Selling Experiences, Not Just Services
When you’re offering tours and activities, you’re not just selling a service — you’re promising an experience. And for an experience to be truly desired, it must first be imagined. This is where images come in: photos and videos that show what’s happening, who’s involved, how it feels, and the emotions it evokes. Without this visual storytelling, even the most unique activity risks appearing vague or unappealing.
The phrase “Show banana, say banana” perfectly captures this idea. In a world overwhelmed by offers and limited attention spans, visuals have become a powerful competitive advantage.
The Numbers Speak for Themselves: Professional Photos Boost Bookings
This isn’t just theory — it’s backed by data. According to a report by Smiler, operators who use professional photography can see up to a 225% increase in bookings compared to those relying on low-quality or outdated images. The same report highlights that engaging visuals also lead to longer page visits and significantly lower bounce rates.
Even OTAs like GetYourGuide favor experiences with well-crafted, cohesive visuals by ranking them higher and giving them more visibility.
Authentic visual content — not your typical stock photos — also builds trust and supports decision-making, especially for remote bookers who can’t assess quality in person.
And images aren’t just for attracting new customers. Used correctly in the post-experience phase, they become retention tools — easy to share and memorable.
The Power of the “Hero Shot”: The Image That Triggers the Click
Data makes it clear: the lead photo matters. On tour operator websites, the first image — the one accompanying the title and appearing in search results and on social media — is the most important. This is the hero shot, and its sole job is to spark that all-important click.
A great hero shot follows three essential principles:
- It instantly communicates what kind of experience is being offered.
- It conveys emotion and engagement.
- It’s visually clear, sharp, and legible even in thumbnail format.
However, there’s a common pitfall: a pretty photo isn’t enough if it isn’t authentic. Too often, operators rely on polished stock images. But users can tell — they sense staged scenes, forced smiles, and a lack of real emotion. Trust is lost.
The ideal hero shot isn’t a magazine spread. It’s a real moment — captured professionally. Think of someone laughing while kayaking at sunset, or a guide passionately sharing a story with a group. Genuine yet visually curated. It shouldn’t look like a photoshoot, but it should perform like one. The right shot creates emotional connection, triggers action, and turns a viewer into a buyer.
Tell a Story with Your Images
If the hero shot catches the eye, the image sequence keeps the user engaged and moves them toward conversion.
In tourism marketing, images should tell a story — much like a well-edited trailer. In seconds, they must evoke places, emotions, relationships, and promises.
This is the principle of photo narrative: a visual sequence that guides the viewer through the entire experience journey. A strong photo gallery should show:
- Context: where the activity takes place and its surroundings;
- The guide or group: to make it feel real and reassuring;
- Key actions: what participants will actually do — walking, exploring, tasting, learning;
- Emotional moments: laughter, surprise, connection;
- A closing atmosphere: sunset, cheers, smiles.
Each photo should add a narrative layer, helping the viewer picture themselves there. The easier that mental projection is, the easier it is to book.
On the flip side, a gallery full of anonymous landscapes or stock photos without faces or feelings won’t connect with the viewer. It won’t answer unspoken questions like “What will I actually do?” or “Can I see myself there?” — and so, it won’t convert.
A strong image sequence doesn’t just show the activity — it lets users feel it in advance. That’s what makes visuals a more effective sales tool than any written description.
What Travelers Are Really Looking for in Photos
Authenticity becomes even more crucial when we examine real traveler behavior. As they scroll through a photo gallery, they’re not just judging aesthetics — they’re seeking answers:
- Authenticity: They want to see real people in real moments. Not posed models or perfect settings, but spontaneous, imperfect, credible scenes.
- Context: They need to understand the landscape and atmosphere. They want to say, “I wish I were there.”
- Safety and accessibility: They need reassurance that the experience is right for them. A photo showing people like them having fun does more than an entire FAQ.
Thoughtful images preemptively address these questions — intuitively and immediately.
A concrete example comes from two Xeniapro-supported businesses: Adrenalima and Positano Dream Charter. Both tour operators showcase photo galleries that prioritize authenticity and quality — featuring real moments captured during actual experiences.
Positano Dream Charter’s boat tours, for example, are accompanied by genuine imagery: smiling people, spontaneous dives, crystal-clear waters. No staged photos, no filters — just real life. The result? A visual story that builds trust and desire. Because when people can see the truth, the booking follows.
Sell Better by Showing Better
This all leads to a simple truth: in experiential tourism, images aren’t optional extras — they’re part of the offer. They help potential clients imagine, desire, and trust the experience. No activity sells itself — especially online. Now more than ever, it must be shown the right way.
A tour operator’s website and product pages are the digital business card. That’s where the first impression is made — and where photos, text, and structure must align to tell a compelling story. That’s why it’s essential for the website to be well-designed, consistent, and high-quality.
Tools like Xeniapro’s Website Builder help create optimized, easy-to-manage sites that enhance the visual appeal of your experiences.
As a cinema professor from the Arts University Bournemouth once joked: “Show banana, say banana.” A phrase that says it all — be clear and consistent in what you offer. And with a bit of humor, we could add: Show banana, sell banana.
The takeaway is simple: if you want to sell something, say it clearly and show it with no ambiguity. A great image is worth more than a thousand words — it previews the experience, builds trust, and simplifies the decision. Often, it’s exactly what makes the difference between a user who keeps scrolling… and one who hits Book Now.
