Time to say goodbye to pictures of couples in bathrobes

For this fourth instalment of the Fully Booked blog, let’s talk about something that often gets overlooked but is absolutely critical to your brand: photography.

In a world of boutique hotels, glamping sites, lodges, there is just no excuse for bad photography. Even if your property is a humble motel, there is still wanderlust associated with a bed away from home (just look at Schitt’s Creek’s success), and let’s be honest, there’s still a lot of shocking photography out there.

Most of that terrible photography is just stock photography. And I’ll say this: stock pictures of couples in white bathrobes sipping orange juice on a bed is the hospitality equivalent of coworkers high-fiving over a boardroom table. It should never be seen (let alone used).

But beyond a rant about cheesy imagery, this blog is about helping you build a photography library that truly reflects your property, whether you run a park, a serviced apartment, a boutique hotel, or a lodge. Great photography doesn’t just happen; it’s a strategic part of your marketing that deserves time and thought.

Let’s break down your options, depending on your resources and goals.

Option 1: Hire a pro to do it right

If you have the marketing budget, a professional photo and video shoot is hands-down the best investment you can make in your brand. And when I say “photo and video,” I mean both. Don’t cut corners by only doing one. Video and photography should complement each other, ideally produced by the same team and scheduled at the same time for ease.

When choosing a photographer or videographer, look for authenticity in their portfolio. Avoid those who specialise in heavily staged shoots with overly happy families holding rainbow cocktails or grinning into the camera like they just won the lottery. Your property should feel authentic, not like it was created within a green screen.

Going back to your insights

Here’s where your marketing insight comes into play. Remember the conversation in Episode 2 of Fully Booked about defining your Ideal Customer Profile (ICP)? Whether it’s families, retirees, business travellers, or young couples, you should be representing these personas in your visuals.

You’ll need people in your photos, but choose wisely:

• Real guests are ideal, as long as they sign a photo release form.
• Actors are a great fallback if the budget allows.
• Staff can work wonderfully—especially for behind-the-scenes, service-focused shots that highlight your culture.

Authentic, relatable people doing relatable things in your space will resonate far more than perfectly staged models trying too hard to look “relaxed.”

Think drones if your location warrants it

If your property is located in a picturesque area—a coastline, forest, vineyard, or anything with a view—consider aerial drone footage. It’s a great way to showcase the full scope of your location. Just be aware that certain areas may require permissions or licenses, especially in urban or restricted zones.

Option 2: Do it yourself (yes, you can)

Let’s say your budget doesn’t stretch to hiring professionals right now. That’s okay—you can still do a great job yourself, especially with today’s smartphone capabilities and low-cost gear.

Here’s how to make your DIY shoot shine:

1. Timing and light are everything

Shoot on a sunny day with soft, natural light. Aim for early morning or late afternoon to avoid harsh shadows. Harsh midday light can make even the most stunning property look sterile and cold.

2. Clean, tidy, and uncluttered spaces

This sounds basic, but it’s often overlooked. Ensure everything is clean and neatly arranged before taking photos. Remove personal items, cords, or unnecessary clutter from the shot.

3. Capture more than just the bed

Too many websites rely on a single photo of a neatly made bed. That’s not enough. Your guests want to know what the whole experience looks like. Make sure you include:

• The bathroom
• The view from the window
• Amenities (coffee machine, mini bar, toiletries)
• Shared spaces (lobby, lounge, pool, etc.)
• Special touches (bookshelves, art, lighting, textures)

Don’t be afraid to over-deliver with images. Guests want to feel like they’ve walked through the space before they even arrive.

4. Photograph or film staff in action

If you don’t have access to guests or actors, your staff are your best resource. A candid shot of your front desk team welcoming a guest or the housekeeping team preparing a room says more about your service than any slogan ever will.

Just remember—if faces are visible, you’ll need a signed release form for commercial use. To make people more comfortable, you can shoot from behind or at an angle instead of full-face shots.

You might also be able to get away with no people at all and just focus on the property itself. Ive just stayed at Cabu Cabins over the week end and their photography is stunning: very stylish and cohesive. They chose not to photograph people and I cant say that the outcome is worse for it!

Option 3: Curate User-Generated Content for a quick win

If neither professional shoots nor DIY are feasible at the moment, consider turning to your guests. With platforms like Instagram, your visitors are often already snapping and sharing gorgeous images of your property.

Set up a dedicated Instagram handle or Facebook page, and start engaging with user content. If guests tag your location or post images from their stay, reach out and ask for permission to share them on your social media. It’s a win-win: you get authentic visuals and they get exposure.

This is perhaps the most powerful form of visual marketing because it’s 100% genuine. And while it might not capture every aspect of your facilities, it adds a human element and shows your property through the eyes of real guests.

A few final photo tips

• Authenticity over perfection. Aim for authentic shots of your property. Perfectly styled hair matters less than a genuine smile between guests who are happy to be here.
• Invest in photo release forms. You can find templates online or ask a legal consultant to draft one. It’s non-negotiable if people appear in your shots.
• Consistency is key. Your visual style should reflect your brand personality. If you’re a luxury lodge, your photos should feel elegant and serene. If you’re a vibrant family holiday park, your photos should be playful and dynamic.
• Think in series. One-off photos don’t build a story. Think in “collections”—a room set, an amenity set, a staff set, a location set, etc. This allows you to repurpose content for campaigns, social media, OTAs, and brochures.
• Don’t set it and forget it: If you refresh a room, redo bathrooms, repaint an area, make sure to reshoot it and update your library.