EDITOR’S CHOICE
WHY DO YOU THINK PHOTOGRAPHY IS
SUCH AN ESSENTIAL PART OF THE HOTEL
BRANDING STRATEGY?
Historically hotels have heavily relied on name
titled “10 “not so obvious” considerations before
hiring a photographer to enhance your brand”.
I received more praise for this article than for
anything else I have written in the past.
recognition for strong and regular bookings.
Even though this is still is an important factor,
times have changed. We now live in an age
of “do it yourself online travel agencies” and
Following are what I consider to be the most
important considerations when hiring a
photographer:
massive brand proliferation. More than
ever before, travellers are expecting top
quality images to match their expectations
of established luxury brands. In an effort
by big brands to segment every corner of
the market, there are now over 270 brand
trademarks worldwide and counting! There is
also a noticeable trend whereby many big hotel
chains are trying to present themselves as a
more “boutique” chain.
Consequently, customers have become
increasingly indifferent to brand selection,
and are more focused on the immediate hotel
perception they perceive at time of booking.
Images of the hotel generally enhance this
perception.
This indifference to brand recognition has
created an opportunity for new and more
boutique brands to compete with the bigger
chains. High-quality photography is a significant
reason as to why un-established brands can
break into the market and compete with
established brands.
WHAT ADVICE CAN YOU GIVE
HOTELIERS WHEN LOOKING TO HIRE A
PHOTOGRAPHER?
That is an interesting question because I recently
wrote an article for a hospitality publication
-Choose a photographer that specializes in
your field. Although this may sound obvious
to many, I often get hired to re-shoot a job
where the original photographer came highly
recommended because they did a great job
at someone’s wedding. Or a well-established
fashion photographer failed to capture the
emotion necessary on a lifestyle shoot.
-Avoid requesting a large number of images.
THE WORLD OF HOSPITALITY 47
Asking for too many photos is a common
mistake made by hoteliers and one that I have
to deal with on a regular basis. Commercial
photography is very elaborate and requires a lot
of production. A good photographer with plenty
of assistance can probably deliver a maximum of
eight architectural or food images per day and
a few more if we are also dealing with lifestyle
requirements. A lot of times I get requests to
photograph 80 images because the hotel wants
to choose and narrow down the selection.
Expecting a large number of photos is a costly
proposition. If one has a limited budget, then this
expectation will result in you using a cheaper
photographer who may well deliver the number
of images required but not at the standard that
you need for successful marketing activities. It is
a clear case of quantity vs quality.