The art of natural hotel photography

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By Jennifer Glatt | for Mint Pillow

When it comes to capturing the spirit of a boutique hotel, Angela Treimer has a special touch. A lifestyle photographer with a globe-spanning portfolio of independent hotels and luxury resorts, Treimer brings a cinematic, story-first approach to hospitality imagery. Her lens lingers not just on rooms and amenities, but on mood, emotion and the little details that shape a guest’s experience. In this Q&A, Treimer shares how thoughtful visual storytelling can elevate a brand and bring a property’s personality to life.

What makes visual storytelling especially important for independent hotels?

For independent hotels, visual storytelling isn’t just important; it’s essential. Unlike major chains, boutiques can’t rely on brand recognition, built-in loyalty programs or widespread locations. What they can offer is a one-of-a-kind experience that feels personal, thoughtful and deeply rooted in place. Strong visuals help communicate that immediately.

Guests who choose boutique hotels are looking for something different from the standard experience, so your imagery needs to reflect the charm and uniqueness of your property. Story-driven photography and video help create that emotional connection, especially on social media and websites where first impressions carry a lot of weight.

When you arrive on-site for a shoot, what details or moments are you instinctively drawn to capture?

The first thing I notice is the light. I look at how it fills the space, the textures it touches and how it shifts throughout the day. Then my brain starts firing off with ideas. I see little moments everywhere: the glint of afternoon sun on a marble table, the glow of a fireplace flickering against rich wood walls, the quiet calm of a well-designed lounge. Even when I’m traveling for fun, I can’t help but notice these elements. It’s in those small, sensory moments that the character of a hotel really comes through.

What types of content should boutique hotels prioritize when building a visual library, and how often should they refresh it?

Start with imagery that allows people to picture themselves on the property. Room photos are important, but it’s the lifestyle content that helps future guests imagine the full experience. Think guests lounging by the pool, a couple sipping cocktails at golden hour, or a chef presenting a beautiful seasonal dish. These moments tell a story that resonates far beyond the standard room tour.

As for how often to refresh, quarterly shoots are ideal if the budget allows. Social media moves quickly, and guests want to see fresh experiences, updated menus and evolving seasonal offerings. At a minimum, two well-planned shoots per year can provide a large, flexible library of visuals. Many properties opt for multi-day sessions with a variety of talent and locations to maximize content and extend its lifespan across platforms.

What are some common visual storytelling mistakes you see indie hotels make, and how can they avoid them?

A common misstep is using the wrong content in the wrong place. For example, a graphic with lots of text and no imagery doesn’t belong on your Instagram feed. Audiences on visual platforms are looking for beauty and authenticity, not advertisements. Another mistake is relying on visuals that feel too stiff or disconnected from the guest experience. Know your audience and lean into what makes your space feel memorable. Capture those moments in a way that reflects the atmosphere, not just the architecture.

How do you ensure a shoot feels natural and not overly staged, especially when working with real staff or guests?

I always say the first few minutes of any scene are just a warm-up. Real staff and guests aren’t professional talent, and they need time to get comfortable in front of the camera. I give light direction, then step back to observe the natural interactions. Often, the best images come from those in-between moments—a guest laughing at check-in, a server engaging with diners, a housekeeper adding a final touch to a room. That’s where the real hospitality shines through.

What’s one piece of advice you’d give to boutique hotel owners who want their visual brand to truly stand out?

Choose a creative team that truly understands hospitality. From the front desk to housekeeping to food and beverage, every department plays a part in the guest experience. Make time for pre-production conversations and don’t be afraid to collaborate creatively. Define your vision, finalize your agenda, confirm your talent and wardrobe, and align the shot list with your brand. The more aligned everyone is before the shoot begins, the more meaningful and strategic your visuals will be.

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Mint Pillow is curated and written by Jennifer Glatt and edited by Lesley McKenzie.