"One of the unique things about the hospitality industry is that it uses a broad spectrum of printing—color labels and packaging, commercial sheet printing, etc. There's a lot of design opportunity," said distributor Tom Leavesley, Global DocuGraphix, Houston.
Steve Michel, color applications manager at Printgraphics, Vandalia, Ohio, noted that common documents used by travel and hospitality accounts include marketing brochures, event fliers, letterhead, membership cards, and loyalty and frequent stay programs. "In the past five years, we've seen a greater emphasis on targeted mailings from end-users," Michel noted. "This means smaller runs with frequent copy changes, often reflecting seasonal variations. Savvy distributors are taking advantage of digital imaging and running a larger base run of forms, changing only the message."