January is often an opportune time for a photoshoot with occupancy traditionally lower than other months. 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 so naturally we are always delighted to receive new imagery or video to display on our clients’ bespoke websites.
Here are our top 10 steps to photoshoot success! Let us knowif 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.