Truss Hotel Times Square
One of the most competitive hospitality submarkets in the United States.
Located near Times Square, Hudson Yards, and the Javits Convention Center, Truss Hotel operates in a corridor where properties compete for a high-volume mix of international leisure travelers, convention attendees, and short-stay city visitors.
In dense urban markets such as Manhattan, booking decisions are made through OTA platforms where visual perception directly influences click-through rate, booking confidence, and achievable ADR.
Renovation spend is invisible to guests encountering pre-renovation imagery.
Following a renovation and operational repositioning, the property required a refreshed visual library that accurately communicated the updated guest experience — not to reposition the property into a higher luxury tier, but to close the gap between the physical improvement and what guests perceived on OTA platforms.
The objective was strengthened spatial clarity, lighting balance, and amenity visibility — ensuring visual storytelling supported rate confidence and booking conversion within the property's competitive category.
A cohesive OTA image library designed to communicate comfort and functionality.
Rooms photographed using balanced natural light and controlled interior lighting to highlight room scale, bedding quality, and the hotel's clean material palette. Maintaining realistic spatial proportions was critical — travelers compare multiple properties in seconds, and accurate visual representation reduces booking hesitation.
Photography emphasized practical in-room features that influence booking decisions for city travelers:
- Workspace and desk areas
- Seating zones and layout
- Refrigeration and storage
- Bed comfort and room configuration
These visual cues help guests understand how the room supports both leisure visits and short business stays.
Bathrooms photographed with clean tonal balance and even lighting to communicate hygiene, brightness, and usable space — all critical visual signals in OTA evaluation at this rate tier.
In the Midtown competitive set, bathroom imagery is a primary trust signal. Clarity and brightness directly support booking confidence when guests are comparing properties at similar ADR.
In dense OTA-driven markets such as Manhattan, where guests evaluate multiple properties within seconds, visual clarity plays a direct role in reinforcing perceived value at the hotel's intended ADR tier.
Visual storytelling aligned with the guest experience.
The completed 22-image photography library provides the property with a consistent visual presentation across its primary booking channels — designed to communicate the post-renovation product with clarity and commercial intent.
By aligning visual storytelling with the hotel's updated guest experience and Midtown positioning, the imagery supports clearer market perception and stronger booking confidence within the competitive Times Square corridor.
Is your property the next case study?
Start with a Visual Revenue Audit — delivered in 3–5 business days for $750. Or discuss a full visual repositioning engagement for your property.
Explore The Visual Audit Or start a conversation →