Josephine’s pitch: photographer Karolina Valeikaite

[Josephine Wong]

Since I want to wait till my astrocartography session on Aug 5th before I write a pitch on that story, I’ve been thinking about this new one — an interview/profile on a photographer I am obsessed with. Her insta: https://www.instagram.com/outsideboxx/

Need to rethink this long headline: How Karolina Valeikaite’s cinematic imagery is reshaping hospitality photography and why top brands are leaning into imperfection.

When most people picture hotel photography, they think of sterile, wide-angle room shots—technically perfect, but emotionally flat. But photographer Karolina Valeikaite is redefining what hospitality marketing can look like.

With clients including Four Seasons, Belmond, The Dorchester, and Viceroy Resorts, Karolina’s work is the antithesis of the conventional hotel shot. Her images are cinematic, textured, and often intentionally imperfect, framed by blur, soft light, or motion. Instead of documenting a space, she captures a feeling: the breeze drifting in from the ocean through open balcony doors, the cool relief of a swim under a blazing sun, the quiet intimacy of golden hour falling across linen sheets.

This profile would explore the evolution of Karolina’s style, the growing appetite among luxury hospitality brands for imagery that feels human and soulful, and how her work reflects the emotional shift in how people want to experience and remember a place. It’s a timely conversation: Adorama’s 2025 trend report highlights a rise in “longer shutter speeds, unconventional framing, and natural vignettes to evoke emotion and intimacy.” Fair Licensing predicts a continued move toward documentary-style narratives and cinematic storytelling. The Influence Agency notes that audiences are craving sensory, nostalgic, and emotionally resonant visuals. Karolina’s work sits at the intersection of all three.

Her images don’t just capture beautiful places; they shape how travelers imagine and emotionally connect to those places before they even arrive. Her rise reflects a larger shift in how design, storytelling, and atmosphere work together to define a destination’s appeal.

Do you think people will be interested in this? Should I try to contact hospitality marketing agencies or marketing departments of hotels to see if they confirm this trend?

[Ansley Evans]

This is amazing Josephine! I think you have everything you need here and love those specific details in the second paragraph. You’ve definitely piqued my interest! As an intro, you could perhaps say something like, “I’m a writer and graphic designer” – something to emphasize your design expertise — it does come across in your descriptions, but just to emphasize why you’re the one to write the story. I’d say that your design expertise and the fact you’re on top of the trends gives you the authority to say it is indeed a trend, but would be curious to hear Amanda’s thoughts. As an editor, I’d be curious to know what access you had to Karolina. Re the title, I think a shortened version works well and makes me want to know more: How Karolina Valeikaite’s cinematic imagery is reshaping hospitality photography. CN Traveler could be a good fit for this one? I look forward to seeing where this goes and can’t wait to hear about the astrocartography session!

• This reply was modified 7 months ago by Ansley Evans.

[Josephine Wong]

Thanks so much for the thoughtful feedback, Ansley! You’re totally right, I still feel like such a non-expert most of the time, but I guess having a background in graphic design does give me some credibility here. I actually don’t have any access to Karolina (yet!) she’s actually ignored a few of my DMs when I tried asking her photography questions 😅. But I’m hoping that if I can get a yes from an editor, she might be more open to responding to a formal email. And yes, that title you suggested is so much stronger—short, clear, and way more compelling.

[Ansley Evans]

Hi Josephine, Just a quick thought here. Confirm with Amanda, but I remember her mentioning that it’s important to make sure a source will talk with you if your piece hinges on them. I think you have some chops to do that effectively — just something like, I’m a graphic designer and journalist for outlets like CN Traveler. I’m working on a pitch about how your work is reshaping hospitality photography and wanted to confirm I could speak with you for the piece once it’s commissioned… Or something like that– I’m sure Amanda has better ideas about wording! And I agree with her — you have such a compelling natural voice. You are definitely a writer ;).

[Josephine Wong]

That’s such a good point. The pitch really does hinge on access to her! I really like your suggested wording — it’s short and to the point. And you’re right, it’s probably better to know now if she’s going to ignore me than after I’ve pitched it 😅. Also, thank you for the encouragement. It really means a lot. And I really appreciate any and all feedback!

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