H
otel and resort marketers from the not-too-distant past would barely recognize the industry landscape today. From rapid advancements in technology to massive changes in both consumer behavior and traveler expectations, marketing in the 21st century has redefined the entire hospitality industry.
The digital revolution has opened new doors for marketers, but what does that mean for tactics like destination magazines? Are they still relevant in an age where a company can save time, money, and the environment by publishing their content online instead of in print? (The short answer: yes.)
The Role of In-Room and Destination Magazines
If you’ve stayed in a higher-end hotel, you’ve likely thumbed through one of the high-gloss, in-room magazines that have long been a staple in the hotel and resort world. Their purpose is to introduce guests to the hotel, the local culture, nearby attractions, dining options, and shopping experiences. These publications are a valuable resource for travelers who appreciate the help building their itineraries and discovering what experiences await them during their stay.
From a marketing perspective, in-room magazines also serve as a platform for local businesses, tour operators, restaurants, and other hospitality-related services to reach a ready-to-explore audience. They also help to reinforce a brand’s image by reflecting the hotel’s style and sophistication. Destination magazines, which guests may encounter in their rooms or at airports, train stations, and tourist centers, provide broader insights and relevant regional information.
Sounds like a pretty important tactic to us!
Here’s Why Magazines Are Still Relevant
Tactile Experience and Luxury Perception
One of the main reasons print magazines remain relevant in the hospitality industry is the hands-on, luxurious experience they provide. The sensory experience of flipping through pages — especially in a high-end hotel — conveys a sense of opulence and leisure that digital alternatives struggle to replicate.
For luxury hotels, in-room magazines that feature custom layouts, high-end paper stock, and stunning photography are a great way to reinforce the brand’s image as exclusive and sophisticated. The tangible nature of these magazines can engage guests in a way that feels more personal, reflecting the hotel’s commitment to a premium guest experience.
Unplugged Moments and In-Room Experiences
In-room magazines can also capitalize on what marketers sometimes call “unplugged moments.” After a long day of travel or sightseeing, many guests may want to disconnect from their devices. During these moments, a beautifully curated magazine left on the bedside table can be exactly what’s needed, especially for older travelers or those who simply appreciate a break from their screens.
Guests of all ages also tend to spend time with the perks that are physically available in their rooms. Whether they’re waiting for room service, relaxing after a day out, or looking for a way to pass a rainy afternoon, spending time inside their luxurious room is a welcome reprieve from an action-packed vacation —- and it’s the perfect time to peruse an engaging publication.
Local Insight and Personalization
While travel apps and websites offer a wealth of information, they often lack the curated, local insight that destination magazines provide. Magazines are produced and developed by experts with in-depth knowledge of the region, which means they can introduce travelers to hidden gems they might otherwise overlook. From feature-length articles to smaller department pieces focused on a specific topic, in-room magazines give hotels and resorts a unique way to present their property and the surrounding destination.
That said, a print magazine can be the catalyst for a property’s digital marketing mix as well — especially if smaller chunks of content can be repurposed within blogs, social media posts, and on the property website.
Some Things to Consider
Travelers today rely heavily on social media, apps, and the internet to access information about their destinations. The wealth of data available on Google Maps, TripAdvisor, Yelp, and other travel services means that many guests no longer need printed materials to plan their activities.
Because digital platforms also provide a level of interactivity that print magazines can’t match, many hoteliers also choose to create e-publications, or digital versions of their magazines that offer the best of both worlds. Readers can gain access to the digital version via a landing page showcased on an in-room tablet.
Environmental Concerns and Sustainability
Another factor to consider in your decision to produce magazines? Sustainability. The hospitality industry has been increasingly pressured to reduce its environmental impact, especially by younger travelers who say a property’s commitment to sustainability could be a deal-breaker for whether or not they stay. The production and disposal of print magazines contribute to paper waste, which may be viewed as inconsistent with these green practices. If your hotel decides to use print magazines, consider using recycled paper and making sure that guests know that the magazines are recycled with each new issue. And, if reducing your paper output is central to your green initiatives, distributing the magazine as digital copies is a great alternative.
Cost and ROI
The costs associated with producing high-quality magazines can be substantial, particularly for luxury properties that want to ensure their publications reflect the same level of quality as their brand. As more marketing dollars are being funneled into digital strategies, which often offer better tracking and measurement of ROI, the financial justification for maintaining print publications can be hard to make. But while the returns may be less tangible with a print magazine, it can be a worthy investment on a number of levels — from brand reputation management to customer satisfaction.
The Final Page
While it’s clear that digital platforms are a major way people consume information during their travels, in-room and destination magazines still hold a vital place in hospitality marketing — especially for luxury properties.
Our experienced staff of writers, editors, and strategists know what it takes to produce a magazine that your travelers will read from cover to cover — reach out to learn how we can create a custom magazine that aligns with your company’s marketing goals.