How to Master Hotel Photography: A Practical Guide for Hotel Marketers

Why Photography Is One of Your Strongest Revenue Tools

Photography is your hotel’s first impression. It’s what stops a scroll, triggers desire, and tells potential guests what staying with you feels like, long before they check prices or read a single review.

But too often, hotel marketers treat photography as a one-off project. One big shoot. Done and dusted. In reality, your visuals should be treated like your most persuasive sales team: sharp, strategic and constantly optimised.

Let’s build a photography strategy that works harder for your brand and your revenue.

What Photography Actually Does for Your Hotel

• Increases conversions – better images build trust and drive bookings

• Improves visibility – OTAs, Google, social and your own website reward high-quality visuals

• Supports rate integrity – strong photography elevates perceived value and helps protect price

• Fuels every channel – one good shoot powers your brand.com, ads, social, PR, OTAs, GMB, and more

Before You Book a Photographer: Plan Like a Pro

Set Your Goal

Are you repositioning the brand? Launching a new suite? Elevating your storytelling? Get clear on what success looks like and which guest segments you are targeting.

Build a Visual Moodboard

If you don’t already have a photography guidebook or a visual brand identity, this is your starting point.

Use Canva, Pinterest or Milanote to collect photo inspiration. Think tone, colour palette, emotion and intent and not just room layout. Your visuals should reflect your brand and guest promise, not just your furniture. Are you calm and refined? Bold and social? Romantic and secluded? Your imagery needs to speak that language fluently.

Create a Strategic Shot List

Break down your needs by:

• Room types

• Bathrooms

• Public areas

• F&B

• Amenities

• Lifestyle moments

• Exterior and street context

• Staff or guest interactions

• Landscape and portrait versions for each major scene. Think mobile first and therefore portrait is essential.

How to Choose the Right Photographer

You need someone with hospitality experience and a commercial mindset, not a wedding or lifestyle photographer.

Look for:

• A strong portfolio with real hotel, resort or apartment work

• Ability to shoot interiors, details and lifestyle scenes

• Natural light capability and light post-editing skills

• Comfort shooting both vertical and horizontal formats

• Understanding of OTA, SEO and web performance needs

Ask:

• Can I see full hotel shoot examples?

• Do you deliver both high-res and web-ready files?

• What are your usage rights and licence terms?

• Can we use the images across all marketing channels without limitation?

• Can you provide client references?

Understand Licensing, Copyright and Usage

Do not skip this part. You need:

• Full commercial usage rights

• Unlimited use across digital, print, OTA, paid media, PR and social

• No expiry unless stated

• Delivery in both high-resolution (300dpi) and web-optimised formats

• No watermarks or restrictions on where or how they can be used

Clarify everything in writing before the shoot.

Working with Models and People

Use Models That Match Your Guest Personas

Your guests need to see themselves in your brand. Use professional models who reflect your target demographic in age, style and energy.

Why Staff Are Not Always Ideal

While using staff may feel practical, it can compromise your visuals. They might not represent your guest type and may appear uncomfortable. If they leave, your image use could also become problematic.

Always Use a Talent Release Form

Anyone visibly recognisable in a photo, whether model, guest or staff, must sign a release granting you permission to use their image commercially. Keep these on file or make them sign the form before the shoot.

What to Include in a Hotel Photography Shoot - subject to photography guideline

Rooms & Bathrooms

• Minimum of 4 pictures per room type

• At least 1 bathroom photo per room

• Show: beds, sockets, mini-fridges, wardrobes, safes and desk space

• Open curtains, turn on lamps, stage with care: fresh linens, no clutter and subtle props

Common Areas

• Lobby, reception, lounge, coworking spaces, pool, spa, gym

• Capture the space as a guest would use it. Set up a laptop on the desk, a towel by the pool, or a book and a coffee cup on the table

• These are lifestyle shots. Styled to feel natural and lived-in

• Avoid showing recognisable people unless you're using signed models. For OTA use especially, people in frame can result in disapproval or lower visibility.

Food & Beverage

• Photograph trays, dishes, cocktails, baristas in action (hands only is fine)

• Focus on atmosphere: lighting, presentation and the feeling of the scene

• Avoid showing diners or staff faces unless model-released

Exterior and Location

• Capture the hotel facade and entrance clearly

• Include a wide-angle shot that places the building in context

• If you have time, shoot key elements of the surrounding area such as the charming café next door, the leafy park two minutes away or the boutique shops guests will wander past

• Avoid clutter like signage, parked cars or passers-by

Portrait & Landscape

• Always capture both formats

• Portrait works best for social media and mobile-first platforms

• Landscape is essential for your website, press packs and OTA listings

• Photos with and without models

OTA Photo Requirements:

Booking.com guidelines:

• At least 24 high-quality images per listing

• Minimum 4 images per room type

• At least 1 bathroom photo per room

• Photograph all unit types if you are a serviced apartment

• Include exterior, amenities, common areas, location context

Technical specs:

• Landscape orientation preferred

• Minimum resolution: 2048 x 1080px (ideal: 4000 x 3000px)

• Shoot from 100–160cm height

• Use natural light, avoid heavy editing

• No people, logos, reflections, filters or collages

Meeting these criteria helps boost your OTA ranking and improves conversion.

Set the Scene: Props and Styling

If your hotel has a photography guideline or brand playbook, follow it. If not, use your moodboard and brand values as your compass. Every detail in frame should support the feeling you want guests to have when they see your hotel online.

Props are powerful visual cues. They bring life and atmosphere to your spaces. Without them, even beautifully designed rooms can fall flat.

In-room props:

• A book on the nightstand

• Fresh coffee on a tray

• A robe gently placed on the bed

• Fresh flowers in a vase: simple, seasonal and styled to reflect your tone (not oversized bouquets). Keep it to one colour.

• Plump cushions, natural linen, throw blankets

F&B styling:

• Croissants on a plate, juice in a carafe, fresh fruit

• A cocktail being poured, or wine and glasses ready

• Avoid plastic, wrappers or brand packaging

Amenities:

• Poolside with towels and a book

• Yoga mats laid out, candles in the spa

• Laptop in coworking space or brochure in the guest lounge

Make sure props reflect your brand personality. Minimalist? Luxe? Urban social? Curate accordingly. You’re not just showing rooms, you’re showing the guest experience in motion.

How to Brief Your Photographer

Create a written brief with:

• Your brand tone and target audience

• Moodboard links or reference photos

• A full shot list by room, angle, amenity and experience

• Image format requirements (portrait and landscape)

• Talent needed and whether models are booked

• File delivery requirements (high-res and web)

Shoot Day: Involve Everyone and Plan Like a Project

Treat your photoshoot like an opening day.

Before you begin:

• Do a walk-through with the photographer

• Finalise angles, lighting, props and shot list

• Block rooms in advance to avoid last-minute issues

On the day:

• Use a printed or digital shot checklist

• Assign a team member to tick things off as you go

• Have support on standby:

  • Housekeeping for beds, towels and resets

  • Maintenance for lightbulbs and last-minute fixes

  • Chefs for dish styling and food trays

  • Reception for check-in moments

Schedule wisely:

• Aim for summer or shoulder season when light is best

• If you’re a winter resort, lean into atmosphere and mood

• Try not to schedule your shoot on high occupancy days. If rooms are in use or turning over, it delays styling, limits access, and can throw your whole shoot schedule off track.

Tailor Your Photos to Guest Segments

Your images should reflect your actual audience.

Business travellers – clean workstations, charging points, express breakfast
Families – connecting rooms, pool shots, kid-friendly meals
Wellness – spa rituals, yoga setups, tranquil lighting
Long stay – kitchenettes, wardrobes, laundry access
Events – ceremony spaces, table settings, golden hour lighting

Each photo should answer a guest’s unspoken question: is this place right for me?

Results You Can Expect

From over 30 property shoots across EMEA, here’s what strong photography could deliver for your hotel and serviced apartments:

• Conversion increases of 15 to 30 percent

• Higher OTA visibility

• Reduced bounce rate

• More PR and influencer opportunities

• Stronger perception and rate protection

SEO and Web Performance

• Rename files before upload: deluxe-room-balcony-hotel-name-location.jpg not IMG_3482.jpg

• Add descriptive alt text with keywords

• Compress images even if in web format (under 500kb)

• Organise image folders clearly by type and usage

• Use the same images across all distribution channels from your website to OTAs, third party portal such as TripAdvisor, social media and PR. This ensures a consistent and cohesive brand message at every touchpoint. Don't use more, don't use less. Guests should recognise you instantly, wherever they find you.

Final Photography Checklist

• Choose a hospitality photographer with the right experience

• Confirm licensing and unlimited usage rights with a signed contract

• Use a proper shot list and brand-aligned moodboard

• Block rooms and prepare props

• Capture both portrait and landscape

• Sign talent release forms for recognisable people

• Organise and optimise every image

• Refresh visuals regularly

Want Help Planning Your Shoot?

I can help you:

• Write a clear and complete photography brief

• Build a segmented shot list

• Find the right photographer

• Plan and coordinate your next shoot

• Optimise visuals for all your channels

Let’s make sure your photos are doing your hotel justice and working as hard as your team.

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Frequently Asked Questions About Hotel Photography

• How often should we refresh our hotel photography?

  Ideally, every 18 to 24 months or after any renovation, rebrand or major update. If your photography looks dated, your hotel will too. Seasonal updates also help keep content feeling fresh and relevant.

• Can we use staff instead of professional models?

  It’s possible, but not recommended. Staff often don’t match your guest persona or feel natural on camera. For best results, use professional models and always get talent release forms signed for anyone visibly featured.

• How many images do we need for OTA listings?

  At least 24 high-quality images. OTAs recommend 4 per room type, 1 bathroom image per room, plus exterior, common areas, amenities and location context. Landscape format is preferred and no people should appear unless professionally modelled.

• What image formats should we request from the photographer?

  Ask for both high-resolution (for print and PR) and web-optimised versions (for fast website load times). You’ll need both portrait and landscape formats. Confirm that images are delivered under full commercial usage rights with no restrictions.