Hotel Photography: The Asset You Aren’t Assessing

From alarm clocks and bedding to restaurant dining tables and front desk computers, all hotel assets have a lifespan. Most properties use some type of management system to track what those items are and when they should be replaced. But many hotels overlook some of their most important marketing tools: great photos and videos. These digital assets can differentiate your hotel from the competition and lead directly to a great RevPAR. But, just like your physical assets, your hotel photography and videos can become outdated and will need to be replaced. 

Customers aren’t going to book a room they’ve never seen, and they are certainly not going to book a room that sports mid-1990s bedding, a tube TV and dated furniture. Just like that retro room, your hotel photography and videos get old. Keeping track of the depreciation of these assets and budgeting accordingly enables you to make much better plans for how and when to replace them.

If you’re already behind the curve on your hotel photography and videos, follow these tips to start collecting great assets — and keep them updated.

#1: Choose the Right Photographer/Videographer

Yes, today’s smartphones can take great pictures and videos, too. And you may even know someone who has a really nice camera. However, just like having a kitchen doesn’t make you a chef, owning a camera doesn’t make you a photographer or videographer. When procuring an asset that can have such a substantial impact on travelers’ booking decisions, outsourcing to a professional is almost always the right answer. Professional photos and videos are critical to making a positive impression on potential guests and, in turn, can lead directly to increased revenues. In contrast, amateur visuals may create concerns about your hotel quality and reduce prospects’ likelihood of booking.

To find the right partner, talk to industry partners, find hotel shots you like and track down a professional who specializes in what you need. This means the photographer or videographer who is right for your room shots is likely not the best fit for lifestyle and amenities images. 

Spend ample time evaluating and selecting a partner who can deliver the right visual assets to promote your hotel or resort. Do your research and due diligence now, so you won’t be disappointed later. When hiring a photographer or videographer, keep these important considerations in mind:

• Hire experienced professionals — quality matters.
• Review candidate portfolios carefully to make sure their style aligns with your brand. 
• Talk to the photographer or videographer’s past clients to confirm their professionalism and gain an understanding of their process.
• Choose a photographer or videographer who specializes in accommodations or real estate for your interior shots. 
• Alternatively, for your exterior shots, select a photographer or videographer known for architectural work.
• Ask about licensing and fees. Many photographers and videographers put limitations on the number of photos or clips provided and how they can be used.
• To avoid unexpected add-on costs, confirm that the photographer or videographer you hire will provide all equipment needed for the shoot.
• Factor in any editing needed. Every photo or video needs post-production work for added polish — find out if it’s included in the price you’re paying. 

Depending on your needs, hiring an agency rather than an individual photographer or videographer may be worth considering. In most cases, an agency can provide a broader spectrum of services, including pre-shoot conceptualization, set styling, photo and/or video shooting, and management of any post-production needs. An individual is more likely to focus solely on the shoot.

#2: Showcase Your Rooms in Their Best Light

When shooting a room to showcase its updates and amenities, work with your photographer or videographer to make sure you are set for success. This includes having:

• The best bedding in the house
• Plenty of lighting to create a bright, cheery space
• Room staging
• A clean room with a freshly vacuumed floor

Think about the weather, even for inside shots. A stormy, gloomy day can dramatically impact the visual appeal inside a room.

Additionally, have someone accompany your photographer or videographer to look for any issues. Wires hanging down from alarm clocks, uneven or wrinkled bed sheets, carpet snags and other small details are easy to fix during the shoot but will be much harder to correct later.

Hotel room photography and videography most often requires post-production work, such as combining multiple exposures to create a stunning image. Photographer Matt Silk at North Beach Plantation is the photographer behind the room shown here.

Once you have your great shots in hand, don’t forget to post them to your site, booking engine, search profile pages, social channels and OTAs.

#3: Highlight Your Amenities

Your next shoot after your rooms should be your amenities. These are the features that make your hotel unique and keep guests coming back for more — but many hotels make mistakes when photographing them. (Forgetting to include people is a prime example. A vacant hot tub is flat and boring, but a shot of a couple enjoying a relaxing soak can put your prospective guest in the moment.)

When planning a hotel amenities photo or video shoot:

• Line up your talent in advance, and do not rely on staff to be your talent.
• Have a maintenance staff member standing by to help.
• Plan your shots based on time of day and sun.
• Expect that your photographer or videographer will have to do significant retouching on any photos or video clips before they are complete. This is especially true for outside shots and shots with people.

After the shoot, don’t forget to update your website, photo and video galleries, and print materials with your new hotel visuals.and print materials with your new hotel photos.

#4: Don’t Forget Often-Overlooked Areas

When planning your photo or video shoot list, include parts of the resort that are not typically considered amenities, such as your lobby, covered parking, or valet service. These are areas where staging and talent can turn a good shot or clip into a great, engaging visual asset.

Though your lobby or parking might not be as exciting as rooms or amenities, they are still important to the overall story of your hotel. Include them as part of your photography and video assets, too.

#5: Put Your Photo and Video Assets To Work

Now that you have a bank of great hotel photography it’s time to put it to work driving new guests.  This Now that you have a bank of great hotel photography and video, it’s time to put it to work driving new guest bookings. Update your social profiles, search listings, OTAs such as Expedia and Tripadvisor, and your own hotel website.

The trend toward massive images on hotel websites makes having great photography and videography even that much more important. If you are planning a new website design and like the large-image style of sites like North Beach Plantation, start with the photography. Outdated room shots won’t suffice, and stock images won’t portray your property’s unique personality and vibe.

Lastly, update your asset management system and begin planning your next photo or video shoot.

Dial Up More Digital Marketing Wins With TravelBoom 

When it’s time to update your property’s creative assets, a hotel digital marketing agency can help. At TravelBoom, we are experts at  boosting bookings and revenues for hospitality brands big and small. Partner with our team to update your photos and videos, revitalize your website and increase the effectiveness of your hotel’s digital marketing campaigns. Ready to get started? Connect with us today.

A special thank you to Brittain Resort Management and photographer Matt Silk for the photos used in this post.

Pete DiMaio is the Chief Operating Officer at TravelBoom at TravelBoom. Connect with Pete on LinkedIn.

About TravelBoom Hotel Marketing

TravelBoom specializes in developing and executing customized data-driven marketing solutions that drive direct bookings and growth for its clients. With over 25 years of experience in digital marketing for travel and hotels, TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for our clients and reduce reliance on third-party channels. TravelBoom is also host of the world’s #1 ranked Hotel Marketing Podcast and its quarterly Traveler Sentiment Study both of which can be found at www.travelboommarketing.com.