Short answer: Plan a full professional reshoot every two to four years, and straight after any renovation, rebrand or change of furniture. Between those, refresh the images that change with the seasons, like a menu, a terrace in summer or a fireplace in winter. A simple test: if a guest walking into the room would notice a difference from the photo, it's time.
Signs your photos are due
• You've renovated, restyled or changed the furniture
• The menu, bar or restaurant has changed
• Your photos only show one season
• There are no people in your images, so guests can't picture themselves there
• Your website, booking sites (such as Booking.com, Expedia or Trivago) and social media all show different versions of the same room.
Why out-of-date photos cost trust
When your photos don't match what your website says, guests notice. A 2025 study in the Journal of Hospitality and Tourism Technology surveyed 434 people who had recently booked a hotel online. When the images didn't match the text on a hotel website, people found the site less trustworthy and liked it less, and that in turn affected whether they'd book.
After a renovation, don't wait
When Berkeley River Lodge reopened in 2026 after an extensive renovation and rebrand following cyclone damage, new photography was part of the reopening. I photographed the lodge to create a library of images covering lifestyle, food and beverage, interiors and exteriors. Those images were then published by several media outlets, including Australian Traveller and delicious., showing future guests the new villas, dining and activities.
Seasonal refreshes
A full reshoot isn't the only option. A shorter shoot each season, or when the menu changes, keeps your gallery accurate and gives you new images for social media.
Sue O'Keefe is a Melbourne-based hotel and hospitality photographer at Travel Any Road. travelanyroad.com
Sources: An, Le, Ozturk & Hancer (2025), "Assessing the effects of text−image congruence on hotel guests' perceptions toward hotel websites and booking intention", Journal of Hospitality and Tourism Technology. Refresh timing: ProStay, Hotel Photography Guide 2026.
