How to increase your bookings with optimized photos

Updated October 20, 2023 13:15

At GetYourGuide, we know that you have an incredible experience to offer. That’s why we’re always looking for ways to help your potential customers see that too. One way you can do this is by optimizing your image quality and relevance.

In today’s visual world, using images that don’t meet these standards can hurt your booking conversions. In fact, a recent test we conducted showed a 2.7% uplift in booking conversions through improved images alone.

So to guarantee your images hit the mark, follow the steps in this article. If you need help adding and removing images, check out our article on how to do that.

Start with the basics

To kick things off, here are a few Do’s and Don’ts.

DOs

Use sharp, in-focus images. Show people the memories they stand to make.
Balance the exposure in your photographs. Whether you’re in a low-light or high-light situation, your exposure should be natural to the situation. Show people what your experience really looks like.
Upload authentic images that look like they’ve been taken in the moment. Make the viewer feel like they can’t miss out.
Keep the colors true to life. You can edit or add light filters as long as the image reflects reality.

DON’Ts

Post staged content or selfies. Your visitors are after real moments.
Upload blurry or unfocused images. This creates confusion and kills confidence in your product.
Use overexposed/washed-out images or dark/underexposed images. Your viewers want to see your activity, in all its glory.
Add HDR or heavy filters that make your images look artificial. Your customers seek authenticity first and foremost.
Upload collage images. These don’t resize properly across different devices.
Slap watermarks or graphic overlays on your image.
Doctor images or remove parts of the image. Setting incorrect expectations can backfire if they don’t match a customer’s lived experience.

Tips on composition

Compose your images with care by keeping the following in mind:

Keep the topic of the image within frame. Give your viewer a clear sense of where they are and what they’re looking at.
Make sure that your images maintain the context of the situation. This means making sure your viewers understand what the photo is and why it’s there.
Avoid distorted fish-eye or wide lenses. Use images that feel like what you see through your eyes.
Use straight lines.
Stay away from static imagery. People are drawn to images filled with action and emotion.

Tips on subject

Your subject is one of the most important factors in your images. Make sure you’re using the right one:

Upload individual images to cover all necessary content.
When you can, feature people in your images. As much as your viewers want to see gorgeous views, they also want to see other people enjoying your experience.
Keep your images relevant to your experience. If your tour happens during sunrise, show photos during sunrise. Show your customers the adventures that await.
Stick to reality. Your visitors want to know what makes your activity unique.

Tell a story with your images

According to recent research from our Imagery Team, relevant and high-quality imagery can help you build trust, confidence, and excitement in your product. Your first few photos play a big role in creating that excitement and drawing customers in — especially if you use your photos to tell a story.

Let the adventure begin with these tips and insights:

Every image should have a purpose and be unique. This means no duplicates.
Look through the first four and ask yourself: “What story does this tell people about your experience?” This will help you know if you’re putting them in the right order and whether you’re showing customers what you’re offering.

Considerations for your very first image

DOs

Focus on wider shots with plenty of information about the tour itself. Give your viewers a peek into the action.
Use well-composed photos. Thinking in the rule of thirds and using guiding lines can help you choose the most effective first photo.
Select a photo with vibrant colors.
Keep in mind the size of the activity cards. Keep the content clear and understandable, even in a smaller size.

DON’Ts

Use close-up or sensory shots.
Stage or pose people.
Upload images that look like stock photos.
Add photos of crowds.
Show images of messy food.

Considerations for your first four images

DOs

Maintain a balance between informative and aspirational. This means keeping an even split between marketing-style photos and the ones of all your pretty sights.
Add highlights of the tour. Find out what people love most about your activity — that will help you drive new bookings.
Make sure your images reflect the available information about your activity. The slightest mismatch can make people lose trust.
Keep in mind the image display differences across the four images. The way an image looks on your phone might be different from how it appears on your desktop.
Create a dynamic visual experience. Ensure that the four images complement each other both in subject and color. A little variety goes a long way in keeping people interested.

DON’Ts

Use repetitive images. The best stories take unexpected turns and twists.
Upload images without a clear narrative. Your potential customers should know exactly what they’re looking at and why.