PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4...

37
PROPERTY PHOTOGRAPHY STYLE GUIDE August 2018

Transcript of PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4...

Page 1: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

PROPERTY PHOTOGRAPHY STYLE GUIDEAugust 2018

Page 2: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

2PROPERTY PHOTOGRAPHY STYLE GUIDE – CONTENT

CONTENT

THE BRAND

BRAND OVERVIEW

IMPORTANCE OF PHOTOGRAPHY

TECHNICAL SPECS

PHOTOGRAPHY STANDARDS

APPROVED PHOTOGRAPHERS

STYLING OVERVIEW

SHOT LIST

SHOT GUIDANCE

DO NOT / AVOID

CONTACTS AND PROCEDURES

PROCEDURES AND SUBMISSIONS

3

5

6

7

8

9

13

15

16

32

33

36

Page 3: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

THE BRAND

Page 4: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

4PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND

CORE VALUES

Smart Fresh thinking. Clever use of space,

ergonomic design. Sustainable products

and practices. Green from the ground up.

Alive Optimism and the energy of morning

light. Outdoor-inspired vibrant living.

Balance Healthy options and sensible

choices. Live life away as you do at home,

no matter how long you stay.

We believe that travelers deserve more

than a place to stay. They need a place

to thrive, where they can start every day

fresh, focused, and feeling alive. Whether

stopping by for a few days or settling in

for a few weeks, time away from home

shouldn’t mean time away from life.

Page 5: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

5PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND

BRAND OVERVIEW

Authentic, positive, active, and down-to-earth.

We are active and love adventure and movement, but don’t take ourselves (or our wellness) too seriously. We encourage individuality – that’s why we foster environments of personal exploration and discovery, whatever that means for you. We are intelligent and thoughtful, but not pretentious or self-important. Totally grounded, down-to-earth and natural. And we always know how to have a little fun.

Element language is straightforward and to the point. We are approachable and casual. We inform, not preach. Our tone is conversational without being too “marketing speak,” and full of positive momentum. We want our voice to reflect our genuine commitment to our guests and their well-being.

Like our visual and architectural style, our language has an open quality that feels light and fresh. Headlines and phrases are short, active and direct, giving the reader a sense of energy, like a verbal push. The goal is to inspire the readers to get away and experience things on their own terms.

WE ARE:

Mature but not old.Inspiring but not preachy.Smart but not complex.Simple but not flat.Casual but not slang-y.Eco-conscious but not activist.Balanced but not boring.

DO’S Positive, Inviting, Light

Examples: “Caution: a dip in Element’s saline pool may cause overwhelming feelings of calmness.” “Great day to take your mind for a ride.” but not preachy.

DON’TS: Slang, Trendy Words, Preachy

Examples: “¯\_(ツ)_/¯ Hey cray, look at our gym.”“Good morning F A M!”

On-brand phrases include

Find your own space

Look closer

Explore more

Discover Element Lexington

Play a partwhen writing about Element’s eco-friendly practices

Green from the ground up / Build better / Built

green from the ground upWhen writing about LEED certification or worldwide green standards

Start here

Open up

Live well / Eat well

Stay whole / Stay in rhythm

Find your focus

Get moving

Come together

Longer stay category

Not “Extended stay category”

More space to live your life

On-brand words include

Experience

Recharge

Unwind

Thrive

Fresh

Focused

Alive

Balance

Bright

Modern

Open

Rhythm

Energize

Well-being

Light lime (or PANTONE 548U)

Pine green (or PANTONE 348U)

Grassy green (or PANTONE 369U)

Bay blue (or PANTONE 3145U)

Sea teal (or PANTONE 7473U)

Earthy grey (or PANTONE 418U)

Primary Colors Secondary ColorsColors

Page 6: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

High-quality photography is one of the most important investments a property can make. Professional photography increases bookings and upsells, as well as promotes brand awareness. Guests use imagery to determine the quality of a hotel, and make booking decisions based on what they see. Conversely, poor photography can lead to a negative perception.

Photography using the latest lighting, styling direction and technology is the cornerstone of our global marketing strategy. Photography is one of the most versatile investments you can make. It can dramatically enhance your presence on a hotel website (HWS) and other digital touchpoints, and be used for print advertising, Marriott Rewards, collateral, brochures and other marketing materials.

A property photo shoot focuses on the architecture, interior and exterior design features of a property. This requires the trained eye of a professional architectural photographer and an allocated budget that reflects its importance. It is the responsibility of property photography to evoke the brand’s core values and meet brand standards towards bookings.

The Element property photography evokes its design aesthetic, reflecting the philosophy behind whole living: clean, simple, and balanced. The design approach is modern simplicity meets nature. Styling should be contemporary, fresh and in keeping with the terra modern design description. Looking over a space to photograph, we encourage you to edit and simplify! It’s better to have one or two elements that are necessary and speak to the narrative than to have excessive components that do nothing more than clutter the setting. A color palette of strong, natural tones keeps the design visually grounded. Fresh, monochromatic, organic and Nordic, inspired by nature. The combined effect is a distinct, modern design - the visual equivalent of whole, healthy living.

Our photography strategy reflects these values: clean, simple and balanced. Lighting should be even and white, as a sun filled room. Make sure to use soft fill lighting to dampen dark shadows.

Element language is straightforward and to the point. Photography should show a whole space with an open quality that feels light and fresh. It should always be taken as a guest standing, surveying the space. Show a full space, without distortion and with a realistic perspective.

6PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND

IMPORTANCE OF PHOTOGRAPHY

Page 7: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Files have to be at least 4,000 pixels wide (this includes vertical files), and at least 2,670 pixels high. Larger files will be accepted, but that’s the recommended size for upload time. Tiffs are for best quality.

**Files under 4,000 x 2,670 pixels will not be accepted**

It is suggested average file size should be above 20MB for best quality.

IMAGE FORMATTING

• Photography format high resolution (300dpi), uncompressed 8-bit TIFF

• sRGB, after color corrections have been made.

• Files should not be cropped, optimized or scaled. The only acceptable cropping is for correcting distortion.

• Unacceptable formats: RAW, DNG, PNGs or Bitmaps; images in Word, PPT or any desktop publishing applications.

• Width of a photo, whether it’s horizontal or vertical, must be a minimum of 4000 pixels.

• Height of a photo must be a minimum of 2,670 pixels.

MINIMUM PIXEL DENSITY AND DIMENSIONS

Photographers should always capture the largest lens size available in-camera. To ensure quality display of photos on devices with retina screens and to allow for flexibility for art-directed cropping during image processing at Marriott, photos must meet the minimum pixel dimensions.

• Horizontal photos are the priority. Have a mix of both horizontal and vertical images, which will provide some versatility for marketing and collateral pieces.

• Be sure key signature images of your property have ample room for horizontal and vertical cropping.

POST PRODUCTION

• Raw files should be exported to a minimum of 4,000-pixel-wide TIFFs (JPGs are acceptable) with a minimum of 2,670 pixels in height.

• Images should not be sharpened any more than 25 percent.

• Vibrancy, saturation and clarity must remain realistic.

• Remove any digital noise.

• Photos created with wide lenses must be corrected for perspective and distortion.

• Avoid overuse of highlight and shadow compensation.

• Images must remain in their original aspect ratio.

• Do not strip any EXIF data when exporting raw les to TIFFs or JPGs

• Embed hotel’s GPS information into metadata whenever possible

• Embed copyright information into metadata of all photos

PHOTOGRAPHER AND ASSOCIATE RELEASES FOR PROPERTY VIDEO AND PHOTO PRODUCTIONS

Request the most up-to-date Marriott photographer/videographer and associate releases at [email protected].

ORIENTATION

While horizontal photos are predominantly showcased on Marriott.com, it’s becoming increasingly important to capture images vertically as well. Mobile phones, tablets, desktops, TV screens, kiosks, etc., can sometimes be viewed in either orientation. Marriott mobile phone apps are designed to be viewed vertically as well as horizontally. Please keep this in mind when composing.

7PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND

PHOTOGRAPHY TECHNICAL SPECS

Page 8: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

PHOTOGRAPHYSTANDARDS

Page 9: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Property Photography is the core marketing and booking asset. Photography is viewed by customers at multiple stages in the decision pathway and is crucial at key points in the booking process. Property photography is also one of the factors used in perception of an overall brand.

The Element Photography Program is a streamlined selection and standards workflow. The point at which the brand and properties can achieve the desired level of photography to represent the brand and market bookings to the property is in the planning stages, the selection of the correct photographer, and the preparation of the property.

PROPERTY PHOTOGRAPHY ACTION PLAN

This is to be used to compliment the property style guide and standards document; the Property Photography Action Plan details the steps and actions a property should take to ensure a successful photo shoot, including the following:

• Steps necessary to prepare the spaces before and during the shoot

• Roles and responsibilities

• The process of shooting a space

• Postproduction, submission and distribution procedures

This guide is for the hotel team, Regional Marketing managers and field marketing account managers, as well as for the photographer during the shooting days. It gives the why, what and how of every photo, including the mock-up shot.

9PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STANDARDS

PHOTOGRAPHY PROGRAM

Page 10: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Brand photography style and shot requirements cannot be handled by all photographers.

Rather than utilizing a local or unapproved photographer, the global brand team and field marketing strongly advises using only brand-approved photographers. This will greatly reduce the risk of having many or all of the photographs denied for acceptance into the Digital Asset Library and/or appearing online in the hotel websites and in marketing communications.

In order for the photo shoot to be optimally successful, we recommend that the GM/DOSM or other senior property associate dealing with the shoot participate in a pre-production briefing with a property photography coordinator, your account manager and the photographer. This call will be set up by your regional brand representative.

All property photography shoots must be coordinated through the Continental/Regional Photography Representative. You can reach out and get a list of the current brand approved photographers.

For best results, be sure to contact and work closely with your Regional Photo Coordinator thoughout your photo production.

Refer to the Photography pages on MGS for the latest contact information :

https://mgscloud.marriott.com/common/sales-mktg-and-rev-mgmt/marketing/photography/

Please note, for the Asia Pacific region, a list of approved vendors can be sent on request. Please reach out to your continental brand representative found on page 34.

10PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STANDARDS

APPROVED PHOTOGRAPHERS

Page 11: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

1. Contact your Coninental/Regional Brand Marketing Representative or contact the photography team for assistance:

- If you are in Field Marketing, contact your Account Manager

- The central photography team: [email protected]

- Please book with at least 2-6 weeks preproduction

2. Review property photography shot list

3. Review Brand Photography Style Guide

4. Determine photographer, shot list and dates

5. Confirm on property team and property preperation

6. Preproduction call – review the guidelines with photographers/answer questions

7. Prepare property for shoot as outlined

8. Shoot

9. For photography retouching and submission procedures refer to the Photography pages on MGS for the latest information :

https://mgscloud.marriott.com/common/sales-mktg-and-rev-mgmt/marketing/photography/

11PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STANDARDS

PLANNING A SHOOT

Page 12: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

PHOTOGRAPHYSTYLE OVERVIEW

Page 13: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

LIGHTING

No matter the time of day, the overall feeling should be natural, easy white light.

Spaces, even interiors, should evoke a bright sunny day.

Every image should be infused with a soft fill light that balances and cleans up the overall space.

Each space should be lit to capture the best light possible, with no hot spots or dramatic shadows.

Avoid glares, glows, feathering, blurring, large shadow areas and shadow lines and shapes.

Even white areas should hold some detail.

PERSPECTIVE

The point of view is level, to appear familiar and welcoming, not tilted or overly stylized.

Spaces should be shot at eye-level angle, making them personal.

The depth of field should give the impression of a large, comfortable and welcoming space.

There must be no distortion: Wide angle lens effects, “fish-eyeing” or other special effects in any image is not acceptable.

Never tilt or dutch the camera. The space should be natural and even.

Obstructions in the foreground should be avoided so that nothing appears hidden or obscured.

PROPS

All props should be minimal and appropriate to the brand, to avoid adding clutter to the image.

Styling should be used to make the existing space sophisticated, contemporary and clean – the essence of modern design and reflect the brand strategy. But the space should always speak for itself.

BOTANICALS

See page 11 of Element Global Styling and Lookbook for more ideas and resources.

Adhere to brand colors and arrangements, and offer a good variety of slightly different shapes.

It is advisable to have multiple options for lobby or suite shots.

Botanicals should be located strategically and have a natural feel, following placement guidelines, including at the main entrance and front desk areas. Various sizes have been created for different uses.

Containers should meet brand standards: nothing ornate or overly decorative.

MAKE SURE

All areas to be photographed have been thoroughly cleaned.

All lights in the hotel space are working and consistent in lighting temperature.

All linens and drapes are hand-ironed without wrinkles or have press-pleats. Hand-ironing is always preferred.

DO NOT

DO NOT use models or associates in photography. Models often make shots look posed, distract attention from facilities and date a photograph.

DO NOT add personal effects or other props that are not present when a guest first enters the room. Keep the elements of the shot simple and the number of elements to a minimum.

DO NOT use effects of any kind, including vignetting, blurs, feathering, texturing, borders, enhanced colors, etc.

Do not include any food displays or arrangements, even in food & beverage outlets. An exception for background buffet displays should be stocked in a simple and tasteful manner.

DO NOT show computer screens and televisions turned on.

DO NOT take shots of parking lots, or any shots with cars or people in them (which date the photos).

13PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

ELEMENT STYLING OVERVIEW

Page 14: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

ENHANCED RESERVATION SOLUTION (ERS):

ERS, the Enhanced Reservation Solution, will allow shoppers more control and flexibility at time of booking.

By reevaluating your hotel’s room inventory, determining all the unique room “attributes” (room features), identifying each room pool code, and then illustrating them with new room photography, our customers will be able to actually “see” what they are purchasing.

Hotels have pre-work and job aides that will help determine their shot list.

ERS Shot List Guidelines :

Click here for instructions

Follow this process to identify new revenue streams / room pool codes, and to create a complete and accurate guest room shot list meeting all ERS requirements.

ELEVATED WEBSITES:

HWS Elevated heavily relies on imagery to tell the story of each property in a highly visual and compelling manner.

Guests rely on an HWS to understand what the hotel offers them. While they tend to scan a page for the information, they pay particular attention to images and videos. For HWS Elevated hotels, this presents a unique opportunity to highlight the significant amenities and features they offer.

Given this dynamic, more photo assets are needed across various placements on the website, such as using images to support a narrative element on the landing page, with related photography provided on a corresponding detail page.

Sheraton is undertaking a comprehensive brand transformation aimed at strengthening the business through a multipronged approach. Once this phase is completed and the new positioning and on-property proof points are established, Sheraton hotels will be eligible to apply for HWS Elevated.

On August 1, 2018, all Sheraton properties will get a high-performing HWS Standard product. For questions or concerns, please contact Caroline Godden (Caroline.Godden@

Marriott.com) or Jasmine Huffman ([email protected]).

NARRATIVE ELEMENTS:

The Elevated Hotel Websites (HWS) tells our brands’ and hotels’ unique stories in a highly visual way. While this new visual approach is applied across the website, a selection of critical story elements are featured on the HWS landing page. These Narrative Elements convey the hotel’s on-property experience: what the hotel is, whom it is for, and what it has to offer.

Each Narrative Element showcases a defining hotel feature or program through a series of videos, images and copy. Scrolling down the page leads the guest through the hotel’s narrative, guiding the guest through the hotel experience starting with the most important element and moving on to other key features.

Narrative Element Requirements

To qualify for the Elevated HWS experience, your hotel must have four (4) narrative elements. Each element must have at least five (5) property-specific assets (photos or video). As you work through the sections below, any elements you identify for your hotel that do not meet this asset requirement do not qualify.

Selecting Your Hotel’s Narrative Elements

Narrative Elements must be identified for each hotel; there is no default set. They are determined by property-specific features, brand priorities, and available assets.

In order to establish Narrative Elements for a hotel you must:

• Identify four key stories/elements to feature

• Establish hierarchy for the four elements: highest to lowest

priority

• Confirm each element meets asset requirements

As you identify elements to include, consider questions like:

• Does this positively impact the guest experience?

• Would this encourage a guest to stay here, instead of a hotel in your comp set?

• Is this a feature or experience unique to your hotel?

14

ERS & ELEVATED WEBSITES

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 15: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

REQUIRED PHOTOS:

Hotel Exterior (general shot)

Lobby (overall space shot)

Lobby (reception)

Guestrooms and Bath (see ERS in Right column))

Rise Breakfast

Restore Pantry

Motion Fitness Center (at least 1 shot) - including Bikes to Borrow program

Meeting Facility

Backyard

Business Services

RECOMMENDED:

Historical and Design Details

Additional Hotel Features or Services / Spaces

After-Meeting Rooms

Resort Water Sports

Additional Wedding Settings

Additional Food & Beverage Venues

Destination (viewed from property)

Destinations

Attractive grounds, courtyards, verandas or additional area attractions

Note: These additional images are not required and therefore do not count toward the list of required shots, unless prearranged by the brand. If images such as these exist, submit them for possible acceptance to the Digital Asset Management system and placement in marketing systems and hotel website.

Guest room photos ERS requirements :

Identify each bed type sold online

• King • Queen / Queen • Double / Double

Identify accommodation types sold online

• Guest rooms • Suites • Villas

Identify each bathroom type

• Bath/Shower combo • Separate shower and bath tub • Walk-in shower • ADA bathrooms: roll-in shower, transfer shower, and grab bar bathtub

Identify Potential Attributes*

• Concierge/ExecutiveLounges Balcony’s (Full or Standing) • Corner rooms • Sofabeds • Views (monetizable or part of a Room Pool name Kitchenettes

• Murphy beds • Mini Refrigerators • Patios /Outdoor space/ Lanai/ Terrace • Unique features that differentiate a group of rooms

*These are examples of possible room pool attributes.Apply when applicable based on individual hotel requirements.

If appropriate, room types can share bathroom or room amenity photos.

The ADA bathroom photo should be included in the corresponding room pool code.

15

SHOT LIST

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 16: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Capture the view that the guest will experience. Scout to determine how best to highlight the property in the context of its surroundings.

• Be sure to capture the overall expanse of the property to capture the hotel’s sense of place.

• Showcase the courtyard in the foreground and the sky in the background.

• To take advantage of the light, shoot early in the day and / or in the early evening when light best accentuates the facade.

• If possible, shoot both horizontal and vertical formats.

• If possible, capture hotel exterior including full hotel logo.

• Make sure all lighting is working and on, regadless of when shooting.

• Have guestroom shades open and lights on if possible.

• Frame shot to include landscaping and greenery, as well as appealing natural surroundings if present.

DO NOT

• DO NOT include facades in shadow, or allow lighting which is harsh or uninviting.

• DO NOT include people, cars or parking lots in shots.

• DO NOT take lifestyle shots.

16

HOTEL EXTERIOR

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 17: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

The lobby photography should feel like a breath of fresh air. Concentrate on a feeling that is welcoming and airy setting that instills a feeling of well-being. At the same time, it is energetic and vibrant.

• Utilize lighting to enhance the comfortable, inviting feeling and draw the viewer in.

• Capture high windows and sense of light through the windows.

• Shoot during the day as a priority.

• When possible, capture seating areas and unique aspects of the lobby space. Any amenitiy that highlights its sense of energy and life. Additional spaces could highlight inviting gathering areas.

• Use perspective to give the lobby depth and dimension.

• Arrange furnishings to compliment the angle of the camera and best compliment the architecture and overall space.

• If visible, outside umbrellas should always be open.

DO NOT

• DO NOT include guests in shots.

17

LOBBY (OVERALL)

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 18: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Showcase the feeling that welcomes guests into this setting.

• Utilize lighting to enhance the comfortable, inviting feeling and draw the viewer in.

• Capture our front desk check-in area in context. If possible show some area around the desk.

• Use perspective to give the lobby depth and dimension.

DO NOT

• DO NOT focus only on the reception desk.

• DO NOT include guests in shots.

18

LOBBY RECEPTION

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 19: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

With guestroom photography, the priority is to show the guestroom as offered.

• Select a guestroom with the best view possible if a view out the window is to be depicted.

• If a signature landmark is important, make sure it is visible in a natural way.

• Feature the brand standard bed, made to brand standards with hand-pressed bedding.

• Each guestroom should appear exactly as upon guest’s first arrival at its best, as well as the standard.

• Choose the time of day that best flatters the room and view.

• Rooms should appear open, airy and inviting.

• Consider alternate images to capture the unique Element room amentites, such as the kitchen.

DO NOT

• DO NOT add extra throws, linens, pillows or any other off-brand items to the standard Bedding.

• DO NOT include promotional materials, collateral or appliances (phones, alarm clocks, coffee makers) in your photo, as they clutter the space and can easily date the image.

• DO NOT add extra props (food, flowers, champagne, fruit, etc.).

• DO NOT shoot televisions as a prominent part of any scene.

• DO NOT show computer screens and televisions turned on.

• DO NOT shoot turn-down service.

19

GUESTROOMS

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 20: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

With guestroom photography, preparation is paramount.

• Clean the windows, inside and out if possible.

• Curtains & drapes hang evenly on both sides of window. Pleats are straight and evenly spaced. Hand iron.

• Place any cushions correctly per brand.

• NO flowers, fruits, drinks, baskets, bathrobe, suitcase displayed UNLESS offered and displayed for every guest.

• No rubbish bin, no hanging bathrobe, no hairdryer.

• Clear surfaces and room of collateral, magazines, newspapers. No copyrightable materials.

• Bulbs must all be of same brand, type and wattage.

• No props or paper. Nothing on bedding.

• Bedding should be styled per brand standard, hand-ironed, clean and never wrinkled. Pillow cases face in.

• Remove cords from telephone, desks, lamps. not visible.

• If there is bed skirting, it should touch the floor evenly and be wrinkle free. All linens must be creaseless.

• Vacuum rug all in the same direction. You can also use a large window squeegee to even the carpet pile.

• All surfaces must be clean without any marks, smudges or dust.

• If a signature landmark is important, make sure it is visible in a natural way.

• If possible use a nature light. Light must appear even and natural.

• Each guestroom should appear exactly as upon guest’s first arrival at its best, as well as the standard.

20

GUESTROOMS PREP

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 21: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

How make a bed:

• Center mattress on platform & place mattress pad over mattress.

• Place fitted 1st sheet over mattress and mattress pad.

• Place 2nd sheet, finished side down, on fitted sheet. Make sure that it is centered side-to-side.At the head of the bed, the sheet should hang over approximately half the depth of the mattress

• Place blanket on 2nd sheet so that it comes to the top edge of the head end of the bed

• Once the blanket is on the bed, place the top (third) sheet finished side up so that it is centered on either side and extends approximately six inches over the blanket at the head end of the bed. Tuck the edge of the top sheet under the top end of the blanket and straighten the sides

• Fold the corners at the foot of the bed into hospital corners, making sure the edges are straight and smooth. Tuck the top sheet and the blanket in on both sides up to the head end of the blanket

• Next, insert duvet blanket into cover and place on the bed

• Make certain that the duvet lies on the bed so that it is centered on each side and the head edge is aligned evenly along the head end of the mattress. Fold back the duvet toward the foot end of the bed so that it aligns with the top edge of the blanket, careful not to expose the blanket

• Next, fold the top sheet toward the foot end of the bed so that it covers the duvet. A properly placed top sheet will cover the folded portion of the duvet on both sides of the bed

• Place (2) king pillows against headboard with openings facing out. Place (2) standard pillowson top of the king pillows with openings also facing out. Place boudoir pillow in the center of the two standard pillows

21

GUESTROOM BEDDING

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 22: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Guestroom bathroom images should highlight the modern, luxurious style and illustrate the spacious and clean spaces.

• An image of a clean shower and shower head with curtain or clear glass door accents the brand style.

• Remove any collateral materials and unnecessary amenities or accessories.

• Arrange amenities to brand standards, consider removing from the surface to avoid clutter.

• Turn on all lights

• Be aware of reflections in mirror and multiple glass surfaces.

• Make sure water is not running.

DO NOT

• DO NOT use awkward angles.

• If possible, DO NOT take photographs that include the toilet / bidet.

• DO NOT place too many towels in the scene; make sure the ones pictured are neatly rolled / hung.

• DO NOT show water running from faucets / showers or show the tub filled with water.

22

GUESTROOM BATHROOMS

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 23: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Suites are an essential component in the brand’s image portfolio. Suite photography is required and follows the same guidelines as guestroom photography. Keep shots simple and highlight qualities such as design, outdoor space or memorable views.

• Each individual room / space in a suite should be shot.

• If there is a “flow” between spaces, it is always good to capture this and illustrate the “layout” of the suite.

• If the suite offers a view, it should be captured in the shot in a natural way.

• Each room should appear exactly as a guest would experience it upon arrival.

• Utilize lighting to enhance the comfortable, inviting feeling and draw the viewer in.

• Use perspective to provide depth as shown in these examples.

• Throw pillows should always be styled correctly as shown.

• Each guestroom should appear exactly as upon guest’s first arrival at it’s best, as well as the standard.

DO NOT

• DO NOT place collateral items / promotional materials in the room, as they clutter the space and can easily date a photo.

• DO NOT add extra props (food, champagne, fruit bowls, etc.).

• DO NOT shoot televisions as a prominent part of any scene.

• DO NOT shoot turn-down service.

23

SUITES

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 24: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Restore (Grab and Go), is one of the core offerings of the brand. Make sure to highlight the unique features of this food & beverage outlet. Create the impression of a large, well-lit space that is both inviting and functional. Give the impression of the assorted offerings, but do not focus in or feature any branding if possible.

• Space should be fully and neatly stocked.

• Since these spaces are filled with repetitive objects, keep stylizing to a minimum. Carefully arrange each shelf to be visually appealing and organized as possible. Remove anything that adds clutter. Mininal display is key.

• Labels must face straight on, bottles and containers must align perfectly. Containers should be completely filled.

• Set counters simply, using the items as graphic elements and create an inviting display of shape and color over displaying logos, branding, etc of the goods.

• Avoid showing branded labels that are clearly readable in the picture.

• Do not dispaly food or objects not brand approved.

DO NOT

• DO NOT show people in shots.

• DO NOT add flowers or flourishes that are not regularly displayed.

24

RESTORE PANTRY

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 25: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Rise Breakfast is an essential component of a hotel’s portfolio. Highlight the unique features of this food & beverage experience, including views if available. Create the impression of a large, well-lit space that is both inspiring of well-being and inviting.

• Make sure Rise Breakfast is fully stocked and meets brand standards.

• Since these spaces are filled with tables and repetitive objects, keep stylizing to a minimum. Remove tables or items to simplify, if needed.

• Set tables simply, using the best china, linen and flatware. Remove all tent cards, paper menus, condiments, collateral, paperware and clutter.

• Remove any food / drink or food displays, including buffet areas and servicing tables.

• Buffet displays should be stocked in a simple and tasteful manner and be featured in the background area of the photo.

• If visible, outside umbrellas should always be open.

DO NOT

• DO NOT show people in shots.

• DO NOT include any food or drink out on tables.

• DO NOT add flowers or flourishes that are not regularly displayed.

25

RISE BREAKFAST

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 26: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

The fitness space can be difficult to capture, so keep shots simple and clean.

• Use a tight composition; do not attempt to document the entire space.

• Select items in a line, e.g., a row of equipment, to reflect the still-life style of the brand.

• Shoot at the eye level of the viewer — keep the camera lens on a plane that is flat to the room.

• Keep all lines straight and all props to a minimum.

• Turn televisions and equiptment monitors off.

• Remove temporary signage, plants, trash bins or water coolers.

• Be sure to light dark equipment so it doesn’t blend together.

• Be sure to photograph more than just equipment. Capture signature design elements including entry areas, wall murals and artwork or views. These elements are best when photographed within the context of the fitness space.

• If a mirror is in the shot, use it to convey more information, but not clutter the image.

DO NOT

• DO NOT use a wide-angle lens, which will distort and skew.

• DO NOT show models, posters or plants.

26

MOTION FITNESS

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 27: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Focus on the pool surface and the sky to show the space both overall and in the context of its environment.

• Keep propping and styling uniform and to a minimum.

• Shoot when the pool is lit by the sun, not when it looks dark and cold.

• Shots taken at dusk can lend drama to urban pool settings.

• The pool should be pristinely clean and in full working condition.

• If visible, outside umbrellas should always be open

• We recommend turning off the filter to still the water.

• Be aware of reflections when shooting.

• Make sure pool and space is OS&E or FFE compliant.

DO NOT

• DO NOT add any personal effects or extra props.

• DO NOT shoot the pool in shadow.

• DO NOT shoot signage or hardware.

• DO NOT show any water splatters or footprints.

• DO NOT include any food or drink, or food displays or arrangements, even within food & beverage outlets.

27

POOL AREA

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 28: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Focus on the outdoor atmosphere, nature and the social aspect of the space. Try and capture the space both overall and in the context of its environment.

Showcase the feeling that is welcoming and comfortable setting that instills a feeling of well-being

• Keep propping and styling uniform and to a minimum.

• When possible, capture seating areas and unique aspects of the space. Any amenitiy that highlights its sense of energy and well-being. Additional spaces could highlight inviting gathering spaces.

• Select a time of day to best accentuate the space. this can either be daytime or early evening, with lights and the hotel interior lit up. Shots taken at dusk can lend drama to these settings.

• The area should be pristinely clean and in full working condition.

• Greenery must appear healthy and green. If not, replace prior to shoot day.

• If visible, outside umbrellas should always be open.

• Furniture should be evenly aligned and visually pleasing.

• Ensure the grill and cooking surface is clean and metalic, not blackened. If need be, close the hood. Clean thoroughly.

DO NOT

• DO NOT add any personal effects or extra props.

• DO NOT shoot the pool in shadow.

• DO NOT shoot signage or hardware.

• DO NOT show any water splatters or footprints.

• DO NOT include any food or drink, or food displays or arrangements, even within food & beverage outlets.

28

BACKYARD

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 29: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Shoot to make the meeting room look bright, spaciaous, inviting, expansive and clean.

• Emphasize collaboration abilities highlighting the video / teleconferencing features as well as customized seating and floor-to-ceiling whiteboards.

• Ensure that all visible surfaces are clean and polished.

• If possible, take multiple shots of the variety of setups available in the space, with and without technology.

• Hide any A/V equipment or cords.

• All TVs, AV equiptment and monitors are off.

• Make sure to always shoot clutter free spaces.

DO NOT

• DO NOT show spaces cluttered with excess technology, i.e. tablets, smart phones, etc.

• DO NOT show televisions or monitors turned on.

• DO NOT show any product logos.

* This requirement has a future effective date. Deadline to be announced.

29

MEETING SPACE

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 30: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Shoot to make the business look bright, spaciaous, inviting, expansive and clean.

• Emphasize collaboration abilities highlighting the technology features, any unique offerings, as well as customized seating and floor-to-ceiling whiteboards.

• Ensure that all visible surfaces are clean and polished.

• Hide any A/V equipment or cords.

• Ensure all TV and monitors are off.

• Style the space only with brand standard equiptment, botanicals, business components, etc.

DO NOT

• DO NOT show spaces cluttered with excess technology, i.e. tablets, smart phones, etc.

• DO NOT show televisions or monitors turned on.

• DO NOT show any product logos.

30

BUSINESS SERVICES

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 31: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Photographing the local or regional areas around or near the hotel can associate your property with unique landmarks and destinations. This additional off-property photography is intended to achieve a greater emotional and aspirational impact than simply showcasing the hotel’s spaces.

• Please contact your FM Account Manager or your Regional Photography Representative if you would like to shoot additional experiential photography. This is a key marketing strategy.

• If people are captured within the image, they should be obscured, blurred in motion or not recognizable.

• If there are people captured in your shot, please have signed Model Releases (including associates).

• Photography should capture elements unique or iconic to that particular landscape or destination (as opposed to a generic landscape which could exist anywhere).

• Usage Rights documentation policy excludes the use of trademarked buildings, spaces, signage or views, etc.

• If captured in propertyy photography, releases are needed for prominent attractions and landmarks.

DO NOT

• DO NOT shoot surroundings without highlighting their unique qualities.

31

DESTINATIONS: OFF-PROPERTY

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 32: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

DO NOT shoot aerial shots if they are unnecessary.

DO NOT photograph linens (table, bed, etc.) Which have not been properly pressed.

DO NOT add food, fruit or flower displays to any guestroom shots.

DO NOT use a wide-angle lens or distort or skew images.

DO NOT add extra bedding or off-brand items to the Brand Bed, such as throws, linens, pillows or personal items.

DO NOT have television, projection or computer screens turned on in any area of the hotel.

AVOID strange or uncomfortable angles.

DO NOT add any props that would not be present when a guest first enters the room.

AVOID shots showing too much ceiling or floor.

This page shows examples of what should be avoided when photographing the properties.

32

DO NOT / AVOID

PROPERTY PHOTOGRAPHY STYLE GUIDE – PHOTOGRAPHY STYLE OVERVIEW

Page 33: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

CONTACTS ANDPROCEDURES

Page 34: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

For the latest updates on the style guide and photography requirements, or to schedule a photo shoot with an approved photographer, contact your Regional Photography Representative.

To meet brand standards it is required to schedule your property photography through the Continent Brand Representative.

NORTH AMERICA

[email protected]

EUROPE

[email protected]

AFRICA/MIDDLE EAST

[email protected]

ASIA PACIFIC

[email protected]

34PROPERTY PHOTOGRAPHY STYLE GUIDE – CONTACTS AND PROCEDURES

CONTACTS AND PROCEDURES

Page 35: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Photo files should be named in a way that conveys key pieces of information. The photographer can prepopulate this information before shooting.

NAMING DIGITAL PHOTO FILES – BRAND PHOTO PRODUCTIONS

• Brand abbreviation

• Project Name

• Date

• Descriptor

For Example:SHS_Architecture_2016_exterior.tif SHS_ArchiCleveland_2015_king_harbor_view.tif SHS_Lifestyle_2016_Greatroom_01.tif SHS_Burbank_2016_Greatroom_02.tif

NAMING SIGNED RELEASE FORMS – BRAND PHOTO PRODUCTIONS

• Scan and save signed releases as PDFs

• Brand abbreviation

• Project Name

• Date

• Descriptor

For Example:SHS_Architecure_2016_Photographer_Release.pdf SHS_ArchiCleveland_2014_AssociateRelease.pdf SHS_Lifestyle_Associate_Release_01.pdf MH_Burbank_Talent_Release_Smith.pdf

NAMING DIGITAL PHOTO FILES – PROPERTY PHOTO PRODUCTIONS

• Brand abbreviation

• MARSHA code

• Descriptor

For Example:SHS_WASVA_exterior.tif SHS_CLEIP_king_city_view.tif

NAMING SIGNED RELEASE FORMS – PROPERTY PHOTO PRODUCTIONS

Scan and save signed releases as PDFs.

• Brand abbreviation

• MARSHA code

• Descriptor

For Example :SHS_WASVA_Photographer_Release.pdf SHS_WASVA_Associate_Release_01.pdf SHS_WASVA_Associate_Release_02.pdf

NOTES:

• Only use underscores (_) between words in your le names. Never use symbols, hyphens, slashes, spaces, etc.

• Keep descriptors short and to the point.

35PROPERTY PHOTOGRAPHY STYLE GUIDE – CONTACTS AND PROCEDURES

SUBMISSIONS: MARRIOTT NOMENCLATURE

Page 36: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

STEPS FOR OPENING A PHOTO WORK ORDER:

1. Follow this link: http://www.starwoodassetlibrary.com/work_orders/photo_upload

a. Fill in property # or name.

b. Choose Request Type: Photo NEW (SAL Only) or Submit to SAL + Website

2. Upload completed usage rights document (https://www.starwoodassetlibrary.com/search/view?asset_id=208282).

3. Within the notes section write the photographer’s name, email, address, phone number and add any special instructions.

4. Upload Photos that meet standards below. Tiffs are for best quality.

a. **Files under 4,000 x 2670 pixels or under 20MB will not be accepted**

b. Photography files should be high res. (300 dpi); sRGB, after color corrections have been made.

c. Files should not be cropped, optimized or scaled.

d. Files have to be at least 4,000 pixels wide (this includes vertical files), and at least 2,670 pixels high. Larger files will be accepted, but that’s the recommended size for upload time.

5. Fill in the appropriate Subject, Caption, and Description info for each photo.

a. Subject: Generalizes the room (ex: Ballroom, Pool, Guestroom)

b. Caption: Use exact name (ex: Biltmore Suite or Southside Boardroom)

c. Description: Any additional information

d. Room Pool Codes: Are required for all Guestroom and Guest Bath photos

6. Add Chris.J.Hennessy as the secondary contact so the work order is monitored throughout the process.

7. SUBMIT

36PROPERTY PHOTOGRAPHY STYLE GUIDE – CONTACTS AND PROCEDURES

SUBMISSIONS

Page 37: PROPERTY PHOTOGRAPHY STYLE GUIDE · 2018-12-10 · PROPERTY PHOTOGRAPHY STYLE GUIDE – THE BRAND 4 CORE VALUES Smart Fresh thinking. Clever use of space, ergonomic design. Sustainable

Metadata is additional information that can be embedded in each digital photo. Embedded metadata can enrich the search quality of our digital assets on the internet as well as our Marriott Digital Asset Management System.

Determine the metadata that you would like to include with each photo and forward to the photographer prior to the shoot.

The photographer can preset this information before shooting.

BASIC METADATA FOR ALL PHOTOS SHOULD INCLUDE:

• Brand and MARSHA code/Project title

• Hotel name/Location

• GPS coordinates

• Photographer’s copyright

• Photographer’s contact details

• Date of shoot (MMYYYY)

• All EXIF data

NOTES:

• GPS coordinates are very important for mapping applications and search engine results.

• Modern DSLRs should record this information, but if they do not, this can be recorded on a smartphone app or a geotag receiver.

37PROPERTY PHOTOGRAPHY STYLE GUIDE – CONTACTS AND PROCEDURES

DEFINING METADATA FOR DIGITAL PHOTO FILES