What do we look at when we are going to reserve a private flat or home for our vacations or a getaway? What is it that strikes us the most? Are they the images of the places or perhaps the reviews that other visitors or guests have previously left? Well, at the risk of what you might think, it seems that the most important aspect, above the reviews or the ratings, is the profile photo of the hosts . These images, in fact, would have a great influence on decision making.
This has been discovered by an investigation. The study was conducted by Eyal Ert and Aliza Fleischer, professors at the Hebrew University, and published in the journal Psychology & Marketing . For its preparation, the academics thoroughly analyzed 320 advertisements on the tourist accommodation platform Airbnb .
“We found that a host’s reputation, communicated by their ratings and reviews, has no effect on the listing price or the customer’s likelihood of booking,” the authors comment.
However, the study finds that when users perceive that the profile photos of the hosts inspire confidence, this coincides with that the listed prices are higher and generate much more business and reservations for their properties.
Who are the most trusted hosts?
The researchers’ work has allowed them to draw several conclusions. The first is gender: women are trusted more than men .
Age would also make another difference: older hosts are more reliable than younger ones. Also, the expression influences. Smiling faces are more reassuring than neutral faces.
Lastly, perceived beauty comes into play. Guests trust hosts who seem attractive to them more.
To all this we should add a final aspect: that of sociability. Airbnb users trust more hosts who have photos where they are seen interacting with others, as this gives them the feeling that they are people with better social skills. That also adds an extra confidence.
Details to attract more bookings
Ert & Fleischer stress that Airbnb hosts are not very aware of these user perceptions. Thus, despite the fact that they have been able to verify that two thirds of them publish photos in which they appear smiling, in many properties with hosts who are a couple, only the image of the man appears, when perhaps that of his wife would inspire greater reassurance to those interested in make a reservation.
“Taken together, the results of this study suggest that Airbnb hosts can, and perhaps should, manage their photos online wisely,” the two professors recommend. “How the hosts choose to present themselves in these photos is crucial to their perceived confidence and therefore their financial performance,” they add.
Although the study was limited solely to Airbnb, it can serve to draw some interesting conclusions about other services that are based on meritocracy and the sharing economy, such as Uber, Wallapop, eBay, etc.
