Summer with a big (online) smile
Smiling hosts on Airbnb get many more bookings than hosts with a neutral profile photo, according to research. But our columnist Willemijn van Dolen also notes that the power of a smile does not work equally well for everyone. “It’s all about insecurity.”
June! Summer is just around the corner: suitcases are being taken down from the attic and the search for a nice holiday destination begins. More and more often, we end up on Airbnb. We browse endlessly through apartments in Berlin or charming cottages in Provence. You scroll, click and look at the photos. Not just of the house, but also of the host. And then something striking happens: a smile in a profile photo turns out to be worth its weight in gold. Recent research shows that Airbnb hosts who smile in their profile photo receive an average of 3.5% more bookings than their non-smiling colleagues. Yet a quarter of hosts still look serious or neutral when facing the camera.
What makes that smile so powerful? People rate smiling hosts as 16% more competent, 44% warmer and more trustworthy. What’s more, 24% feel more comfortable contacting a smiling host, 8% of those surveyed said they were more likely to book with a smiling Airbnb host, and as many as 21% said the same for hotels, both large chains and local boutique hotels.
Male hosts
The power of a smile does not work equally well for everyone. Male hosts benefit more from it than female hosts. Hosts in neighbourhoods with higher crime rates also see a greater effect than those in safe neighbourhoods. And those who share their living space with guests benefit more from a cheerful profile photo than hosts who rent out their entire home.
Why does this work? It’s all about uncertainty. When we consider staying with a stranger, we ask ourselves two questions: what will the contact with the host be like, and what is the quality of the accommodation? A smile radiates both warmth and competence – precisely the qualities that dispel our uncertainty and increase our trust.
Signals of trust
Male hosts benefit more from a smile because people (subconsciously) feel more insecure when interacting with men, according to the researchers. Women are naturally perceived as warmer and friendlier, so their smiles have less of an additional effect. Those who rent out their homes in high-risk neighbourhoods or share a room benefit the most: that is precisely where the need for reassurance is greatest.
We all know that smiling improves the atmosphere in personal encounters. Now it turns out that the same psychology also works online. Even when we don't see each other physically, we look for signals that inspire trust.
The researchers suspect that this effect is not limited to Airbnb. So take a critical look at your own profile photo on social media. Do you look serious? You may be missing out on opportunities. Whether you are renting, letting or just on Instagram this summer, don't forget: a smile opens doors. Say cheese!
Willemijn van Dolen is a full professor of marketing at the UvA.
