Why Outdated Photos Are Costing You Bookings

Recently, I was called into a meeting at a hotel that turned into a surreal standoff between two giant egos.

The marketing director had brought me in, hoping to revamp the hotel's visual portfolio to boost platform performance and online presence. What I later realized was that he wanted me to help convince the general manager that the update was actually necessary.

The monologue went something like this:

“We already have good photos,” the manager said. “They still look fine. They show the hotel accurately. We don’t need new ones.”

Like I said, it was surreal. On one side, someone focused on constant improvement and adapting to market trends. On the other, someone who was perfectly comfortable playing his instrument as the Titanic sank.

It took patience and tact, but here’s roughly how I laid out my argument:

What I Told Him Was Wrong

1. The photos were making a first poor first impression.

You know that feeling when you see an image and you just know it’s outdated? That was the vibe.

Online bookings (and even offline ones) are largely driven by strong first impressions. Freshness and contemporaneity are essential.

2. The feeling was off

Potential guests judge your brand’s energy and value through the feeling they get from your photos, not just technical quality.

If the image doesn’t trigger an emotional connection, they’ll scroll right past you.

Sometimes all it takes is one uninspiring image to kill a sale.

3. Competition wasn’t standing still

While he was hesitating, the competitors were upgrading their brand and visual communication. A hotel that updates its content regularly projects relevance, freshness, and a sense of activity.

4. He was going against the algorithm

The algorithm can be your greatest ally or your biggest obstacle. If you understand how to feed it, it will work in your favor.

Look, I'm no digital marketing expert, I'm a photographer that enjoys being away from all the digital noise. But even I know that Instagram, TikTok, even Google SEO all reward fresh, consistent content. Stale visuals were hurting his reach.

Then I Explained Why it was Wrong

Style and trends evolve. What felt modern three years ago looks outdated today.

That’s the nature of digital content. Visuals evolve constantly, not just in color or Pantone trends, but in tone, composition, lighting, contrast, and even framing. Sometimes the difference is subtle, but it matters. It always matters.

And it’s not just the visual language that changes, the hotel itself changes. I’m often asked to shoot a single newly renovated area to keep consistency with the rest of the imagery.

When your branding or imagery becomes repetitive or outdated, you weaken the emotional connection with your audience. That emotional click is what sells. And if it doesn’t happen, you lose the sale.

You’re not just selling a room. You’re selling an emotion. And outdated photography can’t deliver that.

So I Suggested the Following

There are practical ways to maintain a strong, current visual portfolio without turning it into a giant task or a huge investment.

You can schedule seasonal photo updates based on your needs and budget throughout the year. Focus on what’s most relevant each season:

• In summer: poolside, outdoor areas

• In winter: interiors, cozy rooms, lounges

• Spring & autumn: spas, indoor pools, gardens in bloom

And use these sessions to create lifestyle content too. Guests want to see themselves enjoying your space. Hire professional models (no, friends and family won’t cut it) and create inspiring images that work across platforms and paid ads.

Hero lifestyle shots are powerful. They sell the dream. And that dream is what leads to bookings.

So What Happened?

Photography is communication. And like any form of communication, it either pulls people in, or pushes them away.

In the story I just told you, despite every reason I gave, the manager wasn’t convinced. Marketing was left hanging. The hotel kept its old images, speaking a visual language no one relates to anymore.

The bookings? Probably flat. The rooms? Always many available.

The truth is simple: if you’re not communicating with impact, you’re falling behind.

Your hotel might have outstanding service and great amenities, but if you don’t know how to showcase them, no one will notice. If no one notices, no one books.

Refresh your image. Elevate it. Breathe life into it. Because today, those who communicate with clarity and emotion are leading.