Leisure Link Says Bad Photos a Deadly Sin

By Noel Poage
Published: 09/25/15 Topics: Channel Managers, Photography Comments: 0

LeisureLink.com, a long time provider of technology, distribution and marketing services to lodging providers recently released a fascinating graphic that calls "Bad Photos" one of the seven deadly sins of (lodging) distribution.

Although the report does not seem to rank the severity of the seven sins, a review could indicate that having good photos is the most effective marketing tool available to every vacation rental and resort manager.

By comparison, Ivana Johnston, the report author, notes that 87% of Facebook pots with photos get interaction while no other post type (those without photos) received more than 4% interaction. Further, 84% of facebook posts with photos received more clicks than posts with just text or links.

Use of Facebook differs dramatically from conventional advertising listing websites in the way consumers interact with the website, but it should be presumed that these statistics would be similar on all websites.

Photos draw attention. Attention produces sales.

Although lodging can be considered part of the real estate industry, the path in which consumers buy travel is dissimilar. With a real estate purchase, photos draw the viewers attention after which they inquire, visit the property and possibly make a purchase.

With vacation rentals the guest sees the product, buys it and then days, weeks or months later gets to see what they bought. That is both effective and dangerous.

Not all photographers are created equal. Even with the proliferation of cameras including mobile phone cameras, amateurs often post fuzzy and ill-lit shots. Professionals take better photos but seldom invest the time to master High Dynamic Range (HDR) photos that are essential to shoot interiors properly.

Johnson notes that the other Deadly Sins - stagnant prices, lack of promotions, pooling of inventory, not having reviews, failing to yield to market price changes, and requiring lengthy minimum stays - can also decrease booking success.

Reversing some of the bad sins can take focus, energy and collaboration, while photography is the easiest and fastest way to increase occupancy and price. Find a proven HDR photography company and watch the bookings roll in.

Author: Noel Poage – Photographer, Signatour Photo Team
Blog #: 0415 – 09/25/15