How are the trends in hotel photography developing and why does it play such a great role in the complete essence of hotel experience and the increase in the reservations of a hotel? We discussed with Mr. Vasilis Sarioglou, the recognized photographer and expert in the hotel photography in Greece.
Mr Sarioglou, you are an expert in a specific field, which is hotel photography. Can you tell us a bit about this chapter?
I was attracted in hotel photography because it includes a wide range of themes: photography of architecture, inner design, dishes and cocktails, models as well as events. So, itconstantly is a challenging process.
What is the most charming feature of hotel-resort photography?
The fact that you always try to find and present the beautiful, attractive element, what stands out and makes the potential guest choose that particular hotel.
Henri Cartier-Bresson said that takingphotos is like “setting up the eye, the brainand the hand on the same line”. How important is the photographic material in a hotel website for you?
As we already live in the era of image domination, photos are what will make the potential customer choose among the hotels that he can afford. In addition, impressive photos are what will keep the customer on the website for a longer period of time and make him search more and read about hotel facilities.
“Hotel photography has totally changed over the last years and many hotel owners are not fully aware of it yet”
Lately more and more people talk about hotel experience. Which are the means you use to embody the entire hospitality experience in a photo or a video?
In the first place, we need models to be able to give the hospitality experience in a more complete way. Thus, as customers sees the sense of happiness, satisfaction, wellbeing, fun, love and enthusiasm on their face and their posture incorporated in an idyllic hotel setting, they begin to imagine themselves in this hotel.
Why should hotel owners invest in a good photo shooting of their hotel?
A good professional photo shooting by a specialized photographer will bring more customers for a longer period of time and the hotel will be able to achieve higher prices. Moreover, a usual mistake I have seen in many hotel owners is the fact that they just look for the lowest price without associating it with the quality of the work of each photographer. In this way, they may get a better price for the work of a lower-quality photographer, but at the same time, they have to estimate the bookings they will lose from a mediocre photography work.
In which way can photographic material help a hotel stand out from competitive ones?
A simple photo shooting that will just capture the spaces of a hotel will not manage to depict the hotel atmosphere and its vibes. On the other hand, a photo shooting made by a specialized hotel photographer (and not just a professional one who works in weddings and baptisms) will focus on these hotel features that have to be highlighted more. Furthermore, even the discussion with the hotel owner will specify these particular hotel characteristics that make it stand out from competition and should be rendered in a modern. Lastly, as ahotel photographer, I notice the changes instyle, setup, scheme and difference in colours, as hotel photography has totally changed over the last years and many hotel owners are not fully aware of it yet.
Is there a “good” season for photography? What advice would you give your partners?
I would say early spring and the beginning of autumn is the best seasons for photos. This is when the weather conditions are better, with less humidity and clearer atmosphere, while the sun curve is lower, and as a result, the shadows are milder. In addition, as hotels are not full, it is more convenient for us to work in the spaces. Of course, the ideal for us is to make the photo shooting before the hotels open to guests, but this can rarely happen.
Photos with natural or artificial light; what would you choose?
Natural light is the key light. This is what gives rhythm to an image. However, in many cases the use of additional light is required in order to give that sense of Mediterranean light we have in Greece. The addition of artificial light has to be such that is only noticeable by the photographer. I often see photos taken by non professionals in hotel photography, who tend to add light in the inner part of a room in order to fill in the shadows and this is stronger than the lighting that comes from the window, so it immediately gives the feeling of fake light.
The right amount of artificial light, combined with the right angle and the adequate modification accessories are necessary in order to make the use of lights nice and not noticeable. At this point, I can tell you a small professional secret: the use of any additional light (usually flash) offers us a source of light with a stable colour pay off, so every object is depicted in a better way. When the natural light is mixed with the inner lights, we get several colours, from light blue to orange.
Have Instagram and mobile photography changed the game in photography?
Photography has been greatly changed by Instagram and mobile photography. New standards and new ways of photo shooting –faster, flexible and more affordable- have been created. However, the key point is still the creativity of the person behind the photo, his experience in solving several issues that arise during the process, as well as inspiration, the ability to combine, good taste, technical skills, communication skills, experience in the organization and coordination of teams, etc.
What is the new worldwide trend in the field of hotel photography?
Above all, cinema has influenced hotel photography. The process of color grading was a fundamental processing in movie productions for color and hue changing in the final result, aiming to offer the image a special style and a colouring away from the usual normal colours and hues. Likewise, this has started in hotel photography as well. We want to have new colour palettes. It is one of the elements that revive the image. Colour, especially when it has escaped its realistic dimension, works in a subconscious way for viewers, just like musical background in movies; it transmits feelings and brings up associations and other times. Moreover, it hasthe ability to transform a photo into a memory. It is a way to show guests that what they experience in the hotel will become an unforgettable memory.
“Colour, especially when it has escaped its realistic dimension, works in a subconscious way for viewers, just like musical background in movies; it transmits feelings and brings up associations and other times. Moreover, it hasthe ability to transform a photo into a memory.”
We know that you will soon organize relevant webinars. In which was will hotel owners benefit from this?
The webinar (the first will be held on 31 January) will be a presentation of the changes made in hotel photography over the last years. In fact, these changes are so crucial and fundamental that most hotels will have to update their professional photographic material by 60-80% is they want to keep a high level in marketing and claim a good part in the hotel market.
Which are the most representing pieces of work in your portfolio?
Avaton Suites, in Athens. Specifically for this space with the exceptional Acropolis view a special processing had to be made in order to present the view in the clearest way and in the same size the guests see it when they enter the space, at the same time. Generally, wide-angle lenses dramatically reduce the size of what is in the backdrop. Thus, the view becomes underrated, especially when that is the major advantage and key selling point of a space. Of course, it is not by chance that often these photos of mine represent the tourism market in Athens. In fact, recently one of my photos was used in the French version of ELLE DÉCOR.
Furthermore, other typical works of mine are: TUI Sensimar Blue Lagoon Palace in Chalkidiki for its clean and plain aesthetics, Palazzo Del Mare in Kos for its discreet luxury and lush garden, Oinoessa Lofou Traditional Houses I Cyprus for its curated renovation and the particularly tasteful incorporation of stone wall in a warm, cozy and noble space. Lastly, I would mention Megaron Hotel in Crete, where royalty and sweet nostalgia also revive in its spaces.
WHO IS WHO?
Vasilis Sarioglou studied Photography inMaster of Fine Arts (MFA) level at the Indiana State University in the USA and at Columbia College in Chicago. He has worked as ateacher at the Faculty of Photography of the Athens Τ.Ε.Ι., at the School of Fine Arts of the Aristotle University of Thessaloniki, the E.S.P. Photography School on Athens, the University of Nicosia in Cyprus and ΑΚΤΟ School in Athens.
He has participated in exhibitions of visual arts and και 2 Biennale of New Artists representing Greece. He started working in Athens in 1997. He has cooperated with the following magazines: MAX, ΜΕΤΡΟ, OFFICE, INSIDE, GREEK CONSTRUCTIONS, ARCHITECTURE, VILLAS, MYKONOS HOUSES, KTIRIO, etc. In 2018-2020 he published the digital magazine Architectural Icons, featuring architectural pieces from Greece & Cyprus.
