How to attract guests with

stunning photography
Present the photos that travelers value most
Present the photos that
travelers value most
Photos are the most powerful tool you have to distinguish your property to
travelers. Getting them right can make a big difference in converting guests. To
help you get the most out of your Expedia Group™ listings, we’ve developed best
practices for photo coverage and quality, based on search and booking data
from Expedia Group sites.

With recent updates in smartphone technology, you likely have the power to
take high-resolution photos right in your pocket. Smartphone cameras allow you
to take inspiring photos without the expense of a professional photographer.

In this guide

• Quantity guidelines Learn about the photos we recommend to

capture travelers’ attention and convert
• Quality guidelines browsers into guests. Use this information
each time you plan photoshoots, upload
• Photo tips and best practices photos, or check your listing content.

Show travelers Make your photos Capture travelers’

what they want work for you attention, fast

Travelers report needing an Nearly 94% of leisure travel Profiles with high quality
average of nine photos to shoppers switch between photos receive 63% more
decide if they’re interested in devices.2 Our quality guidelines clicks than profiles with
staying at a property.1 Our ensure your photos are clear low-quality or no photos.3
photo guidelines make sure and undistorted across Learn tips and best practices
you have enough of each type all devices. for making everything about
of the photos travelers want your photos – from content
to see. to angle – really stand out.

1. Expedia Group, 2020 2. Google Think, 2016. 3. Trivago, 2017. 1

Quantity
guidelines
Create the most impactful
photo gallery by including:

4 photos per room type, including 1 of

the bathroom. Also include 1 photo of
the view and 1 photo for kitchen, if
applicable.

Reveal your upgrade potential with

different photos for standard and deluxe
rooms. Properties that use unique photos,
such as room-specific views and
amenities, for each guest room type
average up to 11% higher conversion
rates.4 And don’t skip the bathroom – it’s
one of the most desired photos for 61% of
travelers.5
Show travelers what they want to see
1 exterior photo
Showcase your building in relation to
your surrounding community, and give
your guests a sense of place.

1 entrance / lobby photo

Reassure guests of a warm welcome
with a photo of your entryway, lobby, or
reception area.
5%
1 photo per key amenity 4-5 months

When travelers search for an amenity,

they want to see it, too. Showcase your 12%
2-3 months
distinct property features, like the pool,
restaurant, fitness center, spa, activities,
dining options, and amenities important
to our travelers. These photos help your
listing stand out and encourage travelers
to imagine themselves there. .

4. Expedia Group research, 2015. 5 Expedia Group, 2020. 2

We're taking
the guesswork
out of photos
We select the primary
image and gallery sort
order for your property

Our technology organizes your photos

based on significant research into which
images are most appealing to our
customers. We take a look at why
they're traveling, what's important to
them, and how they interact with your
listing. We use this data to select a
primary image and refine the order to
make your listing stand out while they
browse. Think of it as the right photo at
the right time-and potentially more
bookings for you.

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Quality guidelines What not to include

Leave out photos that show:

• Clutter
• Signs and text that display
pricing or brand names
other than your property
name
• Identical or near duplicate
images, such as the same
view at a different angle

• Poorly lit scenes

• Black-and-white or styled

Photo orientation filters

Expedia Group sites display horizontal photos best, so use photos

Don’t digitally zoom.
that are wider left-to-right than top-to-bottom. Vertical photos
The zoom feature blurs images.
(portrait style) are accepted but not recommended, as they don’t fully
Instead, walk forward to
use available space.
capture the image you want.

Resolution
Even the most beautiful properties can appear uninviting if the photos are pixelated, tiny, or out of focus.
Images that are 2,880 pixels or more on the longest side allow us to provide a high-quality experience on
desktop and mobile devices.

Authenticity
Our research shows that travelers distrust “distorted” images ultra-wide lenses, and making a room or pool
appear bigger online leads to traveler letdown.6 Use high-quality, bright images that truly represent your
property to help guests feel confident in their decision to book. Photos that show an eye-level view and
straight lines give travelers a real sense of your property. Pro tip: Turn on "Lens correction" in your phone
camera settings to reduce the distortion from wider lenses.

6. Expedia Group research, 2017. 4

Room-by-room
photo guidance
Highlight the best features of each space
with distinct approach to your photographs

Website visitors read less than 30% of content on a page and are more likely to scan for information,6 so your
photos need to communicate the experience of staying at your property. Seeing your property’s unique
personality and details can help travelers visualize their stay and can inspire them to make a reservation.

Deliver photos that Show travelers Let your images do

matter your community the work

Properties that use unique Convince travelers to book

58% of travelers believe that
photos for each guest room by showing them an image
location is one of the top
type average 11% higher of what they’re searching for,
three factors when
conversion rates.7 Learn how whether it’s a pool, fitness
considering a hotel listing.8
to differentiate each area with center, or breakfast.
Help them visualize your local
styling, focal points, and angle community with outstanding
recommendations. exterior photos.

6. Nielsen Norman Group, 2008. 7. Expedia Group research, 2015. 8. Expedia Group, 2020. 5
Guest rooms
For each guest room type, Expedia Group recommends three different photos and one photo of the bathroom
— a total of four photos per room type —but you should take extra photos so you can pick your favorites.

Magnify the heart and

soul of your property

Use natural light

Natural light is more fla tering than

artificial ligh . Take photos during daylight
hours, and open curtains to let the natural
light in. Leaving sheer curtains closed will
help to reduce glare, while still letting in
light.

Showcase rooms at their best

Schedule your photoshoot after

housekeeping has cleaned the room but
before check-in to get the rooms at their
tidiest.

Check final touches

Turn off televisions. Smooth the sheets

and duvets. Spend some time arranging
the furniture and curtains before you
begin. Resist the temptation to add
items like fl wer petals or gifts that won’t
actually be there when guests arrive.

If a room is dark and you’re facing a window, your

Capture what’s noteworthy about
photos may be too dark. In this situation, cross the
the room room to put the window behind you. That will fill
If different room types have different the light in the direction you’re photographing.

features, such as views, sitting areas,

or larger bathrooms, include them. Andy Rogers
These images often convince travelers Expedia Group, Media Producer
to upgrade room types.

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Capture the room from all four corners

Taking photos from different corners of the room will give you more Bathroom tips
options to get your best view. Where possible, leave features like air
vents and trash cans out of your images. Reflections

Watch for the photographer

reflection in the mir or, shower
door, and windows. Test
opening shower doors at
different angles.

Small spaces

Photograph a cramped space

Take some photos straight-on from above to capture more of

Using your room’s architectural framework as a guide, point your camera the scenery. If possible, remove

so that it aligns perfectly with one of your walls. Position your desired the bathroom door to allow

focal points (pillows, windows) off-center. maximum visibility inside.

Neat and tidy

Thoroughly clean mirrors and

all surfaces, and don’t forget
to close the toilet seat. Have
a full and folded toilet paper
roll to assure guests that the
bathroom has been cleaned.

Capture an equal amount of floor and ceiling

This adds a sense of balance to room photos. Whenever possible, try to The small details

include the oor. Rooms without floo s can create a floating eeling. It’s Towels hanging from racks
not always necessary to show the whole room in the picture. Sometimes should be of equal length
just a small part of it gives the viewer the sensation of being there. and plushness. Rolled towels
should face in the same
direction with the fold turned
Hold steady
toward the camera.
Be careful not to tilt your phone forward or backward. This skews your
vertical lines. Raise or lower your phone to get what you need in the
frame. To keep your phone level and steady, rest it on a tripod or a stack 61% of travelers rank
of books. bathroom images as
very important.9
9. Expedia Group, 2020. 7
Exterior and grounds
Travelers prefer images that showcase your building in relation to your surrounding community, especially
for urban properties. The use of light and movement encourages travelers to imagine activities that are just
outside your front door.

Give your property

a sense of place

Go golden

Capture outdoor photos during the “golden

hour” of photography—just after sunrise or just
before sunset. A daytime shot might show off
the lovely weather and appealing landscaping,
but an evening shot creates a welcoming
ambiance with a rosy glow from indirect light.

Capture outdoor amenities

If a property has bikes for guests to use, don’t

miss a shot of them. But if the café next door
doesn’t belong to the property, skip it. Give your
guests an idea of what to expect when they
arrive at your property or step outside their
rooms for breakfast in the morning.

Display your location

If you’re removed from the city, include an

exterior image that conveys the relaxing nature
of the surrounding area. In a town square,
try angling your camera upwards to show
surrounding architecture.

Don’t stray too far

Don’t include images of area landmarks or

views that you cannot see from the property.
These lead to disappointment.

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Common spaces and amenities
When travelers click through to your page after searching for an amenity like a pool or a fitness cente , showing
them an image of this amenity can help convince them to book.

Show travelers your

unique features

Lobbies
Travelers look for bright, well-lit lobbies
with seating areas where they can relax
and research their next activity or catch
up on social media.

Key amenities
Images of a pool, business center, spa,
breakfast or onsite café help differentiate
your property.

Dining
Highlight any unique food experiences
such as communal dining, access to
picnic spaces, or regionally specific ood
offerings. If you offer breakfast, be sure to
include photos of any stations, buffets, or
a few à la carte options.

Community spaces and décor

We preferred our photographers to take images of the
Showcase the personality of your
empty restaurant space as a blank canvas. That way,
property through photos of striking
when we’re selling it for groups and events, they can
artwork or sports memorabilia. Staircases
picture it as whatever they would want it to be instead
photographed from above can also
of how we staged it.
provide a dramatic effect.

Lizzie Raudenbush
Kimpton Shorebreak

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Property photo checklist
Use the list below to make sure you have the photos travelers want to see. See the minimum number of photos
that Expedia Group recommends below, but we recommend taking more in each category and then choosing
your best images to upload.

 Exterior: One or more photos of your building and grounds gives travelers a sense of place.

 Entrance / lobby: At least one photo should show your entryway, lobby, reception area,
and any common spaces or seating to let travelers know what to expect.

Rooms: Include at least four photos for every room type, including one of the bathroom. Also include one photo
for view and one photo for kitchen, if applicable. Capture every element of the room, including any amenities
specific to that oom type, such as seating or desks.

Room Type 1 Room Type 2 Room Type 3 Room Type 4

Room with bed    
Bathroom    
Room feature 1 (e.g. desk or seating area)    
Room feature 2 (e.g. room view)    
Room feature 3 (e.g. kitchen)    

Key amenities: Many amenities you offer need one Dining: Capture separate photos of any dining interiors
or more photos. Here are some examples. and your signature dishes. .

 Pool  Breakfast

 Beach  Restaurant

 Spa  Bar

 Outdoor areas  In-room dining

 Gaming and
entertainment

 Fitness center

 Skiing / snowboarding

Points of Interest: Take photos of popular nearby attractions to upload as Points of Interest in Partner Central.
 ___________________ ___________________  ___________________  ___________________

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Capture your property like a pro
Think like a designer using these advanced tips

Gridlines Rule of thirds

Gridlines help you line up key focal points in your

Composition is the way that elements are
photos. Most phones allow you to turn on gridlines
arranged in an image. As a starting point for
in the camera app settings, located in the app itself,
their composition, photographers often use the
or in your phone’s general settings under Photos
“Rule of Thirds.” The theory of this rule is that
or Camera. Look for Grid or Gridlines, and set this
the human eye is often attracted to images
feature to On.
divided into thirds, where key subjects fall on
the dividing lines of those thirds. Position your

Adding gridlines to your image-viewer lets you see primary subject at the intersection of those lines

where straight vertical and horizontal lines appear to draw in the viewer’s eye.

in your photos. These lines will not appear in your

photos—they just help guide your image setup.
Use your gridlines to align your image. Then,
Photos with walls that appear on angles look
position objects you want to highlight along the
distorted. Try to align the vertical and horizontal
lines or at the intersection of those lines.
lines in the photo with the gridlines to avoid this
problem.

Gridlines will also help you avoid crooked

architectural lines. You can also achieve crisp
architectural lines by using a level, available on most
professional cameras, or a tripod. Highlighting the
true beauty of your property can help convince more
travelers to book!

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Adjust your exposure

Exposure is one of the best tools to enhance low-light

environments. Setting the exposure higher lets more light
into the lens, creating a brighter, more vibrant photo.

Exposure settings on smartphones are often identified

by a sun icon next to the “autofocus tracking box.” When
taking a photo, some phones let you tap your screen to
focus on one area, and an autofocus box will appear to
highlight the clearest part of an image. Next to that box,
look for a sun icon, which you can raise or lower to adjust
the exposure.

On other phones, you can hold a point on your image to

focus and adjust your exposure in the same move. Some
phones offer a “pro mode” in their settings that lets you
adjust exposure. Play around with this feature before your
photoshoot.

Lighting It’s easy to confuse rooms, so before

we start photographing a guest room,
we write the room type on a sticky
Try setting your camera to long or high exposure to resolve
note and photograph it. Then we know
any issues created by poor lighting. If you’re shooting in a
all the photos following that note are
bathroom with bright colors like white, shorten or reduce
the ‘Deluxe’ room, until we see the
the exposure to help reduce glare.
photo of the ‘Executive’ sticky note.

If you’re a skilled editor, it may be wise to take photos

with the lights both on and off and merge these in Andy Rogers
post-production. You could also try supplementing the
Expedia Group, Media Producer
light by bringing in studio lights to make the room feel
warm and inviting.

Take a variety of photos to ensure you have the right shots

If you don’t end up using them in your listing, you can always use them for social media, email marketing, or
other types of advertising!
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