A study published in the *International Journal of Hospitality Management* has found that holidaymakers are less likely to book hotel rooms when reviews include photos showing the rooms occupied. The research, conducted by Rubing Bai from Shandong University of Science and Technology, involved 785 participants who rated their likelihood of booking based on two versions of the same room: one clean but showing signs of prior use, and another clean without such signs. The results indicated a 15.9% drop in booking intentions when participants viewed the occupied room, a phenomenon termed 'virtual contamination.' This term reflects how visual cues of previous guests make the experience feel more immediate and personal. Interestingly, photos of occupied public areas, such as hotel restaurants, did not deter bookings, as these spaces are inherently communal. Professor Cathrine Jansson-Boyd, who did not participate in the study, noted that consumers prefer to imagine how they will fit into a space rather than be reminded of others' presence. This research highlights the psychological factors influencing consumer behavior in the hospitality industry.