For most serviced accommodation and HMO operators in competitive areas, yes, virtual tours are worth it. Expect to pay roughly £200 to £500 for a professional Matterport scan, or much less if you use a budget tool or shoot a video walkthrough yourself. A tour that converts a handful of extra bookings pays for itself.

Virtual Tours: Are They Worth It for Your Property?

Virtual tours have transformed from a luxury add-on to an expected feature for many property businesses. But are they actually worth the investment for your serviced accommodation, HMO, or holiday let? This guide breaks down the real costs, benefits, and practical options so you can make an informed decision.

What Exactly Is a Virtual Tour?

A virtual tour lets a prospective guest or tenant explore your property online, room by room, before they ever book or visit. It can be a simple video walkthrough or a fully interactive 3D model.

Before diving into whether you need one, let's clarify what we mean by virtual tours. There are several types:

360-Degree Photo Tours

These are interactive panoramic images that allow viewers to look around a room in all directions. They're the most common type and can range from basic smartphone captures to professional Matterport scans.

Video Walkthroughs

Pre-recorded videos that take viewers through your property. These are simpler to create but less interactive than 360 tours.

3D Dollhouse Views

Advanced tours that create a complete 3D model of your space, allowing viewers to see floor plans and navigate between rooms seamlessly. Matterport is the industry leader here.

What Are the Real Benefits of Virtual Tours?

Do Virtual Tours Improve Booking Conversion?

Listings with virtual tours tend to receive more engagement than photo-only listings. In our experience, hosts who add a virtual tour often see a meaningful lift in conversion, because guests who can truly visualise a space book with more confidence.

Fewer Disappointed Guests

Virtual tours set accurate expectations. Guests who've virtually walked through your property before booking are less likely to be surprised or disappointed on arrival, which leads to better reviews and fewer refund requests.

Time Savings on Viewings

For HMO operators especially, virtual tours dramatically reduce the number of in-person viewings needed. Prospective tenants who've already toured virtually only come for viewings when they're seriously interested.

Stand Out from Competition

While virtual tours are becoming more common, many operators still rely on basic photos. A professional virtual tour immediately signals that you're a serious, professional operator.

24/7 Property Access

International guests in different time zones can explore your property whenever suits them. No waiting for viewings, no scheduling conflicts.

When Do Virtual Tours Make the Most Sense?

Virtual tours aren't equally valuable for every situation. Here's when they deliver the best return:

High-Value Properties

If your nightly rate is above average for your area, guests expect more. Virtual tours justify premium pricing by showcasing quality.

Properties with Unique Features

Unusual layouts, stunning views, or special amenities that photos can't capture properly benefit most from virtual tours.

Competitive Markets

In saturated areas where guests have many options, virtual tours help you stand out from similar listings.

Business Travel Focus

Corporate bookers often can't visit in person before booking. Virtual tours help them make confident decisions remotely.

HMO Rooms

Reducing in-person viewings saves significant time when you're regularly filling rooms. One virtual tour can serve dozens of prospective tenants.

When Might Virtual Tours Not Be Worth It?

Be honest about whether your situation warrants the investment:

• Budget properties where guests prioritise price over experience
• Properties needing updates (a virtual tour of a tired space does more harm than good)
• Very small spaces like single rooms where photos tell the full story
• High turnover, low-margin operations where the ROI may not justify the cost

How Much Do Virtual Tours Cost? Options Compared

Matterport (Professional Standard)

Cost: Professional scan from approximately £200-500 per property, or DIY with a £400+ camera

Pros:

• Industry-leading quality and 3D dollhouse view
• Trusted brand that guests recognise
• Measurement tools and floor plans included
• Excellent for larger properties

Cons:

• Higher upfront cost
• Monthly hosting fees (from £9/month per space)
• Overkill for simple properties

iStaging

Cost: Subscription from approximately £15-50/month

Pros:

• More affordable than Matterport
• Works with smartphone 360 cameras
• Good virtual staging features
• No per-scan fees

Cons:

• Less polished than Matterport
• Smaller feature set
• Less brand recognition

Kuula (Budget-Friendly)

Cost: Free tier available, Pro from £12/month

Pros:

• Very affordable
• Easy to use
• Good for basic 360 tours
• Works with any 360 camera or smartphone

Cons:

• Basic features compared to premium options
• No 3D dollhouse view
• Limited analytics

DIY Video Walkthrough

Cost: Free (using smartphone)

Pros:

• No additional cost
• Quick to create and update
• Easy to share on social media
• Personal touch possible

Cons:

• Not interactive
• Quality depends heavily on your skills
• Can look amateur if done poorly
• Harder to embed on booking platforms

Creating an Effective Virtual Tour: Practical Tips

Before You Shoot

• Deep clean everything, because cameras capture every detail
• Declutter ruthlessly, because less is more in virtual tours
• Stage thoughtfully with fresh flowers, styled beds and neat towels
• Check lighting, natural light works best, avoid harsh shadows
• Hide personal items, no cleaning products visible, no bins in shot

During the Shoot

• Use a tripod, stability is essential for 360 captures
• Shoot at chest height, this gives the most natural perspective
• Overlap your captures to ensure smooth transitions between rooms
• Capture all spaces, don't skip the bathroom or utility areas
• Take multiple shots, you can always delete extras

After the Shoot

• Edit for consistency and match exposure across all captures
• Add hotspots to highlight key features and amenities
• Include information points and add text labels where helpful
• Test on mobile, most viewers will use phones
• Get feedback, have someone unfamiliar navigate it first

The Cost-Benefit Calculation

Let's run a realistic example. Assume:

• Professional Matterport scan: £300
• Annual hosting: £108
• Total first-year cost: £408

If your average booking is worth £150 and the virtual tour helps convert just 3 additional bookings per year, you've covered your costs. In our experience, the conversion improvement is often comfortably higher than this.

For HMO operators, consider the time value. If virtual tours save you 2 hours of viewings per room turnover, and you turn over 6 rooms per year, that's 12 hours saved, time you can spend on higher-value activities.

How Do You Integrate a Virtual Tour With Your Marketing?

A virtual tour alone isn't enough. The biggest returns come from embedding it on your own website, where you keep the booking and pay no platform commission. If you run rooms, see how a tour fits alongside the other website features that matter for HMOs. Maximise your investment by:

• Embedding on your website, your direct booking site should feature it prominently
• Adding to Airbnb/Booking.com using their native 360 photo features
• Sharing on social media, virtual tours get strong engagement on Instagram and Facebook
• Including in email marketing, perfect for re-engaging past guests
• Using in property listings, Rightmove and Zoopla support virtual tours for lettings

How Often Should You Update Your Tour?

An outdated virtual tour is worse than no tour at all. Plan to update when:

• You make significant refurbishments or changes
• Seasonal decor changes (if significant)
• New furniture or amenities added
• At minimum, every 2-3 years even without changes

Conclusion: Making the Decision

Virtual tours are worth the investment for most property professionals operating in competitive markets or targeting quality-conscious guests. The key is matching your approach to your budget and property type.

For premium serviced accommodation, professional Matterport tours pay for themselves quickly. For budget properties or those just starting out, a well-executed video walkthrough or basic 360 tour can still provide a competitive edge without significant investment.

Whatever you choose, remember that a virtual tour amplifies what's already there. Make sure your property is genuinely worth showcasing before investing in the technology to do so.