Introduction
The hospitality industry is notoriously competitive. In a world where consumers often have a wide range of choices in terms of where they stay, it’s essential for hotels to stand out from the crowd. There are several ways to promote and market standalone hotels and chains, but few are as impactful as high-quality, attractive images. In this informative guide, we’ll discuss how to enhance your brand and generate leads and sales using powerful, professional hotel photography.
The power of hotel photography
Did you know that almost 70% of travel bookings were made online in 2022 and around 90% of consumers research hotels online before making a reservation (source)? Hotel photography plays an increasingly valuable role in enhancing brand identity, creating and converting leads and enabling hotel brands and independent boutiques to gain a competitive advantage. The human brain processes visual media 60,000 times faster than text, and images and video clips are often much more engaging, interesting and captivating for web users searching for a hotel room.
There are several factors that influence customers when researching hotels and making hotel room bookings, including reviews and ratings, star rating and brand name, but one factor is more powerful than any other. Research shows that a single image can boost engagement rates by 138% and booking inquiries by 225%. For hotels that have over 100 photos available to view, rates rise to 151% and 238% respectively (source).
Why are photographs so influential?
There are two main reasons why photographs are so influential in the hotel industry. The first is the impact of visual content. The saying goes that a picture paints a thousand words. Images are a fantastic way to describe a hotel and its features to prospective guests and bring words to life. It’s much easier to connect and engage with readers by using photographs rather than trying to describe a beautiful bedroom, a sumptuous, oversized tub or an infinity pool, which offers sweeping views of sunsets or mountain ranges, beaches or meadows. Images provide information instantly and they give customers a sense of what to expect.
The second reason why photographs are so powerful is their ability to encourage engagement. Images leap off pages, make adverts more compelling and separate one hotel from another when a user searches online or clicks on feeds or accounts on social media. Attractive, high-quality images can steer people towards your brand and encourage them to want to view more photos, visit your website, share photographs and videos and start following your account.
Another important benefit of images for customers who are looking for a hotel is the elimination of guesswork. Often, the reader has to be imaginative or draw their own conclusions when reading a description of a room, a restaurant or information about the location of a hotel. With a gallery of images, the reader has an accurate idea of what to expect.
The benefits of professional hotel photography
If you own a hotel or a chain of hotels, it’s important to be proactive in promoting your brand and enhancing your brand image. Professional hotel photography is an effective means of introducing your business to new clients, creating leads and increasing conversion rates. Here are some key benefits of working with a professional commercial photographer:
- Share high-quality images with your audience
One of the most significant benefits of hiring a professional photographer is gaining access to high-quality images, which you can then share with your target audience. Experienced, skilled photographers not only understand what makes a successful, engaging, attractive and impactful image but they have the necessary equipment and technology to deliver incredible photographs.
- Showcase your hotel in all its glory
Informative, detailed descriptions are useful for prospective customers to learn about your hotel, but it can be difficult to showcase a hotel in all its glory using words alone. With professional photographs, you can up-sell your USP, show off the amazing facilities and features that make your establishment stand out and encourage visitors to want to learn and see more. Consider the impact of a photo of a stunning illuminated pool surrounded by a sun deck with access to a bar or spa facilities compared to a sentence about a hotel swimming pool with a terrace and a whirlpool, for example.
- Tell your brand story
Increasingly, consumers are looking to buy from or interact with brands that offer more than competitive prices and great products and services. More than 80% of customers want to choose brands that share their values (source). In the world of hospitality, where it’s essential to connect with customers and outshine competitors, it’s hugely beneficial to seize opportunities to tell your story and share your brand values. Photographs are an excellent way to tell a story and show people what your brand is all about.
- Take your customer on a journey
The key to successful hotel marketing lies in convincing the individual to take the next step and follow the hotel online, make an inquiry or book a room or stay. Photographs are incredibly valuable because they take the customer on a journey. Seeing images and browsing galleries on websites and social media transports prospective customers to your hotel. They can get a feel for the hotel, immerse themselves in the surroundings and enjoy an experience, which makes them want to make a booking or get in touch.
Tips for effective hotel photo galleries
If you’re looking to expand your photo gallery or create new images for your website or social feeds, here are some top tips for effective hotel photography:
- Work with an experienced photographer to access high-quality images
- Include a range of images, which showcase the rooms, the dining and leisure facilities and the location
- Always consider your target audience and what matters most to them
- Use photographs to transport prospective guests to your hotel and make them feel like they’ve already checked in
- Include multiple images but ensure that you cover a diverse range of spaces and facilities
- Add a meta description, tag or title to make your images easier to find via search engines
- Show people what your brand is all about
Conclusion
Research shows that images are one of the most influential forces behind consumer decision-making when it comes to booking a hotel. High-quality, attractive photographs can boost engagement rates and increase conversions while also enabling hotels to enhance brand image and reputation and gain a competitive advantage. Using professional hotel photography services is a brilliant way to add interest and depth to web content, web pages and social media feeds and it also provides access to expertise, which will allow you to use the best quality images to deliver results.
If you have any questions, or you’d like to learn more about professional photography services, don’t hesitate to get in touch today!
