In the digital era, the reservation and purchase of tourist services online have increased, with factors such as images playing a crucial role in consumers’ decision-making when choosing a hotel on comparison sites like Booking.com. The aim of this study was to analyse the importance of appropriately using photographs, specifically of hotels, according to the tourist destination to be visited. This study employs a quasi-experimental design with four groups to investigate the impact of specific images on hotel selection according to the tourist destination. Conducted in a Gesell chamber using eye-tracking technology, two experimental and two control groups were formed with 11 individuals each, randomly assigned. The results show that image characteristics significantly influence reservation decisions. Specifically, in groups where images aligned with a beach, urban, or rural destination were presented, participants consistently chose the hotel that displayed related images. Additionally, it was found that the first image located on the right side of the screen received more visual attention. These findings underscore the importance of using appropriate images to influence customer choices and enhance online marketing of tourist destinations and their hotels. Copyright © 2024 Inderscience Enterprises Ltd.