How to capture images that make your hotel feel alive
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.
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.
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Mint Pillow is curated and written by Jennifer Glatt and edited by Lesley McKenzie.
