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.

Digital Photography-Do it Right the First Time

Doing it Right The First Time

Shooting photographs seems like it got easier since the advent of digital photography and Photoshop.

In the past when using film, every detail, every piece of dust, every product had to be perfect. Commercial photography was incredibly exacting and photographers were highly respected for their creativity and craftsmanship. You had to be on top of your game to make a living in this highly exacting and competitive field. You were as good as your last assignment.

Now with Photoshop, so-called photographer can make some of the worst mistakes without having to worry about looking foolish. Photoshop will fix it! Many clients think that all you have to do is buy an 8-megapixil camera and they can shoot professional quality photographs. On an amateur level they are correct, but on a professional level it’s a laugh. The camera never made the photographer. A professional photographer is a highly trained sophisticated artist. There was a saying from one of my instructors at Art Center, Charlie Potts: “Every Form, Every Line, Every Texture Must make a statement “. Not only does an exceptional photo make a statement, but it also needs to be graphically exciting.

Lighting, composition and of course concept has a great deal to with what makes a great photograph. These are elements in a professional photo that Photoshop can maybe enhance but can’t create. Many photographers rely so much on Photoshop to make their images rather than create it in the original. Clients really don’t know what they are getting until the photo artist finishes the creation in Photoshop.

If ever you want to see a knowledgeable art direct sweat just say to him these 8 infamous words “ Don’t Worry I Can Fix It In Photoshop “....

Dave Siegel

Siegel Photographic