How hotel images affect OTA click-through rates
August 17, 2012 | Hotel Marketing
The images hotels choose to display in their OTA booking paths have significant impact on CTRs, a recent study has found. Optimizing images for click-through is incredibly effective, leading in some cases to a 100% overall improvement in CTR.
The A/B tests were carried out using Intent Media’s Sponsored Search Network and focused solely on Orbitz, where hotels are places in the top billed “Sponsored Listing.” Hotels loaded several images and the system automatically tested the images with actual customers.
They found that optimizing images for click-through was incredibly effective, leading in some cases to a 100% overall improvement in CTR.
The better-performing image, on average, delivered a 15% CTR improvement 76% of the time. In some tests, the best-performing participant saw 3x more clicks of the winning image over the losing one.
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