In today’s aesthetic-driven society, travellers make booking judgements within milliseconds. That’s why new research by Bókun, a Tripadvisor company, is highlighting the importance of high-quality and authentic images in driving trust and bookings for tour and travel experiences, especially within the current AI landscape
On-site images have evolved to be more influential drivers for bookings than the trip details themselves or even customer reviews. In fact, Bókun’s survey of 2,000 adults across the UK and Italy revealed that over half (57%) admit they would be tempted to book a tour or experience based primarily on how appealing the photos look
But while images are clearly a powerful booking tool, the research also suggests they can break a booking too…
Five ways to lose trust before travellers even read the description
Bókun’s research revealed that photos are important for almost three-quarters of consumers (72%) when booking a travel experience online, with 37% saying photos are one of the top factors that would encourage them to click through and learn more. But while photos can act as a booking booster, they can also hinder them.
When questioned about the main factors that would deter travellers from booking a tour or experience online, 66% said poor-quality images:
66% said too few photos
37% said outdated photos
34% said photos don’t accurately match the description.
29% said photos taken from the same viewpoint
The research also highlights the important role images play in building trust with customers. Almost three-quarters (73%) of travellers said a tour or experience listing with photos feels more trustworthy than one without, while two-thirds (67%) said poor-quality images would make them question whether a tour or experience is legitimate
A further 72% also said that AI-generated images would make them less likely to book a travel tour or experience, reinforcing the importance of authentic photography in building trust and driving bookings
How to get it right: ‘Wow shots’ revealed as the biggest driver of travel bookings
So, which images are the most effective at driving bookings? Bókun asked travellers which types of images are most likely to encourage them to book a tour or experience online. These were the strongest booking drivers:
“Wow” shots showcasing the landscape, scenery or destination (50%)
Photos of the experience in action, such as activities or key moments (49%)
Images of people enjoying the experience (45%)
Photos featuring famous landmarks or attractions (40%)
Photos of guides or hosts (15%)
Samuel Jefferies, Senior Growth Marketing Manager at Bókun, comments:
“Studies show that the human brain processes images in a matter of milliseconds and in a world of endless scrolling, our research highlights that one unforgettable photo can be all it takes to convert travel dreams into booked experiences
“With travel choices increasingly influenced by experiences that offer shareable moments and ‘travel envy’ aesthetics, photos are no longer just a marketing tool – they have become one of the most powerful forms of storytelling. Ultimately, images don’t just capture attention; they build trust and drive bookings
“That’s why this summer, we’re on a mission to celebrate the power of real-life experiences captured through the lens of tour operators around the world
“For the second year running, we have launched our global photo competition, inviting tour operators from all over the world to submit their most jaw-dropping photos, captured on their tours and experiences
“For us, this is more than a competition; we’re offering tour operators the chance to invest in their future and drive their booking potential through the power of a single photo.”
Bókun launches photo competition to search for the world’s most “unreal” travel experiences – no AI required
With the help of an expert industry panel, the competition will crown six winners across three categories, offering providers prizes to help take their business to the next level and showcase their unforgettable experiences to the world through the power of a single photograph
Anyone can get involved by viewing submissions and casting their vote here now
For those tour, activity and experience providers who would like to get involved, you can find out more on how to enter at Bókun.io/unreal
The competition closes on the 14th August 2026
