What to Write on a Hotel Brochure, Section by Section

The cover has one job, which is to make a guest want to open it. That means restraint. Write your hotel name, one short line that captures the experience, and let a single hero photo do the emotional work. A tagline like "Oceanfront rooms, steps from the boardwalk" tells a guest more than three paragraphs of adjectives ever could.

Resist the urge to list amenities or rates here. The inside panels are for the details. The cover is a movie poster, not a menu. If you are unsure what belongs where, our elements of brochure design guide breaks down the hierarchy panel by panel.

Print it on a stock that feels the way your lobby feels. A hotel brochure from 4OVER4.COM comes on four stocks, including a heavy gloss cover and a silk matte, so the first thing a guest touches already reads as premium.

Amenities are where a lot of hotel brochures go wrong. They list features in hotel language ("complimentary business center") instead of guest language ("free workspace and printing"). Write for the person on vacation or the traveler between meetings, not for your operations manual.

Group amenities so they scan fast: a short cluster for the room (smart TV, blackout curtains, mini bar), one for the property (rooftop pool, gym, on-site restaurant), and one for the extras that close a booking (free parking, pet friendly, airport shuttle). A tight bulleted list beats a dense paragraph every time.

If your property leans into a niche, say a spa, a rooftop bar, or event space, give it a line of its own. That is the detail a guest remembers and repeats. For the full spread of matching pieces to promote those perks in the lobby, browse the Hospitality Printing Collection.

A hotel brochure that does not tell a guest how to book is a beautiful dead end. Put your contact details on more than one panel, because you never know which one a guest is looking at when they decide.

• Phone and website on the back panel and repeated near your rates.
• A QR code that opens your booking page directly, not just your homepage.
• Address and check-in hours so a walk-in or a late arrival knows what to expect.
• One clear call to action such as "Reserve your stay" or "Book direct and save."

If the brochure lives at your front desk, a perforated tear-off panel is a smart touch: a guest keeps a reservation slip or a return-visit discount and hands the rest back. 4OVER4.COM offers that perforation option on hotel brochures, and a matching set of hotel signs keeps the same booking message visible in the lobby.

Once the practical answers are covered, give a guest a reason to choose you over the identical-looking hotel three blocks away. This is where a short about the hotel block earns its space. Two or three sentences on your history, your neighborhood, or the thing you do better than anyone.

Boutique properties should lean into character: the restored building, the local art, the chef. Business hotels should lean into ease: the fast check-in, the meeting space, the airport shuttle. Resorts should lean into escape. Whatever your angle, write it like a person, not a press release.

This section is also where consistency pays off. When your brochure, your stationery, and your signage all sound and look like the same brand, the story feels true. That is the whole point of printing them together from one hospitality collection.

Even hotels with great rooms print brochures that undersell them. Avoid these and yours will do more work.

Hiding the price. No rate means a guest assumes it is out of reach and moves on. Anchor a starting rate.

Burying the booking path. If a guest cannot find how to reserve in a glance, the brochure failed no matter how pretty it is.

Stock photos. Guests can smell them, and they quietly signal that the real rooms might not measure up. Shoot your own.

Wall-to-wall text. A crowded panel gets skipped. Trust white space and let the photos breathe.

Stale rates and details. A brochure with last season's prices or a closed restaurant erodes trust. Reprint when things change, and cheap per-unit pricing at scale makes that easy.

Cheap-feeling stock. A flimsy brochure makes a premium hotel feel budget. Match the paper to the promise, and if you are unsure, order free paper samples before you commit.