Here’s some news that got me wondering about the future of hotel brochures – Bloomingdale’s is shutting down its catalog business in 2009 to concentrate its direct marketing efforts on the web where sales are growing faster.
Higher paper, production and mailing costs are affecting every business that employes brochures, catalogs and direct mail.
A small luxury hotel can easily spend $50,000 to $60,000 to produce 20,000 brochures – maybe $75,000 once you factor in postage and handling to get them in the hands of agents and travelers. $75,000 over the course of two years could go a long way toward enhancing a hotel’s web site, Search Engine Optimization and pay-per-click.
In today’s Internet focused world is the hotel brochure about to go the way of the buggy whip? What do you think?
Safe travels – Madigan Pratt
PS – Bloomingdale’s is expected to generate in excess of $1 billion in web sales this year.