I certainly don ’ t see this phenomenon happening as much in other art forms , and it has been a fascinating process to watch . We all enjoy a good painting or listening to good music . However , there is not yet a device that , with a click of a button , assists us in creating a fresco painting or in writing an uplifting song .
These changes are not necessarily a bad thing for the industry . One of the most positive things that have emerged from these changes is that it has forced photographers , who wish to continue making a living as a working professional , to elevate their game both artistically and technically .
This phenomenon also has repercussions in the hospitality industry . Luxury hotel brands have run into similar problems as images that were considered cutting edge twenty years ago , most likely , are at best mediocre by today ’ s standards . It has become harder for luxury brands imagery to stand out , and we can all agree that imaging plays a substantial role in building a brand . Additionally , due to the growing number of photographers out there , selecting the right photographer has become very challenging . More prominent brands have even decided to step in and create a list of approved photographers
to provide some assistance .
In recent years I have focused my career exclusively in the area of luxury hotels . As a result , I have gathered valuable insights when it comes to successfully hiring photographers .
My insight comes from the other side of the fence , and I thought it would be interesting to share my perspective . Ultimately hiring the right photographer , whether it is to highlight food on a menu or to make a hotel ’ s interiors shine , it is the first step in the right direction .
1 . Choose a photographer who specializes in your needs . Photography is a big field with many specialties . I have re-shot many jobs where the client spent much of their marketing dollars hiring a very successful photographer , who did not specialize in luxury hotel photography . Food photography is an entirely different world from fashion photography , and architecture & interiors photography is worlds apart from wedding photography . In other words , if you need an outstanding professional athlete , don ’ t hire LeBron James if you are putting together a hockey team . This suggestion is surprisingly not as evident as one might think .
2 . Ask photographers to submit a job that they have previously completed . Requesting to see prior completed work , in addition to an online portfolio , is the best way to determine the quality of the images a photographer can produce . Most commercial photographers have a professional website with private galleries including all the photos from a single job . As an example , it can help determine how the photographer adequately addresses challenging lighting situations along with styling abilities . It is often easier to present a small selection of beautiful rooms that offer no challenges .
The Metropole Hotel , Brussels
16 ILHA