Opinions: 

Travel Tech

You see them on many websites these days: Oversized images that cover the entire background or the full visible part of a website. Especially using inspirational images as background is a growing trend, which has gained major attraction over the past 6 months, above all on travel and tourism websites.

VisitBrasil's website uses large scale background images

VisitBrasil's website uses large scale background images

REASONS FOR THIS TREND

It is easy to see why this trend is gaining momentum. Using oversized images is visually highly appealing and provides users with an immediate feel for a destination. It is a quick way to give websites a sleek look, without sacrificing valuable space on the site. In addition, inspirational large scale images are believed to be highly influential when it comes to travel decision making. While stock photography is known to be a conversion killer, this trend helps to eliminate the faux pax that many (travel) websites used to do in the past, as it requires travel brands to produce high quality and unique pictures. While the usefulness of this new trend is undisputed for providing travel inspiration, it raises at the same time the question what the effects of large scale images are on conversion.

EFFECT OF LARGE SCALE IMAGES

Against this background, the conversion optimising company Crazyegg has tested the conversion performance of websites before and after implementing large images. In the case of the redesign of Dell’s contact page, a decreased bounce rate on this page by 27% and increased form completions by 36% could be noted. Similarly, the implementation of large scale background images by the French snowboard manufacturer Saloman led to increased sales by French shoppers by 39.8% and sales by global shoppers by 29.7% both at a 99.9% confidence rate. This shows that large scale images with hero status are not only a powerful tool for providing inspiration, but also help to drive conversions. A finding that could be interesting to city destination marketers and tourism brands alike.

TIPS FOR TOURISM WEBSITE

In order to get the most from large scale images on websites, tourism marketers should bear these three simple rules in mind:

  • The photo should scale down responsively.
  • Use a unique photo—no stock photography.
  • Make sure your photo doesn’t cause eye tracking confusion.

 

Discussion

comments powered by Disqus

More from #DTTT

  • In October we present:
    Digitalising Visitor Services

    LAAX is a famous winter destination, positioning itself as a strong lifestyle brand within its sector and successful in digitalising visitor services to optimise the visitor experience.The ski region is located in Switzerland, featuring 224 kilometres of slopes, 4 snow parks, 5 snow-covered downhill runs, the world’s largest halfpipe and an indoor freestyle academy catering […]

  • In October we present:
    Enhancing the Visitor Experience with a Data-driven Approach

    Banff & Lake Louise is a National Park destination located in the Canadian Rocky Mountains. It is most well known for its natural scenery and breathtaking landscapes of picturesque glaciers, peaks, meadows, valleys, rivers and the infamous turquoise lakes. A true haven for nature lovers and explorers.  Banff National Park is one of the most […]

    #Stakeholder Collaboration #responsible tourism #banff and lake louise #data
  • In October we present:
    Only Lyon on Smart Tourism

    ONLYLYON on Smart Tourism for the Future of Travel Lyon attracts more than 6.5 million visitors and a 20% growth in tourism every year. In less than 20 years, it has become one of Europe’s major tourist destinations, popular for its rich history, beautiful architecture and famous cuisine, widely considered the French capital of gastronomy. […]

  • In October we present:
    Vienna’s Storytelling Journey into Voice

    In 2016, Google revealed that 20% of all queries on mobile were via voice search and by 2020, 50% of search is expected to be driven by voice. The growth of voice continues and in an era of strong content creation and compelling storytelling, it’s a really great way to connect your destination stories with […]

    #voice app #music tourism #storytelling #Vienna Tourist Board
  • In October we present:
    Stewardship is the Key to the Future of Tourism

    In 2018, the Californian tourism industry generated $140 billion in travel spending, $19 billion in state and local tax revenue, and employed 1.2 million Californian workers. What is the impact of such success on the destination experience and how does California manage this?  Earlier this year we attended Visit California’s annual Outlook Forum, and the […]

    #destination stewardship #sustainable destination #visit California
  • In September we present:
    Become a Changemaker with Design Thinking

    Prepare yourself to be challenged and start thinking about your role as a changemaker. How? Design thinking! 

    #agile working #remote design thinking #design-thinking
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge