Venues Clamp Down on Influencer Photoshoots
A growing number of hotels, restaurants, and popular landmarks are taking a stand against the rise of social media-driven photography, implementing strict bans and time restrictions on filming. What was once a minor inconvenience has evolved into a significant issue for business owners who report that guests are frequently booking tables only to monopolize space for elaborate outfit changes and professional-grade content production. However, bans on photography are coming into place, with hotels and beauty spots now so overrun. This has been prompted by people booking lunch reservations and bringing bags of clothing and jewellery, according to reports.
The five-star Hotel du Cap-Eden-Roc in Antibes has moved to prohibit all unauthorized photoshoots. Sophie Volant, the manager, stated that while guests often enjoy a lively atmosphere, the priority remains the privacy and tranquility of their stay. She emphasized that their primary focus is hospitality, noting that the hotel is not meant to function as a photo studio. Similar sentiments were shared by London-based restaurateur Jeremy King, who recently expressed frustration in the Evening Standard, declaring that he is finished with influencers overrunning his establishments. Known for its glamorous clientele, views of the Côte d’Azur and a stunning infinity pool, has brought in rules against photoshoots: no longer allowed without prior permission, the five-star Hotel du Cap-Eden-Roc in Antibes. They have used their time at the hotel for photoshoots of themselves in different outfits, creating images to post to their social media accounts, instead of sitting down to eat. 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.”, meanwhile Jeremy King. Especially as expected at expensive hotels, part of the argument from venues is that these photoshoots jeopardise privacy and discretion. Part of the disapproval towards influencers is a common misconception is that they are paid well for such content. Fedou believes that the key is to walk 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.”.
The trend extends far beyond luxury high-end retreats.
In Cheshire, The Hollies farm shop implemented a ban on photography and filming between 10am and 4pm after becoming a viral destination following social media posts by reality star Molly-Mae Hague.
International locations have also adopted defensive measures; a shop in Nantucket, Massachusetts, gained attention for a sign explicitly reading “no influencers,” while in Vermont, the town of Pomfret prohibited photography at scenic foliage sites during the autumn season. Japan has also joined this movement, installing a screen near a convenience store in Fujikawaguchiko to block tourists from capturing photos of Mount Fuji. As in 2021 when Love Island stars travelled to Dubai during lockdown, for example, there has been previous outrage around influencers’ behaviour.
Industry experts suggest these restrictions reflect a broader cultural shift toward prioritizing the live experience over documentation. Alex Goat, founder of the agency Livity, compared these policies to nightclub bans on phone cameras, noting that businesses want to foster environments where patrons engage with the space rather than treating it as a backdrop for digital clout. Anna Fedou, chief marketing officer at the Beaumier hotel group, maintains that a balance is possible. While her group occasionally collaborates with creators, she insists that protecting the unique atmosphere of their properties is essential, and guest comfort must always take precedence.
The backlash against influencers is not without controversy, as some observers argue it carries underlying tones of snobbery and sexism. Sophie Bishop, author of Influencer Creep, argues that influencer culture is frequently vilified because it is a heavily feminized, promotional form of media. Nicole Ocran, founder of the Creator Union, notes that many people hold onto negative stereotypes regarding the profession. While acknowledging that some individuals can be inconsiderate when filming in public, Ocran pointed out that the vast majority of creators produce content in hopes of attracting brands, often working without compensation. Others just overkeen Instagram users, some may be influencers with huge audiences on social media.
Despite the tensions between business owners and content creators, there is hope that these rules might encourage a more moderate approach to social media. With over 5.4 billion people using social media daily, the pressure to document every moment is immense. Ocran suggests that these new boundaries might serve as a healthy reminder that not every location is intended for public consumption and not every private experience needs to be transformed into online content. Moving forward, the goal for many hospitality brands remains a careful navigation between engaging with social media trends and preserving a restful environment for all guests. S tand in any vaguely photogenic spot these days on holiday and the chances are you will come across people posing with raised phones and even ring lights.
