Why Print Marketing Still Matters in the Travel Industry
Digital marketing is essential, but travel decisions are often influenced by multiple touchpoints. A visitor may discover a destination online, then pick up a brochure at a visitor center, hotel lobby, or attraction before deciding what to do next.
Print materials help tourism businesses stay visible when travelers are actively exploring their options. Unlike digital ads that disappear quickly, brochures, maps, and postcards can remain with visitors throughout their trip.
Travel businesses use print marketing to:
- Promote local attractions
- Increase bookings and reservations
- Encourage longer stays
- Highlight seasonal events
- Strengthen destination branding
It’s easy to overlook the amount of work that goes into booking an amazing vacation. Whether you’re relaxing on a sandy beach or exploring a national park, you’re probably not thinking about the tour operator or the flight attendant who helped make your trip happen. So what exactly is National Travel and Tourism Week?
It’s all about promoting the powerful impact travel markets have on our economy. This year’s campaign, which runs May 7 – 13, is focusing on the “Faces of Travel.” The theme is fitting as the travel industry supports more than 15 million people in the U.S. With this in mind, it’s important for travel marketing professionals to think about ways to keep the industry going strong.
The Importance of Print in a Digital World
While social media and blogging mesh well with the tourism industry, concentrating solely on digital marketing may lead to missed opportunities. Through creative print advertising, businesses can target specific demographics and bring in new customers. Hotels, travel agencies, visitor centers and tourist attractions should all have print materials that follow a unique brand image.
Studies have shown that printed advertising offers many advantages in terms of stimulation and engagement. In other words, those business cards and direct mail brochures are worth more than their weight in paper. It’s also important to note that internet access can be spotty on that remote island destination.
However, companies must determine the best practices for their particular market. Rather than relying on a standard template, customize your design to reflect your image and attract attention. The goal is to build recognition and foster repeat visitation.
The Best Print Marketing Materials for Travel Businesses
Different print products serve different goals. The most effective tourism marketing strategies use a combination of materials.
| Goal | Print Product |
|---|---|
| Destination Awareness | Postcards, Posters |
| Visitor Information | Brochures, Maps |
| Event Promotion | Flyers, Rack Cards |
| Hotel Marketing | Booklets, Direct Mail |
| Customer Retention | Coupons, Magnets |
By matching the right product to the right audience, travel businesses can create a more effective visitor experience.
How to Get Creative with Your Print Media
Having plenty of flyers and brochures in hotel lobbies is important. Travel marketing also presents plenty of opportunities to think outside the box. There are many ways to have printed materials relate to your particular destination.
Think about the defining landmarks at your locale. In many cases, the shapes and colors of landmarks can be directly incorporated into the materials. For example, a prominent tower would make the perfect focal point of a 2-inch by 6-inch vertical custom bookmark.
In many cases, print materials can serve double duty as both advertisements and useful items. For example, travelers are always in need of directions to points of interest. Marketers can include detailed maps and fun facts for sightseeing tourists on convenient tri-fold brochures.
Agencies and lodging owners can even get creative with custom business cards. Instead of going for a generic design, consider a card template with scenic views of your destination. Your unique cards can even be repurposed as coupons or referral cards.
Don’t be afraid to let your imagination run wild. Some other print marketing options include:
- Full-color posters depicting fun activities
- Magazine or newspaper inserts
- Flyers placed in popular tourist areas
- Postcards to send home to friends and family
- Booklets that explain accommodations in detail
- Magnets that make excellent souvenirs
- Direct mailing coupons targeting return visitors
How to Establish a Marketing Tone
It isn’t easy to build customer loyalty with travelers. Most jet setters are more interested in discovering new experiences or great deals than sticking with one company. This poses both a challenge and opportunity for marketing teams.
While there may be a ton of information you want to convey to your audience, simpler is usually better. When Virginia State Travel commissioned a slogan in the late 1960s, one of the original selections was “Virginia is for History Lovers.” The agency in charge eventually found that tagline too limiting and changed it to “Virginia is for Lovers.”
Is Virginia really more romantic than any other state? That could be up for debate. However, the simplified slogan became so successful that Advertising Age named it one of the most iconic of the last 50 years.
Travel Brochure Ideas That Visitors Actually Keep
Many brochures end up in the trash because they focus on features instead of experiences.
Instead of listing attractions, focus on what visitors will experience:
- The best local food spots
- Hidden attractions tourists often miss
- Suggested one-day itineraries
- Seasonal activities and events
- Family-friendly recommendations
A useful brochure becomes a travel companion rather than just another advertisement.
How Hotels and Resorts Use Print to Increase Bookings
Hotels often rely heavily on online travel agencies and digital advertising. However, print materials can help increase direct bookings and improve the guest experience.
Examples include:
- Welcome booklets
- Local attraction guides
- Room information folders
- Restaurant menus
- Loyalty program cards
Providing useful printed information helps guests feel more connected to the destination and your brand.
Why Maps Remain One of the Most Effective Tourism Marketing Tools
Even in a world of smartphones, printed maps continue to provide value for travelers.
Maps can highlight:
- Attractions
- Restaurants
- Shopping districts
- Walking tours
- Scenic routes
- Visitor centers
Adding local recommendations and points of interest transforms a simple map into a powerful marketing tool.
How Postcards Help Destinations Stay Top of Mind
Postcards aren’t just souvenirs.
When travelers send or keep postcards, they extend the reach of your destination marketing beyond the trip itself.
Tourism organizations frequently use postcards to:
- Promote attractions
- Encourage repeat visits
- Highlight special events
- Showcase local photography
- Build destination awareness
A well-designed postcard can continue promoting a destination long after the vacation ends.
How to Create a Consistent Travel Brand Across Print Materials
Strong destination marketing requires consistency.
Whether someone picks up a brochure, sees a poster, or receives a postcard, the experience should feel connected.
Consider maintaining consistency with:
- Brand colors
- Photography style
- Fonts
- Messaging
- Taglines
- Logo placement
Consistency helps build recognition and makes marketing campaigns more memorable.
How Print Marketing Supports Long-Term Tourism Growth
Print marketing isn’t only about attracting visitors today. It also helps destinations build long-term recognition.
Over time, consistent print campaigns can:
- Increase repeat visitation
- Improve destination awareness
- Support local businesses
- Encourage referrals
- Strengthen community branding
The most successful tourism organizations combine digital marketing with strategic print campaigns to maximize visibility throughout the visitor journey.
Once you establish the right tone for your business, complement it with the right print marketing materials. With the right strategy, you’ll be able to expand your reach. If you have a unique travel marketing story, the U.S. Travel Association wants to hear from you during National Travel and Tourism Week.
Journey over to OvernightPrint.com for your print travel marketing materials.
Frequently Asked Questions
Does print marketing still work for tourism businesses?
Yes. Print materials remain effective for reaching travelers before, during, and after their trips.
What are the best print products for tourism marketing?
Brochures, postcards, maps, flyers, booklets, and posters are among the most commonly used tourism marketing materials.
Why are brochures important for travel marketing?
Brochures provide detailed information that travelers can keep and reference throughout their trip.
Do hotels still use printed marketing materials?
Yes. Hotels use welcome guides, local attraction brochures, menus, loyalty cards, and promotional materials to improve the guest experience.
What should a tourism brochure include?
A tourism brochure should include attractions, activities, maps, recommendations, contact information, and a clear call to action.
Are postcards effective for destination marketing?
Yes. Postcards help increase destination awareness and can encourage future visits through word-of-mouth promotion.
