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Imagine a world where the distinction between prosumer and professional photography gear blurs into obscurity—a world where the device in your pocket can capture moments that once required a caravan of equipment and expertise. This isn't speculative fiction; it's the reality of today's photographic landscape.

There is excitement surrounding 'The Creator,' a cinematic endeavour that shattered every norm. It was the inaugural IMAX film shot not with an unwieldy, high-end camera, but with the Sony FX3, a device no larger than a can of Coke. The FX3, petite yet potent, marked a turning point, capturing life's grand scenes with astonishing clarity.

Sony FX3 filming hand held
Sony FX3

In 2013, the idea of capturing high-quality slow-motion footage on a phone was, to the professional world, absurd. Yet, when a client required a slow-motion video of dancers for their expansive lobby display, the iPhone 5c—fresh on the market—rose to the occasion. As a seasoned photographer, I couldn't fathom using only an iPhone on a professional shoot. In a stroke of ingenuity, I attached my iPhone atop my DSLR, creating the illusion of shooting with the larger camera while the iPhone did the legwork. The lobby installation remains impressive to this day.

Fast forward to 2024, and capturing crisp 4K video on an iPhone 14 Pro Max is not only possible but often indistinguishable from footage shot on more expensive gear. Equipped with a gimbal, these shots can rival the quality of traditional setups, providing a versatile solution when time or budget constraints arise.

If equipment has evolved to this level of sophistication, what then truly distinguishes a professional from an enthusiast?

The distinction lies not in the gear but in the vision behind the viewfinder.

Every property whispers its own story, eager for a translator to articulate its essence visually. Be it a modest roadside motel or a remote mountain chalet, each has a unique narrative. The real skill of a photographer lies in their ability to listen and to convey this narrative through their lens.


Creativity in our domain is more than capturing aesthetically pleasing shots; it's about storytelling, about weaving together the unique elements of your property into a visual narrative that captivates the imagination. It's about finding the extraordinary in the everyday.

If you're fortunate enough to have a marketing team with a well-defined vision, a proficient photographer should enhance that vision with their creative flair. However, not all hotels have the luxury of such a team. Often, it's a one-person act, performing a marketing high-wire act, who needs a photographer capable of being a collaborative creative force.

This is where you might just find a unicorn—a photographer who charts a course of originality and possesses an intimate grasp of the hospitality industry's marketing intricacies. They understand that capturing the morning light glinting off the lobby chandelier isn't just about the light; it's about conveying a welcome that resonates with every guest.


And here I am—Graham Twomey. More than a photographer, I'm a visual storyteller, a seeker of light and shadow, an architect of frame and perspective. I offer a tapestry woven from threads of creativity, one that presents not just your property but the very essence of your brand.

Ai created image Dall-E of camera god
God of Photography

In an era where technology no longer gate keeps quality, the real value lies in creativity. It's about seeing each frame as a part of a grander narrative—your property's story.

As we delve into the less glamorous yet equally vital aspects of creating mesmerizing images and videos, we recognize the beating heart of hotel photography: content planning. It's not enough to possess a keen eye; a photographer must also be a meticulous planner, a director of scenes, a choreographer of shots.

Content Planning

Content planning is key to visual storytelling within the hospitality industry. Each photograph, each video frame contributes to your property's narrative. A well-crafted content plan acts as a guide, highlighting the visual milestones that define your property's character across the seasons. It ensures that each visual element serves its purpose, advancing the story with each shot.

While a robust marketing strategy often includes detailed content planning, not all properties have access to such resources. Overstretched teams, juggling various responsibilities, can benefit from partnering with creatives who can not only capture their vision but also help shape it.

This is the role of a photographer or videographer equipped with a strategic mindset. They can create a content plan that complements your marketing endeavors and bolsters them, potentially freeing your team to focus on other vital areas, such as SEO and guest services.

For those seeking insight into the complexities of a content plan or guidance on creating one that's tailored to the unique rhythm of the hospitality industry, I'm here to help. Feel free to reach out, and let's explore how we can bring your property's story to life with purpose and artistry.


A good portfolio is how to choose a hotel photographer. A good photographer's work goes beyond the basics of lighting and composition. It's crucial to scrutinize their portfolio, focusing on the visual content rather than the website's design. A professional company should offer a clear and navigable website to showcase their work effectively.

When assessing a photographer's understanding of the subject, consider if they can capture a defining image that represents all facets of a property. While a skilled wedding photographer may excel in lifestyle shots, they might lack the specialized eye, lenses, or understanding necessary for creating images that not only highlight a room but also cater to the specific needs of OTAs like Expedia or TripAdvisor.


The art of direction is crucial in bringing a scene to life. A photographer must know how to prepare a room and direct people within it, managing every detail to create a scene that's both natural and compelling.

Family having fun in mountain hotel
Family lifestyle shoot Stoneridge Mountain Resort by Graham Twomey

When choosing a hotel photographer, it is essential to consider not just their portfolio, but how their ability could capture the unique narrative of your property.

Turnaround Time

Turnaround time is another critical aspect. A photographer's process for delivering images should be clearly outlined, with timelines dependent on the project's scope. A standard procedure might involve a two-week period for the initial delivery post-shoot, followed by a similar timeframe for revisions, ensuring efficiency and professionalism.


Reviews also play a significant role. It's not just about having positive feedback but relevant reviews that reflect the photographer's expertise in the required field. As I collect reviews from past clients, I'm reminded of the importance of this digital word-of-mouth, promising to be more active in both giving and receiving reviews.


Lastly, legal and professional credentials are non-negotiable. A photographer must have the necessary liability insurance and, in Canada, the appropriate drone operation licenses to ensure compliance and safety during shoots.

The photographer's role in the hospitality industry is multifaceted, requiring not only technical prowess but also a deep understanding of the sector's unique characteristics—topics I look forward to delving into in future discussions.

As we conclude this exploration, remember that the essence of professional photography is not just found in the images themselves but in the stories they weave, the careful planning that precedes them, and the insightful interpretation of each property's narrative.

If you're navigating the complex world of hotel photography and content planning, or simply seeking a new perspective on your visual marketing strategy, don't hesitate to reach out. Whether it's to exchange ideas, answer queries, or collaborate on capturing your property's unique story, I'm here to help. Let's connect and create imagery that not only showcases your space but also tells its story, one picture at a time.

Until our next photographic journey,

Graham Twomey

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Updated: Nov 22

Hotels being searched with magnifying glass
Create the perfect SEO for your hotel.

Hey Hospitality Trailblazers! If your resort's visual content has been lounging in the shadows of page two (or—gasp—beyond), it's time for a little SEO TLC, RoamFrame style. Think of images and videos as your hotel's online dating profile; sure, they've got to look good, but if they don't speak Google's language, how will your dream guests ever swipe right?

SEO: Your Hotel's Ticket to the Top (And We're Not Just Talking Penthouse Suites)

SEO is the secret sauce that turns your website into a traffic magnet. It's about more than just showing up; it's about standing out. And in the world where organic traffic is king, SEO is your trusty steed, ready to charge into the battle for bookings and win.

The RoamFrame VIP Treatment: It's All Included, No Extra Charge

At RoamFrame, we don't just hand you stunning visuals; we deliver them SEO-ready to dominate the search engine scene. And the best part? Our SEO bells and whistles come at no extra cost. Here's the RoamFrame rollout:

1. File Naming:

Say adios to 'IMG_007.jpg' and hello to 'yourbrand-ocean-view-suite.jpg'. We’re all about names that pack a punch and please the SEO gods.

2. File Formatting:

We put your images and videos on a byte diet, perfectly balancing quality and speed with formats that have Google grinning.

3. Alt Text and Title Text:

We're like the poets of the metadata world, crafting descriptions that are sweet music to search engines' ears.

4. Captions and Transcripts:

Every video we shoot comes with a screenplay, making sure Google gets every line of your visual story.

Searching a laptop with a magnifying glass
Time to do a SEO audit of your images.

We don't just hand you stunning visuals; we deliver them SEO-ready to dominate the search engine scene.

And we wrap all this up with a big, shiny SEO bow for your photos and video —no hidden fees, no asterisks, just good old-fashioned value.

Sitemaps and Schema Markup:

Your Web Wizard's New Best Friends

While we've got you covered on the visual front, there's more SEO magic to be had. Sitemaps and Schema Markup are like your website's road signs, telling search engines exactly where to go and what to see. These are not part of RoamFrame's standard shoot package because, well, they're not one-size-fits-all. But fret not—your web developer can set them up, or you can team up with RoamFrame's marketing consulting, and we'll map out a strategy faster than you can say "Page One, here we come!"

Conclusion: The RoamFrame Revolution

So, there you have it, the RoamFrame revolution in all its glory. We're here to catapult your hotel into the SEO stratosphere and make sure when guests are searching, they're finding you. Need a partner in SEO crime? Contact RoamFrame, where every image and clip comes SEO-optimized, because let's face it, you've got better things to do—like running the best hotel ever.

Let's get your property primped for the search engine runway. With RoamFrame, you're not just in the hotel business; you're in the getting-found business.

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Greetings, esteemed readers! Yours truly, Graham, has returned to the commercial photography and videography arena after a 3-year stint as the Marketing Director of Clique Hotels & Resorts. Ah, new found skills and memories! But here I am, stepping back into the frame with RoamFrame – my latest venture, dedicated to painting the travel industry with a brush of creativity.

The familiar sound of the shutter, the heft of the camera, and… wait, what’s this? An AI assistant?! Truly, times have changed, and while I was away playing marketing maestro, the technological realm took off. But has the core gear changed? Aside from a pixel or two here and there, it's mostly the same good old tools. But here's the twist: the rise of AI, making waves in content creation.

At first, it felt like I'd returned to a sci-fi future: "Is AI about to replace me?" I mused, "Should I just hang up my camera and let the algorithms take over?" But, being the ever-curious soul that I am, I decided to dive deeper and try these AI wonders for myself.

Enter ChatGPT, Dali, and Midjourney.

ChatGPT: A marvel! It’s been like a brainstorming buddy and content writer wrapped into one, helping me craft ideas at lightning speed. Who knew machines could be so… conversational?

Dali: Well, let's just say we didn’t see eye-to-eye. Not every experiment goes as planned.

Midjourney: This one's a mixed bag. On one hand, you ask for a dragon flying a spaceship over a generic skyline, and you get this masterpiece:

Anthropomorphic dragon creature in pilot attire sitting in the cockpit of a spacecraft overlooking a futuristic cityscape.
Midjourney dreams of a dragon flying a spaceship over New York.

(which, to be honest, looks nothing like NY but is fantastic nonetheless).

But when asked to reimagine a familiar scene, like a daytime hotel transforming into night, the results are...unexpectedly fantastical. Check these out:

Original image compared to Midjourney prompted to change it to night.
Midjourney dreams of a hotel at night.

It's as if the AI, bubbling with enthusiasm, is an overeager child showing off their art. "Look! I split the hotel, added a lake, changed the mountains, and even added some guy for fun!" Ai can add a dragon to a commercial hotel photography shot with ease but that may mislead your potential customers.

I had initially believed AI worked by patching together a collage of images. But no, it conjures images from thin air, fuelled by imagination. So, while Midjourney does create breathtaking visuals, they're not always what you'd expect or need.

But here's the catch: mastering AI is like taming a wild horse. The more we understand and guide it, the better the results. And though I might sound critical, I am genuinely excited about the possibilities AI brings to our industry.

In the coming weeks, I'll delve into other AI adventures, including my attempts at generating stock images and portraits. Spoiler alert: It's going to be entertaining! After all, with SEO's hunger for fresh content, I need to keep feeding the digital beasts to outpace the competition.

So, fellow hospitality professionals, let's ride this digital wave together. Embrace change, adapt, and always find reasons to laugh along the way.

Until the next pixelated adventure, Graham Twomey from RoamFrame 📸🌍

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Thank you

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