Faculty researchers Eyal Ert, Aliza Fleischer and Nathan Magen had 600 people rate photos of Airbnb hosts in Stockholm. They found that being attractive upped the price people were willing to pay for a room, especially for female hosts. Trustworthy looking hosts with bad user reviews were able to demand higher prices than less trustworthy-looking competitors.

http://www.forbes.com/sites/keithwagstaff/2016/04/25/secret-to-a-higher-...

http://www.sciencedirect.com/science/article/pii/S0261517716300127