Why Your Hotel Needs a Photography Update (Even If You Think It Doesn’t)
Check if you need to fix your visuals before it hurts your bookings.
We live in an era where the motto is simple: stay updated or become irrelevant.
And the more competitive your market, the more critical this becomes.
This might sound overwhelming. “How do I keep up with all the trends?” or “There’s always something new to worry about” are common concerns I hear from professionals in the hospitality industry. But the truth is, most of this pressure is self-inflicted. It’s an illusion.
Because for every new trend that appears, there are countless professionals ready to respond. For every new piece of technology, there are thousands of people who know how to use it. In our case, for every visual trend that emerges, there are photographers equipped with modern tools and ready to deliver.
That’s why I tell my clients in hospitality marketing: you don’t need to keep up with every trend. You just need to know who can execute them for you.
There’s no real excuse for a hotel to be using outdated, tired or irrelevant images. Times change, and so do visual standards. And you simply can’t afford to lose revenue, reputation or bookings because of a few old or poorly thought-out photos.
In this article, I’ll share five clear checkpoints to help you evaluate whether your hotel photography needs an upgrade.
1. Guests No Longer Recognize the Hotel from the Photos
If you’ve renovated rooms, changed the layout or simply updated the decor, those changes should be photographed immediately. The last thing you want is guests feeling misled when they arrive. It impacts trust and reviews.
As an example, this month I’m travelling to Seville to photograph a gym in a major hotel chain. Just a 20 square meter gym. We’re even waiting on the floor plans. That’s the level of care and authenticity needed to ensure guests are getting exactly what they expect.
The old Maximinus Bar and Lounge at Hotel Mundial in Lisbon. Photo by Author
The new Maximinus Bar and Lounge at Hotel Mundial. Photo by Author.
2. The Look of Your Photos No Longer Matches Your Brand
There are a few key signs your visuals may be outdated. Ask yourself:
Were these images taken years ago?
Do they look generic or uninspiring?
Is the lighting poor?
Do they feel staged or fake?
Visual language evolves quickly. If you answered yes to any of these, it’s probably time to refresh your images with photography that feels authentic, current and aligned with your brand’s message.
Five years ago this was considered a nice photo of the Hotel Restaurant. Now it’s severly outdated, both in style and technique. Photo by Author.
3. You’re Only Showing Generic Photos, Not Experiences
If your portfolio is made up of wide shots of rooms and spaces, but lacks atmosphere or intimacy, your images might not be doing enough.
Guests don’t just book square meters. They book experiences.
To fix this, add lifestyle photography, food and beverage, and wellness imagery. Ask your photographer to capture more detailed and emotional shots using longer lenses and shallow depth of field to create intimacy and mood.
Below you can see generic shots of an area and then some more close ups shots for intimacy.
4. Your Photos Don’t Fit Digital Campaigns or Social Media
Are your images being cropped badly, rejected by ad platforms or simply not working in digital formats? That’s a serious issue. It weakens your brand and your visual performance.
Have a conversation with your photographer. Be clear about the formats and campaigns you need images for. A professional will help you build a versatile image library with horizontals, verticals, negative space for text, and more. Most of us actually love planning that out for you.
5. Your Competitors Already Look Better Than You
Keep an eye on what other hotels in your category are doing. If they have more vibrant, modern, or story-driven visuals, chances are they’re capturing more attention — and more bookings.
Do a visual benchmarking session and get honest about where you stand. A good photographer can help you evaluate and reposition. One well-planned shoot could instantly put you back at the top of the decision list.
Conclusion
If you recognised your hotel in any of the points above, chances are you're already losing bookings. It’s strongly recommended to plan a photography update as soon as possible.
But don’t rush into it blindly. Work with a professional photographer who can audit your current visuals and help build a strategic portfolio of high-quality images that inspire trust, emotion and action.
Not sure if your hotel images are costing you bookings?
Ask me for a free visual audit.
I’ll review your photo portfolio and give you honest, professional feedback. Sometimes, one shoot is all it takes to turn things around.
Miguel Gomes is a professional hotel photographer, specialised in architecture, interiors, lifestyle, food and beverage, and drone photography.
