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


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.


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.


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.



comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge