The Crucial Role of Property Photography in Crafting a Hotel’s Brand Identity
By
Wade Bryant, Vice President, Sales & Marketing, Americas
In an age of increasing technology and social media, there is an uptick in guests booking hotels based on reviews, aesthetic and presented imagery. With this in mind, there needs to be an emphasis on the role that photography and other multimedia tools play in crafting a hotel’s brand identity in addition to increasing booking rates and guest satisfaction. In the highly competitive landscape of the hospitality industry, well-planned and executed property photography is critical to a hotel’s success. While its most basic function is to show consumers what the hotel looks like, the power of photography extends far beyond mere visuals. In a growing age of social media and image-based consumerism, it’s important to be able to go beyond capturing accurate photos. There is an expectation—and really, a goal to be on the cutting edge—to leverage immersive media like 360-degree photos, 3D renderings and video to tell a compelling visual story. This not only showcases the property so guests know what to expect, but it also builds anticipation and connection so that they are excited to stay with us and capture their own memories. Drone photography and 360-degree virtual tours can significantly enhance a hotel’s competitive advantage. Virtual tours are particularly impactful for hotel sales teams, enabling them to conduct virtual site visits for customers who cannot visit in person. Drones provide unique angles and perspectives that cannot be captured otherwise.
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