Those planning a trip , whether for vacation or business, these days do so almost exclusively through digital resources , browsing directly on hotel websites, their Instagram profiles , or using online booking platforms. The secret to these resources? Photographs.
Videos and virtual tours are the great innovation of recent years, but nevertheless, those looking for a hotel still expect to be able to choose thanks to the traditional images of common spaces and suites, breakfast rooms and restaurants. Hotel photography therefore does not lose its winning luster and, although the years pass, it continues to confirm itself as the winning method for quickly capturing the attention of many customers.
“ Most of the time, hotel managers don’t really realize how important photographs are ,” confides Giulio Riotta, a photographer in Rome who specializes in portraying luxury hotels and non-hotel facilities.
" Increasing awareness among hoteliers themselves is part of my job, so they fully understand how crucial images are to converting a simple online surfer into a new customer. The professional photographer has the delicate task of translating the expectations and objectives of management and revenue into finished images ."
Photo shoot in the hotel, be ready
We asked Giulio for some advice on what precautions to take to best achieve a hotel photo shoot.
How can a hotel best use a photography service to advertise itself as a meeting location and attract event organizers?
Wedding and event planners are professionals who view a location's versatility very positively. For this reason, the answer to this question lies in having a large number of photographs to demonstrate that the hotel can meet multiple requests . Such as hosting a meeting of 30 people in a cozy setting, or an extraordinary event hall that, if needed, transforms into a conference room complete with a stage and seating for 200 guests. For those organizing an event, it's helpful to know they can count on people who can easily accommodate them, preferring a U-shaped or theater-style layout. Perhaps a buffet or a gala dinner. The secret is being able to showcase everything you can do , so you don't have to get lost in a thousand words.
What is the best advice you could give to a hotel that is preparing to be photographed?
Creating a good photo shoot necessarily requires excellent work schedule organization . It's essential for the marketing department and revenue manager to meet ahead of time to discuss priorities and must-haves for the photo shoot , and to compile a complete list of images to be taken for each location in the hotel (how many room types, which common areas, additional services such as in-room breakfast, etc.). Only in this way will the photographer be able to understand how many things are essential to photograph, and then begin to think about how best to capture them and at what time, based on the natural light of the spaces. Skipping this step means risking luck, which naturally costs more time and therefore money.
If you want to delve further, I recommend addressing the classic issues that can arise during a hotel photo shoot beforehand, such as finding the best pillows (preferably double, soft, and not flat) or arranging the sheets (removing all creases).
How to approach photography of bars, restaurants, rooms or common spaces?
When photographing a hotel, I always aim to convey the atmosphere of the place . To do this, I always try to incorporate natural elements typical of the guest, who lives their hotel experience. In a bar, it could be a delicious breakfast next to a tablet, while in a restaurant, it's a table set with the chef's latest creation. Even inside the rooms, I always try to bring a bit of life and atmosphere, which is why I often recommend photographing the spaces not only during the day, but also in the evening, when the light is softer and the atmosphere is that intangible extra detail that can immediately trigger a customer's conversion.
What changes in the work process if you are photographing a 3-star hotel or a luxury resort?
For those like me who approach their work in a certain way, absolutely nothing changes. The point isn't to change your attitude or perspective based on the structure in front of you. I think it's important to always focus on the fact that the goal is to tell a story or an experience. A photographer is a somewhat peculiar observer; his specialty is to show things to the best of his ability, without ever lying. Photographing a modest hotel is more difficult because it requires more work in preparing the set with home staging knowledge. Sometimes you need to distract from less exceptional elements that, perhaps, seen in a photograph, might look negative, even if they weren't that noticeable in person. When I photograph a luxury hotel, however, it's easier because the furnishings are meticulously crafted, and as a result, my attention can focus exclusively on creating the photograph, without worrying too much about the rest.
How much time do hotels dedicate to the photo shoot?
On average, a hotel photo shoot lasts two days. If the hotel is small, one day may suffice, but for a great job, I always recommend no less than a day and a half. This is because, even for modest properties, it's important to dedicate the right amount of time to finding the perfect time for each shot. For larger hotels, two days is the minimum, but you can easily spend up to four or five. It all depends on your budget, your desire (or need) to rush things, and your organization. In any case, we're talking about a type of activity that repeats every four or five years or so, and it allows the hotel to continue operating, often increasing profits four years after four, which is why I always recommend dedicating the right amount of time to this important job.
