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GUIDELINES Hotel Photography

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Page 1: Hotel PhotographyPool / Courtyard 11 Detail Images 11 Destination Photos 11 ... • A vertical image may only be submitted in addition to a horizontal one. • At least one exterior

GUIDELINESHotel Photography

Page 2: Hotel PhotographyPool / Courtyard 11 Detail Images 11 Destination Photos 11 ... • A vertical image may only be submitted in addition to a horizontal one. • At least one exterior

TABLE OF CONTENTSBefore the Shoot 3 Initial Planning 3

Day of Shoot 3 Standard Photo List 3

Photography Essentials 4 Delivery 4 Specifications 4 Choice Virtual Tours 5 Retouching 5 Naming Conventions 5 Composition 5 People 6 Obstructions 6 Third Party Signage/Plaques 6 Miscellaneous 6

Photography Guidelines 7 Exterior 7 Lobby 7 Business Center 8 Refill 8 Restaurants / Breakfast Areas 8 Bar 9 Meeting / Event Space 9 Guest Rooms 9 Fitness Room 10 Pool / Courtyard 11 Detail Images 11 Destination Photos 11

General Notes and Tips 11 Exteriors 11 Interiors 13

© Choice Hotels International® 2014

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3Choice Hotels® Photography Guidelines

Before the ShootINITIAL PLANNING•Call the property to schedule the date and time

of the photo shoot within the Choice scheduling calendar

•Get day of shoot point of contact•Ensure that all photographers have the

appropriate equipment•Determine areas to be photographed.

CREATING YOUR SHOT LIST•Determine shots from the Standard Photo

List•Have a wish-list of 3-5 additional shots you

and the property would like in the event another image cannot be photographed or if there is available time.

LEGAL AGREEMENTS•Have model releases on hand for any

employees or persons appearing in a photo.•Have destination release on hand if needed.

Day of ShootSTANDARD PHOTO LISTPhotographer must make all reasonable attempts to obtain a room list from the property to ensure that all unique room types will be shot. If this is not possible, or if photographer has any other issues, please inform CHI.

All areas within the Standard Photo List are mandatory (if applicable to the property). Only on-site hotel features should be photographed and submitted. Use this list to formulate your initial shot list. You may offer other angles within each area for consideration.

A. EXTERIORInclude number 1. Numbers 2-5 if applicable.1. Blue-hour (dawn or dusk), full-view angle2. Daytime full-view angle OR:3. Tight angle featuring exterior signage4. Blue-hour tight angle5. Daytime angle featuring local area if scenic (i.e.

water or mountain features)

B. LOBBYInclude numbers 1, 2 or 3. Numbers 4-6 if applicable.1. Wide angle featuring main seating area with

fireplace feature and windows OR:2. Wide angle featuring main seating area

shooting toward the front desk3. Tight, aesthetic angle of seating area

capturing interesting background textures and contrasting fabrics

4. Vertical angle of seating area to capture suspended lighting feature

5. Tighter angle of front desk registration area framed by one of the lobby seating areas

6. Wide angle of seating area with view of bar/restaurant area in the background

C. BUSINESS CENTERInclude numbers 1 or 2.1. Angle including computer work-stations in

relation to lobby seating areas OR:2. Tight angle of work station with aesthetic

blurred background

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4Choice Hotels® Photography Guidelines

D. MARKET/SNACK BARInclude numbers 1 or 2. If area is easily visible in a lobby view, it may, at the discretion of CHI, fulfill this requirement.1. Tight shot of entrance to Market/Snack Bar

showing signage and product2. Wider shot of Market/Snack Bar in

conjunction with immediate surroundings

E. BAR / RESTAURANTInclude number 1. Numbers 2-5 are optional.1. Wide angle capturing Bar and Restaurant in

relation to each other2. Angle showing Bar only3. Angle showing Restaurant only (dinner set)4. Detail angle of Bar5. Detail angle of Buffet fully set for breakfast

F. MEETING / EVENT SPACE (IF APPLICABLE)Include numbers 1-3. Numbers 4-6 if applicable.1. Business meeting set (Classroom, Theatre, or

U-shape)2. Social set3. Boardroom (if available)

4. Business Lunch5. Outdoor Business or Social set6. Additional Business meeting set

G. GUEST ROOMSInclude numbers 1-3. Numbers 4-6 if applicable.1. Double-Double Guest Suite shooting toward

windows, including television2. King Guest Suite shooting toward windows,

including headboard3. Angle encompassing kitchen area showing

seating and sleeping areas in the background.4. Detail of work area5. Detail of seating area with television6. Detail of kitchen area

H. FITNESS AREAInclude numbers 1 and 2. 1. Fitness Center wide angle2. Fitness Center Detail (weights, machines)

I. POOL / COURTYARD AREA (IF APPLICABLE)Include numbers 1 and 2. Numbers 3-5 if applicable.

1. Outdoor Pool wide angle

2. Pool Detail (deck chairs, drink from bar on side table)

J. BREAKFAST AREA Should have at least two angles: 1. Seating area2. Breakfast bar with food setup

Photography EssentialsDELIVERYCHI qualified vendors will submit professional photography directly to CHI within two (2) weeks of photo shoot date.

SPECIFICATIONSTo comply with online and print photography standards requiring professional photography for

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5Choice Hotels® Photography Guidelines

distribution, vendor must submit high resolution photos. •Still Photos - File Type: JPEG•Resolution: 300 dpi • Image Size: 10” w by 8” h (25.4 cm by 20.3

cm)/ minimum 3000 pixels wide•Quantity: Vendor must submit 30-40 photos.

Allowances will be made for smaller properties or other special circumstances.

•Content: Photos of all hotel features listed in the photo list are mandatory when available.• Processing: Photos processed with High Definition

NAMING CONVENTIONS•All photos and virtual tours must be uploaded

with Choice standardized naming conventions•Photos: (Property Code)(Room Type)(Photo

Number) ex. AZ123MSTRSUTQN123•Virtual Tours: (Property Code)VT(Tour

Category) ex. AZ123VTPOOL

COMPOSITIONFormat•Landscape (horizontal) format is standard.•Portrait (vertical) format can only be used

when a vertical photo significantly strengthens composition, as determined by CHI and must be submitted in addition to a horizontal format of the same subject.

Lens selection•Standing back and zooming in creates a

more upscale look than shooting as wide as possible.

•Avoid overuse of wide-angle shots. If a space is small, avoid showing the entire room in one angle; instead focus on key features and creative composition. As in fashion, photography is more alluring when something is left to the imagination.

Range (HDR) filters are not acceptable. This creates an artificial, over processed look. A mid-range image should be selected with shadow areas lightly brushed in, and over-exposed highlights lightly brushed out.

CHOICE VIRTUAL TOURS •File Type: JPEG, Multiple Shots, Stitched into 1

Spherical image• Image Size: Base unstitched files should be

left in their highest shot resolution to preserve quality.

•Quantity: 1 tour per•Guest room type•Lobby•Breakfast area•Pool/Hot Tub•Exterior•Other significant area (restaurant, bar,

fitness center ect…)

RETOUCHING• Images should not have a processed or “photoshopped” look to them. CHI does

not want to misrepresent any of our properties to our customers. However CHI understands that retouching may be necessary, common approved retouching would include:

•Removing unwanted items such as garbage cans and brochure racks

•Removing warning signs•Smoothing over wrinkled bedding•Removing items from parking lots or

retouching parking lots •Adjusting lighting or exposure•Sky adjustments

•Photos that do not meet the quality standards set within this package and therefore require further retouching will be sent back to the vendor for adjustment or a reshoot.

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6Choice Hotels® Photography Guidelines

•For detail images, use shallow depth-of-field to highlight the focal point while maintaining a sense of place with an out-of-focus background.

•Provide a variety of viewpoints across your photo library. Not all shots are best captured at eye-level. Low viewpoints can often create a more upscale, imaginative look. An elevated viewpoint is excellent in areas with high ceilings and outdoor shots; it opens the view and keeps furniture and other elements from stacking and crowding the shot.

Lighting•Photos shall incorporate professional lighting

or lighting techniques and where necessary be color corrected, showing only appropriate shadows.

•No under- or over-exposed photos will be accepted.

•Night photos (before dawn or after dusk, i.e. when sky is black) will be accepted on a case-by-case basis.

• Incorporate blue-hour shots for exterior shots (overall hotel and pool) and interior shots (lobby seating, bar, guest room) as scheduling permits.

Styling• Images are to be styled to reflect the

uncomplicated, simple, and inviting signature of the Choice brands.

• Items to be cleared from every shot include seasonal décor, media materials (rack cards, banners, point of sale materials, table tents, ads, signage), paper products in breakfast area (forks, plates, napkins, plastic ware), dome lids on breakfast food items, garbage cans, ashtrays, plastic ice buckets and cups, and irons and ironing boards.

•Existing furniture should have generous spacing as the camera tends to compress and flatten an image, making rooms look crowded and confusing. Furniture may need to be rearranged, removed, or limited in some cases (restaurant/bar tables or meeting sets for example), to keep an open, inviting look.

PEOPLE•Unless otherwise permitted by CHI, photos

shall not include people.•Optionally, alternate photos with a front desk

associate in approved uniform behind the front desk, and/or a bartender behind the bar, may be submitted for consideration. Photo will be

reviewed and approved by CHI on a case by case basis.

•Models in photos should not look directly at the camera

•Signed model release authorization forms must accompany all photos with people in them.

OBSTRUCTIONSMinimize distractions and obstructions in frame (both foreground and background) that detract from the composition and/ or potentially date the photo. These can include but are not limited to: trees, signposts, streetlights, parking lots, cars, driveways, seasonal décor, garbage cans, ashtrays, banners, promotional materials, etc.

THIRD PARTY SIGNAGE/PLAQUESThird party (e.g. AAA, Trip Advisor, Chamber of Commerce) signage/plaques cannot be included in photographs.

MISCELLANEOUS•All signage and materials using brand logos

must meet current brand standards.•Landscaping/Grounds included in exterior

angles must be well-maintained and in-season (i.e., no brown grass, bare trees, etc.).

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7Choice Hotels® Photography Guidelines

Photography GuidelinesEXTERIOR•Exterior shots should focus on the best view of the property.•Signature exterior shot must be at blue hour.•Compose the angle in a way which avoids obvious obstructions. •A vertical image may only be submitted in addition to a horizontal one.•At least one exterior angle submitted must show brand signage.• Images submitted must not include signage of another hotel.• In at least one submission, composition should give a sense of

surroundings.•Avoid distortion of the building from shooting too close with a wide-angle

lens. An exception may be made when purposely done to achieve a dynamic view.

•Provide a means for the photographer to achieve an elevated angle if at all possible (i.e. from a nearby parking garage or building rooftop, a cherry-picker, etc.)

•Landscaping must be updated and/or maintained just prior to the photo shoot.

•Block parking in proximity of exterior to keep images clear of cars.•Remove all garbage cans and ashtrays.•Remove all seasonal décor (Christmas lights, holiday decorations).•Exterior marquee signs should be off (if electronic) or blank.•Airport van photos may be included if Choice Hotels International® is the

only brand represented on the van. Van must be clean and in like-new appearance and consistent with current brand standards for van wraps.

LOBBY•Remove all media materials (rack cards, banners, point of sale materials,

table tents, ads, etc.).•Carpets and flooring must be freshly vacuumed, swept, buffed, etc.•Front desk photo when available. If present, remove all materials from

the desk. Clear all visible items from behind the front desk also.• If floral arrangements are included, they must be modern and clean.

Avoid old-fashioned, busy arrangements.• If there is a Market Place and it is visible, shelves and cases must be fully

stocked. Avoid prominent display of brand logos.•Remove all seasonal décor (Christmas lights, holiday decorations).

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8Choice Hotels® Photography Guidelines

•Arrange seating areas to be open toward the camera.

•Couch or chair pillows should be fluffed, smoothed and placed upright and squared to the back of the chair or couch. For two pillows, they should be placed together, overlapping, either to the left or right. For three, all may be placed to one side, or two on one side and one on the other. Avoid making a deep ‘v’ in the center of the pillow.

•Minimize lamp cords for easier, cleaner post-production.

•All visible lighting must be turned on.•Visible lamp shades must be straightened with

seams turned away from the lens.• If outdoor views are undesirable, allow windows

to slightly blow out.•Curtains must be hanging straight. Sheers,

if present, must be closed unless there is a destination view. If sheers are open, they must be visible past the curtains.

•Tables must be clear of clutter. If necessary, or provided by property, a focal point such as a large, decorative bowl, may be included.

•Do not prop with luggage or personal articles.

BUSINESS CENTER•Remove all media materials (signage, rack

cards, banners, point of sale materials, table tents, ads, etc.).

•Computer monitors should be off.•All cables must be hidden: tucked up and taped

under the desks, behind the monitors, etc.•Do not prop with personal items: coffee cups,

notebooks, pens, etc.•Chairs should be squared to the desks or

angled slightly open. If adjustable, they must all be the same height.

•Keyboards and mice should be squared to the monitor. Cables hidden as much as possible, appearing neat and tidy.

•Minimize lamp cords for easier, cleaner post-production.

•All visible lighting must be turned on. Use multiple exposures to capture detail in lighting fixtures.

•Visible lamp shades must be straightened with seams turned away from the lens.

• If background is visible, use shallow depth-of-field to put slightly out of focus.

REFILL (IF APPLICABLE)•Shelves and cases must be fully stocked.

Avoid prominent display of brand logos (angle prominent logos to the right or left out of the view).

• Include Refill signage.•Visible floors must be swept and buffed;

carpets vacuumed.

RESTAURANT / BREAKFAST AREA (IF APPLICABLE)•Remove some tables if necessary to avoid

overcrowding the photo.•Room should be set close to Brand Standards,

with adjustments to accommodate camera angle.

•For breakfast images, If Buffet is visible, it should be fully stocked, displaying breakfast items and signage that meet respective brand standards.

•Food must look fresh and be displayed in a pleasing manner.

•Chafers may be closed if Buffet is in the background.

•For dinner images, buffet area should be

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9Choice Hotels® Photography Guidelines

cleared and not featured prominently in the shot.

•Tables should have a basic breakfast or dinner set to reinforce the restaurant feel and distinguish it from complimentary, self-serve breakfast brands.

BAR (IF APPLICABLE)•Bars are to be clear of all straws, papers, drink

and service accouterments.•Surfaces must be cleaned and polished.• If the work area behind the bar is visible, area

must be cleared of stacked glassware around the sinks, bottles, anything that rises up above the bar itself.

•The back of the bar must be neat and orderly. Bottles on display must be full and not overcrowded. Glassware must be organized and not overcrowded.

•Televisions must be turned off and free of glare (may be taken care of in post-production by the photography vendor).

•Tables included in the shot must be clear of everything: menus, paper items, bottled condiments.

•The Bar and long gathering tables may include low, simple candle treatments or low, masculine, simple floral treatment if included in hotel décor (i.e. wheatgrass, cacti, single large bloom in shallow, clear square).

MEETING / EVENT SPACE (IF APPLICABLE)•Set up room/space as if a function was taking

place: classroom, theatre, u-shape, etc.•The set-up should be started in the center of

the room then built out with generous spacing.•All chairs, tables, pens, glasses, candy dishes

must be lined up precisely.•Skirting, if used, must be floor-length, pressed,

and in excellent condition with no obvious stains or tears.

•Do not show projectors or projector tables.•Podiums should be in pristine condition.•Boardrooms should feature Executive sets for

an upscale look (blotters, larger pads, bottled water, etc.).

•Boardrooms may feature modern conference phone.

•For social setups, allow generous spacing between tables.

•Table rounds must have floor-length, flat-pressed, wrinkle and crease-free tablecloths.

•When possible, if white linens are desired, use ivory, as they will show up white in the final image but are better able to hold detail in draping, patterning, etc.

• If rounds of 10 are used, only set for eight. If rounds of eight are used, only set for 6, etc.

•Use at least two glasses in table settings for evening functions.

•Napkin folds should be flat, elegant and simple with one or two vertical or horizontal pleats.

•Avoid old-fashioned centerpieces for social set-ups.

•Avoid large, white flowers in centerpieces.

GUEST ROOMS•Guest rooms must meet all current brand

standards (e.g., bedding). Images of rooms that do not meet brand standards must be submitted or replaced within thirty (30) days of

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10Choice Hotels® Photography Guidelines

required implementation date.•Bedding must be immaculate. All whites must

match (avoid discolored or faded bedding). All must be flat pressed, and then ironed again once on the bed. No wrinkles!

•Edges of bedding, sheets when visible, bed skirting, must either hang straight or be tightly tucked under the mattress per Brand guidelines and wrinkle-free.

•Bed pillows must be wrinkle free and arranged squared, upright, to the headboard.

•Do not shoot with a wide-angle lens. This will create runway-looking beds, and does not provide a comfortable, relaxing, upscale feel. Note the required angle specifics in the Standard Photo List under Guest Suites.

• If there are A/C or heating wall units in any of the rooms, please use appropriate methods to shoot around them and not highlight the units.

• If there are A/C or heating wall units and you are unable to get the appropriate shot without them, please ensure that the control panel covers are closed.

•Remove all paper materials. Plastic ice buckets and cups, and irons and ironing boards must be hidden. Notepads and pens are okay.

• If a laptop is used, it must be new, modern.•Carpets and flooring must be freshly cleaned.•No floral arrangements unless included in the

Brand package.•Arrange seating areas to be open toward the

camera.•Couch or chair pillows should be fluffed,

smoothed and placed upright and squared to the back of the chair or couch. For two pillows, they should be placed together, overlapping, either to the left or right. For three, all may be placed to one side, or two on one side and one on the other. Avoid making a deep ‘v’ in the center of the pillow.

•Minimize lamp cords for easier, cleaner post-production.

•All visible lighting must be turned on. Use multiple exposures to capture detail in lighting fixtures.

•Visible lamp shades must be straightened with seams turned away from the lens.

• If outdoor views are undesirable, allow windows to slightly blow out.

•Curtains must be hanging straight. Sheers, if present, must be closed unless there is a

destination view. If sheers are open, they must be visible past the curtains.

•Window views, if included, must not be over-processed or fake-looking.

•Tables must be clear of clutter. If necessary, or provided by property.

•Kitchen areas should be cleaned, polished, appliance cords hidden, and featured beverage services neatly arranged (if applicable).

•Do not prop with luggage or personal articles.•Televisions must be turned off and free of glare

(may be taken care of in post-production by the photography vendor).

FITNESS ROOM•Make sure fitness equipment is not cut off from

shots. •Equipment must be neatly and accurately

aligned.•Remove wastebaskets and all paper items.•Visible towels must be identically folded and

placed neatly.•Avoid stacking of cups with water coolers.•Hand weights must be precisely organized and

in excellent condition.

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11Choice Hotels® Photography Guidelines

• If outdoor views are undesirable, allow windows to slightly blow out.

•Curtains must be hanging straight. Sheers, if present, must be closed unless there is a destination view. If sheers are open, they must be visible past the curtains.

•Window views, if included, must not be over-processed or fake-looking.

•Televisions must be turned off and free of glare (may be taken care of in post-production by the photography vendor).

POOL / COURTYARD•Pool furniture must be precisely organized

along the side of the pool. It must be in neat and in good condition.

•Side tables must be cleared.•Towels should be either folded and placed

neatly at an angle on the end of the chair, draped over the back, with all towels hung in an identical way, or removed altogether.

•Open patio umbrellas.•Clear pool of all debris, toys, flotation devices,

etc.•Hot tub must be turned on if visible.•Existing plants must be rotated to show best

condition and carefully placed to accent the shot.

DETAIL IMAGES•Use shallow depth-of-field to highlight the focal

point while maintaining a sense of place with an

out-of-focus background.•Subject matter should include upscale, yet

playful, design elements or capture experiential moments.

•People may be included in the background, but they must be significantly out-of-focus. (I.e., a detail of drinks at the bar with bartender shaking a martini, or 2 or 3 people engaged, laughing, drinks in hand in the background.

DESTINATION PHOTOS•Destination Authorization Forms must

accompany all destination photos.•Signed property-release forms, model releases,

and/or up-to-date usage rights must be provided by the property.

•Destination photos will be accepted on a limited basis at the sole discretion of CHI.

General Notes and TipsThe following are general notes to aid photographers in portraying Choice Hotels properties. Though every hotel will present its own unique situations and challenges, please use these notes as a guide so that photos taken at all properties will maintain the consistent look required for each individual brand.

EXTERIORS: LIGHTINGExteriors should be shot in natural light, and shot as close as possible to “Blue Hour,” the hour after dawn and the hour before sunset. The hotel should be shot with sunlight on the front of the building, and the sun should be high enough to not cast intrusive shadows from nearby buildings and trees.

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12Choice Hotels® Photography Guidelines

EXTERIORS: ANGLES & PERSPECTIVEThe hotel exteriors work best when they are shot at ≤ angle to the front entrance, with the camera between 4’ and 5’ off the ground to dramatize the perspective away from traditional “eye level.” The camera should be tipped upward slightly to give the building a heroic appearance, but not so much that the vertical lines significantly converge in perspective.

EXTERIORS: LENS SELECTIONChoosing a lens for exteriors is far more subjective than when shooting interiors. Ideally, the location will give you enough space to move back from the building to avoid using a wide-angle lens, keeping the lines of the building “square” while being able to show the entire exterior. If this is not possible, use the tightest lens possible to capture the entire front facade.

EXTERIORS: FRAMING The front entrance and logo on the hotel sign are the key features to capture for the “hero” exterior shot. Additionally, at least a portion of the rest of the building should be featured, ideally a corner and second side of the building. Allow enough pavement in the foreground to give the building a reference point, but the majority of the frame should be filled with the building and sky above equal to twice the amount of pavement in the bottom of frame.

EXTERIORS: LOCATION PREPARATION When possible, work with hotel management to keep the front of the building free of vehicles for the exterior shots. In addition, clear the area of any garbage, signage or trash containers when feasible.

EXTERIORS: GENERAL GUIDELINES •Focus on the most flattering area of exterior. •Take at least one exterior photo with brand

signage. The front entrance and logo on the hotel sign are the key features to capture for the “hero” exterior shot. Additional optional exterior photos are not required to show brand signage.

•At least a portion of the rest of the building should be featured, ideally a corner and second side of the building.

•Allow enough pavement in the foreground to give the building a reference point, but the majority of the frame should be filled with the building and sky above equal to twice the amount of pavement in the bottom of frame.

•Fill frame as best possible. •Always get front of building and entry way. •Film any courtyards or nicely landscaped areas

when available. •Photoshop sky if necessary. Exteriors should

be shot in natural light, and shot as close as possible to “Blue Hour,” the hour after dawn and the hour before sunset. The hotel should be shot with sunlight on the front of the building, and the sun should be high enough to not cast intrusive shadows from nearby buildings and trees.

•Crop out asphalt if possible. •Third party (e.g. AAA, Trip Advisor, Chamber

of Commerce) signage/plaques cannot be included in photographs.

•Exterior marquee signs should be off (if electronic) or blank. Photoshop out any competitor hotel signage, power lines, garbage cans, newspaper receptacles, ashtrays, asphalt cracks, etc.

•Whenever possible, work with hotel management to keep the front of the building free of vehicles for the exterior shots. In addition, clear the area of any garbage, signage

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13Choice Hotels® Photography Guidelines

or trash containers when feasible. Landscaping must be updated and/or maintained before photo shoot.

INTERIORS: LIGHTING Interiors should be portrayed as bright and inviting spaces. Whenever possible, natural light and ambient light cast from the hotel fixtures should provide the majority of illumination. Use of flash is acceptable, but should be used judiciously to softly fill and brighten the darkest shadow areas. Too much flash and bounce light has been used previously, and tends to flatten the rooms and remove depth and texture from the scene. Fill-light should only augment the scene, not be the primary source in the lighting ratio. No under or over exposed photos will be accepted. Night photos will be reviewed and approved on a case-by-case basis.

INTERIORS: ANGLES & PERSPECTIVE Interior spaces should be framed in a way that makes them appear open and inviting. Avoid “square on” shots, instead moving slightly off center to shoot at an angle to emphasize perspective, drawing the viewer into the space. Whenever possible, the camera should

be positioned near where a customer would realistically experience the space, and at a height that showcases the features of the room with interest, usually between 4’ and 5’ off the ground to dramatize the perspective from traditional “eye level.”

INTERIORS: LENS SELECTION You will often be limited in your camera position by the size of the area you are in, so when choosing a lens, gravitate toward wider-angle selections to show as much of the space as possible and to also emphasize the depth of the area you are shooting. Do not go to an extreme, however, or use a lens that in any way distorts or unrealistically portrays the scale of the area you are portraying. We want to showcase our properties in the best way possible, but want to be sure we are not misrepresenting what a traveler will experience when they arrive at our hotels.

INTERIORS: GENERAL INFORMATION •Shoot a minimum of three photos per

category. •Shoot from a variety of angles. Avoid “square”

shots, instead moving slightly off center to

shoot at an angle emphasize perspective, drawing the viewer into the space. Whenever possible, the camera should be positioned near where a customer would realistically experience the space, and at a height that showcases the features of the room with interest, usually between 4’ and 5’ off the ground to dramatize the perspective from traditional “eye level.”

•Photos should not include: •People, unless otherwise permitted by

Choice Hotels International (CHI). •Optionally, an alternate photo with a

front desk associate in approved uniform behind the front desk may be submitted for consideration. Photo will be reviewed and approved by CHI on a case by case basis.

•Photos with models/talents will need to include release authorization and will be reviewed by CHI on a case by case basis as well.

•Garbage cans •Marketing/media materials (rack cards,

brochure racks, etc.) •Televisions and computer monitors must be

turned off.

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14Choice Hotels® Photography Guidelines

•Do not shoot in the dark. Whenever possible, natural light and ambient light cast from the hotel fixtures should provide the majority of illumination. Use of flash is acceptable, but should be used judiciously to softly fill and brighten the darkest shadow areas. Too much flash and bounce light has been used previously, and tends to flatten the rooms and remove depth and texture from the scene. Fill-light should only augment the scene, not be the primary source in the lighting ratio.

•Photoshop out any AAA signage, hotel banners, etc.

ROOMS AND SUITES •Shoot photos that show the entire room. •All window coverings should be open. Curtains

and blackouts (if present) must be open. Sheers (if present) must be closed.

•Regular rooms should have at least two angles: •Suites should have additional shots of

kitchen areas, living rooms, seating areas, hot tubs, etc.

•MainStay® and Suburban® brands must have kitchen shots included.

•Try not to get shots that show the bathroom. •Make sure bedding is neat and complete. •Photoshop or crop out any garbage cans, phone

books, luggage racks, irons/ironing boards, power cords, literature on beds, stains, etc.

POOL AND HOT TUB •When possible, make sure the entire pool is in

the shot (don’t cut off). •Patio furniture must be neat and in good

condition. •Open patio umbrellas.

•Clear pool of all debris, toys, flotation devices, etc.

•Hot tub must be turned on. •Take separate shots that focus on the pool and

hot tub. •Try to get a shot that doesn’t show fencing or

parking lot in the background. •Photoshop out any toys and debris floating in

the pool. • If possible, Photoshop out signage with “rules”

and “warnings” and “depth” of pool.

BREAKFAST AREA (IF APPLICABLE) •Should have at least two angles:

•Seating area •Breakfast bar with food setup

•Area should be fully stocked, displaying breakfast items that meet respective brand standards.

•Food must look fresh and be displayed in a pleasing manner.

•Dome lids must be off food items. Paper products like forks, plates, napkins, etc. must be removed.

• If the hotel has a restaurant, don’t label these photos as “breakfast.”

MEETING ROOM AND BANQUET AREA •Photograph all available meeting rooms,

banquet rooms and boardrooms. •Whenever possible, room should be set up as if

an event is taking place. •Make sure table coverings and chairs are neat

and matching. •Try to take shots that show audio/video

equipment, dance floors, creating set up and other meeting/ banquet room amenities.

•Stacked chairs should be removed.

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15Choice Hotels® Photography Guidelines

RESTAURANT AND BAR •Should be set up as if the area is open. •Shoot a variety of angles whenever possible. •Show bar and restaurant if both area available. •Get shots showing pool tables, dart boards,

dance floor, bandstand, etc. if available. •Only photograph the restaurant/bar if on site,

i.e. part of the hotel.

LOBBY AND FRONT DESK •Take shots of both the front desk and seating

area(s) when available. •Try not to get shots of the front desk straight

on. • Include special hotel features like fountains,

winding staircases, etc. when available.

•Media materials (rack cards, banners, point of sale materials, table tents, ads, etc.) should be removed.

BUSINESS CENTER•Computer monitors must be turned off. •Try not to get extreme close up of computer or

desk. •When available, try to include additional

amenities in shot (printer, fax machine, etc.). •Media materials (rack cards, banners, point of

sale materials, table tents, ads, etc.) should be avoided.

EXERCISE ROOM & FITNESS CENTER •Make sure fitness equipment is not cut off from

shots.

•Try to obtain shots that showcase the entire area/room.

•Get best angle to make room look as large as possible.

•Photoshop or crop off signage with “rules” and “warnings.”

•Television in fitness room must be turned off.

MISCELLANEOUS AREAS Good to have, but not required: •Courtyard •Game room •Sauna •Gazebo •Gift shop •Convenience store •Any other special features •Airport van photos may be included if the

Choice Hotels Brand is the only brand represented on the van. Van must be clean and in like-new appearance and consistent with current brand standards for van wraps.

Thank you for your adherence to the above shooting guidelines. Though prescriptive, they will enable us to portray the properties across our portfolio in a consistent manner, letting customers know they can rely on Choice Hotels® wherever their travels may take them. Your efforts in helping us achieve that goal are greatly appreciated.