Approach: Unsplash contemporary

A/B on the hero-image aesthetic direction. This one uses the Unsplash free-stock photo library as the reference: clean, bright, aesthetically-considered, aspirational; overhead flatlays and over-shoulder crops with hands-and-objects rather than faces; a laptop and a plant and a Chemex and a mug on a warm wood table. The test – explicit going in – is that this approach strips destination-specificity almost entirely; the frame nods to the destination through a specific coffee or breakfast or breakfast tea but the aesthetic is Unsplash first, destination second.

Read alongside the NatGeo test, the NatGeo modern-urban test, the tourist/travel test and the GEO magazine test.