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.