Book your next hotel stay by chatting with a virtual agent as warm and attentive as a real receptionist. This reality is now just a click away thanks to Anthropomorphic Virtual Agents (AVAs), the latest innovation shaking up the tourism industry.
Thanks to these new immersive technologies, the way we book our stays is radically changing. In just a few clicks, these virtual agents offer a user experience so realistic that it could well redefine the standards of hospitality in the digital age.
These artificial intelligence entities, designed to mimic human interactions, bring a new and enriching dimension to digital services while creating more personal and engaging interactions for users.
A Revolutionized Customer Experience
AVAs are not just traditional chatbots. They are digital assistants capable of simulating human gestures, expressions and emotions. With a human appearance and communication similar to that of humans, AVAs can express emotions through gestures and facial expressions.
This unique ability to recreate human interactions makes the user experience more immersive and effective. According to a recent study that we published in the International journal of contemporary hospitality management (2024), 75% of companies in the hospitality sector plan to integrate AVAs by 2025 to improve the customer experience and reduce operational costs.
Research shows that integrating AVA into hotel online reservation systems has a significant positive impact on usage intention for these services. Indeed, AVAs are perceived by users as more human when they demonstrate attributes such as autonomy and emotionality. This increased perception of humanity and empathy builds user trust and engagement.
This humanization of interactions plays a key role. In an increasingly digitalized world, the need for a human touch has never been more important. When users see AVAs as quasi-human beings, they are not only more likely to interact with them, but also more motivated to reuse the hotel’s digital services. This is particularly relevant in the current context where direct human interactions may be limited.
A Major Asset for the Industry
For hotels, the adoption of AVA represents a major strategic opportunity. By integrating these agents into their digital services, they can offer their customers continuous, personalized and empathetic assistance, especially in a context of labor shortages.
Imagine a virtual concierge available 24 hours a day, able to help you every step of your stay, from room selection to planning your activities. An AVA can, for example, help a guest choose a room, plan local activities, or resolve reservation issues, all while maintaining a warm, personal level of interaction.
Additionally, through machine learning, AVAs can be programmed to continually improve. They become increasingly intelligent, learning from every interaction to better anticipate your future needs. By analyzing past interactions, they are able to refine their responses and anticipate user needs. This not only improves the efficiency of online reservation services, but also creates an increasingly personalized and satisfying user experience.
However, it is important that the introduction of AVAs does not come at the expense of human interactions. Technology should be seen as a complement, not a replacement, to traditional services. The best results are achieved when AVAs are used to enrich the customer experience by providing quick and efficient solutions, while allowing employees to focus on the more complex and personalized aspects of the service.
In conclusion, anthropomorphic virtual agents represent more than just a technological trend. They embody a real revolution. By combining technological efficiency with a touch of humanity, AVAs open a new path for a better user experience in the hotel world.
By imitating authentic human interactions, they strengthen the intention to use digital services, and increase the competitiveness of hotels in an ever-changing digital environment. For hotels, investing in this technology is not only a response to modern guest expectations, but also a way to ride the wave of digital transformation in the hospitality sector.
Dr. Sihem Ben Saad
Associate Professor in Marketing
Higher Institute of Sciences and Technologies of Design (ESSTED)
University of Manouba, Tunis, Tunisia
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