Hotel Photography
GUIDELINES
TABLE OF CONTENTS
Before the Shoot3
Initial Planning3
Day of Shoot3
Standard Photo List3
Photography Essentials4
Delivery4
Specifications4
Choice Virtual Tours5
Retouching5
Naming Conventions5
Composition5
People6
Obstructions6
Third Party Signage/Plaques
6
Miscellaneous6
Photography Guidelines7
Exterior7
Lobby7
Business Center8
Refill8
Restaurants / Breakfast Areas
8
Bar9
Meeting / Event Space
9
Guest Rooms9
Fitness Room10
Pool / Courtyard11
Detail Images11
Destination Photos11
General Notes and Tips
11
Exteriors11
Interiors13
© Choice Hotels International® 2014
Before the Shoot
INITIAL PLANNING
• Call the property to schedule the date and time
of the photo shoot within the Choice scheduling
calendar
• Get day of shoot point of contact
• Ensure that all photographers have the
appropriate equipment
• Determine areas to be photographed.
CREATING YOUR SHOT LIST
• Determine shots from the Standard Photo
List
• Have a wish-list of 3-5 additional shots you
and the property would like in the event another
image cannot be photographed or if there is
available time.
LEGAL AGREEMENTS
• Have model releases on hand for any
employees or persons appearing in a photo.
• Have destination release on hand if needed.
Day of Shoot
STANDARD PHOTO LIST
Photographer must make all reasonable attempts
to obtain a room list from the property to ensure
that all unique room types will be shot. If this is not
possible, or if photographer has any other issues,
please inform CHI.
All areas within the Standard Photo List are
mandatory (if applicable to the property). Only
on-site hotel features should be photographed
and submitted. Use this list to formulate your initial
shot list. You may offer other angles within each
area for consideration.
A. EXTERIOR
Include number 1. Numbers 2-5 if applicable.
1. Blue-hour (dawn or dusk), full-view angle
2. Daytime full-view angle OR:
3. Tight angle featuring exterior signage
4. Blue-hour tight angle
5. Daytime angle featuring local area if scenic (i.e.
water or mountain features)
B. LOBBY
Include numbers 1, 2 or 3. Numbers 4-6 if
applicable.
1. Wide angle featuring main seating area with
fireplace feature and windows OR:
2. Wide angle featuring main seating area
shooting toward the front desk
3. Tight, aesthetic angle of seating area
capturing interesting background textures and
contrasting fabrics
4. Vertical angle of seating area to capture
suspended lighting feature
5. Tighter angle of front desk registration area
framed by one of the lobby seating areas
6. Wide angle of seating area with view of bar/
restaurant area in the background
C. BUSINESS CENTER
Include numbers 1 or 2.
1. Angle including computer work-stations in
relation to lobby seating areas OR:
2. Tight angle of work station with aesthetic
blurred background
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D. MARKET/SNACK BAR
Include numbers 1 or 2. If area is easily visible in
a lobby view, it may, at the discretion of CHI, fulfill
this requirement.
1. Tight shot of entrance to Market/Snack Bar
showing signage and product
2. Wider shot of Market/Snack Bar in
conjunction with immediate surroundings
E. BAR / RESTAURANT
Include number 1. Numbers 2-5 are optional.
1. Wide angle capturing Bar and Restaurant in
relation to each other
2. Angle showing Bar only
3. Angle showing Restaurant only (dinner set)
4. Detail angle of Bar
5. Detail angle of Buffet fully set for breakfast
F. MEETING / EVENT SPACE (IF
APPLICABLE)
Include numbers 1-3. Numbers 4-6 if applicable.
1. Business meeting set (Classroom, Theatre, or
U-shape)
2. Social set
3. Boardroom (if available)
4. Business Lunch
5. Outdoor Business or Social set
6. Additional Business meeting set
G. GUEST ROOMS
Include numbers 1-3. Numbers 4-6 if applicable.
1. Double-Double Guest Suite shooting toward
windows, including television
2. King Guest Suite shooting toward windows,
including headboard
3. Angle encompassing kitchen area showing
seating and sleeping areas in the background.
4. Detail of work area
5. Detail of seating area with television
6. Detail of kitchen area
H. FITNESS AREA
Include numbers 1 and 2.
1. Fitness Center wide angle
2. Fitness Center Detail (weights, machines)
I. POOL / COURTYARD AREA (IF
APPLICABLE)
Include numbers 1 and 2. Numbers 3-5 if
applicable.
1. Outdoor Pool wide
angle
2. Pool Detail (deck
chairs, drink from
bar on side table)
J. BREAKFAST AREA
Should have at least two
angles:
1. Seating area
2. Breakfast bar with food setup
Photography Essentials
DELIVERY
CHI qualified vendors will submit professional
photography directly to CHI within two (2) weeks
of photo shoot date.
SPECIFICATIONS
To comply with online and print photography
standards requiring professional photography for
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distribution, vendor must submit high resolution
photos.
• Still Photos - File Type: JPEG
• Resolution: 300 dpi
• Image Size: 10” w by 8” h (25.4 cm by 20.3
cm)/ minimum 3000 pixels wide
• Quantity: Vendor must submit 30-40 photos.
Allowances will be made for smaller properties
or other special circumstances.
•Content: Photos of all hotel
features listed in the photo list are
mandatory when available.
•
Processing: Photos
processed with High Definition
Range (HDR) filters are not acceptable. This
creates an artificial, over processed look. A
mid-range image should be selected with
shadow areas lightly brushed in, and overexposed highlights lightly brushed out.
CHOICE VIRTUAL TOURS
• File Type: JPEG, Multiple Shots, Stitched into 1
Spherical image
• Image Size: Base unstitched files should be
left in their highest shot resolution to preserve
quality.
• Quantity: 1 tour per
• Guest room type
• Lobby
• Breakfast area
• Pool/Hot Tub
• Exterior
• Other significant area (restaurant, bar,
fitness center ect…)
RETOUCHING
• Images should not have a processed or
“photoshopped” look to them. CHI does
not want to misrepresent any of our properties
to our customers. However CHI understands
that retouching may be necessary, common
approved retouching would include:
• Removing unwanted items such as
garbage cans and brochure racks
• Removing warning signs
• Smoothing over wrinkled bedding
• Removing items from parking lots or
retouching parking lots
• Adjusting lighting or exposure
• Sky adjustments
• Photos that do not meet the quality standards
set within this package and therefore require
further retouching will be sent back to the
vendor for adjustment or a reshoot.
NAMING CONVENTIONS
• All photos and virtual tours must be uploaded
with Choice standardized naming conventions
• Photos: (Property Code)(Room Type)(Photo
Number) ex. AZ123MSTRSUTQN123
• Virtual Tours: (Property Code)VT(Tour
Category) ex. AZ123VTPOOL
COMPOSITION
Format
• Landscape (horizontal) format is standard.
• Portrait (vertical) format can only be used
when a vertical photo significantly strengthens
composition, as determined by CHI and must
be submitted in addition to a horizontal format
of the same subject.
Lens selection
• Standing back and zooming in creates a
more upscale look than shooting as wide as
possible.
• Avoid overuse of wide-angle shots. If a space
is small, avoid showing the entire room in
one angle; instead focus on key features
and creative composition. As in fashion,
photography is more alluring when something is
left to the imagination.
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• For detail images, use shallow depth-of-field
to highlight the focal point while maintaining
a sense of place with an out-of-focus
background.
• Provide a variety of viewpoints across your
photo library. Not all shots are best captured
at eye-level. Low viewpoints can often create
a more upscale, imaginative look. An elevated
viewpoint is excellent in areas with high ceilings
and outdoor shots; it opens the view and keeps
furniture and other elements from stacking and
crowding the shot.
Lighting
• Photos shall incorporate professional lighting
or lighting techniques and where necessary
be color corrected, showing only appropriate
shadows.
• No under- or over-exposed photos will be
accepted.
• Night photos (before dawn or after dusk, i.e.
when sky is black) will be accepted on a caseby-case basis.
• Incorporate blue-hour shots for exterior shots
(overall hotel and pool) and interior shots
(lobby seating, bar, guest room) as scheduling
permits.
Styling
• Images are to be styled to reflect the
uncomplicated, simple, and inviting signature of
the Choice brands.
• Items to be cleared from every shot include
seasonal décor, media materials (rack cards,
banners, point of sale materials, table tents,
ads, signage), paper products in breakfast area
(forks, plates, napkins, plastic ware), dome
lids on breakfast food items, garbage cans,
ashtrays, plastic ice buckets and cups, and
irons and ironing boards.
• Existing furniture should have generous
spacing as the camera tends to compress
and flatten an image, making rooms look
crowded and confusing. Furniture may need
to be rearranged, removed, or limited in some
cases (restaurant/bar tables or meeting sets for
example), to keep an open, inviting look.
PEOPLE
• Unless otherwise permitted by CHI, photos
shall not include people.
• Optionally, alternate photos with a front desk
associate in approved uniform behind the front
desk, and/or a bartender behind the bar, may
be submitted for consideration. Photo will be
reviewed and approved by CHI on a case by
case basis.
• Models in photos should not look directly at the
camera
• Signed model release authorization forms must
accompany all photos with people in them.
OBSTRUCTIONS
Minimize distractions and obstructions in frame
(both foreground and background) that detract
from the composition and/ or potentially date
the photo. These can include but are not limited
to: trees, signposts, streetlights, parking lots,
cars, driveways, seasonal décor, garbage cans,
ashtrays, banners, promotional materials, etc.
THIRD PARTY SIGNAGE/PLAQUES
Third party (e.g. AAA, Trip Advisor, Chamber of
Commerce) signage/plaques cannot be included in
photographs.
MISCELLANEOUS
• All signage and materials using brand logos
must meet current brand standards.
• Landscaping/Grounds included in exterior
angles must be well-maintained and in-season
(i.e., no brown grass, bare trees, etc.).
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Photography Guidelines
EXTERIOR
• Exterior shots should focus on the best view of the property.
• Signature exterior shot must be at blue hour.
• Compose the angle in a way which avoids obvious obstructions.
• A vertical image may only be submitted in addition to a horizontal one.
• At least one exterior angle submitted must show brand signage.
• Images submitted must not include signage of another hotel.
• In at least one submission, composition should give a sense of
surroundings.
• Avoid distortion of the building from shooting too close with a wide-angle
lens. An exception may be made when purposely done to achieve a
dynamic view.
• Provide a means for the photographer to achieve an elevated angle if
at all possible (i.e. from a nearby parking garage or building rooftop, a
cherry-picker, etc.)
• Landscaping must be updated and/or maintained just prior to the photo
shoot.
• Block parking in proximity of exterior to keep images clear of cars.
• Remove all garbage cans and ashtrays.
• Remove all seasonal décor (Christmas lights, holiday decorations).
• Exterior marquee signs should be off (if electronic) or blank.
• Airport van photos may be included if Choice Hotels International® is the
only brand represented on the van. Van must be clean and in like-new
appearance and consistent with current brand standards for van wraps.
LOBBY
• Remove all media materials (rack cards, banners, point of sale materials,
table tents, ads, etc.).
• Carpets and flooring must be freshly vacuumed, swept, buffed, etc.
• Front desk photo when available. If present, remove all materials from
the desk. Clear all visible items from behind the front desk also.
• If floral arrangements are included, they must be modern and clean.
Avoid old-fashioned, busy arrangements.
• If there is a Market Place and it is visible, shelves and cases must be fully
stocked. Avoid prominent display of brand logos.
• Remove all seasonal décor (Christmas lights, holiday decorations).
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• Arrange seating areas to be open toward the
camera.
• Couch or chair pillows should be fluffed,
smoothed and placed upright and squared to
the back of the chair or couch. For two pillows,
they should be placed together, overlapping,
either to the left or right. For three, all may be
placed to one side, or two on one side and one
on the other. Avoid making a deep ‘v’ in the
center of the pillow.
• Minimize lamp cords for easier, cleaner postproduction.
• All visible lighting must be turned on.
• Visible lamp shades must be straightened with
seams turned away from the lens.
• If outdoor views are undesirable, allow windows
to slightly blow out.
• Curtains must be hanging straight. Sheers,
if present, must be closed unless there is a
destination view. If sheers are open, they must
be visible past the curtains.
• Tables must be clear of clutter. If necessary, or
provided by property, a focal point such as a
large, decorative bowl, may be included.
• Do not prop with luggage or personal articles.
BUSINESS CENTER
• Remove all media materials (signage, rack
cards, banners, point of sale materials, table
tents, ads, etc.).
• Computer monitors should be off.
• All cables must be hidden: tucked up and taped
under the desks, behind the monitors, etc.
• Do not prop with personal items: coffee cups,
notebooks, pens, etc.
• Chairs should be squared to the desks or
angled slightly open. If adjustable, they must all
be the same height.
• Keyboards and mice should be squared to the
monitor. Cables hidden as much as possible,
appearing neat and tidy.
• Minimize lamp cords for easier, cleaner postproduction.
• All visible lighting must be turned on. Use
multiple exposures to capture detail in lighting
fixtures.
• Visible lamp shades must be straightened with
seams turned away from the lens.
• If background is visible, use shallow depth-offield to put slightly out of focus.
REFILL (IF APPLICABLE)
• Shelves and cases must be fully stocked.
Avoid prominent display of brand logos (angle
prominent logos to the right or left out of the
view).
• Include Refill signage.
• Visible floors must be swept and buffed;
carpets vacuumed.
RESTAURANT / BREAKFAST AREA (IF
APPLICABLE)
• Remove some tables if necessary to avoid
overcrowding the photo.
• Room should be set close to Brand Standards,
with adjustments to accommodate camera
angle.
• For breakfast images, If Buffet is visible, it
should be fully stocked, displaying breakfast
items and signage that meet respective brand
standards.
• Food must look fresh and be displayed in a
pleasing manner.
• Chafers may be closed if Buffet is in the
background.
• For dinner images, buffet area should be
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MEETING / EVENT SPACE (IF APPLICABLE)
cleared and not featured prominently in the
shot.
• Tables should have a basic breakfast or
dinner set to reinforce the restaurant feel and
distinguish it from complimentary, self-serve
breakfast brands.
BAR (IF APPLICABLE)
• Bars are to be clear of all straws, papers, drink
and service accouterments.
• Surfaces must be cleaned and polished.
• If the work area behind the bar is visible, area
must be cleared of stacked glassware around
the sinks, bottles, anything that rises up above
the bar itself.
• The back of the bar must be neat and orderly.
Bottles on display must be full and not
overcrowded. Glassware must be organized
and not overcrowded.
• Televisions must be turned off and free of glare
(may be taken care of in post-production by the
photography vendor).
• Tables included in the shot must be clear
of everything: menus, paper items, bottled
condiments.
• The Bar and long gathering tables may
include low, simple candle treatments or low,
masculine, simple floral treatment if included in
hotel décor (i.e. wheatgrass, cacti, single large
bloom in shallow, clear square).
• Set up room/space as if a function was taking
place: classroom, theatre, u-shape, etc.
• The set-up should be started in the center of
the room then built out with generous spacing.
• All chairs, tables, pens, glasses, candy dishes
must be lined up precisely.
• Skirting, if used, must be floor-length, pressed,
and in excellent condition with no obvious
stains or tears.
• Do not show projectors or projector tables.
• Podiums should be in pristine condition.
• Boardrooms should feature Executive sets for
an upscale look (blotters, larger pads, bottled
water, etc.).
• Boardrooms may feature modern conference
phone.
• For social setups, allow generous spacing
between tables.
• Table rounds must have floor-length, flatpressed, wrinkle and crease-free tablecloths.
• When possible, if white linens are desired,
use ivory, as they will show up white in the
final image but are better able to hold detail in
draping, patterning, etc.
• If rounds of 10 are used, only set for eight. If
rounds of eight are used, only set for 6, etc.
• Use at least two glasses in table settings for
evening functions.
• Napkin folds should be flat, elegant and simple
with one or two vertical or horizontal pleats.
• Avoid old-fashioned centerpieces for social
set-ups.
• Avoid large, white flowers in centerpieces.
GUEST ROOMS
• Guest rooms must meet all current brand
standards (e.g., bedding). Images of rooms
that do not meet brand standards must be
submitted or replaced within thirty (30) days of
Choice Hotels® Photography Guidelines
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required implementation date.
• Bedding must be immaculate. All whites must
match (avoid discolored or faded bedding). All
must be flat pressed, and then ironed again
once on the bed. No wrinkles!
• Edges of bedding, sheets when visible, bed
skirting, must either hang straight or be tightly
tucked under the mattress per Brand guidelines
and wrinkle-free.
• Bed pillows must be wrinkle free and arranged
squared, upright, to the headboard.
• Do not shoot with a wide-angle lens. This
will create runway-looking beds, and does
not provide a comfortable, relaxing, upscale
feel. Note the required angle specifics in the
Standard Photo List under Guest Suites.
• If there are A/C or heating wall units in any of
the rooms, please use appropriate methods to
shoot around them and not highlight the units.
• If there are A/C or heating wall units and you
are unable to get the appropriate shot without
them, please ensure that the control panel
covers are closed.
• Remove all paper materials. Plastic ice buckets
and cups, and irons and ironing boards must be
hidden. Notepads and pens are okay.
• If a laptop is used, it must be new, modern.
• Carpets and flooring must be freshly cleaned.
• No floral arrangements unless included in the
Brand package.
• Arrange seating areas to be open toward the
camera.
• Couch or chair pillows should be fluffed,
smoothed and placed upright and squared to
the back of the chair or couch. For two pillows,
they should be placed together, overlapping,
either to the left or right. For three, all may be
placed to one side, or two on one side and one
on the other. Avoid making a deep ‘v’ in the
center of the pillow.
• Minimize lamp cords for easier, cleaner postproduction.
• All visible lighting must be turned on. Use
multiple exposures to capture detail in lighting
fixtures.
• Visible lamp shades must be straightened with
seams turned away from the lens.
• If outdoor views are undesirable, allow windows
to slightly blow out.
• Curtains must be hanging straight. Sheers,
if present, must be closed unless there is a
destination view. If sheers are open, they must
be visible past the curtains.
• Window views, if included, must not be overprocessed or fake-looking.
• Tables must be clear of clutter. If necessary, or
provided by property.
• Kitchen areas should be cleaned, polished,
appliance cords hidden, and featured beverage
services neatly arranged (if applicable).
• Do not prop with luggage or personal articles.
• Televisions must be turned off and free of glare
(may be taken care of in post-production by the
photography vendor).
FITNESS ROOM
• Make sure fitness equipment is not cut off from
shots.
• Equipment must be neatly and accurately
aligned.
• Remove wastebaskets and all paper items.
• Visible towels must be identically folded and
placed neatly.
• Avoid stacking of cups with water coolers.
• Hand weights must be precisely organized and
in excellent condition.
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• If outdoor views are undesirable, allow windows
to slightly blow out.
• Curtains must be hanging straight. Sheers,
if present, must be closed unless there is a
destination view. If sheers are open, they must
be visible past the curtains.
• Window views, if included, must not be overprocessed or fake-looking.
• Televisions must be turned off and free of glare
(may be taken care of in post-production by the
photography vendor).
POOL / COURTYARD
• Pool furniture must be precisely organized
along the side of the pool. It must be in neat
and in good condition.
• Side tables must be cleared.
• Towels should be either folded and placed
neatly at an angle on the end of the chair,
draped over the back, with all towels hung in an
identical way, or removed altogether.
• Open patio umbrellas.
• Clear pool of all debris, toys, flotation devices,
etc.
• Hot tub must be turned on if visible.
• Existing plants must be rotated to show best
condition and carefully placed to accent the
shot.
DETAIL IMAGES
• Use shallow depth-of-field to highlight the focal
point while maintaining a sense of place with an
out-of-focus background.
• Subject matter should include upscale, yet
playful, design elements or capture experiential
moments.
• People may be included in the background,
but they must be significantly out-of-focus.
(I.e., a detail of drinks at the bar with bartender
shaking a martini, or 2 or 3 people engaged,
laughing, drinks in hand in the background.
DESTINATION PHOTOS
• Destination Authorization Forms must
accompany all destination photos.
• Signed property-release forms, model releases,
and/or up-to-date usage rights must be
provided by the property.
• Destination photos will be accepted on a limited
basis at the sole discretion of CHI.
General Notes
and Tips
The following are general notes to aid
photographers in portraying Choice Hotels
properties. Though every hotel will present its
own unique situations and challenges, please
use these notes as a guide so that photos taken
at all properties will maintain the consistent look
required for each individual brand.
EXTERIORS: LIGHTING
Exteriors should be shot in natural light, and shot
as close as possible to “Blue Hour,” the hour after
dawn and the hour before sunset. The hotel should
be shot with sunlight on the front of the building,
and the sun should be high enough to not cast
intrusive shadows from nearby buildings and trees.
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EXTERIORS: GENERAL GUIDELINES
EXTERIORS: ANGLES & PERSPECTIVE
EXTERIORS: FRAMING
The hotel exteriors work best when they are shot
at ≤ angle to the front entrance, with the camera
between 4’ and 5’ off the ground to dramatize the
perspective away from traditional “eye level.” The
camera should be tipped upward slightly to give
the building a heroic appearance, but not so much
that the vertical lines significantly converge in
perspective.
The front entrance and logo on the hotel sign are
the key features to capture for the “hero” exterior
shot. Additionally, at least a portion of the rest of
the building should be featured, ideally a corner
and second side of the building. Allow enough
pavement in the foreground to give the building
a reference point, but the majority of the frame
should be filled with the building and sky above
equal to twice the amount of pavement in the
bottom of frame.
EXTERIORS: LENS SELECTION
Choosing a lens for exteriors is far more subjective
than when shooting interiors. Ideally, the location
will give you enough space to move back from the
building to avoid using a wide-angle lens, keeping
the lines of the building “square” while being able
to show the entire exterior. If this is not possible,
use the tightest lens possible to capture the entire
front facade.
EXTERIORS: LOCATION PREPARATION
When possible, work with hotel management to
keep the front of the building free of vehicles for
the exterior shots. In addition, clear the area of
any garbage, signage or trash containers when
feasible.
• Focus on the most flattering area of exterior.
• Take at least one exterior photo with brand
signage. The front entrance and logo on the
hotel sign are the key features to capture for
the “hero” exterior shot. Additional optional
exterior photos are not required to show brand
signage.
• At least a portion of the rest of the building
should be featured, ideally a corner and second
side of the building.
• Allow enough pavement in the foreground to
give the building a reference point, but the
majority of the frame should be filled with the
building and sky above equal to twice the
amount of pavement in the bottom of frame.
• Fill frame as best possible.
• Always get front of building and entry way.
• Film any courtyards or nicely landscaped areas
when available.
• Photoshop sky if necessary. Exteriors should
be shot in natural light, and shot as close as
possible to “Blue Hour,” the hour after dawn
and the hour before sunset. The hotel should be
shot with sunlight on the front of the building,
and the sun should be high enough to not cast
intrusive shadows from nearby buildings and
trees.
• Crop out asphalt if possible.
• Third party (e.g. AAA, Trip Advisor, Chamber
of Commerce) signage/plaques cannot be
included in photographs.
• Exterior marquee signs should be off (if
electronic) or blank. Photoshop out any
competitor hotel signage, power lines, garbage
cans, newspaper receptacles, ashtrays, asphalt
cracks, etc.
• Whenever possible, work with hotel
management to keep the front of the building
free of vehicles for the exterior shots. In
addition, clear the area of any garbage, signage
Choice Hotels® Photography Guidelines
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or trash containers when feasible. Landscaping
must be updated and/or maintained before
photo shoot.
INTERIORS: LIGHTING
Interiors should be portrayed as bright and inviting
spaces. Whenever possible, natural light and
ambient light cast from the hotel fixtures should
provide the majority of illumination. Use of flash
is acceptable, but should be used judiciously to
softly fill and brighten the darkest shadow areas.
Too much flash and bounce light has been used
previously, and tends to flatten the rooms and
remove depth and texture from the scene. Fill-light
should only augment the scene, not be the primary
source in the lighting ratio. No under or over
exposed photos will be accepted. Night photos
will be reviewed and approved on a case-by-case
basis.
INTERIORS: ANGLES & PERSPECTIVE
Interior spaces should be framed in a way that
makes them appear open and inviting. Avoid
“square on” shots, instead moving slightly
off center to shoot at an angle to emphasize
perspective, drawing the viewer into the
space. Whenever possible, the camera should
be positioned near where a customer would
realistically experience the space, and at a height
that showcases the features of the room with
interest, usually between 4’ and 5’ off the ground
to dramatize the perspective from traditional “eye
level.”
INTERIORS: LENS SELECTION
You will often be limited in your camera position by
the size of the area you are in, so when choosing
a lens, gravitate toward wider-angle selections
to show as much of the space as possible and
to also emphasize the depth of the area you are
shooting. Do not go to an extreme, however, or
use a lens that in any way distorts or unrealistically
portrays the scale of the area you are portraying.
We want to showcase our properties in the best
way possible, but want to be sure we are not
misrepresenting what a traveler will experience
when they arrive at our hotels.
INTERIORS: GENERAL INFORMATION
• Shoot a minimum of three photos per
category.
• Shoot from a variety of angles. Avoid “square”
shots, instead moving slightly off center to
shoot at an angle emphasize perspective,
drawing the viewer into the space. Whenever
possible, the camera should be positioned near
where a customer would realistically experience
the space, and at a height that showcases
the features of the room with interest, usually
between 4’ and 5’ off the ground to dramatize
the perspective from traditional “eye level.”
• Photos should not include:
• People, unless otherwise permitted by
Choice Hotels International (CHI).
• Optionally, an alternate photo with a
front desk associate in approved uniform
behind the front desk may be submitted
for consideration. Photo will be reviewed
and approved by CHI on a case by case
basis.
• Photos with models/talents will need to
include release authorization and will be
reviewed by CHI on a case by case basis
as well.
• Garbage cans
• Marketing/media materials (rack cards,
brochure racks, etc.)
• Televisions and computer monitors must be
turned off.
Choice Hotels® Photography Guidelines
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• Clear pool of all debris, toys, flotation devices,
etc.
• Hot tub must be turned on.
• Take separate shots that focus on the pool and
hot tub.
• Try to get a shot that doesn’t show fencing or
parking lot in the background.
• Photoshop out any toys and debris floating in
the pool.
• If possible, Photoshop out signage with “rules”
and “warnings” and “depth” of pool.
BREAKFAST AREA (IF APPLICABLE)
• Do not shoot in the dark. Whenever possible,
natural light and ambient light cast from the
hotel fixtures should provide the majority
of illumination. Use of flash is acceptable,
but should be used judiciously to softly fill
and brighten the darkest shadow areas. Too
much flash and bounce light has been used
previously, and tends to flatten the rooms and
remove depth and texture from the scene. Filllight should only augment the scene, not be the
primary source in the lighting ratio.
• Photoshop out any AAA signage, hotel banners,
etc.
ROOMS AND SUITES
• Shoot photos that show the entire room.
• All window coverings should be open. Curtains
and blackouts (if present) must be open. Sheers
(if present) must be closed.
• Regular rooms should have at least two angles:
• Suites should have additional shots of
kitchen areas, living rooms, seating areas,
hot tubs, etc.
• MainStay® and Suburban® brands must
have kitchen shots included.
• Try not to get shots that show the bathroom.
• Make sure bedding is neat and complete.
• Photoshop or crop out any garbage cans, phone
books, luggage racks, irons/ironing boards,
power cords, literature on beds, stains, etc.
POOL AND HOT TUB
• When possible, make sure the entire pool is in
the shot (don’t cut off).
• Patio furniture must be neat and in good
condition.
• Open patio umbrellas.
• Should have at least two angles:
• Seating area
• Breakfast bar with food setup
• Area should be fully stocked, displaying
breakfast items that meet respective brand
standards.
• Food must look fresh and be displayed in a
pleasing manner.
• Dome lids must be off food items. Paper
products like forks, plates, napkins, etc. must
be removed.
• If the hotel has a restaurant, don’t label these
photos as “breakfast.”
MEETING ROOM AND BANQUET AREA
• Photograph all available meeting rooms,
banquet rooms and boardrooms.
• Whenever possible, room should be set up as if
an event is taking place.
• Make sure table coverings and chairs are neat
and matching.
• Try to take shots that show audio/video
equipment, dance floors, creating set up and
other meeting/ banquet room amenities.
• Stacked chairs should be removed.
Choice Hotels® Photography Guidelines
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• Try to obtain shots that showcase the entire
area/room.
• Get best angle to make room look as large as
possible.
• Photoshop or crop off signage with “rules” and
“warnings.”
• Television in fitness room must be turned off.
MISCELLANEOUS AREAS
Good to have, but not required:
• Courtyard
• Game room
• Sauna
• Gazebo
• Gift shop
• Convenience store
• Any other special features
• Airport van photos may be included if the
Choice Hotels Brand is the only brand
represented on the van. Van must be clean and
in like-new appearance and consistent with
current brand standards for van wraps.
RESTAURANT AND BAR
• Should be set up as if the area is open.
• Shoot a variety of angles whenever possible.
• Show bar and restaurant if both area available.
• Get shots showing pool tables, dart boards,
dance floor, bandstand, etc. if available.
• Only photograph the restaurant/bar if on site,
i.e. part of the hotel.
LOBBY AND FRONT DESK
• Take shots of both the front desk and seating
area(s) when available.
• Try not to get shots of the front desk straight
on.
• Include special hotel features like fountains,
winding staircases, etc. when available.
• Media materials (rack cards, banners, point of
sale materials, table tents, ads, etc.) should be
removed.
BUSINESS CENTER
• Computer monitors must be turned off.
• Try not to get extreme close up of computer or
desk.
• When available, try to include additional
amenities in shot (printer, fax machine, etc.).
• Media materials (rack cards, banners, point of
sale materials, table tents, ads, etc.) should be
avoided.
Thank you for your adherence to the above
shooting guidelines. Though prescriptive, they
will enable us to portray the properties across our
portfolio in a consistent manner, letting customers
know they can rely on Choice Hotels® wherever
their travels may take them. Your efforts in helping
us achieve that goal are greatly appreciated.
EXERCISE ROOM & FITNESS CENTER
• Make sure fitness equipment is not cut off from
shots.
Choice Hotels® Photography Guidelines
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