Guests decide whether to book by looking at the photos, long before reading the room description. For a high-end hotel, images are the first taste of the stay: they must be accurate and convey the atmosphere guests will really find. I have worked as a photographer and videographer for more than 19 years and I lead a team of photographers and videographers, including my wife Daniela. In this guide I answer the most common questions from general managers and marketing managers before a hotel photo shoot.
What does a hotel photo shoot include?
A complete shoot covers every space guests experience: rooms and suites, bathrooms, lobby, restaurant and bar, spa and pool, meeting rooms, exteriors and details. Photos with people (staff and model guests) are usually added and, if needed, video and aerial drone footage. But the starting point is not the list of spaces: it is how the photos will be used.
First of all you need to know where the images will go: official website, booking engine, portals such as Booking.com and Expedia, Google, social media, brochures, press releases. Each channel has different formats. A portal wants clear horizontal photos; Instagram and stories ask for vertical; print wants high-resolution files. If I know this beforehand, I shoot with every crop in mind and the hotel does not end up with a beautiful archive that is unusable on half its channels.
Which photos are essential for a luxury hotel?
The essential photos are those that answer the guest's questions: what is my room like, what is the bathroom like, what will I see from the window, where will I have breakfast, where will I relax. Then you need images that tell the character of the property, meaning details and atmosphere.
A starting list:
- every room type, with an overall view and two or three details (bed, materials, view);
- the bathrooms, often overlooked but decisive for guests who spend a lot;
- the real view from the rooms and the terrace;
- breakfast and restaurant dishes, in the right light;
- spa, pool and relaxation areas, both empty and with people;
- façade, entrance and surroundings (vineyards, lake, sea, historic centre);
- details that make the hotel recognisable: a piece of furniture, an artwork, a local material.
A practical tip: don't photograph only the most beautiful suite. Guests who book the standard room must see exactly that room, otherwise they arrive disappointed and say so in their reviews.
For quick answers, also read the frequently asked questions about photographers and videographers for hotels and resorts.
When is the best time to photograph a hotel?
The best moment is when the property looks its best: garden in bloom, pool open, terraces set up. It should therefore be planned months in advance, not once the season has started. On the same day it pays to use different light: morning for east-facing rooms, midday for interiors, sunset and "blue hour" for the façade, pool and terraces with the lights on.
In an open hotel you have to work without disturbing guests. Free rooms, common-area schedules and the restaurant are usually agreed with management before the shoot. If many rooms need photographing, it is worth blocking them for half a day: the work is better and there are no compromises on quality.
How should the hotel be prepared before the photo shoot?
Preparation matters as much as the shot. A room photographed with a visible cable or a creased bedspread loses all its value, and some things are hard or impossible to fix in post-production.
Before the shoot the property should:
- make up the rooms with ironed, tidy linen as if for a VIP guest;
- remove signs, cables, remote controls and staff's personal items;
- check that every bulb works and that all have the same colour temperature;
- prepare fresh flowers, fruit and small set-ups consistent with the hotel's style;
- have a staff member available who knows the property and can open doors.
The day before, or the same morning, a site visit is needed to decide framing and the order of spaces according to the light.
Photo, video or drone: what does a hotel really need?
Photos remain the foundation: they are what ends up on the website, portals and Google. Video is for social media and for letting people "feel" the atmosphere: a short vertical clip of breakfast on the terrace often says more than a whole photo gallery. Aerial drone footage shows location and context, for example a rooftop pool, a park or the distance from the lake.
As I work both as a photographer and a videographer, I can organise photo and video in the same production: site visit, set-ups and models are shared, and the hotel gets a consistent image across all channels. An important note on drones: in Italy aerial filming follows European rules and those of ENAC, and before flying you must check on D-Flight whether the area has restrictions (for example near airports or over crowds). This check must be done before confirming the date, not on the day itself.
What affects the cost of a hotel photo shoot?
There is no single price, because two luxury hotels can have very different needs. What changes the budget is the work required, not the name of the property.
The main factors are:
- number of rooms and spaces to photograph;
- working days and number of light moments (sunrise, sunset, night shots);
- models, styling and food styling;
- video, drone footage and the related checks;
- number of images delivered and level of post-production;
- travel and logistics;
- usage rights: website and social media are different from a print or billboard advertising campaign.
The most effective way to get a serious quote is to send the photographer the list of spaces, the channels where you will use the photos and the preferred period. With these three pieces of information the quote becomes precise and comparable.
How do you choose the right photographer for a luxury hotel?
Look at the portfolio for work on interiors and hospitality properties, not just beautiful photos in general. Ask how they handle mixed light (windows and lamps), how many images they deliver and in which formats, whether they can also do video and drone, and how they work in an open hotel. A good photographer asks about your ideal guest before even talking about equipment.
In my work I photograph fashion, weddings, yachts and companies; I have worked with brands such as Lamborghini, Coca-Cola, Fiat, Bacardi, Mizuno, Santero, Nicole Spose, Papeete, Polar, Mia Make-up, Choies and GLOBElife and have been published in Vogue Italia, Glamour, Amica, Playboy Spain, Lui, Style, Donna and many international fashion magazines. I bring the same approach to hotels: attention to detail, carefully built light and images that tell an experience, not just a room. I work from Turin throughout Piedmont, Italy and abroad. You will find examples of interiors, hospitality properties and aerial footage on the page dedicated to commercial and hotel photography and video work on the videographer page.
FAQ – Frequently asked questions about hotel photo shoots
How long does a hotel photo shoot take?
It depends on the number of spaces and the light moments required. A small property may need one day; a resort with spa, restaurant and exteriors often needs more, sometimes in different seasons.
Can the photos be used on Booking.com and other portals?
Yes, if the agreed usage rights include it. It is best to clarify this in the quote by listing all channels: website, portals, social media, print and advertising.
Are models needed in hotel photos?
Not always, but people help tell the experience: a couple at breakfast, a guest in the spa. For rooms, however, images without people are usually preferred, as they are clearer for those booking.
Can drone footage be shot at any hotel?
No. First you must check whether the area has flight restrictions (airports, urban centres, protected areas) and how to manage the presence of people. This is done at the quote stage, not on the day of filming.
How often should a hotel renew its photos?
Whenever something guests see changes: renovations, new furniture, a new spa or a new menu. Photos that no longer match reality create the wrong expectations.
Do you do hotel photo shoots outside Piedmont?
Yes. I am based in Turin, but I work all over Italy and abroad.
In short
- Start from how the photos will be used (website, portals, social media, print): this decides formats, quantity and usage rights.
- Preparation and light make the difference: rooms ready, a site visit and shots at several moments of the day.
- The budget depends on spaces, days, video, drone, post-production and usage rights: send this information for a precise quote.
Planning new photos for your hotel? Tell me about the property, the spaces to photograph and the period you have in mind: I will prepare a tailored quote.
