Regardless of the season, hotel management should be on the march to drum up new business. From offering special promotions to attracting customers with unique amenities, marketing is a key element of a hotel’s ability to make a profit. One way to market a hotel property is via a brochure. A hotel brochure not only entices potential guests with a listing of its finest services, but also serves as eye candy with a slew of bright and colorful photos highlighting the hotel’s best features.
1. Obtain the proper guidelines from the hotel’s owner or franchisor. According to Hotel-Online.com, follow the guidelines set by the franchisor closely, particularly on the front of the brochure. If you don’t, the company may be hesitant to display or distribute it. Moreover, the brochure may be less effective if it does not fit in with the overall theme of the hotel’s general marketing plan.
2. Write out the text for the brochure. Since this isn’t an extensive marketing packet, don’t expend a great deal of room on full paragraphs and complete sentences. Other than the introductory paragraph, which is placed on the front page or on the inside cover, keep your points short, descriptive and in bullet format. For example, when listing amenities, say something like “Bottomless blue indoor swimming pool” or “Delectable hot breakfast bar with waffles and bacon.” Hotel-Online also suggests listing proximity to area attractions.
3. Design the brochure using either a graphic design or word processing program, such as Microsoft Word, which has pre-built design templates available for brochures, allowing you to plug in words and text. Additional program options with which you can design a brochure include Adobe Photoshop, Adobe InDesign and QuarkXPress (see the Resources section). However, if you don’t have previous experience with these programs, you may find them challenging for a first-time design project.
4. Incorporate sound design principles. The Hotel-Online website suggests placing the property and hotel name at the top of the front page of the brochure. These titles should take up no more than 1 to 1.5 inches. Choose brochure colors wisely. HP suggests rich, deep tones for more conservative properties and bright, contemporary shades for hotels with a lively feel. Stick with two to three colors. Any more than that and the brochure may seem too busy.
5. Take photographs of the property for the brochure. You can do this yourself with a digital camera and upload your photos to your template right from your camera using a USB cord. Alternatively, hire a professional photographer. The drawback to the latter, according to the Hotel-Online site, is that you then have to contend with models, photo releases and the expense of paying the photographer. Another option is to use stock photography. However, while stock photos are readily available and very professional looking, they won’t be pictures of your particular property. You also may hold a photo contest, which is a great way to get publicity for your property and interesting photographs.
6. Decide on a paper type for your brochure. It is important to purchase a high quality paper that is durable. The optimal paper choice for brochures is 100 pound gloss text, according to PsPrint.com. This is a quality paper choice that allows the colors of your hotel brochure to pop off the page.