June 25, 2021
  • 5:29 am Rugby book Review – Once We Were Lions
  • 5:28 am Crusaders missing All Blacks trio
  • 5:27 am Rugby Rant: Abusive tweets have no place in rugby
  • 5:25 am Who should be in and out of the England squad for the Autumn Tests?
  • 7:30 am Committee reaffirms mandatory denominational health plan

first_imgEvery picture tells a story which profoundly impacts on the opinions online shoppers have of hotels, according to the latest research commissioned by one of the world’s leading online travel agencies, Expedia®.The research, which used electromyography to gauge shoppers’ eye gaze and facial expressions, discovered that several types of images and image attributes consistently evoked emotional reactions in online shoppers.David Hamblin, the Expedia Group’s senior director of Market Management for Asia Pacific, said: “We know through our own data that hotels with good quality photography in their on-line brochure receive a conversion lift over those which have poorer images.” “The most important image to include is a room with a view. Rooms with windows overlooking an attractive visual scene such as a landmark or beach evoke the most delight in online shoppers and help shoppers see themselves in the context of their trip.”Photographs which are distorted by fisheye lenses or unusual angles evoke the most negative emotions in shoppers as they are viewed with suspicion – as if the hotel has “something to hide,” added Mr Hamblin.In addition to prioritising images of bedrooms with pleasing window views, other findings from the research revealed that hoteliers should follow these tips to maximise conversion opportunities:Include images of secondary spaces (i.e. terrace, restaurant) with attractive vistasEnsure images are well-lit, using natural light wherever possibleDisplay any unique features/attributes of the hotelEnsure rooms/spaces are pristine; avoid clutter and messRemember to include bathroom photosAvoid distorting camera techniquesInclude both close-up and perspective shotsThe research involved shoppers browsing online for hotels that they might like to stay in while their eye-gaze and facial expressions were tracked in real-time using EMG. Whenever there was an elevation in the EMG signal, indicating either delight or negative emotion, the shopper was verbally queried on their reaction to the hotel image. The study encouraged participants to shop in a way that was natural to them, visiting whatever sites and using whatever methods they would as if Expedia researchers weren’t there.Through Expedia Partner Central, an interactive engagement tool for hoteliers, marketing and revenue managers can quickly gauge if their properties require additional images with three different scores showing green, yellow or red.Source = Expedialast_img read more