What Story Do Your Property Photos Tell?

Hotels, resorts, lodges, and villas use different methods to market to guests and secure new business. One of the top methods to tell the story of your property is through the use of photos. By using the right photos, you can create an emotion for the consumer, allowing the consumer to see themselves dining in that restaurant, enjoying that view, or relaxing by that pool. With consumers scouring thousands of photos on social media and on the web, in search of their next vacation, business trip, group event, or retreat, putting your best, high-quality photography on your digital footprint, is key to securing sales and developing your brand.

So what story do your property photos tell a potential customer? Here are a few tips for reviewing your photos with a fresh set of eyes:

• Quality - This is THE most important detail when it comes to photography. High resolution is always the way to go, depending on where you have the photos placed (i.e., website, social media, print media). There are different pixel sizes that can affect things like the speed upload for your website and mobile site (you want it to load quickly to ensure top rankings on Google), site requirements, and the size required for print media. Grainy photos that have been saved in low resolution/quality are not the way to go as it reflects the level of professionalism of your property. As a consumer, would you rent a hotel room or hold an event at a property with blurry photos?

• Variety - If your property is listed on an OTA or even on your own booking engine, do you use different photos for each room type? If you are using the same photo for each room type, what is the incentive for potential guests to buy the upgraded room if they all look the same? On Instagram, are you using the same photos repeatedly on your posts, what story does this tell consumers? If you see the same room photo repeated, you would wonder what the property is hiding. What about experiences, if I see the same kayaking photo, is that all there is to do at that property? Photos tell the story of your property's experience, quality, services, and amenities.

• Photo Detail - When using models in photography, the clothes they wear will be judged by the consumer; it's human nature. If the photos were taken ten years ago, it will be evident in the fashion style of the model's clothes - would a dated photo concern the consumer that your property does not want to show recent photos? Another important note is to review the detail of the photo - was there a stray dirty glass or plate on a table in the restaurant, was the bed skirt straight, was there brown patches in the grass, did weeds and overgrown trees obstruct the view .....and can you see the photographer in the mirror? These are all details that you may not notice, but potential consumers will. Pay attention to the photo detail to put your best story forward.

• Photo Selection - What photos you select for external marketing are also very important. If you are working with 3rd party sellers like OTA's, tour operators, Cvent, or even some travel consortiums, these 3rd parties will load photos of your property onto their site. The order and selection of these photos are very important. Take the initiative to review your property on all sites that have had access to your photos, do they list your property with a grainy photo of a toilet or a flower on the restaurant table? You always want your best property photo first to make a great first impression. For 3rd party sites, I recommend using a property photo, whether aerial or a photo that tells the overall story of your property first, leaving the artist photos for blog articles or unique advertising opportunities. Also, review profile pictures on Google, Bing, Yelp, Tripadvisor, etc.

• Use a Professional Photographer - If you needed to repair the plumbing at your hotel, would you trust someone who likes to fix drain pipes but is not a professional or a professional plumber who can certify the work? When selecting a photographer, look at their portfolio, are their photos in alignment with your type of property and brand? Have they photographed hotels previously or just real estate and do they offer drone work for aerial photos? Check their references of other hotel clients to see how long they took to process the photos and how they worked while on the property. Also, check the quality of their photos on the hotels' website to ensure they are of the quality you are looking for.

The story of your property is told through your photos, you want that story to be positive, professional, well-lit, and understood.

A hotel's digital presence is the story they are telling clients, what does your hotel's digital footprint tell consumers?

As a hotel consulting company, we help clients with their digital storylines to build brand and grow new business. For more information on how we do this, go to our website at HospitalityGrowthSolutions.com.