We live in a world that's all about image, where people make snap judgments and buying decisions basely solely on the way something looks. Putting on a good face is no longer a figurative imperative; it's a literal one. Consumers are bombarded by more than 5,000 advertising and marketing messages each day and everyone is competing to be noticed.
How marketers depict a hotel has never been more critical, and the role that photography plays has never been more important. According to a study done by hotels.com, nearly 70% of respondents agreed that seeing photos of the hotel and hotel rooms are key to their decision-making process. Why? Because in the customer's desire for immediate gratification, photos are the easiest and fastest way to absorb something about that hotel and, when combined with customer ratings, descriptions and maps, they're the best way to convey the ambiance, quality, service, features and style of any property.
Given all this, the single most important marketing expenditure a hotel just might be the visual images it uses to tell a story. But getting a great photograph doesn't happen by accident. It requires a great photographer, a great creative director (your best hospitality marketing ad agencies), a shot plan, a lot of time, significant preparation, significant creativity and a reasonable expectation that you'll pay for what you get — which in the case of outstanding property photography should be budged at $5,000 per day or more. Oh, and one more thing: be a good client and trust the experts to do what they've been hired to do.
Source: HSMAI Marketing Review, NOISE
Note: NOISE Branding Communications specializes in hospitality, travel and tourism marketing. Image provided by 'Tween Waters Inn, Captiva Island, Florida, and NOISE.
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