Beyond just a bedroom setting, the concept of a delightful vista extended to photos of other areas of a hotel, such as living rooms, terraces, restaurants, and additional common spaces. The scenes most favored by potential guests were those deemed beautiful or interesting, such as a cityscape, beachscape, or famous landmark. Also effective at enticing online shoppers were photos showing any unique or attractive features of a hotel, the study found.
As for what drew negative responses from subjects, one of the most prevalent turn-offs for customers was the use of distorted images. Any photos that were not well lit or that had been taken with a fisheye or telephoto lens were regarded as suspicious by the study’s participants. These subjects felt the hotel was trying to “hide something” by using distorted photos, and also grew confused by shots deemed “too artsy”.
Finally, the photos that drew the most positive responses displayed rooms with clean lines, good light, an attractive color scheme, spaciousness, and a lack of clutter. Moreover, pictures showing multiple features of a room, including bathrooms and closets from both close-up and wide angles, made guests feel they were getting a complete, accurate perspective of the room, and were thus more appealing to the study’s participants.
The findings indicate that imagery is a powerful tool that can provoke emotion and potentially influence travel research decisions. The use of hotel imagery can range across a series of channels from your own website, partner sites, as well as in your advertising creative. Consider the following to ensure you are being thoughtful about the use of imagery to best represent the experience of your property:
To learn more, download the Hotel Images Matter whitepaper.