Travel Reviewers Attach Photos More Than Twice as Often
12.8% of Google reviews left for travel and transportation businesses in Diib's data over the past year included photos, versus 5.4% of reviews for businesses in other industries.
Travel customers share photos in their reviews more than twice as often as customers in other industries. That gives travel businesses a steady supply of authentic, customer-made marketing, and unanswered photo reviews waste some of it.
Tour operators, charters, shuttles and other travel businesses sell an experience, and their customers tend to document it. Diib’s Google review data shows those photos often end up in reviews.
What the data shows
Diib looked at Google reviews posted over the past 12 months (October 2025 to September 2026) to Google Business Profiles connected to Diib. It included businesses with at least five reviews in that window:
- 12.8% of the 5,152 reviews left for travel and transportation businesses (126 businesses) included at least one photo or video. That compares with 5.4% of about 186,000 reviews for businesses in other industries.
- For the median travel business, 14% of reviews had photos. For the median business elsewhere, none did.
- Only 22% of travel businesses had no photo reviews at all, versus 52% of other businesses.
What this does and doesn’t tell you
This is aggregated Diib data from profiles connected to Diib. It counts whether a review had media attached, not what the photo showed or whether it was flattering. It also can’t show whether photo reviews bring in more bookings.
Customer photos are still some of the most honest marketing a travel business has. A future customer sees the actual boat, bus, view or group, taken by someone who isn’t selling anything. Travel businesses get these at more than twice the usual rate, which makes them unusually valuable to encourage and respond to.