Judging an Airbnb booking by its cover: how profile photos affect guest ratings

Purpose This research aims to examine whether the facial appearances and expressions of Airbnb host photos influence guest star ratings. Design/methodology/approach This research analyzed the profile photos of over 20,000 Airbnb hosts and the guest star ratings of over 30,000 Airbnb listings in New York City, using machine learning techniques. Findings First, hosts who provided profile photos received higher guest ratings than those who did not provide photos. When facial features of profile photos were recognizable, guest ratings were higher than when they were not recognizable (e.g. faces too small, faces looking backward or faces blocked by some objects). Second, a happy facial expression, blond hair and brown hair positively affected guest ratings, whereas heads tilted back negatively affected guest ratings. Originality/value This research is the first, to the best of the authors’ knowledge, to analyze the facial appearances and expressions of profile photos using machine learning techniques and examine the influence of Airbnb host photos on guest star ratings.