We ran the numbers across 40 properties before and after professional photography. The results were consistent and significant. Here is what we found and why it matters.
The data
Across our portfolio, properties that upgraded from owner-taken photos to professional photography saw an average increase of 24 percent in booking enquiries within the first 60 days. Conversion rates from enquiry to confirmed booking improved by 18 percent.
The combined effect on revenue was an average uplift of 31 percent in the first full quarter after the photography upgrade. Some properties saw significantly more, particularly those where the original photos were notably poor.
Why the difference is so large
The major booking platforms are visual-first. Guests scroll through listings quickly, and the primary photo is what determines whether they click or keep scrolling. A professional photographer understands composition, lighting, and staging in ways that produce images which stop the scroll.
Beyond the click, the full photo set influences the perceived value of the property. The same apartment photographed by a professional looks like a different tier of accommodation compared to phone photos with poor lighting. Guests are willing to pay more because the perceived quality is higher.
Professional staging and photography transform how a property is perceived online.
What professional means
A professional property shoot for a two-bedroom apartment takes approximately two hours and produces 30 to 50 edited images. The photographer will typically rearrange furniture slightly, adjust lighting, and shoot at times of day that favour the property’s orientation.
The cost ranges from 250 to 500 euros depending on the property size and the photographer. Given the revenue impact, the payback period is typically one to two bookings.
Our approach
Every property we manage receives a professional photo shoot as part of the onboarding process. We reshoot annually or whenever significant changes are made to the property. The photos are optimised for each platform’s specific requirements, because what works on Airbnb does not always work on Booking.com.
This is not a service we charge separately for. It is part of the management package because we know it directly impacts the income the property generates.