The way travellers discover and book hotels is evolving - and fast. With the rise of visual search technology, the hospitality industry is facing a major shift in digital marketing and customer acquisition. For hotels aiming to stay ahead of the curve, embracing visual search isn’t just optional - it’s essential.
What Is Visual Search?
Visual search enables users to search the Internet using images rather than text. With platforms like Google Lens, and Apple and Bing’s Visual Search becoming mainstream, consumers can now snap a photo of a destination or hotel room and instantly find visually similar listings, reviews and booking options. This growing trend means travellers are no longer limited to typing “best beachfront hotel in Barbados.” Instead, they might upload a photo of a stunning hotel they saw on Instagram, and let visual AI find comparable properties nearby. For hoteliers, this introduces a powerful new way to be discovered.
Why Visual Search Matters for Luxury Hotel Marketing
1. Increased Discoverability Through Imagery. With visual search, your images are your new keywords. High-quality, well-optimised photos can now drive traffic to your hotel website and booking platforms.
2. Changing the Booking Funnel. Visual search compresses the customer journey. Instead of browsing multiple review sites, OTA listings and travel blogs, users can leap from image to your hotel booking engine in a couple of clicks.
3. Competing on Aesthetics, Not Just Price. Price and location are important - but when visual search is the entry point, first impressions matter more than ever. Design-led hotels and boutique luxury properties that photograph well can gain a competitive edge, especially if they show up in search results related to aspirational travel images.
4. New SEO Opportunities. Traditional SEO focuses on text-based search queries. But with visual search, the rules change. Hotels should optimise image content as well as text.
5. Increased Mobile Relevance Most visual searches happen on mobile. Hotels that prioritise mobile UX, fast-loading galleries, and easy image sharing are more likely to convert users browsing via camera-based search.
How to Optimise Hotel Imagery for Visual Search Engines
Optimise Image Based SEO
• Use high-resolution, aspirational images of key features: rooms, pools, views, lobby, dining, amenities.
• Rename image files with descriptive, keyword-rich filenames (e.g., rooftop-infinity-pool-bali-hotel.jpg).
• Use ALT text that accurately describes the image and includes relevant keywords (e.g., “Oceanfront suite with private balcony in Santorini”).
• Add structured data (schema markup) to your website, especially for images and products (i.e., rooms or packages).
• Create an image sitemap and submit it to Google Search Console so your photos are easily indexed.
Appear Where Visual Search Happens
Visual search isn’t limited to your website. High-intent travellers often use social and mobile discovery platforms.
• Leverage Pinterest: Add your images with rich descriptions, link back to your site, and use Pinterest’s own tagging tools.
• Create Instagram-friendly content: Reels, stories, and carousel posts that showcase your most photogenic features.
• Encourage guest-generated content: Run hashtag campaigns, re-share tagged photos, and offer perks for guests who post.
• List on Google Business Profile: Upload your best photos there; many Google Lens results pull from GBP listings.
Improve the Technical Setup of Your Website
Even if your images show up in search, poor website performance will turn away high-intent users.
• Ensure fast loading times for image-heavy pages (compress images, use modern formats like WebP).
• Make sure your site is mobile-first—most visual searches come from smartphones.
• Use clean UX design that highlights visuals and includes clear CTAs (book now, explore rooms, etc.).
• Implement image lazy loading to improve site speed without sacrificing quality.
Track and Analyse Visual Search Traffic
While traditional analytics don't fully capture visual search yet, you can track performance using proxies and tools.
• Use UTM parameters in links embedded in Pinterest, Instagram bios, or visual ad platforms.
• Monitor performance of image-based landing pages in Google Search Console (check "Image" filter).
• A/B test featured images on key pages and listings to see which visuals drive more clicks or bookings.
Align Visuals with Search Intent
Visual search users are often in the dreaming or decision-making stage of the funnel. Your visuals should speak directly to what they're imagining.
• Feature seasonal content (e.g., cosy ski lodges in winter, rooftop pools in summer).
• Create look-alike visual experiences: If you know people often search for "Santorini sunsets," use similar colour tones, angles, and themes in your imagery - even if your property is in another location.
• Offer context around images: Add short captions, microcopy, or interactive hotspots to turn inspiration into conversion.
To learn more about how to update your luxury hotel website design for visual search, and all the services that Aró Digital Strategy provide to independent hoteliers, please contact us.