
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.