How to choose a professional photographer for your hotel?

In 2025, choosing a photographer for your hotel is not an aesthetic decision. It is a strategic decision.

Most travelers don’t read. They scan. And the first thing they scan is the images. It doesn’t matter how many stars you have, what mattresses you use or how many awards you’ve won. If your photos don’t convey the real experience of your accommodation, you will lose bookings. And you won’t even know it.

The worst: many hotels still make the mistake of hiring the cheapest or the closest photographer, without knowing if he really understands what an accommodation needs to sell more.

This article is for you if:

• You have a boutique hotel and need to stand out visually in a competitive market.

• You are a hotel chain manager looking for consistency and efficiency in the image of your properties.

• You are launching your first hosting and want to avoid expensive mistakes from the start.

It’s not about having “good pictures”. It’s about having images that convert.

Here’s how to choose the right photographer to achieve it.

01. It all started with a customer complaint.

“The photos don’t look like the real thing.” That was the first sentence Clara, manager of a boutique hotel in Granada, read in a Booking review. And she wasn’t the only one. The images on their website showed dark rooms, cold colors, a lifeless pool. The reality was different: natural light through the windows, carefully chosen furnishings, details that spoke of comfort. But the photos didn’t tell the story.

Clara had not hired a specialized photographer. She had chosen a friend’s cousin who did weddings on weekends. Cheaper, yes, but the result was costing her bookings.

02. Why does professional photography matter so much in 2025?

Because in an oversaturated market, first impressions are made in seconds. According to data from TripAdvisor and Expedia, 72% of travelers say that photos directly influence their booking decision. And a Booking study revealed that properties with professional images increase their conversion rate by 20-25%.

Photos don’t just show: they sell.

03. What differentiates a photographer specialized in hotels?

Much more than meets the eye.

A generalist photographer may have a good eye, but does not necessarily know how to capture the atmosphere of a room, emphasize spaciousness without distorting proportions, work with natural and artificial light at the same time, or show the details that arouse desire: a perfectly folded towel, the texture of wood, the reflection of the sun in the pool.

Luis Lemc, for example, has worked with rural accommodations in Andalusia, charming boutique hotels and rural houses that needed to stand out on Booking, Airbnb and his own website. In each session, he adapts his approach according to the type of client the hotel wants to attract: romantic getaways, travelers looking for disconnection, families who value visual comfort.

04. Key questions to ask before hiring a professional photographer

• Have you worked with hotels or tourist accommodations before?

• Can you show specific examples of photographs that have improved bookings?

• Do you have references or case studies?

• Do you understand the technical requirements of platforms such as Booking, Airbnb and Google Hotels?

• Do you understand the lodging brand identity and can you translate it visually?

05. Comparison: generalist photographer vs. specialized hotel photographer

06. Quick comparison: Professional photos vs. cell phone photos

07. Checklist: What should a good hotel photographer have?

• Previous experience in lodging photography
• Knowledge of booking platforms and their visual requirements
• Proficiency in natural and artificial lighting
• Ability to direct the ambiance of spaces (without invading them)
• Delivery of images optimized for web and social networks
• Punctuality and professionalism at all stages of the project.

08. The most expensive mistake: underestimating the value of the image.

Back to Clara. After months of lukewarm reviews and irregular occupancy, she decided to invest in a new photo shoot. The result was immediate: +23% direct bookings in two months. And that’s without investing one euro more in advertising. Just updating the images on your website and platforms.

Many hotels invest in renovations, amenities, decoration… and then communicate all that with mediocre photos. It’s like writing a great book and putting a poorly printed cover on it.

09. Visual trends for 2025: less filters, more truth

Images with excessive editing or false promises are in decline. The traveler of 2025 is looking for authenticity. They prefer photos that convey real warmth, naturalness and details that anticipate experiences. Images consistent with the actual experience increase post-booking satisfaction and decrease complaints.

10. The ROI of hiring a specialized photographer

The investment in professional photography not only pays off: it multiplies. A well-executed reportage can:

• Increase direct bookings (no commissions)

• Improve position on platforms (better CTR)

• Decrease cancellations (clearer expectations)

• Improve the overall perception of the service

11. Practical conclusion: how to move forward today

Before hiring someone based on proximity or price, review their portfolio with a critical eye. Evaluate if they understand what your accommodation needs to communicate. Ask for concrete results. Ask for a proposal designed for your type of client.

If you are in Andalusia or Murcia, and you are looking for a photographer who understands the language of your hotel, who combines technique, visual narrative and strategy, you can write to me.

My name is Luis Lemc. And my job is to help you show your hotel with the beauty and clarity it deserves.

📩 Write to me for a no-obligation proposal: Contact me