For this fourth instalment of the Fully Booked blog, let’s talk about something that often gets overlooked but is absolutely critical to your brand: photography.
NB: This is an article from RMS Cloud
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In a world of boutique hotels, glamping sites, lodges, there is just no excuse for bad photography. Even if your property is a humble motel, there is still wanderlust associated with a bed away from home (just look at Schitt’s Creek’s success), and let’s be honest, there’s still a lot of shocking photography out there.
Most of that terrible photography is just stock photography. And I’ll say this: stock pictures of couples in white bathrobes sipping orange juice on a bed is the hospitality equivalent of coworkers high-fiving over a boardroom table. It should never be seen (let alone used).
But beyond a rant about cheesy imagery, this blog is about helping you build a photography library that truly reflects your property, whether you run a park, a serviced apartment, a boutique hotel, or a lodge. Great photography doesn’t just happen; it’s a strategic part of your marketing that deserves time and thought.
Let’s break down your options, depending on your resources and goals.
Option 1: Hire a pro to do it right
If you have the marketing budget, a professional photo and video shoot is hands-down the best investment you can make in your brand. And when I say “photo and video,” I mean both. Don’t cut corners by only doing one. Video and photography should complement each other, ideally produced by the same team and scheduled at the same time for ease.
When choosing a photographer or videographer, look for authenticity in their portfolio. Avoid those who specialise in heavily staged shoots with overly happy families holding rainbow cocktails or grinning into the camera like they just won the lottery. Your property should feel authentic, not like it was created within a green screen.
Going back to your insights
Here’s where your marketing insight comes into play. Remember the conversation in Episode 2 of Fully Booked about defining your Ideal Customer Profile (ICP)? Whether it’s families, retirees, business travellers, or young couples, you should be representing these personas in your visuals.
You’ll need people in your photos, but choose wisely:
- Real guests are ideal, as long as they sign a photo release form.
- Actors are a great fallback if the budget allows.
- Staff can work wonderfully – especially for behind-the-scenes, service-focused shots that highlight your culture.
Authentic, relatable people doing relatable things in your space will resonate far more than perfectly staged models trying too hard to look “relaxed.”
Think drones if your location warrants it
If your property is located in a picturesque area – a coastline, forest, vineyard, or anything with a view – consider aerial drone footage. It’s a great way to showcase the full scope of your location. Just be aware that certain areas may require permissions or licenses, especially in urban or restricted zones.
