person with a camera reflecting the importance of images on a hotel website and the importance of planning and implementing a perfect hotel photoshoot

January is often an opportune time for a photoshoot with occupancy traditionally lower than other months.

NB: This is an article from ARO Digital

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As our many experienced hotelier clients know, preparing for a successful shoot requires meticulous planning to ensure every detail aligns with the brand’s image. Effectively showcasing the property, it’s rooms and amenities on your luxury hotel website can have a dramatic effect on engagement and conversions.

Here are our top 10 steps to photoshoot success! Let us know if there is anything else you would add:

1. Define the Objectives

  • Identify the purpose of the shoot: Is it for a website, social media, brochures, or PR?
  • Identify the target market and what will resonate with them.
  • Outline the key areas to highlight (e.g., rooms, amenities, dining, experiences).

2. Choose the Right Photographer

  • Hire a professional with extensive experience in luxury hotel photography to capture your property at its best.
  • Review their portfolio to ensure their style matches your brand.
  • Remember the right person can be booked up for months in advance so make sure to plan ahead and book them for key seasonal events or photoshoots.

3. Develop a Shot List

  • Work with the luxury hotel Photographer to create a detailed list of all required shots (e.g., lobby, suites, spa, dining, exterior).
  • Include specific angles, lighting preferences, and props needed.

4. Scout the Location

  • Walk through the property with the Photographer to identify the best spots and angles.
  • Note areas that may need adjustments, such as lighting or staging.

5. Schedule the Shoot Strategically

  • Plan the shoot during off-peak times to avoid guest interruptions. Print signs and have ‘Reserved’ signs ready to cordon off areas.
  • Consider the best times for natural light and leveraging seasonal flora, especially for outdoor shots.
  • Ensure you notify kitchen and operations colleagues of any additional requirements (such as food and beverage platters) and restrictions expected for the duration of the shoot.

6. Prepare the Spaces

  • Deep clean and declutter all areas to be photographed.
  • Plan and order fresh flowers for timely delivery the evening before the shoot.
  • Ensure linens are perfectly ironed and crisp in advance. Use a steamer and starch for last minute wrinkle fixes in bed linen.
  • Ensure all furniture and décor (especially curtains and chandeliers) are in pristine condition.
  • Ensure all bulbs are functional and that the wattage/tone matches throughout the space.
  • Ensure candelabras are polished and candles are straight.

7. Style the Shots

  • Work with a stylist to arrange spaces authentically yet attractively.
  • Incorporate lifestyle elements (e.g. Breakfast tray in bed, Jewellery & designer brand bag in the bedroom, cocktail by the pool).

8. Coordinate Staff and Models

  • Arrange for staff or hired models to showcase services and experiences.
  • Provide clear instructions on attire, hair, piercings etc. as well as behaviour required and roles during the shoot.

9. Check Equipment and Props

  • Ensure all electrical equipment to be included such as screens, tvs and projectors are functional and consider if they are absolutely necessary as they can tend to date images.
  • Have backup batteries, bulbs, candles and other essentials ready.

10. Monitor the Shoot

  • Assign a team member and a runner to oversee the shoot and ensure the vision is executed.
  • Review shots in real-time to fine tune the look immediately.

Bonus Tips

  • Weather Contingency: Keep tracking the weather and build in contingency with the photographer if conditions are not favourable or have a backup plan to pivot to indoor shots in case of bad weather.
  • Post-Processing: Discuss editing expectations with the photographer such as the removal of certain shots or unsightly signage etc. and agree tone in advance of editing to maintain a consistent aesthetic.

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