How image selection affects click-through rates on OTA hotel listings. The images hotels choose to display in their OTA booking paths have significant impact on CTRs, a recent study by Intent Media has found.
In previous tests, Intent Media claims Courtyard Kauai in Hawaii, for example, increased its click-through rates more than 60% on Orbitz by using the photo labeled Test 2 in the image below. Intent Media’s latest photo optimization study is more comprehensive, involving dozens of hotel listings on Orbitz. They found that optimizing images for click-through was incredibly effective, leading in some cases to a 100% overall improvement in CTR.