One photo. That’s all it may take to win a booking – or lose one.
In a world of endless scrolling, travellers make decisions in milliseconds. So we asked 2,000 of them exactly what influences whether they book an experience online. The results are clear, and genuinely useful if you want to turn browsers into bookers.
Here’s what we found.
Photos matter more than you think
72% of travellers say photos are important when deciding whether to book an experience. That’s almost three quarters of your potential customers making a judgement before they’ve read a single word of your description.
And it goes further than that. Beyond price and location, photos rank as the third most influential factor in encouraging people to find out more about an experience online – ahead of what’s included and customer reviews.
57% said they would be tempted to book an experience primarily because the photos looked appealing.
Photos don’t just support your listing. They are your listing.
The five photo mistakes that cost you bookings
Knowing photos matter is one thing. Knowing what puts travellers off is where it gets actionable.
When asked what would make them less likely to book an experience, travellers pointed to five clear red flags:
Poor quality or too few photos (66%)
Two thirds of travellers have been put off booking because images were low quality or there simply weren’t enough of them. 67% said poor quality photos would make them question whether an experience is legitimate.
AI-generated images (72%)
This one is striking. Nearly three quarters of travellers said AI-generated photos would make them less likely to book – and 47% named AI imagery as their single biggest put-off when browsing experiences online. Authenticity isn’t optional. It’s the baseline.
Outdated photos (37%)
If your photos look like they were taken a decade ago, travellers notice. And they hesitate.
Photos don’t match the description (34%)
Misleading imagery doesn’t just lose bookings. It negatively impacts trust. If the photos show a private sunset cruise but the listing is for a group tour, you’ve already lost them.
Photos from the same viewpoint (29%)
Variety matters. Ten photos that look identical tell travellers nothing new. Show them the experience from every angle.
What actually drives bookings
So what does work? When asked which photos are most likely to encourage them to book, travellers were clear:
- “Wow” shots of the landscape, scenery or destination (50%) – the hero image that stops the scroll
- Photos of the experience in action (49%) – activities, key moments, and the real thing happening
- Images of people enjoying the experience (45%) – social proof in visual form
- Photos of famous landmarks or attractions (40%)
- Photos of guides or hosts (15%)
The pattern is simple. Show the place. Show the experience. Show people loving it. In that order.
How many photos do you actually need?
Travellers were asked their ideal number of photos before booking. The sweet spot:
- 33% said 4-6 photos
- 31% said 7-10 photos
- Only 5% said 1-3 photos was enough
If your listing has fewer than 4 photos, you’re already behind. Aim for at least 6 that cover the landscape, the experience itself, and your guests.
The bottom line
73% of travellers said an experience listing with photos feels more trustworthy than one without. Trust is the currency of online bookings – and photos are how you earn it.
Real photos don’t just inspire. They convert.