SMILING PHOTOS INCREASE BOOKINGS

Summary from the TLDR Marketing newsletter

Smiling in profile photos increases bookings for hospitality services. Research with 9,248 Airbnb hosts showed that smiling hosts were rated 16% more competent, 44% warmer, and 8% more likely to get booked. Male hosts benefit more because they are generally perceived as less warm, making smiles more reassuring. For maximum trust, place smiling photos on “About Us” or CTA pages and adjust smile types based on cultural preferences.