The basic rule of thumb is this:
For 4k HDR runs under 20' or so, a Premium High Speed HDMI cable (QR label) should work just fine for HDMI 2.0 specifications.
For 4k HDR runs over 20' or so, a hybrid fiber cable (Ruipro4k) should work just fine for HDMI 2.0 specifications. However, hybrid fiber cables are not cheap so be prepared.
At 30', it is highly recommended that you run your cabling in a conduit, unless you have easy access to the cable. Running conduit is the ONLY way to future proof your cabling. Connection technology always lags behind video technology so you need to plan ahead for the probability that you will be changing your cables sometime in the future. Using conduit (1.5" - 2.0") allows for easy and safe installation of your cables and makes it easier to control bend radius, which can be detrimental to 4k HDR signals. Add a pull string for future pulls and you're all set.
The most reliable connection is a direct one, source to sink, with no adapters, extenders, wall plates, switches, etc in-between. Hybrid fiber cables are active, so they will draw a minimal amount of power from the sink HDMI input. Sometimes you may need to install an in-line voltage inserter but I would try first without the voltage inserter and see how it goes.
