In an increasingly AI-generated world, new research by Bókun, a Tripadvisor company, has revealed that authenticity matters more than ever, with nearly three-quarters (72%) of people across the UK and Europe saying photos that appear to be AI-generated would make them less likely to book a tour or experience online.
*All details correct at time of publish (21 July 2026)
In response, Bókun have teamed up with industry giants, including Tourpreneur, to launch a global photo competition, searching for the most jaw-dropping images that capture the world’s most unreal experiences – no AI required.
The power of photos in driving trust and travel bookings, as 72% are put off by AI-generated images
To uncover just how influential photos are in travel bookings, Bókun surveyed 2,000 adults across the UK and Italy and found that 72% of people say photos are important when deciding whether to book a tour or experience.
The research also revealed the power of photos in turning curiosity into real-world adventures, with more than half (57%) saying appealing images alone would tempt them to book an experience online.
In fact, after price and location, photos ranked as the third most influential factor in encouraging consumers to click through and learn more about an experience, with over a third (37%) of people saying photos and images are one of the top factors that would encourage them to click and learn more about a tour or activity.
Beyond inspiring bookings, the research found that photos also play a vital role in building trust. Almost three-quarters (73%) said a tour or experience listing with photos feels more trustworthy than one without images, while two-thirds (67%) said poor-quality photos would make them question whether a tour or experience is legitimate.
AI-generated photos revealed as the biggest deterrent to tour and experience bookings
While AI continues to transform the travel industry, the research has found that AI-generated images on tour and experience listings are now the biggest booking deterrent, with almost half (47%) of respondents saying they would be put off booking if images appeared to be AI-generated.
But with advancements in AI technology increasingly blurring the lines between what’s real and what’s generated, this summer Bókun wants to remind the world that real, unbelievable and bookable adventures still exist. No AI required.
Bókun invites the public to crown the world’s most incredible experiences
Back by popular demand, Bókun has partnered with Tourpreneur to launch the second edition of its global photo competition, celebrating the power of real-life experiences captured through the lens of tour operators around the world.
Starting on the 20th July, tour and experience operators from around the world are invited to submit their most jaw-dropping images, showcasing unforgettable moments captured on their tours and experiences.
From glacier hiking in Iceland to sunset ziplining in Croatia, Bókun is asking the public to vote and share the experiences they believe showcase just how incredible the world can be.
With the help of an expert industry panel, the competition will crown six winners across three categories, offering providers prizes to help take their business to the next level and showcase their unforgettable experiences to the world through the power of a single photograph.
How to vote
Anyone can get involved by viewing submissions and casting their vote here. They can even help boost their favourites by sharing on their social media.
How to enter
For those tour, activity and experience providers who would like to get involved, find out more on how to enter Bókun.io/unreal
*Featured image: Winner of Bókun Photo Competition 2025
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