THE IMPORTANCE OF HOTEL PHOTOGRAPHY AND ITS EFFECT ON REVENUE
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Posted On :
Jan-07-2010
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Article Word Count :
876
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Every hotel attempts to translate the visual message of who they are, and what they have to offer. Those who are successful at producing quality hotel photography will reap the financial rewards from such efforts.
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At no time in history has the visual impact had more effect on revenue for the hospitality industry. It's a war out there - a war to be won on the battlefield of the esthetic. The race for the dollar begins with hiring the right hotel photographer. To convert the reality of a property - the linens, carpet, cuisine and service must be translated to the .com dollar. Every hotel attempts to translate the visual message of who they are, and what they have to offer. Those who are successful at producing quality hotel photography will reap the financial rewards from such efforts.
Hiring the right hotel photographer involves expense, but the decision as to who is hired can be markedly simple if proper strategies are implemented. It is this roadmap that will marry the property to the hotel photographer, and without such consideration, great time and expense can be expended - a luxury that constricted budgets in branding and marketing can ill afford.
Take for example a double queen room with a view. This relatively simple interior can be photographed by thirty different hotel photographers, yielding thirty varying results. Quality hotel photography is a blend of science and art - and each hotel photographer has a style that cannot be compared to the next.
THE LOOK - Peruse the images gracing web pages across the internet. The entire strategy is to stand out, and the only way that happens is to define yourself. Find a hotel photographer, via research, that provides a look reflecting the image you wish to portray.
THE IMAGE - Average, unique, exceptional. Whatever your message, make sure you find the right hotel photographer. With thousands of options, scour for one which fits your needs. Boutique, franchise, independents, and resorts all require varying "image statements".
THE SERVICE - Finding your photographic "knight in shining armor" is only half the battle. Two things to look out for here - can they repeat their performance consistently, and are they able to take direction? It's all good that you find a hotel photographer with the right eye, but can they accept input? Sometimes visions may clash, and you need to find an eye that can see your vision as well as their own.
THE CONSISTENCY - They did it before, can they do it again? Repeat performance is a gold standard, and photographic consistency may very well define the branding properties so rightly covet. If you hire a large company, the images may vary depending upon who creates the images. A lone wolf may be somewhat slower, but can provide you with a more consistent look. Large companies that provide more immediate creation of images, but lack the ability to create a consistent look. They may employee many hotel photographers that have strong eyes but each having different styles. How can this consistency be standardized when so many photographers are involved in the creation of your branding?
THE FOLLOW UP - Holding to account the person who creates your images may be one of the most important factors of all. A photo that doesn't convey the message you are looking for can do more harm than good. It's vital to establish a relationship with a company that will be responsive to your wants and needs. They may steer the bus, but you are driving it. Hotel photography is a collaborative effort. Your vision - their translation.
THE SCRIPT - Plan your vision. Know that any information you give your image provider will help them produce an accurate estimate, and can help to produce a shoot which will provide you with a final product that can then be assimilated into your marketing materials. This will help translate your vision into reality - giving the .com surfer an emotional and visual tie to your property that can translate clicks and bookmarks into a sure-fire reservation.
Proven research indicates that typical consumers will bring up your site and decide within seven seconds whether the property meets their criteria. If you cannot portray your property immediately into an emotional sell, making that consumer want to stay at your property, your chances of getting them to take a second look will be severely diminished.
Emotional ties are crucial - to translate your vision into a created image. This is how you convey marketing concepts into their specific desires. The photographer is the translator. Your potential client must visualize themselves instantly into the photograph. It's their emotional tie that will drive their decision.
THE OWNERSHIP - If there's a "fools gold" in hotel photography, it's name is "usage fees". Some hotel photographers will create images for rates far below market prices, only to charge usage fees to clients unaware of the process. Make sure whoever your hotel photographer is, the property has exclusive rights to those images for both web and print. No time limit should be imposed on the use for your images.
Allowing collaboration between your property and the cohesive talents and business acumen of the hotel photographer will allow for the best use of your financial resources. In turn, the knowledge you apply will translate into a successful vision for your future marketing purposes.
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Article Source :
http://www.articleseen.com/Article_THE IMPORTANCE OF HOTEL PHOTOGRAPHY AND ITS EFFECT ON REVENUE_8389.aspx
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Author Resource :
Brett Patterson is the chief hotel photographer for Travel Industry Photos, a hotel photography firm specializing in converting the reality of a hotel or resort into stunning photography for print and online marketing. See a gallery of Brett's resort and hotel photography at http://www.travelindustryphotos.com/gallery/gallery.html
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Keywords :
THE IMPORTANCE OF HOTEL PHOTOGRAPHY AND ITS EFFECT ON REVENUE,
Category :
Travel and Leisure
:
Travel Tips
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