12 Rules for Airbnb Photos that Boost Bookings

Airbnb photos are always a point of contention and confusion for Hosts, according to many threads I’ve followed on Facebook groups. We’ve all certainly seen our share of off-putting listing photos that made us quickly move on to the next Hotel or short-term rental.

While proper listing optimization and yield management (pricing) is top of every hosts to-do list, a picture is still worth a thousand words. In the Airbnb world it’s actually worth thousands of dollars in bookings.

A study conducted from 2016-2017 delved into the impact of professional photography on Airbnb property demand, and the results provide concrete factual data that you can use to implement top performing photos for your Airbnb or short term rental listing.

What makes a great Airbnb photo?

High quality photos make all the difference. While that isn’t the entire story, it’s the beginning of ours. Let’s start off with what a high quality Airbnb listing photo looks like.

The “Verified” Advantage

Airbnb’s photography program connects hosts with professional photographers who capture high-quality, “verified” images of their properties. This study found that these verified photos lead to a remarkable 17.51% increase in bookings. That’s not just a marginal improvement; it’s a significant boost in occupancy and revenue.

Notice the difference from verified to non-verified photos?

Quality & Trust

The research didn’t stop at simply measuring the impact of verified photos; it also explored the reasons behind their effectiveness. It turns out that about 58.83% of the increase in bookings is attributed to the superior quality of the professional images themselves. The remaining impact is likely due to the trust factor associated with the “verified” label, indicating a reliable representation of the property.

What are the key attributes of high quality photos?

The study identified 12 key image attributes across three main components: Composition, Color, Figure-ground Relationship.

1. Composition: How visual elements are arranged in the photo.
   • Diagonal Dominance: Creating a sense of space and depth.
   • Rule of Thirds: Placing key elements along imaginary grid lines for visual interest.
   • Visual Balance Intensity and Color: Distributing elements evenly for a sense of order and calm.
2. Color: The emotional impact of hues, saturation, and brightness.
   • Hue: Using warm colors to evoke excitement and welcome.
   • Saturation: Rich, vibrant colors for a positive impression.
   • Brightness and Contrast: Ensuring adequate lighting for clarity and a welcoming feel.
   • Image Clarity: Sharp, well-defined details.
3. Figure-Ground Relationship: How the main subject (figure) stands out from the background (ground).
   • Area, Color, and Texture Difference: Creating clear distinctions between the figure and ground.

Broken down. this looks like the following;

#1 Diagonal Dominance

#2 Rule of Thirds

Image (Relatively) Doesn’t Follow Rule of Thirds          Image (Relatively) Follows Rule of Thirds

#3-4 Visual Balance (Intensity/Color)

#5 Hue (cool colors vs. warm colors)

Image with Cool Color

Image with Warm Color

#6 Saturation

Image with Low Saturation

Image with High Saturation

#7-8 Illumination

Image with Low and Uneven Illumination

Image with High and Uniform Illumination

Brightness and The Contrast of Brightness.

#9 Clarity

Image Clarity. Clear color reflects the intensity of hues in HSV (i.e., Hue, Saturation, Value)

Image with Dull Color

Image with Clear Color

#10-12 Figure-Ground Relationships

Clear Separation of Figure from Ground

What image attribute performs best?

Among all the attributes, color had the most significant impact on bookings. Improving color attributes could lead to an estimated extra $6,484 in annual revenue for a typical property. That’s a compelling reason to pay attention to the colors in your Airbnb photos!

How can you implement these best practices?

Airbnb hosts can leverage the findings of this study to significantly improve their property photos or do it right the first time, and consequently increase their bookings by:

• Prioritizing Professional Photography: The study clearly shows that verified photos by Airbnb’s professional photographers lead to a substantial increase in bookings. Therefore, hosts should strongly consider investing in the Airbnb photography program.
• Focusing on Key Image Attributes: Even for hosts who don’t opt for professional photography, understanding the key attributes that make a good Airbnb photo can help improve their own pictures.
  • Composition: Use techniques like the rule of thirds and diagonal dominance to create visually appealing and spacious-looking photos. Ensure the images are visually balanced.
  • Color: Pay close attention to color. Warm hues create a welcoming feeling, while good saturation and brightness enhance the overall impression. Most importantly, ensure the images have high clarity and are not dull.
  • Figure-Ground Relationship: Make sure the main subject of the photo (the room, the view, etc.) stands out clearly from the background. Use differences in area, color, and texture to achieve this.

• Learning from the Best: Hosts can analyze the verified photos of successful listings in their area to understand how professional photographers apply these principles.

My take-aways

This research underscores the importance of high-quality, professional photography for Airbnb hosts. By understanding the key image attributes that drive bookings, hosts can optimize their listings and attract more guests. For Airbnb, the study highlights the value of its photography program in building trust and enhancing the overall guest experience. Many DIY hosts with some patience could try out their photo skills, or even edit their existing photos if it’s a simpler fix (such as brightening).

Surely you could find a quick real-estate photography video on YouTube – and there are plenty of free image editors online too.

These listing photo guidelines aren’t just for Airbnb, real-estate and vacation rentals in general should consider the psychology aspect here, not the platform itself. A well-crafted photo shoot can make all the difference so invest in quality images, or learn to be a photographer and give it a “shot!”