Humanoid robots: from online shop window to the edge of reality

Humanoid robots, previously confined to back-office duties in the hotel industry, are now making their way onto reservation platforms. But what emotions does their online presence stir in potential guests? NEOMA professor Amy Song’s findings indicate that the visual portrayal of these robots in online photos or videos — as hyper‑realistic androids or stylised humanoids — has a direct impact on consumers’ willingness to book a room.

Humanoids are now taking on the role of futuristic hosts in the hotel industry, responding to guest enquiries, handling repetitive tasks and offering uninterrupted hospitality without ever growing weary or impatient. Yet once the initial “wow factor” wears off, doubts may start to creep in, as a robot’s overly-realistic appearance can be unsettling. Nevertheless, their deployment in hotel marketing is now growing online as properties seek to project a distinctly high-tech feel and attract potential clients in larger numbers.

The question, then, is whether these robots serve as an effective marketing tool or are a misguided idea that could ultimately alienate clients. The study co-authored by the NEOMA researcher sheds new light on how users view these robots.

Humanoids: a small minority but with major strategic value

The market for service robots has skyrocketed worldwide in recent years. Contrary to what sci‑fi movies might lead us to believe, humanoids represent a separate, minority subset within this group. And it’s not difficult to recognise them. Despite not needing mouths to speak or eyes to see, designers still choose to equip them with these features. Why? To create a rapport with the people they will interact with by “imitating” human beings. 

On the ground, two major types of humanoid robots predominate. First, there are stylised humanoids, such as Pepper or NAO, that have a human morphology — i.e., a head, arms and legs — housed in a clearly artificial plastic‑and‑metal body. And then there are ultra-realistic androids with synthetic skin, eyelashes and sometimes even nails. This category includes the Actroid androids used as receptionists by the Henn-na hotel chain in Japan.

These robots sit at the centre of a phenomenon identified in the 1970s: the more a robot looks like us, the more we tend to warm to it… until, at a certain point, its lifelike appearance becomes unsettling. Visual dissonance — imperfect facial features, a frozen look or unnatural movements — creates a feeling of unease called the “uncanny valley”. In this murky area, androids make us feel far more uncomfortable than stylised humanoids. But does this instinctive reaction still occur even when we encounter a robot only in photos or videos rather than face‑to‑face in real life?

Online, androids win by a knockout.

To investigate this question, the NEOMA researcher and her colleagues conducted a series of studies with Chinese participants, who were shown promotional videos or images featuring either androids or stylised humanoids advertising a hotel’s services. The goal was to evaluate whether the robots encouraged guests to book a room.

The study turns up a surprising result: internet users prefer androids — the most realistic type of robot — over their humanoid counterparts. In online settings, these robots do appear more likeable and smarter than simplified humanoids. The upshot is that using androids in marketing scenarios increases booking intent since they project an image that is both friendly and competent. This result is all the more noteworthy given that these two qualities are highly valued by clients travelling for business or leisure. In other words, androids succeed in winning over customers who have different intentions.

A marketing tool that works… but only under certain conditions

The scientists demonstrate, therefore, that the uncanny valley effect seems to disappear in an online setting. Androids serve as a technological showcase that boosts a hotel’s image. It would be the ideal scenario, if only the story stopped there. 

This burnished reputation has its limits, however, depending on the context of the interaction. The researchers asked participants to picture the robot approaching them to offer face‑to‑face assistance. What happened? The sense of discomfort comes back instantly. The android, which was so captivating on screen, suddenly becomes unnerving. Likewise, although the android looks impressive in photos or videos, it struggles in more immersive digital environments such as virtual reality, which brings us closer to it.

The research makes clear that the uncanny valley effect is not a universal phenomenon but is highly context‑dependent. For hotels, this means that the key is not to flood their establishments with androids but to curate how they are presented. In practice, hotels would be better off using androids as communication assets — in photos, videos and storytelling — rather than as active participants in routine service roles. While a well‑positioned robot can boost sales, a poorly-positioned one can just as easily drive customers away.

Find out more

Song Y., Su Y., Lu L., Zuo P. (2025), “Android vs humanoid: rethinking uncanny valley in online hotel booking”. International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-05-2025-0657