores this advancement by examining how the presence and design of virtual avatars affect user perception, behavior, and intention to use digital hotel services—specifically during express check-out interactions.

This blog delves into the purpose, methodology, and findings of this research, highlighting how agency-related visual cues of avatars can shape the future of human–computer interaction in hospitality.

Purpose of the Research

The study set out to explore a critical question in digital hospitality:

How do avatars—through their presence, social cues, and design—impact a guest’s psychological perception and willingness to engage with digital hotel services?

To answer this, the researchers focused on the concept of agency, or the perceived ability of an avatar to act with intent or intelligence, and how such agency influences user behavior.

Methodology: Testing the Power of Avatars

The researchers created demo videos of a digital express check-out interface for hotels. Two controlled experiments were then conducted:

• Study 1: Investigated whether simply having an avatar in the user interface influenced the user’s intention to use the service.

• Study 2: Expanded on the first study by examining how two specific avatar attributes—social position (e.g., a manager vs. staff) and gender—affect perceived expertise and user intention.

Key Findings

✅ Study 1: Avatars Boost Intent to Use

The presence of a virtual avatar significantly increased users' willingness to engage with the digital express check-out system. This suggests that avatars can play a vital role in making digital interfaces feel more approachable, trustworthy, and user-friendly.

✅ Study 2: The Psychology of Avatar Design

• Social Position and Gender Matter: A striking interaction effect was found between an avatar’s social position and gender. These visual cues shaped how users perceived the avatar’s expertise.

• Perceived Expertise as a Mediator: For male avatars, perceived expertise significantly mediated the relationship between avatar attributes and the user’s intention to use the service.

This illustrates that subtle design elements—like attire, perceived role, and voice—can strategically influence user trust and engagement with virtual hotel services.

Why This Research Matters

This is the first study to explore the psychological impact of avatars in a hospitality setting, offering fresh insights into how human-computer interaction can be optimized through design.

🔍 Original Contributions:

• Offers a new lens to view digital service interfaces beyond usability and efficiency—through emotional and cognitive engagement.

• Highlights the importance of visual identity in avatar development for enhancing customer satisfaction and operational adoption.

• Provides a framework for designing avatar-based interfaces tailored for hotels and tourism-related services.

Implications for Hotels and Hospitality Tech Developers

With rising adoption of AI kiosks, self-check-in tools, and contactless guest experiences, these findings serve as a guide for developers and hotel managers alike. Designing avatars that reflect the right social cues can:

• Increase guest confidence in self-service tools

• Improve user onboarding and system trustworthiness

• Enhance overall digital guest experience

From gender-neutral options to role-based personas (e.g., concierge, receptionist), avatar design is no longer an aesthetic afterthought—it’s a strategic tool for digital engagement.

Conclusion: Designing the Future of Digital Hospitality

As hotels continue to digitize services, virtual avatars are set to play a central role in humanizing these touchpoints. This pioneering study not only confirms that avatars positively impact user intention, but also reveals the psychological mechanisms that make them effective.

For the hospitality industry, this means more than just adding a digital face to an interface—it’s about designing interactions that feel real, intelligent, and empathetic.