One of the most important features of independent hotels is to have a website which is comprehensive, user-friendly, makes it easy to book a room, and provides all the necessary information. However, even with the high priority for online material, travellers and event planners are still looking for print pieces.
Almost every time a potential guest has a question, the standard move is to check the website since everything should be available there. While this is an ideal case and websites do have all the necessary guidelines for clients, the entire process of engagement with customers is usually much more personal and appealing when an actual brochure is handed out. A stunning brochure should reflect the entire hotel’s personality and, preferably, enchants your customers to stay over a night or two.
With each competing hotel trying hard to raise its popularity, there is an ever-increasing need for diverse promotion. How popular a hotel is depends on its services and practices and an irresistible brochure always comes in handy to have the edge over the competition—-sometimes as much as a website. Knowing that, let us now look at some of the key components that go into making a stunning brochure for your own hotel:
Know your guests: Before you spend time choosing a design for the brochure, it is important to know your guests. What is their usual age range? What do they like? Where do they come from? Knowing the customer means understanding the likes and dislikes of the target person or group. Every hotel focuses on a segment and strives to stay true to its tastes. A hostel, for example, will attract backpackers and budget travellers, while a boutique hotel will find mostly couples entering its lobby. Hotels, then, have to understand what their typical guests want in order to avoid a haphazard brochure.
Stay true to your aesthetic: A hotel’s brochure must reflect its personality, as it tells your guests about your establishment’s culture or history. Is your hotel rustic? Informal? Elegant? A pamphlet informs your customers about the aesthetic values of the hotel. You only have a few seconds to catch the attention of a potential customer and it is, therefore, imperial to include eye-catching elements which truly reflect your identity. If your hotel is nature-oriented, it may be a good idea to use recycled materials. If you are known for being cozy, go for warm tones instead of metallic finishings.
Always “sell and don’t tell”:It is likely that someone picking up your brochure is already somehow interested in your hotel. These guests always wish to know what your establishment can offer them, and if it can accommodate their specific interests. Therefore, your brochure must clearly display the benefits your hotel has over other places. Make your message clear, but always focus on what matters to the customer: While the history of your hotel may be a thrilling tale, you are more likely to make a conversion by focusing on services you sell.
Mind the quality: While the above-mentioned points are important, the fact is that brochures cost money. It can indeed be an expensive move and at times, many people shy away from print media for this reason. But there are many ways you can follow to get an inexpensive, budgeted brochure printed. Following are some of the key factors:
Stock quality: Stock or paper quality is a main factor for the overall pricing. The right paper often isn’t the most expensive, but never shy away from touching the material yourself. The feel you get is the same your clients will.
Mass production:The more you print, the less you will pay. This is a simple rule which comes with a simple question: For how long will your brochure be used? If budget is an issue, it may not be worth printing a high-quality, limited-time piece. In this case, it is better to focus on brochures which have a longer lifetime so that you can order a higher number and pay a small difference?
Special effects:While a shiny overlay may be very pretty, they do run up the production costs. Always keep in mind that if it looks special, the price is also special. Does your brochure really require spot colors and metallic inks, or do usual color variations work for your brand? Always ask yourself these questions before going into production.
A hotel’s brochure speaks volumes about the overall quality of experience. Each property has a unique identity and a handout is a great tool to showcase that. People can always tell the extra effort that has been put into such materials. Therefore, a brochure needs attention and must be designed meticulously so that all the above factors are considered.