09 Nov 2022
Words Christine Retschlag Informer 104

How to be a Hot Shot

Improve Your Website Search Ranking (And Property Sales)

If a picture is worth 1,000 words, Mauro Risch - known as The Hotel Photographer – believes “one perfect photo is worth 1,000 bookings”. Mr Risch is the preferred photographer for some of the top brands in the industry, including Intercontinental, Meriton and Wyndham.

We speak to this award-winning photographer about what constitutes the ideal accommodation shot and his top tips to make your property sing.

“It has been a very intense year for hotel photography so far. After a couple of years of repressed demand, the need for fresh content is at the highest level I’ve seen in Asia Pacific since moving to Australia more than a decade ago,” Mr Risch says.

“There are a lot of new properties on the market as well as lots of refurbished hotels, resorts and motels ready to tell their stories to guests who are just preparing for ‘revenge travel’.

 “The number of properties I have photographed this year is at a record high and it does not seem to be cooling down soon.

“It’s quite common to see hotel websites showing their product using the same image to describe different room types. We can all be limited by budget but be aware that this could be hurting your sales.

“Google will penalise your website for the use of duplicate content and bring your ranking to a lower position because of that.

“Also, if your guest is searching for a room, how can you justify the same room image with different room types and rates. Stop using duplicate images on your website as soon as possible.”

Mr Risch says most OTAs request at least four different images per room type.

Here’s list of suggested images:

• Room overall shot – find the best angles and time of day to shoot it

• Bathroom shot – Australians love seeing bathrooms

• Reverse angle shot – sometimes the most unorthodox angles work very well

• View shot – show them the window, city, hinterland, waterfront, river or simply the street view

• Room close up detail – beside table, desk, corner chair, lamp

• Balcony shot

• Lifestyle shot with model/s – it takes the production value to a whole different level and worth every penny

• Bathroom detail shot – amenities, towels, robe

“These things alone will most likely have a massive impact on your search ranking, moving your property up on the list/page,” Mr Risch says.

“Expand your storytelling visually. Show them. Tell as much of your story as you can and they will come.

“You should also consider short videos, 360 degree panoramas, time lapses and cinemographs. The more you tell them, the higher the chances to sell.” END