TripAdvisor has started using technology that automatically decides which property picture is best to use as the primary image on listings.
The review site says technology underpinned by machine learning will auto-select high-performing images
TripAdvisor says the move will ensure that blurred or irrelevant photos do not become the ‘hero’ image for the property, B&B or resort when the owners do not choose them.
The site said: “While many of these traveller photos in the gallery are undoubtedly helpful to travellers, they are not always the most representative photos of the business, nor are they the photos that an owner would choose to show off the best of their property.”
“We know that good photos are a key part in attracting new guests,” said Martin Verdon-Roe, vice-president B2B hotel product and marketing at TripAdvisor.
“According to research, 79% of TripAdvisor travellers said that photos were important when choosing to book an accommodation and in more recent live site testing with partners we can see that optimised photo selection have been show to increase user click through rates.
“This exciting new feature capitalizes on our strength in machine learning with insights from millions of professional and traveller photos across TripAdvisor to help properties make the best first impression to our global travellers.”
TripAdvisor said the primary photo is the best way for a property to make a strong first impression to travellers.
The image auto-select tool analyses a number of factors which the site said user testing has shown to influence the impact of photos on engagement, from image resolution, orientation and sharpness, to whether there are people in the photo.
It added the machine learning technology has been shown to select photos which drive higher levels of engagement from travellers.
Accommodation owners have always been able to select their primary photo on TripAdvisor, once they’ve completed a free registration for the Management Centre.
They can choose from their own photos, or those that are contributed by travellers.
Accommodation owners who would still prefer to manually select their primary photo can opt out of the new auto-select feature.