2023–2025: my journey from shooting only food, to travel & hospitality photography - lessons learned and how it transformed my business and life (part 2)

(reading time: 7 minutes)

If you read Part 1 of my journey (click here), you know how pivoting from only food photography in studio, to travel and hospitality photography taught me to let go of pride, build relationships, and really observe before I shoot. Those are just a few of the things I learned in 2025.

Here, I’m sharing the lessons that came next, things that have shaped not just my work, but the way I approach opportunities and growth in life and business.

Like I said last time, even though I’m sharing my experience, this is less ‘about me' and more about what you can take with you (just like I’m carrying these lessons into 2026!).

So, while reading adopt a critical thinking and think about yourself and future self.

5. Don’t assume clarity, confirm it

Uh-oh, I made a silly mistake at one point, and it actually surprised me because I’m usually very careful with estimates/contracts.

I sent a sample package PDF to a potential client. They confirmed they were interested and we went back and forth via email, but I didn’t immediately send the contract.

My gut told me they had only glanced at what I sent. A month later, when I finally sent the contract, I realized there was a misunderstanding about the number of deliverables and the price, the client expected far more than what I outlined in the PDF.

I could have turned down the job at that point (and lose the flight money), but my gut now said to go ahead, and it ended up being a great experience that taught me A LOT.

I’ve always known how important contracts are since my food photography days, so I’m still not sure why this slipped, but it was a reminder that mistakes happen, and they’re part of the learning process.

Bottom line:

It’s always better to send that extra email or two to make sure they’ve carefully read and understood your estimate, rather than being surprised after you’ve already spent money. Ahi ahi Roberta!

The lesson for me here? Even with experience, mistakes happen, and that’s okay.

Even in areas where you have years of experience, missteps can occur. What matters is HOW you respond: learn from them, trust your instincts and use them to grow.

6. Experience doesn’t eliminate nerves, a system in place does

You know what I noticed when I started shooting outside my studio? My nervessss.
I would get anxious every time I was in a new place. Maybe it was the unfamiliar space itself, the light, or all the logistics (?)

Even now, before every photoshoot, I still feel a bit of nerves and wonder ‘Will I deliver the result the client wants?!” Spoiler yes.

It doesn’t matter how many years of experience I have. But over time, I noticed a pattern: my system, my process (including creating moodboards for personal usage) and the preparation I put in, always allow me to deliver great results. And clients are super happy.

I’ve learned never to let anxiety guide my decisions or creativity. I will problem solve, I will get it done. System in place.

Bottom line:

Don’t let nerves dictate how things will go. Trust your talent, trust your process and trust that you’re capable.

Feeling anxious is normal, but it doesn’t define the outcome…you’ll get the work done, and it will be great!

7. You NEED those people who understand your vision, lift you up, hold you accountable.

In the last few months of this year, I connected with 2 incredible groups of women photographers, one focused on food, the other on travel.

Fun fact: both opportunities came to me just a week apart, almost like serendipity.

When Giulia (for the travel group) and Fanette (for the food group) reached out, I worried I wouldn’t be able to show up fully for all the Zoom calls, and commit.

I thought I had too many things on my plate already. But I accepted, and slowly realized how much I needed this!

I found two amazing small communities. In my food photography group, I already knew all the people (Bea, Rachel, Eva, Shelly, Joanie and Fanette), but the travel group introduced me to a small new network.

With both groups, we discuss different things, exchange ideas and inspire each other to do things differently.

They get what I do, I get what they do, and we lift each other up constantly. I could not feel more grateful.

Bottom line:

Find your people, form a small group, keep each other accountable. Just like Fanette and Giulia reached out to me, you can also reach out to start a group, meet monthly, share projects, goals and learn from each other.

Surrounding yourself with the right people makes all the difference. It gives you faith, hope.

A huge thanks to all of the ladies!

Anna: https://www.instagram.com/annapurnauna/
Ula: https://www.instagram.com/ulablocksagephotography/
Daisy: https://www.instagram.com/daisywingatesaul/
Giulia: https://www.instagram.com/giulia_verdinelli_photography/

Fanette: https://www.instagram.com/lestudiodefanfan/
Bea: https://www.instagram.com/bealubas
Rachel: https://www.instagram.com/twolovesstudio/
Eva: https://www.instagram.com/evakosmasflores/
Shelly: https://www.instagram.com/shuttershelly/
Joanie: https://www.instagram.com/thebiteshot/

8. Your Mindset Sets the Path

Last but not least: mindset.

This is actually THE MOST important lesson. Your thoughts, your beliefs and then your actions set the path, your future. I’ve known how powerful this is for years, but this year, I finally saw some craaaazy tangible proof.

I’m not ashamed to confess: I reached a point where I feel delulu and completely certain, I will get what I want.

I will work with that client sooner or later. I will take on that project sooner or later.
It’s just about when, not if.

And just to be clear: this doesn’t come from being “full of myself”. No, it comes from knowing I can shape my own future. It’s up to me. No one will do it for me. No one will believe it for me.

To reach this point, I worked incredibly hard to dismantle limiting thoughts, pushed myself beyond comfort and stayed committed.

On a practical level, it meant being very mindful every time my thoughts were sabotaging me, and sitting down with them to analyse them.

It meant creating opportunities for myself, recognizing them when they appeared, persevering and having the patience to see them unfold right in front of my eyes.

I completely removed the thought of “If it didn’t happen this month or this year - because it was on my goals list -then it’ll never happen”

Even more practically, it meant traveling alone, something that used to scare the hell out of me.

It meant renting a car in a foreign country and driving two hours to reach a client (again, I was so nervous to do this alone).

It meant being alone in London (makes me anxious for past trauma), taking an Uber and spending 25x more because missing that appointment with a potential client wasn’t an option.

It meant awkwardly approaching someone at an event to hand them a print, an interaction that almost got me a cover on a very well-known magazine (working on this goal again now!)

It was damn hard work, but so worth it. Sometimes it feels like magical things are happening in my life (sometimes it is!), opportunities appearing out of nowhere, but in reality, they’re the fruits of what I planted.

Bottom line:

Please, please, please, start working on your beliefs right now. They guide every single choice in your daily life.

When you catch yourself thinking “That will never happen for me” or feeling triggered by someone else’s success, pause. Sit down, write down what you’re thinking, and dismantle that thought. Then, deliberately ask yourself Why CAN this happen for me? And how? … create scenarios.

Your beliefs shape your reality, please start shaping them intentionally.

So, how has all of this transformed my business and life? I’ll keep it quick.

Traveling for work while also maintaining my small family at home (partner, cats and all that comes with it!) has taught me balance.

I need to choose jobs that allow my business to grow, without being away from home too much.

That means aiming for higher-paying gigs if I want to limit travel to, say, one week per month (we’ll see how this evolves). I’ve always aimed at those, but now it becomes even more crucial.

At the start of this pivot, my income wasn’t exactly what I wanted, and indeed in 2023/24, a few projects, my Lightroom Ambassadorship, and the educational side of my business kept me moving forward.

On a personal level, this pivot has been life-changing.

I meet so many new people - both professionally and casually when traveling - and I’ve never been happier.

I always have something to look forward to, the next inspiring trip, the next exciting project/personal project.

I’m more proactive, confident and willing to take risks that truly push my career forward.

Opportunities I once thought were out of reach now feel possible (see above, what I said about being delulu), and I approach every thing with clarity and purpose.

It’s not just about getting clients or assignments, it’s about creating a life and a business that aligns with the vision I set for myself.

Good luck, my friend. You’re more powerful than you think.

I don’t have an oracle, and I’m not THE example, but I’ve been where you are. I know what it feels like to be that “old version of me” full of doubt, fear and uncertainty.

I want to give you courage today. The small steps you take, the thoughts you choose to shift, the risks you push yourself to take, the scary things you do, they all matter. They build the path to the life and opportunities you’re capable of creating.

Keep going. Be patient, trust yourself and remember that everything you want is unfolding, even if you can’t see it yet. You’ve got this, and I’m cheering for you every step of the way.

I’d love to hear your thoughts, so feel free to send me a message on Instagram @roberta.dallalba

2023–2025: my journey from shooting only food, to travel & hospitality photography - lessons learned and how it transformed my business and life (part 1)

(reading time: 8 minutes)

Writing this in December - of what I’d call my most amazing year - feels just right. To be honest, I started this draft back in November, coming home from London (I was on the plane) with my heart full of gratitude, reflecting on the lessons I’m taking with me from this past year. And let me tell you, this past year was just the tip of the iceberg.

I’ll cut the chit-chat: for those of you who don’t know, this whole journey started in 2023.

Almost 3 years ago, I hit an emotional rock bottom and felt completely lost. Two clients who made up the majority of my income no longer had projects for me, and in my personal life, something was draining me emotionally.

That year, I worked on my mindset harder than ever before, learning to transform myself through its power. Our minds and thoughts are too powerful to be ignored.

I remember setting my intentions and telling the universe I wanted to travel more, something I’d never really had the chance to do growing up. The reason behind this wish? Maybe a topic for another post.

That same year, I became an Adobe Lightroom Ambassador. And in October 2023, everything shifted: I went to Japan, which marked the start of a true revolution in my life. Japan was the first of many trips that have enriched both my life and my career. Why? I understood there was a whooole world ready to be photographed, not just food in my little home studio.

Anyway, here’s what I’ve learned so far. I am sharing in the hope that it inspires you to take action, because it’s never too late to start something new, even when it feels beyond scary.

1. Being stubborn vs compromising

This was a big one for me. It required a huge mindset shift.

Coming from a fulfilling career in food photography, where I turned down every request that wasn’t paid, I assumed the same rules would apply here. In my head, I was thinking: “I’m an established professional, I’m not going to work for free…absolutely not!”

Man, I was wrong. I had to compromise.

When I emailed hotels with proposals to collaborate, most of the responses were barter requests. At one point, I even questioned myself and my talent. The truth was, I didn’t have a portfolio that screamed: “I am the professional you want to work with, look at what I can do for you”

It’s tricky because accepting free work can send a clear message to a brand: “I don’t take this seriously” - and I didn’t want anyone to think I was devaluing myself. At the same time, I knew I needed to get my foot in the door and build a portfolio that could serve as strong case studies.

So I had 2 choices:

1. Keep refusing, mostly out of pride.

2. Clear my mind and strategically accept some jobs that could lead to more opportunities, that were aligned with what I want to do.

I chose the second, and it was worth it. Accepting that I had to compromise wasn’t easy (AT ALL!!), but it ultimately opened doors I wouldn’t have reached otherwise.

I have always said - and also teach my students - not to let free work be a default choice. But if it’s strategic, aligned with your vision and can genuinely lead to more opportunities, it can be a tool, not a trap.

Bottom line:

The key is intention. I wasn’t doing everything for free, I was selective, clear on my boundaries and focused on how each project could build my portfolio, relationships and credibility. This also allowed me to reflect on my positioning as a personal brand.

This first mindset shift made all the difference.

2. Building relationships and putting your work out there, always.

Connected to the first lesson, I (re)learned that every opportunity - paid or not - is a chance to make connections and build relationships. And it’s not opportunism, it’s human connection.

In the past, I hadn’t done much of this in person. Sure, I was active online and always reaching out, but face-to-face connections weren’t really part of my approach sadly (despite knowing the importance),

I realized I needed to step up my game. Every Zoom conversation (even just to chat with zero expectations), every meeting, every project became an opportunity to meet the right people, leave a lasting impression and plant seeds for future work. You never know who you end up meeting if you go to that dinner you’re invited to… people know people.

Putting your name and work out there consistently isn’t just about visibility, it’s about showing up, being professional and being a genuinely good human being (a nice way of saying don’t be a pain in the neck). If you’re reliable, kind and professional, people notice, and they remember.

This year, online, I’ve prioritized LinkedIn, where I didn’t just copy-paste captions from Instagram. That wouldn’t have worked, because on IG I’m talking to photographers, but on LinkedIn I’m connecting with marketing professionals too. It required a different tone, different text, and a more tailored approach, but it made all the difference (and I am loving Linkedin)

I also started a new Instagram account on January 1st! Sure, I might only have 180 followers, but they’re all highly targeted people in the industry and…potential clients for the future.

Bottom line:

Ask the brands you want to work with for a call, even with no expectations for now. At the very least, they’ll get to know you through an introductory conversation, they will learn about you, they perceive (from tone of voice, confidence etc) if they would enjoy working with you.

And even when you don’t feel like it, go to that dinner, that event, take the project that isn’t your favorite. You’ll meet people. And again, people know people.

3. The “Oh…that’s how it works” phase

This one was humbling. It’s a “technical” one.
I realized pretty quickly that I had no real idea how hotels actually hire photographers. I assumed it worked the same way as with food businesses I worked with in the past. It doesn’t, duh.

Hotels don’t always need content. They don’t always have products to promote or “recipes” to shoot (duh). Everything is seasonal. They work in campaigns, which means you might reach out today and not hear back for months, not because they’re not interested, but because the timing isn’t right.

It takes patience. And if you’re lucky - as I was at some point this year - you happen to reach out at the exact moment they need new content for their brand.

I also learned that big hotel groups often require photographers to be officially approved. This ensures images meet the strict brand standards for consistency and quality of the visuals. It can slow down the process of being hired, but it’s part of the game. What really matters is showing what you can do and getting in front of the right people.

Bottom line:

Don’t make my mistake and assume you already know how things work just because you’ve “been doing this for a while”.

I ended up investing in a coaching session with someone in this niche because I wanted - and needed - to understand it better. Investing in this kind of guidance is CRUCIAL.

4. The power of being an observer: slow is fast, and fast is slow

Let’s talk creativity. You know how, in school, teachers would tell us to read the questions carefully before a test, to pay attention, read between the lines, and get to the right answer faster? The same principle applies here.

When I photograph on location at hotels, I check in the afternoon before the photo shoot (it’s now in my contracts). I scout the place and soak up every detail: hidden corners, what guests naturally gravitate toward, how the light moves through the rooms, how the staff interact, the rhythm of daily life... The same thing happens with travel photography, the first half day is to observe more than to ‘get the shot’

I also love taking quick videos or photos on my phone to see how what I want to capture actually looks on camera.

You see, this kind of work required a completely different type of creativity than what I used to do in my home studio. It’s not about arranging everything perfectly and then clicking, it’s more spontaneous, observing and capturing moments as they naturally unfold.

Bottom line:

Scouting first and taking photos or videos with my phone allows me to take in everything around me: hotels (and destinations) are full of details, and if you don’t pay attention, you’ll miss them (which is still…ok, sometimes:) but when you have to deliver, you have to deliver).

Remember the analogy above: teachers would tell us to read the questions carefully before a test, to pay attention, read between the lines, and get to the right answer faster. It’s the same here.

Yes, you want to take your time to absorb the details, but this is exactly what will help you get to the shots you want faster - especially when you need to deliver 100 great photos in two days, for a job (did that this year!)

Slow is fast, and fast is slow.

I think it’s time to wrap up this first part.

Next week, I’ll share part tw2o here on the blog, with a few more lessons I’ve learned, hopefully it’ll inspire you along the way.

Even though I’m sharing my experience, this is less ‘about me' and more about what you can take with you (just like I’m carrying these lessons into 2026!). Is it the pivot? The reminder that it’s never too late? Being more observant? Letting pride take a back seat?

I’d love to hear your thoughts, so feel free to send me a message on Instagram @roberta.dallalba