Why Print Still Matters for Tourism & Hospitality Businesses
When most product research usually starts with an internet search, it’s easy to assume print has had its day. But for tourism and hospitality businesses, print marketing materials still carry a surprising amount of weight. In fact, they can make the difference between a forgettable visit and one that leaves a lasting impression.
Print offers a memorable experience that reflects the care and attention a business, venue or attraction puts into their offerings. Whether it’s a beautifully printed welcome pack in a hotel room, a thoughtfully designed menu in a restaurant, or a local guide picked up at a visitor centre, print can provide more than just information, it can shape the way guests or customers feel about your business.
In the tourism and hospitality sectors, where experience is everything, print helps create a sense of place and personality. It builds trust and reinforces professionalism, So rather than asking whether print still has a place, the real question is: how can your business use print more effectively?
Print’s role in your visitor or customer experience
When someone steps into your hotel, restaurant, or attraction, they’re looking for an experience. And often, that experience begins with the materials they read and the first impressions they form. This is where print quietly, but powerfully, can set the tone.
First impressions and brand identity
Printed materials are often one of the first points of physical contact a customer has with your brand. Think of a brochure a guest picks up at a hotel, the rustic menu handed over in a cosy pub, or the pocket map of local sights tucked into a welcome folder at a holiday cottage. These items speak volumes before a word is even read.
The standard of design, paper quality, visual layout – they all contribute to your brand identity.
Print should tell a guest that you care about to finer details. This will extend to the cleanliness of your rooms, quality of food or professionalism of your staff.
Print as a sales and marketing tool
In tourism and hospitality, printed materials have always been an effective took for generating sales.
For example, consider a local printed directory placed in an hotel room. Beyond the standard information about check-out times and Wi-Fi passwords, these booklets can include room service menus, spa treatment lists, and local attraction discounts. They encourage guests to spend more and stay longer.
For tourist attractions, printed guides and maps exist to help guide visitors, but they can also promote additional offerings such as the cafe, gift shop or upcoming events.
Menus, too, can play a big role. A thoughtfully designed printed menu in a restaurant or bar sets expectations and often influences customer decisions. Specials boards and printed table talkers can highlight higher margin items or extras like desserts or cocktails.
Where print outperforms digital
In the tourism and hospitality space, print still holds a few key advantages, especially when you want to create a more memorable, trustworthy, and personal experience. There are moments when print completely outperforms digital.
Print creates a lasting impression
Unlike an online advert or a website pop-up, printed materials hang around. A brochure might sit on a coffee table, a flyer may be folded into a back pocket, and a map could make its way into a rucksack, to be viewed again and again throughout a trip.
Print is something your customers can see, touch, and hold onto. And where digital can become crowded and cluttered, that goes a long way.
Print is usually preferred by older demographics
Older travellers, often have a greater appetite for quality experiences, tend to feel more comfortable with print. They trust it, find it easier to read, and can be more likely to engage with printed information. If your target market includes retirees or families, print is an important way to stay inclusive and accessible.
Print gives a sense of luxury
Premium print finishes, vibrant colours and heavy paper stocks feel like luxury. It can be seen as more trustworthy than digital content, which can be fleeting or impersonal.
In hospitality, where trust and perception are everything, that added sense of luxury can reassure guests they’ve made the right choice.
Print still pulls its weight
Print remains a vital part of the tourism and hospitality experience. It delivers a lasting presence, builds trust, adds personality, and enhances the way guests interact with your brand. Whether you’re running a boutique hotel, a holiday park, a visitor attraction or a local tourism board, printed materials can help you make a stronger connection with your audience.
We work with tourism and hospitality businesses to design and produce print that not only looks the part but works hard too. From menus and brochures to signage and promotional leaflets, we’ve got you covered.
Get in touch today to chat through your ideas.