Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sale

Tuesday, 25 October 2016 11:00

Flybe has ...

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

When it comes to producing travel information, the current trend seems to be to try and drive customers online, away from the traditional brochure and heading towards a completely paperless future. 


The internet is seen as the holy grail for travel brands; a tool which could one day eliminate the need to produce printed brochures with all their associated costs and potential problems. However, this vision is a long way off and may in fact never be realised. And the reason is simple: customers like to have printed brochures. We may be living in the computer age but in reality, brochures are the travel equivalent of the Sunday papers; something we can flick through at our leisure. It will be a brave brand manager who adopts the ‘No brochures for us this year’ approach, especially considering that travel agents and their use of brochures still performs such an important role in the consumer’s purchasing process.


Rather than ditching brochures, surely it makes more sense to improve their quality and take every step to ensure they are working hard for your business. The question our clients always ask is ‘Can we have better, faster and cheaper brochures?’ And that is the challenge agencies have to face when it comes to design, print and production. We need to produce material which looks as good, if not better than traditional brochures, but which is also a cost-effective option for brands and one which will deliver results within a tight timeframe.

However it is dangerous to rush after these criteria blindly. It is all too easy to focus on minimising expense and maximising speed but this often comes at the cost of quality. Brands often forget about actually trying to make their brochures better. By compromising on design, brands may reduce their costs and increase their production rate but they risk losing brand equity. If you look at a rack of brochures in any travel agency you can clearly see which brands have sacrificed design quality for cost and you would probably try to avoid those brochures when it comes to reaching for the shelf.

It’s the companies who can balance print and digital, and develop innovative communication strategies in order to deliver the right messages using new print technologies who make a real difference in today’s competitive climate. Understanding what needs to be printed and what can be delivered online is fundamental to rationalising brochure size, and will also help to stabilise volume and cost levels.

The whole print-on-demand arena is also opening up and those agencies with digital and offline experience who can manage this integration will come out winners. That said, innovation in the printing process has to be matched by innovation in communications. As we all know putting together a brochure is a stressful process with pricing and itinerary alterations coming through right up to the deadline. This is made all the more complicated with international projects, as changes have to be delivered across multiple territories. This is where an innovative comms strategy comes into its own.

Brands have to be able to communicate alterations and cross check quickly and accurately in order to produce a precise brochure on time. Online same-time editing and proofing is the solution to this problem, and most importantly it must be done without compromising the design quality. It’s also important to remember that digital marketing does have a vital role to play in helping the consumer to make a purchase.

Online campaigns may help the holiday browser initially, pointing them in the right direction for what they’re looking for and feeding them personalised, relevant information. Combine this with well designed, thoroughly researched, well thought out printed brochures and you’ll ensure prioritised rack positioning in store, a great showcase for your brand, and the promise of a positive holiday experience placed directly into the hands of potential customers.

twn Are you sure that you want to switch to desktop version?