PHOTOGRAPHING THE HOSPITALITY
Allow me to charm you in my telling of who and what has charmed me. I engage in my telling. I want to give the onlooker a role in the story. The eye, with intellectual honesty and authenticity, digs, searches and gathers what to present. I watch everything and everyone and think of who will be watching. I select and before all else, I cut and I cut even more.
PHOTOGRAPHING THE HOTEL
In choosing the style of the story, I collect the pieces, the soul, the colors and spaces, the small details, the forms, the lives and the roles. I sort everything out with my eyes and I express with my heart. I arrange using reason. My analyses and evaluations of the players, their roles and personal capacities are profound. In the end, I assign a defined visual space to everything and everyone. Every hotel has a body and a soul. I restore the allure and beauty to the body, the visibility and light to the soul, while to both personality and originality. I must admit that on occasion I have a hard time connecting with the soul. In spite of the earnest analysis of its spirit prior to the shoot, the soul is often difficult to expose.
THE INDISCREET EYE
It's an obligation to invade the playing field, to trespass the spaces designated as "back office", those places not meant for the guest. It is here where at a close glance, in the shadows, in the hidden yet alert and composed attitude of the staff, one finds the soul. You catch sight of the body suddenly up close, almost under your nose. Sometimes from far away and from afar you offer a point of view that the average person cannot have, if not through your images.
ART OR SIMPLE CREATION I'M NOT SURE YET
The reasons why I'm hired are simple and seemingly have little to do with art. They can easily be summed up: to sell, to increase occupancy, to give light to important projects, to render dignity to the appearance of something that doesn't have enough of it or is completely lacking in it. The reason why I often end up staying on the job longer than planned is that my assumptions turn into reality: the soul no longer wants to be exiled in the shadows of its body, be it beautiful or not.
ATTRACT THE ATTENTION
An original, well-produced idea is able to attract the attention of thousands of visitors. Analysts say video usage is quickly growing. In Italy, however, this growth is slowed down by the low speed of the Internet. Nonetheless, it’s predicted that by 2015 online video communication will make up more than 75% of Internet content.
Communicating with emotion produces positive results thanks to the principal of word of mouth. This emotional way to communicate will reverberate with the average time spent on your website and with the number of reservations. Together with continuous and attentive communication via social networks, video provides an authentic and up-to-date image of the hotel/resort.
For hotels that want to communicate successfully, the use of video is practically an obligation. The end user, through this dynamic type of communication, will be pleasantly left with a deep sense of hospitality.
IDEA, DIRECTION AND COMMUNICATION
Quality and synthesis. To move and entice above all. To always communicate the hotel’s expertise in high-end hospitality. Emphasize the distinguishing aspects, present details, stories, roles and unseen aspects that give character to the hotel. The film must transmit the passion of the hotel as well as the character of the guests.
WIN THE COMPETITION
A person who books online knows the destination but doesn’t usually know much about the hotel selection. The traveler chooses from what’s out there, i.e., what each hotel consciously or unconsciously decides to show. So there you have it: when it comes down to the comparison, you win if you convince; you win if you charm; you win if you have a good reputation. Whether a business hotel or a leisure resort, the rule doesn’t change.
A good website must adhere to three guidelines: it must be visually attractive; the work behind the scenes must be impeccable; and it must be easy to navigate. Web users will choose the most convincing, alluring and reputable solution. These three guidelines are essential.
THINK OF EVERY ONE
Today, 50% of web users navigate using smart phones and mobile devices, creating a demand for search tools that are increasingly more detailed and personalized. Therefore, global optimization is a must. There are endless numbers of standard and anonymous products, while we’re in an advantageous position to offer specific products that are designed and developed for the user, not just to fill a void.
The initial approach is rational, analytical and investigative; knowing in order to build, understanding in order to solve. Whether you’re rebuilding from the ruins of a lousy web communication or are creating a new one, the goal is to provide a solution that suits two types of users: the user who wants to know all about the various services, and the user who doesn’t have time to lose in discerning whether or not the hotel is the right choice.
The analytical steps that each hotelier should follow can be summed up as follows:
• How many reservations arrive directly from the website each year? Could there be more?
• How many reservations come from intermediaries?
• Can this step be eliminated?
• Where do we stand compared to other hotels in our market?
• Is the offer on the web representative of what’s offered at the hotel?
• Does the image reflect the loyalty and dignity of the hotel and its staff?
• Do our distinguishing strengths stand out? Are they visible enough?
Upon answering these questions, the analysis is complete.
Whether the design project is to update, to invent or to come up with simple spaces, objects and content for everyday use, the design as I intend it, must always be in line with the brand, as well as always beautiful and functional.
When a brand is strong, it’s perceived as a choice or as an alternative. When every aspect, every component, and every attitude is carefully tended to, the brand becomes identifiable, distinctive and reliable. We aim to create an “exclusive identity” that is heavily influenced by the enthusiasm and desire to create experiences – be they material or sensory, little or big, short or long.
MESSAGE AND INFORMATION DESIGN
One’s stay is complete when every aspect of the experience is pleasurable. And by every aspect we’re talking about even those that are ordinary and taken for granted. Would you like to make use of information while you’re in the room? Would you like to know in which of the resort’s many restaurants you can dine in tonight? How do you present this experience? It’s nice to experience emotion in the selection, to be able to interact with the content, and to have an almost personalized experience.
The corporate identity of a hotel is often complex because it varies in its form, dimension and usage. Generally the first step is to develop a proper logo alongside with the creation of a name that provides an identity to the structure and its services. This is followed by a project that personalizes everything under the brand identity.
“POINT IN TIME” DESIGN
We’re living a revolution/evolution of how we present and benefit from hotel information. Internal communication is shifting from paper to digital. The ever-evolving smart phones and tablet computers have generated a change in the approach to constantly changing information. “Point in Time” is how we define our efforts to communicate digitally. By this we mean updating information frequently and quickly to keep it current, dynamic and affordable.
• First Level Corporate - general stationary, sales and marketing kits (digital and paper), design of image modules and stand materials for fairs and events.
• Second Level Corporate - props and products for internal communication (variety of display information such as corporate brochure, hotel directory, amenities)
• Third Level Corporate – in depth design of communication materials for common areas, signs, panels, personalization of spaces and environments, arrangements, uniforms and transportation.