These days, visit any vaguely photogenic spot on holiday and you’re likely to find people posing with raised phones and even ring lights. Some may be influencers with huge social media followings; others are just overly keen Instagram users. But with hotels and beauty spots now so overcrowded, photography bans are starting to appear.
The five-star Hotel du Cap-Eden-Roc in Antibes—known for its glamorous guests, views of the Côte d’Azur and a stunning infinity pool—has introduced rules against photoshoots: they are no longer allowed without prior permission.
Reports suggest this was prompted by people booking lunch reservations and arriving with bags of clothing and jewellery. Instead of sitting down to eat, they used their time at the hotel to photograph themselves in different outfits, creating images to post on social media.
Less glamorous spots are also cracking down. The Hollies, a Cheshire farm shop that became a popular content stop after Love Island star Molly-Mae Hague posted images from there, has banned photography and filming between 10am and 4pm.
Meanwhile Jeremy King, the London restaurateur behind places such as Simpson’s in the Strand and the Park, wrote an article in the Evening Standard earlier this year titled: “I’m fed up with influencers over-running my restaurant – enough is enough.”
In the US, a shop on Nantucket, an island off Cape Cod, Massachusetts, went viral earlier this year for a sign reading “no influencers”, while the town of Pomfret in Vermont has banned influencers from taking pictures in front of autumn foliage. In Fujikawaguchiko in Japan, a screen has been put up near a convenience store to stop people taking photos there in front of Mount Fuji.
Part of the argument from venues is that these photoshoots jeopardise privacy and discretion, especially as expected at expensive hotels. Hotel du Cap-Eden-Roc’s manager, Sophie Volant, told Travel Weekly: “As much as [guests] appreciate having people in the restaurants and in the bars, they also want their summer home to remain private. We had to think about a solution.”
Anna Fedou, chief marketing officer at the Beaumier hotel group, says it sometimes works with influencers to capture content promoting its luxury hotels, which include Les Roches Rouges near Marseille, loved for its photogenic pool. The group does not have specific rules around photography, Fedou says, but stays mindful of its primary purpose.
“We’re in the business of hospitality, not running photo studios,” she says. “People travel from all over the world to experience the atmosphere, sense of space and feeling that make a hotel unique. It’s our responsibility to protect that.”
Rules around photography at hotels and restaurants reflect a broader trend away from capturing the moment and towards being in it. Alex Goat, founder of the youth culture agency Livity, compares these rules to clubs asking visitors to put stickers over their phone cameras. “They want to signify that they’re here for people who love music. There’s something potentially similar [here],” she says. “It’s ‘I’m here because I want to enjoy the space’ rather than ‘I’m here to document something for other people’.”
Part of the disapproval towards influencers stems from a common misconception that they are paid well for such content. Sometimes, as with BeaumiHotels will give influencers a free room in exchange for posts, but the idea is that brands will want to make deals with influencers because of their association with glamorous locations. “The majority are creating most of their content for their audiences for free,” explains Nicole Ocran, an influencer who set up the Creator Union to represent people in the industry. “They create content in the hope of attracting brands and seeing who will bite.” There has been outrage about influencers’ behaviour before, such as in 2021 when Love Island stars travelled to Dubai during lockdown. And if there is an underlying snobbery to a luxury hotel introducing anti-photoshoot policies, there may be sexism too. “Influencer culture has always been vilified in popular culture,” says Sophie Bishop, the author of Influencer Creep. “It’s a very feminised form of media, that’s bound up in promotional culture.” Ocran agrees. “Most people have a particular stereotype in mind,” she says. “That isn’t to say that influencers and content creators can’t overstep or be insufferable when getting their shots and filming in public.” A screen was erected to block the view of Mount Fuji from outside the Fujikawaguchiko Lawson’s convenience store after tourists crowded the area to take photographs. Fedou believes that the key is to strike a balance that engages with social media content while keeping a restful experience at hotels. “Influencers will generally choose quieter moments for shooting content, to capture the space without disturbing others,” she says. “Les Roches Rouges has a relaxed atmosphere, but guest experience always comes first.” While the backlash might be aimed at influencers with lots of followers, over 5.4 billion people use social media every day. Ocran hopes that rules around photography might promote a more balanced attitude to social media in general. “[It’s] pushing back against the idea that not every space is meant for public consumption, and not every experience should be turned into content,” she says. “And as a creator, that’s quite a healthy message to send to us all.”
Frequently Asked Questions
Heres a set of FAQs about the trend of hotels restaurants and beauty spots banning photoshoots and influencer content
What does no influencers mean
Its a policy some venues adopt that bans influencerstyle photoshoots filming and content creation on their premises Regular guests are still welcomeits the staged shoots and professional contentmaking that get restricted
Which places are banning photoshoots
Hotels restaurants cafés museums beaches and scenic spots have all introduced these rules Examples include luxury hotels restricting tripod setups cafés banning content creator sessions during busy hours and popular beauty spots limiting professional photography
Why would a venue ban influencers
Mainly to protect the experience of other guests Photoshoots can block walkways take up space for long periods disturb diners and create crowds Some venues also want to control their brand image and avoid being overrun by people who visit only for content not for the service
Do these bans apply to regular tourists taking photos
Usually not Most policies target professional equipment tripods lighting rigs changing outfits and commercial or promotional filming A quick phone snapshot is typically fine
How do I know if a place has a nophotoshoot policy
Check the venues website social media or signage at the entrance Many places state their photo rules clearly and staff will usually mention them when you book or arrive
Can I still post photos from these places on social media
In most cases yescasual personal photos are fine The restriction is on organized shoots commercial content and disruptive filming not on sharing a holiday snap
What happens if I break the rule
Staff will usually ask you to stop Repeat or commercial violations can get you asked to leave and some venues may refuse future bookings
Is this just about influencers or all photographers
Its mostly about disruptive or commercial photography Hobbyists and casual visitors are rarely affected but professional photographers may need permission or a permit
What counts as a photoshoot versus a normal photo
Signs include tripods multiple outfit changes lighting equipment posing for long stretches and filming with intent to promote A single quick photo doesnt count
Do I need permission to film at a hotel or restaurant
For commercial or promotional content
