While managing a hostel, I received lots of travel brochures to display on the shelves near the front door. Time and time again, I saw the same three picked up, read over, and tossed into their bags. What made those stand out?
A good travel brochure is informative with descriptive copy and colorful photos, all combined in an inviting design. It’s all about mentally bringing the audience to that island, on that adventure tour. An effective travel brochure will have the reader calling or going to the company’s website to book their services.
First, you need to determine who your audience is. Is it families? Young adults? Luxury travel? Thrill seekers? Advertising approaches vary depending on the group. Think about a menu for a fine dining establishment versus a local dive: two distinct vibes for different clientele. Everything should reflect this—from the wording, photos, design, and printing. Even the typeface; thin, serif fronts will often be seen on high-end advertisements. The same goes with expensive printing techniques such as embossing (raised text) or die-cuts (special shapes).
The Imagery + Wording
In combination with the main title and tagline, the photos are what first draw readers in. The brochure should be visually appealing, with vibrant photos or illustrations. Fortunately with the travel industry, there is no shortage of stunning imagery.
The text should be entertaining and informative. The tagline should be intriguing and prompt the reader to become engaged and excited. The main text should vividly describe the destination and the experience the reader will have by going to the locale, purchasing the tour, or making a reservation at the hotel. However, copy shouldn’t stop at catchy taglines and descriptions. Prices, directions, website, contact information, dates/hours of operation (if applicable) are all important details that should be added.
The Creation + Presentation
Even without knowledge of graphic design, most people are attracted to esthetically pleasing advertising. Think about going to a bookstore or library, searching for a good book. More often that not, the cover is what attracts you initially to pick it up and read the summary. Create the brochure with design software such as InDesign or QuarkXPress. Make it a clean, pleasing design that is easy on the eyes and flows nicely. Produce the pamphlet with four-color process (full color) using abrochure printing company. Don’t forget the importance of paper—it should be printed on a heavier, typically glossy stock.
Finally, it’s time to distribute!