Photo do’s and don’ts from the Kimpton Shorebreak
When Kimpton Shorebreak’s Sales Director Lizzie Raudenbush heard that her hotel was getting a renovation, the first thing she planned was a photoshoot.
“We did one of our photoshoots before the changes were even complete. We were that anxious to update all of our images on our website and also on Expedia,” Raudenbush said.
She was eager to promote the post-renovation style, but she was also concerned that their current gallery wasn’t telling the right story. “The photos that we had before just did not reflect the persona of the hotel. They were kind of dark,” she explained. “But we’ve always been this fun, surf-inspired hotel, part of the fabric of Huntington Beach. Our photos needed to be like us: bright, whimsical, and approachable.”
Her initiative paid off. The California hotel saw an 80% year-over-year lift in visitors to their listing from May, when they started updating photos, through the end of the year. Revenue Director Jason David attributes a portion of the lift to the photo updates, “We definitely saw a great improvement, particularly once we were able to update our imagery. Updating rooms is great, but it only matters once you get the word out through images.”
To help other Expedia partners learn from their success, the Kimpton team shared a few before-and-after photos.
Raudenbush says: We really wanted to emphasize the flow from lobby to restaurant. The new images are enticing for guests who are looking for a social vibe. They appreciate that we have a bar right off of our lobby.
Expedia says: Restaurants and dining areas are important to travelers, mentioned in more than 1 in 10 guest reviews.1 If your property has a restaurant or bar onsite, be sure to feature it visually to help your listing stand out.
GUEST ROOM BEFORE
GUEST ROOM AFTER
Raudenbush says: In addition to the new style, we really wanted to capture how bright and sunny our guestrooms are. You can see the sun streaming in, and the angle we chose is more flattering for the guest room.
Expedia says: Travelers rank guest rooms as the most important image when booking.2 To get the best photos, experiment with different angles. Take shots from eye level in each of the four corners of the room, and try shooting the bed straight-on from a lower angle straight-on, for a dramatic effect.
PRESIDENTIAL SUITE BEFORE
PRESIDENTIAL SUITE AFTER
Raudenbush says: Instead of trying to capture too much of the guestroom, we really wanted a beautiful image of the terrace that is inviting and makes you appreciate our proximity to Huntington Beach Pier.
Expedia says: Properties that use unique photos for each guest room type realize 11% higher conversion rates, on average.3 Give travelers a reason to upgrade by highlighting different room types’ unique views, bathrooms, sizes, sitting areas, or balconies in your photos.
1Expedia research, 2017, 2Hotels.com research, 2015, 3Expedia research, 2015
PRODUCT MARKETING MANAGER
Our photos needed to be like us: bright, whimsical, and approachable.