Change is as good as a rest …

It has been almost 25 years since I became a professional photographer, and in that time, I’ve witnessed a monumental shift in the industry.

Around six or seven years ago, I realised I needed a change. The market had evolved dramatically, and I found myself increasingly dissatisfied with my direction. At the time, I was shooting fashion and lifestyle for some of the world’s most iconic brands—names like Comme des Garçons, Dover Street Market, Armani, Jigsaw, and Orla Kiely, as well as the BBC and The Sunday Times Magazine.

Nowadays, when I look back at my property work from just a few years ago, I’ll admit I cringe. But were they truly that bad, or was that simply the standard of the era? We live in a fast-paced world, and the momentum only seems to be accelerating.

Recently, however, I’ve noticed a shift in my own approach. I have always been dedicated to client satisfaction and helping businesses increase their profitability, but a recent project redefined my process. I was commissioned to shoot a luxury three-bedroom detached property for one of the UK’s most prestigious holiday cottage brands. Instead of my usual "one day shooting, one day editing" routine, I found myself immersed in the post-processing for two full days.

The results? Both the client and I were thrilled.

It is a cliché because it’s true: you get what you pay for. You cannot build a Rolls-Royce in a day; if you could, it wouldn't possess that legendary, lifelong quality. The more you lean into perfectionism, the better the end product becomes. In a field like hospitality photography, investing more means standing out more—an investment that pays for itself many times over.

You can still find inexperienced photographers offering shoots for £50 to £150, but "going cheap" will always be reflected in the way potential guests view your brand online.