A guest arrives in a new city and the first question they ask is usually: what is worth seeing here? The answer often comes at reception, in a hurry, between one check-in and the next. But what if, instead of a rushed tip, you handed them a small, well-made area guide - with favourite spots, walking routes and places the hotel recommends with a clear conscience? Such a small thing stays with the guest long after departure and quietly reminds them where they stayed.
A printed guide is one of those things that work on two levels at once. For the guest it is real help and a nice gesture. For the hotel it is a subtle carrier of the brand that does not shout advertising, yet builds the image of a place that knows its surroundings. Below we show how to plan such a guide, what to include and how to turn it from a leaflet into a marketing tool.
- An area guide is a gift for the guest and quiet advertising for the hotel in one.
- It stays after departure - the guest takes it home, shows it to friends, comes back to it when planning the next trip.
- Personal content works best: places recommended by the hotel team rather than copied from the internet.
- Match the format to how it will be used - a folding leaflet for the pocket or a brochure with a map and photos.
- It is worth building the guide into a coherent system of hotel materials, so everything speaks in one voice.
Why a guide works better than an ordinary leaflet
An advertising leaflet talks about the hotel. A guide talks about the guest and what they need right now - and, along the way, about the hotel. That difference is key. A material that genuinely helps is one the guest wants to keep rather than throw away. An area guide lands exactly when someone is wondering where to go and gives the answer before the question is even asked.
Then there is durability. Ordinary advertising materials end up in the bin before departure. A guide is different - the guest takes it home because it might still come in handy or simply because it is nice to look at. Sometimes they show it to friends planning a trip to the same region. That is how a small printed piece starts working as a recommendation, long after the stay has ended.
There is also the image effect. A hotel that knows its surroundings and gladly shares them looks like a host, not just a place to sleep. It builds a sense that someone here truly cares about the guest - and that impression stays in the memory more strongly than the prettiest folder.
What to include in the guide
A good guide does not try to describe everything. Instead of an encyclopaedic list of attractions, it is better to offer a considered selection - a dozen or so places the hotel recommends with conviction. A guest prefers a short, confident recommendation over a list they have to make sense of themselves.
- Attractions and places worth seeing - the most interesting points within a walk or a short drive, with one sentence on why they are worth it.
- Places to eat - cafes, restaurants and spots for a quick lunch the hotel recommends with a clear conscience.
- Walking and cycling routes - a few suggestions for different amounts of time and fitness, with an approximate walking time.
- Practical information - the nearest pharmacy, cash machine, bus stop, car park. The small things guests look for most often.
- Seasonal events - fairs, festivals, markets, if any happen to be on. This is content that encourages a longer stay by itself.
The greatest value comes from a personal tone. Instead of copying descriptions from the web, it is worth giving voice to the hotel team - the receptionist knows where the best coffee is, and the waiter can tell you which route to take at sunset. Such content sounds credible and sets the guide apart from hundreds of impersonal folders.
Ask the team for each person to add one favourite spot nearby and one sentence on why they like it. That way you gather content that cannot be copied from the internet - and that sounds like a recommendation from a friend rather than a fragment of a tourist folder.
Which format to choose
The form of the guide should follow how the guest will use it. One material suits the pocket during a walk, another suits the table in the room as evening reading.
A folding leaflet for the pocket
If the guide is to accompany the guest around town, it is worth going for a light, folding format. It fits in a pocket or bag, unfolds easily into a map and lets you quickly find the information you need. This form is great for walking routes and short lists of places. See how folding leaflets work - the simplest way to fit a lot of content into a small, handy format.
A brochure with a map and photos
If the guide is to be more representative - with a map, photos of the area and longer descriptions - a brochure works better. A few or a dozen pages give room for a proper layout, breathing space between sections and attractive shots. This form stays in the room as reading matter and often makes it into the guest's home too. You will find more on the possibilities in our range of brochures, while classic single-sheet materials are leaflets.
How to turn the guide into hotel advertising
The guide is meant to help the guest - and that is its first role. But along the way it can quietly work for the hotel's brand, if you attend to a few details. It is about presence, not pushiness.
- Repeat the hotel's graphic theme - colours, logo and style consistent with the rest of your materials. The guide should look like part of a bigger whole, not a random print.
- Place contact details discreetly - address, phone and the hotel's website on the cover or in the footer, without elbowing into the content.
- Add short service prompts - a mention that the hotel has a restaurant or rents bikes, woven naturally where it fits the topic.
- Take care of print quality - good paper and a clear layout make the guest treat the guide as a gift rather than an advert.
- Update seasonally - fresh events and places show that the hotel lives its surroundings, rather than printing a material once every few years.
The guide does not work in a vacuum, though. It is best built into a coherent system of materials - together with the card holder, the menu card or the spa leaflet. When everything speaks in one voice, the hotel starts to feel like a place buttoned up in every detail. It works similarly with hotels of a distinct character - you will find more on building a coherent image in our post on advertising materials for boutique hotels.
The guide as part of a bigger whole
A printed area guide is a rare case of a material the guest genuinely wants to receive. It helps them on their trip and gives the hotel something more than ordinary advertising - a place in the memory and a real recommendation. It is enough to take it seriously: personal content, a considered format and coherence with the rest of your materials. Then the guide stops being a leaflet and becomes a gesture the guest remembers. The rest of the print in the room should hold the same tone: the hotel key card holder and the door hanger should speak the same language as the guide.
If you want to prepare such a guide for your hotel - choosing the format, layout and paper - write to us through our contact page or take a look at our full product range. We will show you how to turn the team's local knowledge into a material that works for the hotel long after the guest has left.
