New findings from the Macao University of Tourism investigate how virtual influencers affect consumer perceptions and hotel reservations. The analysis highlights five key technological factors: alignment between the virtual influencer and brand, perceived authenticity, customization, innovation, and interactive engagement.
A survey of 302 consumers assessed how virtual influencer hotel promotions affect attitudes and booking intentions through structural equation modeling. The study investigates the influence of technological attributes on consumer behavior in the hospitality sector.
Virtual Influencers in Hospitality
Virtual influencers have transitioned from social media curiosities to significant marketing assets, with some managing audiences ranging from 215,000 to 5 million followers while generating considerable commercial income.
In the hospitality industry, digital personas are partnering with global hotel brands to enhance marketing efforts and connect with online communities. Yet, their role in experiential marketing often encounters skepticism.
Earlier research indicated that virtual avatars are less convincing than human endorsers due to their lack of physical presence and inability to truly experience services like tasting food or exploring destinations.
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Technological Attributes and Dual Pathways to Hotel Bookings
The analysis showed that all five technological attributes positively influence consumer perceptions of virtual influencers. Perceived social presence and novelty were the strongest factors driving positive evaluations.
Personalization had a notable positive impact on consumer evaluations, countering prior concerns about privacy issues. Brand congruence reinforced positive perceptions, though authenticity was a weaker driver compared to other factors.
The study identified a dual-pathway model connecting virtual influencers to consumer behavior. Positive attitudes toward virtual influencers predict brand attitudes and directly influence booking intentions beyond the effect of brand attitudes.
For the people most affected by this development, such as hotel marketers and consumers, the rise of virtual influencers means that hotels can now create more personalised and interactive experiences, potentially leading to increased customer engagement and loyalty. This, in turn, can lead to more effective marketing strategies and ultimately, increased hotel bookings.
The results indicate that positive perceptions of a virtual persona can affect hotel booking intentions regardless of brand attitude, showing the potential influence of virtual influencers. Authors Chon In Ho and Dr. Henrique F. B. Ngan recommend aligning avatars’ appearance, personality, and values with brand identity.
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At the time of the study, Chon In Ho was a PhD student at the Faculty of Creative Tourism and Intelligent Technologies, Macao University of Tourism, and Dr. Ngan was serving as the Director of the Centre for Education Quality Management. The study’s results were published in the Journal of Hospitality and Tourism Technology in 2026.
The study’s results are based on a survey of 302 consumers and provide insights into the impact of virtual influencers on consumer attitudes and hotel booking intentions. The researchers used structural equation modelling to examine the relationships between the technological attributes and consumer behaviour.
The study suggests that hotels should prioritize emotional engagement, interactive communication, and multi-channel digital strategies. Regular content updates, immersive experiences, and personalized data should be used to maintain interest and extend the appeal of virtual influencers. The model explains 61.2% of the variance in hotel purchase intentions.
Strategic Implications for Hospitality Operators
The discovery of an independent persuasion pathway allows hospitality brands to adopt dual-track marketing strategies. Hotels can leverage virtual influencers to engage tech-savvy audiences and conventional corporate branding to reach other audiences.
