Yes – But Only When It’s Done Properly…
“People book experiences, not rooms.”
It’s become the go-to line in hotel marketing, echoed across every continent – and for good reason.
I’ve been travelling for most of my life, all around the world.
And with extensive experience as both a hotel guest and hospitality photographer, I know one thing’s most definitely true when it comes to the booking journey for luxury hotels and resorts:
Nobody’s dreaming about thread counts or square metres when they’re planning a stay.
Instead, they want to be wowed.
They’re imagining how it feels to be there; the warmth of the morning light as it hits the pool; that sensation of watching a sunset from the terrace; the buzz of the city below as it comes alive; the calming energy of that luxury spa treatment after a long flight.
They’re dreaming of all the things you set out to deliver, every single day, as the very best in the industry.
But here’s the problem:
Most hotels aren’t showing any of that to potential guests – at least not “well”.
Which means those customers may never get to experience what they offer, having simply scrolled on by instead.
Show it right, or lose the booking.
In a world where guests breeze through dozens of options on multiple tabs online, your photography isn’t just a supporting asset – it’s become the main event.
First impressions are everything.
I’ve seen incredible hotels, designed by the best in the business – undermined by flat, dull imagery that makes everything feel… well… “beige”. And the saddest thing is, those properties are often stunning in real life. But “real life” doesn’t sell itself online – not without the right photography to show it off.
Now factor in that the human brain processes images 60,000 times faster than text, it means that no matter how well-written your copy is, it’s the visuals that land first.
Why “good enough” is not enough.
There’s a huge difference between “good” photography and great photography.
Good photography says: “Here’s our hotel.”
Great photography says: “Here’s why you want to be here, right now.”
And let’s be honest, who on earth wants their property to be remembered as just “good enough”?
Across the industry, the numbers back this up:
- In their own study, Expedia found that hotels with high-quality photographs pulled in over 60% more bookings than those without.
- Indeed, they went on to find that listings with 20+ professional images generated more than twice the engagement when compared to those with fewer, lower-quality ones.
- Even airbnb listings with professional photos now see increases in bookings by up to a third, compared to those with owner-captured content.
But let’s forget the stats for a moment – we can always find numbers to back up an argument either way, right?
Instead, just think about how you shop for a hotel; what helps you decide to explore a property further?
You scroll, you glance, and you only really stop when something makes you pause to discover more.
Something that looks special. Something that feels like: “I want to be there.”
And that’s what great photography does.
Real-world results (and what’s at stake)
Among other properties around the world, last year, we worked with a small, boutique, luxury resort in Southeast Asia.
They had everything going for them – cliffside views, designer interiors, genuinely incredible service. But online? It looked… “OK” (or even worse – “nice enough”)
A bit flat, nothing you’d get on a plane (or stop scrolling) for.
Together with the team, we stripped it back and rebuilt their visuals from scratch.
Shooting each location at its very best – at the right time of day, highlighting the experience rather than the facility. We focused on details, not sprawling (awkward) wide angles that try to get everything in one frame.
We captured their shared spaces to show the genuine and warm welcome that they offer – displaying features with their own lighting in a truly honest way, instead of the over-used and cross-processed styles of a trending social media filter.
It was all about showing architectural and design details in a way that could resonate with a guest, both before and after their stay, allowing them to be transported to that experience or space that they had (or would) enjoy.
Most importantly, we showed the hotel as its own, authentic self, just as a guest would feel it when they stayed.
Within 6 months:
- Direct bookings were up, consistently.
- They lifted their rates, sustainably.
- And the team started engaging more online, with pride in their appearance rather than relying on looking “better in real life” if a guest was willing enough to risk it.
And that’s not a one-off.
It’s the same pattern across city hotels, remote resorts, villas, 5-star experiential brands, even global chains trying to differentiate themselves in crowded markets and destinations.
You don’t need more photos – you need better ones.
This isn’t about volume.
40 mediocre or inconsistent shots won’t convert better than 10 brilliant ones. Indeed – you’re often judged by your worst image, not your best. It’s not about gimmicks either; you don’t need drones flying through your restaurant or overused lifestyle shots of vacant models sipping wine.
You need honest, crafted images that show your property at its best. Not fake. Not generic. But refined and intentional.
Great hotel photography is:
- Thoughtfully lit (not just bright).
- Shot at the right time of day for each space.
- Composed to lead the eye, not confuse it.
- Focused on emotion, not just features.
Most importantly – it tells a story in under a second.
Because that’s often all you get.
You’re Selling Aspirations and Connections – Not Just Amenities
Whether it’s a romantic escape, a long-overdue family break, or a solo recharge after too many 12-hour workdays, guests are booking more than just a room at your property; they’re booking how they want to feel.
Luxury isn’t just chandeliers and soft-close drawers – it’s space to breathe and time to relax.
For families, it’s knowing the kids are welcome without compromising on design. For couples, it’s the promise of a sunset worth pausing for. Your brand photography needs to capture those moments – the kind that whisper: “this is exactly where you want to be”.
If your visuals don’t speak to those aspirations, you’re not connecting. And if you’re not connecting with that guest, someone else will.
It’s Not Just Rooms – It’s the Whole Story
Not every guest is looking for a five-day spa retreat.
Some are coming for a business trip; some for a lunch meeting or corporate event; some for one-night stopovers between flights – and all of them are scanning your imagery for clues: Will this place suit my needs?
If the only image of your available meeting spaces is a dimly lit stock shot from 2014, don’t be surprised when those events (and associated room bookings) go elsewhere.
Conference rooms, private dining, poolside lunches, concierge services, transportation, even the driveway on arrival – it all builds the story.
Your photography should reflect that full experience, not just the “hero suite” and infinity pool.
Fake Doesn’t Fly – It Never Really Did
While it’s essential to understand the importance of photography, guests aren’t just scrolling for pretty pictures – they’re looking for authenticity that demonstrates they can trust you.
AI-generated images, ultra-filtered skies, rooms that look nothing like reality? That’s the fastest way to build doubt and lose credibility. These days, real is rare – and people want it more.
They want to know what they’re booking will actually be there when they arrive.
In luxury travel, we all know the how key the anticipation and build-up to a stay can be.
You don’t get a second chance at a first impression – and if your visuals overpromise and underdeliver, they won’t just complain. They’ll post about it.
Great photography builds confidence, as well as excitement.
Real light, real spaces, real experiences – expertly captured with clarity and intent.
Check-Out Time (Things to Take Away…)
In every corner of luxury hospitality, where expectations are sky-high and competition is fierce, visuals will make or break your brand.
It doesn’t matter if you’re offering cosy city-centre accommodation or sprawling suites and overwater villas on a tropical island; Potential guests will quickly scroll past even the most beautiful property if it’s shown poorly – and stop instantly, the second they see one that captures their imagination.
So if your hotel imagery is “good enough” – it probably isn’t. Not anymore.
It has to be great.
Want to see the difference? Get in touch and we can talk through what we can offer to elevate your visuals in a way that engages with the feelings of your customers.
We don’t just make hotels look great.
We make people want to be there.
Just like I do – whenever I visit, and never want to leave.
Get in touch to discuss your brand