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Why do premium hotels lose guests because of poor photos?

The story of the “almost” booking

Before traveling, I often look at hotels with a “visual eye” (an occupational hazard) on their own websites and booking platforms. Recently, I noticed a premium Spanish hotel: the reviews were excellent, but the gallery looked yellowish, distorted, and the cover photo didn’t capture any of the atmosphere. Meanwhile, on Instagram, guests’ and influencers’ photos suggested a completely different level of quality. Some looked low-quality, others were over-edited. The immediate question popped into my mind: “So, which one is real?” Because of this visual dissonance, I ultimately didn’t book—and I’m probably not alone in that decision. Online, first impressions are formed incredibly fast: visual appeal can be decided in as little as 50 ms. Taylor & Francis OnlineNielsen Norman Group

The numbers: a good photo is not (just) beautiful, it’s also business

Whether we like it or not, photos have a visible power. Nothing proves this better than the statistics—so here are a few convincing examples.

  • Tripadvisor: even 1 photo brings +138% more user engagement, while with 100+ photos you can expect +151% more engagement.
  • The likelihood of a booking inquiry is +225% compared to pages without photos. ir.tripadvisor.comPhocusWireHOTELSMag.com
  • Cover photo: in the case of luxury hotels, cover photos that convey hedonic value (experience, desire, atmosphere) significantly increase click intention in multiple controlled experiments. ScienceDirect
  • Research shows that light/time of day, colors, human presence, and perspective directly influence booking intention; for example, human presence in lobby photos helps, but in room photos it requires caution—it’s context-dependent. NatureScienceDirect

What counts as a bad hotel photo for a premium hotel (and in general)?

  1. Yellowish white balance → when the photo’s color looks so yellow it feels like it was taken in a retro pub, giving a “cheap” impression in a premium space.
  2. Distorted perspective, crooked lines → a manipulated sense of space where a small room is made to look huge, only for the guest to realize upon arrival that the wide-angle shot was misleading and the room is actually tiny, barely fitting their suitcase.
  3. Visual noise → cluttered foreground, cables hanging into the frame, too much décor, and an overload of colors and patterns that make the overall image chaotic and unappealing.
  4. Empty or wrong moment → it’s essential to know which spaces benefit from human presence and where focusing on an object gives the most value to a photo, without taking away from the atmosphere. NatureScienceDirect
  5. Hedonic absence → the cover photo doesn’t show “why it’s good to be here”; it’s just there because it happened to be on the camera. ScienceDirect
rossz minőségű fotó prémium hotel esetén
Image Source: booking.com – booking.com

The “50 ms rule”: the hero image decides

The hero (cover) image and the visual hierarchy above the first scroll are key factors in preventing users from bouncing before booking. Since aesthetic judgment forms in just 50 milliseconds, the cover photo must immediately convey desire; a clean layout supports quick comprehension. Taylor & Francis OnlineNielsen Norman Group

Mit kell leellenőrizni még ma?

A felhasznált képeket érdemes időről-időre ellenőrizni, módosítani, aktualizálni. A szálláshely-foglaló oldalakra feltöltött képekre érdemes úgy nézni, mint egy befektetési eszközre. Minél inkább foglalkozunk vele, annál jobban meg fog térülni. Ezért hoztam egy gyors listát, ami tartalmazza a minimum követelményeket egy prémium hotel esetén. Érdemes átnézni és összevetni a saját profilon lévő képanyaggal. Ki tudja, milyen hiányosság derül ki véletlenül…

What should the hotel marketer do today? Quick checklist!

Hero (cover) – 1 image

  • Choose the most striking available photo and focus on hedonic value: light, texture, view, “desire-moment,” and evoking emotions. The guest should feel: I WANT TO BE THERE! ScienceDirect

Rooms – 8–12 images per category

  • Not just one, but at least 8 high-quality photos should be uploaded for each room type. The images should be varied, without heavy retouching, and include 1–2 lifestyle details as well.
  • Use human presence carefully. A person lying in a bathrobe doesn’t always create the most positive impression in a visitor’s mind. ScienceDirect

Common areas – 6–10 images

  • Lobby, bar, spa, pool—every area the guest will actually visit should be shown. Here, human presence can help. Nature

Gastronomy - 6-10 images

  • The restaurant is a treasure trove of the senses. Scents, colors, textures, plating, and signature dishes all entice the guest. The photos should feel natural and authentic—while making me want to taste them right away!

Platform-specific photos

  • It’s worth reviewing how many and what size photos each booking platform recommends for uploads.
    For example, Booking.com recommends uploading at least 10+ photos in high resolution (around 4000×3000 px) and suggests updating them seasonally. Booking Partner
minőségi hotel képek Radisson Blue Hotel Malta
Image Source: booking.com – Radisson Blu Hotel Malta

The good news is that in today’s world, everything can be adjusted and improved. Small or larger changes are just a few clicks away, so optimizing photo collections is easy—as long as you have the right quality photo series (or series) available.

It’s important to remember that the true impact of a premium hotel lies in the details—in the subtle touches, the emotion-evoking moments, and the frames that bring back memories.  

Together, these are what “sell” the experience.

Did this article spark a shift in you toward change? Check out the LOCATION photography options.