Luxury Hotel Photography - a guide for clients

HOTEL & BOUTIQUE BnB

insights

a practical guide to commissioning professional photography

I've been photographing luxury and boutique hotels for 20 years now and in that time I've learnt a couple of things. So I decided to put together this short guide to share some insights and offer practical advice for hotel owners and marketing managers who are planning to update the photography for their website, social media, or promotional materials.

How to Plan a Successful Hotel Photoshoot

Every property is unique, of course, and the images I create are always tailored to reflect each client’s needs. That said, there are a few general principles that can help ensure a smooth shoot — and, most importantly, a strong final set of images that reflect the character and quality of the property, while meeting the expectations of today’s guests.

1. Choosing the Right Photographer
Finding a professional photographer for your hotel is about more than just liking a few images on their website. Look for someone with a strong portfolio, a consistent style that fits your brand, and solid experience in the hospitality sector. Every hotel is different, so it's important to choose a photographer who understands how to capture the atmosphere and unique selling points of your property.

Of course, price matters — but try to see photography as an investment rather than just a cost. Quality images will serve your business for years across your website, social media, booking platforms, and printed materials. Choosing the right photographer from the start will save time, avoid disappointment, and ensure you’re building a strong and consistent visual identity for your hotel.

2. Requesting a Cost Estimate
To receive an accurate and realistic quote, it’s important to give the photographer a clear idea of the scope of the project. Which areas of the hotel need to be photographed? How many rooms? Are exteriors, common spaces, the restaurant or spa included? Will there be food photography, portraits of staff or the chef, or images of specific experiences? What about drone shots of the property or a short video? Another thing to think about is whether models or a stylist might be needed. This obviously adds to the cost but it is something you might want to consider.

Some photographers work to a precise number of images requested by the client and their costs will be based on that number. Others, like myself, are more flexible, as long as the client's expectations are achievable within the time and budget available. If you already have a website template then let the photographer know if there is a particular format to adhere to or a preference for horizontal, vertical or square images for example. Think also whether you looking for descriptive shots to show the space and layout of each room or also details to describe the style and atmosphere (useful for social media too).

In my case, the price for photography is calculated based on the number of days required to create and post-process the images. The more detailed the brief, the easier it is to provide a clear estimate. Generally, usage rights are included, and I’ll specify if any additional licensing is necessary.

Travel costs, accommodation, and expenses may also need to be factored in. For larger hotels, or where public areas are in constant use, I may bring an assistant. This improves efficiency and allows us to deliver more and better images in the available time so it's a cost-effective choice. In general I like to arrive at the location the evening before the shoot so that we can start early and well rested the following morning without risking travel delays. If accommodation is provided, you should ensure separate rooms for photographer and assistant. It might sound obvious, but it’s worth mentioning.

3. Pre-Shoot Preparation
Preparing well in advance makes all the difference. Each space to be photographed should be fully available on the day of the shoot. Most hotels choose not to shoot each room of course, but rather an example from each category of room. Avoid scheduling guests in those rooms — this allows time to do things properly without rushing, and to photograph spaces at the right time of day based on natural light. For example, a sea-facing room might need to be shot in the morning or afternoon depending on the direction of the sun.

It’s helpful to have a staff member on hand during the shoot for quick coordination and access. Also, having a few simple props available can enhance the atmosphere in a subtle, natural way. These could include: vases with flowers or green plants (simple colours like white or soft tones), a selection of books (large and small), wine glasses, wine, water or juice bottles, a bowl of fruit or light snacks. These small touches, if necessary, help add life and warmth to a space and can really elevate the final image — especially when done with taste and moderation.

4. Shoot Day – What to Expect

If everything has been well prepared in advance, the shoot day should run smoothly. However, there are still a few important points to keep in mind:

(i) Equipment and Safety
I use portable lighting to create the right atmosphere and bring out the character and depth of each space. These lights are battery-powered, meaning there’s no need for cables running across the floor — a big plus in hotel environments. That said, the lights are mounted on stands and will be positioned around the area being photographed. Some disturbance in communal areas is therefore unavoidable. For everyone’s safety and to ensure the best results, it’s helpful to have a staff member available to advise guests and gently keep certain areas clear while I work.

(ii) Breakfast Buffet
Photographing the breakfast buffet is always a little challenging. If it’s important to capture it, it should be set up slightly earlier than usual so we can shoot it before guests arrive. Guests should be asked to wait until the regular breakfast time before entering. We’ll be finished by then.
A great alternative — and often more elegant — is to style a single table with a well-presented, realistic selection of breakfast items. This can give the same sense of atmosphere and quality with far fewer logistical complications.

(iii) Exteriors
I’ll plan any exterior shots based on weather conditions and the position of the sun throughout the day. Please make sure that gardens are clean and well-maintained before the shoot: lawns freshly cut, pathways swept, and leaves gathered. If we’re photographing the hotel façade, it’s best if all shutters are open and the exterior is presented at its very best.

(iv) Hospitality
A hotel photoshoot is a physically demanding process, with early starts and late finishes to catch the best light. Please make sure that myself and any assistants are well looked after in terms of meals, water, and short breaks when possible. A little hospitality goes a long way in helping us deliver the best possible results.

5. Post-Production, Image Delivery & Back-Up
For me the work doesn’t end when the camera is packed away. After the shoot, a significant amount of time—often days—is dedicated to careful post-production. This includes selecting the best shots, fine-tuning lighting and color, blending exposures where needed, and crafting the final images that will represent your hotel across all platforms. It’s a meticulous process. Over the years, I’ve developed a technique that gives me full control over the final look of each image. If you're curious, here's a video that Manfrotto made about my approach to interior photography.

To make things easy for my clients, I generally deliver two complete sets of images:

- High-resolution files for print use (brochures, magazines, etc.)
- Web-optimized files for online use (websites, social media, email newsletters)

Each version is prepared with the correct resolution and color profile so there’s no need for additional adjustments on your end.

While you should save a copy of the images on your own system (and ideally a backup as well), I also maintain multiple backups of every job—both locally and in a long-term cloud archive. That means if you ever misplace your files, even years down the line, I can resend them without issue.

6. Using the Photographs
One of the most rewarding parts of my work is seeing how clients use the images we’ve created together. But I’ll be honest—sometimes it’s a little frustrating to see them mixed into a gallery alongside older images by another photographer, often with a completely different aesthetic. When that happens, the visual atmosphere we worked hard to achieve can be lost. Subtle differences in lighting, color grading, and composition can create a fragmented impression—especially on your website, where visual storytelling plays a huge role in shaping guest expectations.

That’s why, if you're happy with the results, it’s worth considering a long-term relationship with a single photographer. Many of my hotel clients have called me back over the years as they renovate or expand their properties, and I love being able to build on the previous work. In fact, I’ve seen images I made 10 years ago still being used alongside more recent shots—and the style remains consistent.

Consistency in visual identity isn’t just a matter of aesthetics—it’s part of your brand. And strong photography can support that brand for years to come.

7. Quality Control - a checklist.

When it comes to choosing a photographer, it can be difficult to know exactly what to look for. Why does one photographer charge twice as much as another? What makes one image sing and another fall flat? And how do you know if you're truly getting the level of quality your hotel deserves?

There are certain technical and aesthetic standards that a professional photographer should consistently meet, so to help you when viewing portfolios, here's a quick checklist of what to look out for and avoid:

Burnt highlights – Windows that appear completely white, or lamps that lose all detail.
Distortion – Elements on the edge of the frame that curve outward or inward unnaturally.
Converging verticals – Leaning walls or sloping vertical lines, especially in architectural spaces.. everything should be straight.
Overly wide angles – Images that unnaturally stretch space or make rooms look misleadingly large.
Colour casts – Strange tints across the photo, especially from poor artificial lighting.
Flat or dull lighting – A lack of depth, contrast, or mood in the image.
Poor composition – Odd angles, distractions or elements that block your view into the scene.
Lack of consistency – A portfolio that jumps in style from one image to another with no coherence.

Today, most guests have a well-developed visual culture. They may not be photographers, but they scroll through thousands of high-quality images every day. Whether they’re conscious of it or not, they expect a level of visual sophistication that aligns with their lifestyle — or the lifestyle they aspire to. Your hotel's photography should meet those expectations.

8. And Finally...
I hope you have found this guide useful. If you're thinking about updating your hotel photography and want to talk through your ideas, feel free to get in touch — I'm happy to offer advice or prepare an estimate, whether you're ready to shoot or just starting to plan.

Thanks for looking!

Colin Dutton