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Sustainable business performance needs company’s achievement to any set goals. This achievement needed in every kind of business, including The Heritage Hotel. Therefore, Heritage Hotel must be able to show some innovative method to attract consumer to buy the product offered like its unique architecture. One of the innovative way to attract the society is to make Virtual Reality. This Study aim to examined the effect of Virtual Reality based by user experience queries to Heritage hotel, and their impact to sustainable business performance. Data collection gained by survey with purposive sampling approach. Data was analysed using path analysis–PLS. The results showed that Virtual Reality based on attractiveness and stimulation have no significant effect to Heritage Hotel, but perspicuity, efficiency, dependability, and novelty have significant effect to Heritage Hotel. Heritage Hotel has no significant effect to social performance and economic performance, but it has significant effect to environmental performance