Alternative text, often called alt text, conveys the information or function of an image. W3C distinguishes informative images, decorative images and images used as controls. Purely decorative images normally need an empty text alternative, while an image button needs wording that explains its action. Source: W3C WAI: text alternatives for images

A travel website example

For an illustrative hotel room photograph, describe the relevant room features that the image actually shows. If a photograph is only decoration beside a heading that already carries the message, ask whether it needs descriptive text at all.

Do not infer step-free access, a sea view or a room’s dimensions from an unclear picture. Such claims need separate evidence. Treat the image description as part of the content review, with the same care as the surrounding words.

A practical review

Inspect the image in its page context before writing the text. Then ask someone to read the text without seeing the picture. This helps reveal whether it supplies useful information or merely repeats the filename.

Keep keywords out unless they naturally describe the image’s purpose. A list of destinations does not explain a photograph or help someone use an image-based control.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and checklists are editorial illustrations and recommendations, not customer results.