Vacation rentals imagery

High-quality images don’t just make a listing more attractive — they drive real business results. HomeToGo has analyzed our platform data to better understand how photo quantity impacts booking performance. Below, you’ll find actionable insights on how your listing imagery compares across markets, property types, and price points — and why more images may equal more bookings.

How many photos drive short-term rental bookings?

The number and quality of the images for your offers can mean the difference between minimal attractiveness and almost no bookings or best-in-class visibility and booking rates. We explored booking performance across listings grouped by image volume. The takeaway? Listings with 21+ images consistently outperform those with fewer. Think about showcasing a variety of rooms, unique details, thoughtful amenities, and exterior views.

In the graph below, bookings per offer (indexed) shows how each group performs compared to the best-performing group, which is set to 100.

Number of images a short-term rental offer has and the impact on bookings

How many images do short-term rentals have in your market?

On average, listings across the 15 markets we analyzed include 19.7 images, with United States leading the way with over 22 images. Markets with more visual competition - like beach destinations or cities with design-forward stays - tend to have higher image counts. If you're below your local average, consider adding more visuals to stay competitive in search results.

The average number of images per short-term offer on country level

House, villa, or apartment? Here's how many photos you need

On HomeToGo you can list over 35 different types of properties. Our data shows that holiday apartments average 14.8 images, holiday houses 17 images, and hotels 16.4 images. Larger or more unique properties often require more images to showcase their features effectively, with penthouse offers displaying more than 40 images on average. Make sure you’re capturing the full experience - from living spaces to amenities - especially if you're managing luxury or family-sized stays.

Short-term rentals image count by property type

More photos, higher rates?

Guests paying more expect more transparency, and visuals help justify the price. If you’re targeting premium travelers, image quality and quantity are non-negotiable. Below we are looking at the average number of images per Average Daily Rate (ADR) category. The best way to think about ADR is: how much money, on average, are you earning per night when your property is rented?

Average images by Average Daily Rate (ADR) bracket

Your questions about short-term rentals imagery answered

How many photos should I include in my vacation rental listing?

For optimal visibility and conversion, it’s recommended to include at least 20 high-quality images per listing. Aim to feature a balanced mix of indoor and outdoor shots, covering all key rooms and spaces. Be sure to highlight unique features and standout details, such as special amenities, design elements, or scenic views, that help your property stand out and attract bookings.

Which rooms or features should I prioritize when taking photos?

It’s essential to showcase all key areas of your short-term rental to give potential guests a complete sense of the space.

Start with high-quality images of the bedroom(s), living area(s), and bathroom(s) - these are core decision-making spaces.
Include photos of standout features – highlight additional features that enhance the appeal of your listing, such as the kitchen, outdoor areas or scenic views. Show off unique décor, special amenities, or architectural details.
If the property has high-end items like a premium coffee machine, quality appliances, or a luxury mattress, be sure to mention the brand to highlight the added value.
Include a floor plan - Guests might want to know if the kids' room is close to the main bedroom. Or whether there's enough space in the living area for a work setup. The floor plan helps guests visualize how the space will fit their needs before they arrive.

What makes a good vacation rental photo?

Use high-resolution images (aiming for at least 1152 pixels in width)
Select a relevant variety of images including wide, mid-range and, close-ups
Horizontal framing is recommended for consistency
Photograph every room from multiple angles, ensuring the space is clean and clutter free
Prioritize natural lighting - daylight shots work best
Highlight outdoor and recreation areas, like gardens, patios, or pool

What are common mistakes to avoid with rental photos?

Avoid blurry or low-quality images
Exclude generic objects (e.g., candles, cupboards)
Don’t use distant shots that obscure property details
Avoid photo collages
Refrain from using black-and-white or artistic filters
Eliminate duplicate images

How often should I update my listing photos?

Update your photos whenever the property is redecorated or refurnished. You can also consider updating them seasonally (e.g., summer/winter looks), or every 6–12 months.

Footnotes:

Internal HomeToGo for the period between July 2024 - July 2025

Disclaimer:

Many factors influence the performance of an offer on HomeToGo. While data shows differences in metrics for offers with different numbers of images, these results are not solely attributable to imagery. Performance may vary based on a combination of features, location, pricing, seasonality, and other variables.

For more information and guidance, feel free to reach out to your Partner Success Manager or email us at [email protected].

Imagery impact for short-term rentals