Copyright protects qualifying creative works, including photographs. The UK Intellectual Property Office explains that finding an image online does not establish permission to reuse it. Commercial website use generally needs suitable permission unless an applicable exception or other valid basis applies. Source: UK Intellectual Property Office: digital images and the internet

Check the image before placing it

When selecting a hotel or destination photograph, retain the original source and identify who can authorise its use. Match the permission to the proposed website or campaign. This gives the content team evidence beyond a downloaded file or a colleague’s assurance.

Keep rights and accuracy together

Also verify what the image shows. Permission to use a photograph does not establish that it depicts the room type or property being advertised. Treat that as a separate content check so a legally usable photograph does not support a misleading description.

Record any required credit and restrictions with the asset. Review those details when reusing it in a different channel, because a previous publication decision may have concerned a different use.

Where ownership or permission is unclear, choose a verified alternative or obtain appropriate advice before publication.

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