A city hotel in Stuttgart looks different from a house in Zurich or a resort by the sea. Guests should still recognize on the website and the booking portals that the locations belong to the same brand.
I have worked for hotels and hotel groups for many years, among them Hilton, Hyatt, Kempinski, Marriott, A-Rosa and Radisson Blu. The archive holds 29 hotel productions, including Radisson Blu Stuttgart, Park Hyatt Zurich, MASEVEN Munich Messe Dornach and the Calista Luxury Resort.
What can be made consistent
A shared visual language does not come from making every room look identical. These can be planned consistently:
- viewpoint and camera height,
- brightness and the way color reads,
- how daylight and artificial light are handled,
- the order the subjects are shot in,
- how people and service are shown,
- crops for the website and the portals,
- the kind of detail shots.
What should stay individual
The architecture, the surroundings and the character of a house may remain visible. A location with a particular view needs different emphasis than a conference hotel. Brand standards set the frame; the place supplies the content.
Reference frames and shot lists
Across several locations, a documented look and a reusable shot structure are worth a great deal. Room categories, lobby, restaurant, meeting space, service and exterior can then be built comparably without any house losing what makes it particular.
Color mood and lighting are agreed before the production. They then hold for the whole set and can serve as the reference for further locations.
Examples are under hotel photography.
