3 New-School Ideas to Improve Your Old-School Hotel Brochure

When you think of innovation in hospitality marketing, A hotel brochure probably isn’t the first thing to come to mind. In today’s world of social media, influencer marketing and geo-targeted ads, you might be surprised to learn that the humble brochure has experienced some innovations of its own! Here are are some fresh ideas for improving your hotel brochure!

Freaking Lasers!

Today, lasers are used for everything from surgery to manufacturing, so why not use them to make more creative hotel marketing pieces? Laser cutting is a process that has enabled hotels to create unique marketing pieces never before possible.

The main advantage of laser cutting is that it’s able to create extremely intricate patterns. The lattice-like pattern used in Mandarin Oriental’s spa brochure, shown below, is a perfect example. While this technique isn’t for everyone, due to its price, hotels competing in the ultra-luxury market will find it well worth the cost to stand out.

Let’s Get Digital

While many hotel guests and meeting planners still prefer a printed piece (in-fact traditional physical marketing collateral is having a resurgence) sometimes a digital piece is a better option.

Flipbook technology means digital hotel brochures can include a page turn animation making them more engaging than a standard PDF. Recent advancements means these flipooks can be viewed on pretty much any mobile device, which has become extremely important since a majority of emails are now opened on mobile devices.

Besides eliminating print costs, other advantages of digital brochures include the ability to provide links to actionable items and being easier to send, since they can attached in an email. Most hotels would probably benefit most by having both a print and digital version of their brochure.

Shape Up

There’s no marketing rulebook stating that your hotel brochure needs to be an 8.5″ by 11″ rectangle. Think outside the rectangle! Using an unusual shape is a simple way to make your brochure more memorable.

You can even take things a step further by using a highly detailed shape like the Ritz-Carlton taxi-map shown below. And while this piece isn’t a brochure it’s still a great illustration as to how shape alone can make a piece more visually appealing.