Photography and Hotel Marketing

Photographing resorts and hotels is an art, and images are the most

powerful sales tool the hospitality industry has. The problem is cost.

With the advent of Photoshop and digital photography some marketing

decision makers think that the photographic process has become so

easy that anyone with a digital camera can create a

picture for their promotions, but more knowledgeable marketing directors know the difference between a

professional photographer and an amateur with a digital camera who

proclaims himself a professional.

With new technology and the advent of Photoshop it seems that more and more

Resorts and Hotels are choosing less expensive photographers to produce

their promotional material. But they are finding that the quality of the photos, as well as the cold, unfeeling look of the images, is not saleable. For example, there is a new digital technique called HDR that allows

photographers to shoot images without having to light the subject (i.e., “shooting with available light”). Although the HDR procedure allows the photographer to shoot high contrast subjects without losing detail, the resulting image appears stark and unnatural. There is no “soul” or feeling in the photos, as is evident when an HDR photo is compared to a photograph that was composed by a professional using appropriate lighting.

The real cost of using inexperienced photographers using amateur techniques is much higher than it appears when you factor in the cost of lost sales and the reduced promotional impact. Obviously it will effect your bottom line. The fact is that in photography, like all else, you get what you pay for........

Dave Siegel

Siegel Photographic Inc.