In the digital age, a hotel's image is essential for attracting and winning over potential guests.Professional photos are a crucial element in the marketing process of a hotel, as they can capture the attention of online users and influence their booking decisions.
However, there are common mistakes that hotels can make when trying to create effective images, mistakes that can have a negative impact on their marketing and that reverberate from the site to actions taken on social media and even off the net.
We'll explore the importance of professional photos to the hospitality industry and look at mistakes to avoid, along with why such photos can damage a hotel's reputation.
Why is it so important for a hotel to have professional photos? Professional photos provide a virtual window through which potential guests can explore the hotel before making a reservation. The high-quality images communicate the beauty, comfort and unique atmosphere of the hotel.
So here's why it's essential to invest in a professional photo shoot.
Positive first impression
Well-crafted photos create a positive first impression on the user visiting the hotel website or booking channels.This impression can influence the decision to book or look for other options.
Realistic experience
Professional photos show the hotel in its best light, capturing the environments, rooms, services and details with precision.Potential guests can get a realistic view of what the hotel offers, helping to set accurate expectations.
Competitiveness
In a competitive hotel market, professional photos set a hotel apart from the competition.Guests seek authentic and engaging experiences and will be more inclined to book at a property that presents itself in a professional manner.
Now let's look at some of the common mistakes that can damage the perception of the hotel and undermine its marketing:
Low quality photos
Using photos taken with mobile phones or low quality photographic equipment can convey an unprofessional image of the hotel.
Blurred, overexposed, underexposed images or with deformed lines or created without paying attention to detail fail to adequately represent the environments, creating doubts about the quality of the service. And this happens even in an unconscious, subliminal way in the mentality of the potential customer.
Unrealistic photos
Photos that do not reflect the reality of the hotel can lead to false expectations in guests. For example, presenting rooms that are much more luxurious than they actually are can disappoint customers when they arrive on site.
Lack of variety
Repeating the same images all over your website, social media or booking channels can be monotonous and uninteresting for users. It is important to present a variety of environments to offer a complete and engaging view of the experience on offer.
Lack of attention to detail
Photos showing untidy, dirty or neglected environments can convey a negative image of the hotel and even the staff or the property itself. Guests seek cleanliness, order and attention to detail, and photos should reflect these characteristics.
Absence of people
Photos that don't include people can seem cold and unwelcoming. Guests want to picture themselves in a lively, hospitable environment, so including happy, smiling people can make images more engaging and realistic.
Poor lighting
Unless we are dealing with deliberately chiaroscuro environments and with romantic atmospheres, inadequate lighting can make the photos unattractive and uninviting. Natural light is often preferable, as it creates a warm and welcoming atmosphere, but proper lighting techniques are essential for best results.
Photos too retouched
The excessive use of filters and retouching of lights, shadows and color can distort reality and create an inaccurate perception of the hotel. The photos must be realistic and truthful, avoiding creating expectations that could disappoint guests.
So what are the secrets to push users to book?
The secrets that drive users to book a hotel may vary depending on the specific context, but there are some general guidelines to follow.
Capturing the atmosphere
Photos should be able to convey the unique atmosphere of the hotel. This means capturing not only the environments and rooms, but also the emotions and sensations that guests can experience during their stay.
Highlight your strengths
It is essential that the photographer identifies the distinctive elements of the hotel. It could be the view from a balcony or window, a luxurious swimming pool, a world-class spa or a gourmet restaurant. Focusing on what makes the hotel unique and presenting it in an attractive way will help pique the interest of users.
Show experience
In addition to the photos of the rooms and common areas of the hotel, moments of interaction and experience of the guests must be captured: a couple relaxing by the pool, friends enjoying a cocktail at the bar or a family having fun on the beach. These images help users imagine they are experiencing the hotel and feel emotionally engaged.
Take care of the details
In the composition of the photos, the photographer will have to pay great attention by eliminating any distracting elements and placing the objects in a strategic way to create a harmonious and balanced image. Even small details, like a bouquet of fresh flowers or a well-made bed, can make all the difference in the overall impression.
Use light effectively
You know, in photography light is one of the most important aspects. One of the most common errors, because it is the result of a prevailing fashion, is the excessive use of many flashes. However, this makes the images flat, even if captivating at first sight, but above all it makes the photos misleading because they are full of clearly unreal lights and shadows.
Invest in a professional photographer
If it is true that technology today allows everyone to take pictures, relying on a professional photographer specialized in hotel photography makes a clear difference. A professional photographer specializing in hotel photography has the experience and skills necessary to bring out the best features of your hotel. An expert is able to capture environments in a captivating way and convey the desired atmosphere through the use of advanced lighting techniques, interesting angles and effective compositions.
Competition in the hotel industry
The hotel industry is highly competitive, with many hotels trying to attract the same guests. Professional photos give you a competitive edge, setting your hotel apart from the competition. With high-quality, eye-catching images, you can capture the attention of users and make your hotel stand out as a desirable choice.
Optimize for online channels
Consider the online channels through which the photos will be viewed, such as website, booking portals and social media. Make sure that the photos are suitable for these channels and respect their technical specifications.
Monitor and update regularly
Guest trends and preferences can change over time. Monitor photo performance and effect on bookings. If your photos don't generate the desired expectation or lead to positive results, you may need to review and update them periodically.
Benchmark with the competition
Carefully examine the photos of your direct competitors. If your property doesn't have professional images, you risk appearing inferior to other hotels. By investing in professional photos, you can stay ahead of the competition and showcase your strengths effectively.
Finally, I understand that you may have financial concerns and concerns. However, keep in mind that professional photography is a long-term investment that can help improve your hotel's visibility, image and profitability over time.
Gabriele Maria Cucolo
FOTO per HOTEL - www.fotoperhotel.com
PAGINE VIDEO - www.paginevideo.it