In the competitive environment of short-term rentals, first impressions matter more than ever. Before visitors even read your reviews or see photos of your space, they see you. Or rather, your profile picture. And as recent research based on AirDNA data shows, a simple detail – like a smile – can make the difference between a booking and a missed opportunity.
Bram Gallagher, AirDNA’s Director of Finance and Forecasting, offers the following guidelines, among others, in an article:
Why a smile increases bookings
Airbnb guests are often asked to choose from dozens of unknown options. They quickly look for trust signals. The host photo is one of the first and most important of these signals. A natural, warm smile can create a sense of familiarity, reduce uncertainty and increase a sense of security – key elements in any transaction between strangers.
A recent academic study with the contribution of AirDNA data showed that the use of a smiling host photo can increase demand by an average of 3.5%. For male hosts, this figure skyrockets to 8.7%, adding up to $1,625 in annual revenue. The reason? Guests already tend to perceive female hosts as more friendly, even without a smile. To men, by contrast, a neutral or expressionless face can act as a deterrent.
The “smile effect” proves even more useful in situations where accommodation raises hesitation, such as:
- When the host is inexperienced or has few reviews
- In areas with higher crime rates
- In properties without basic amenities such as parking
- In these cases, smiling acts as a “hedge” that reduces the perceived risk.
The basics for an ideal profile photo
Airbnb has set some basic standards for profile photos:
- Use a clean, frontal photo of your face.
- Avoid sunglasses, hats and filters.
- Make sure you smile lightly and naturally.
In addition, the most effective photos include:
- Natural lighting (ideally next to a window)
- Simple background that is not distracting
- Clean and neat appearance – not necessarily formal, but “friendly professional”
- Don’t settle for just a good photo. It’s good to update it every 6-12 months, sending the message that you are an active host. If you want to test what performs best, you can do A/B testing: just change the photo for a while and compare bookings and traffic.
What to avoid
Just as there are best practices, there are also mistakes to avoid:
- Group photos: Guests want to know who the host is.
- No smiling or expressionless posing, especially for men and young hosts.
- Old or outdated photos that don’t match your current look.
- Logos or avatars. Guests book with people, not icons.
Photo and consistency with the profile
Photography is the first step. To be fully effective, it must match the style and content of your profile. Create an overall trust narrative:
- If your photo is friendly, your bio should be equally friendly and honest.
- Use a personal tone and mention your experience, hospitality style and why you are renting your property.
- Biographies that are more detailed and personal increase trust levels significantly more than short, formal descriptions.
In short:
Your Airbnb image is not decorative – it’s a trust tool. A smile, combined with a consistent, attentive presence, can significantly increase your bookings, especially if you’re a new host or offering shared space. Investing in a good profile photo is one of the simplest, most cost-effective and immediately profitable moves you can make as a host.
Airbnb is a human experience. Let’s start with the right person – yours, with a smile.
