In contemporary society, almost everything we do, we do electronically. Instead of letters, we send e-mail; instead of meetings, we have Web conferences; and instead of playing a pick-up game of football, we fire up the latest video game system. Because we are living in an immaterial world, what’s a material girl—or guy—to do?
Statistics show individuals are choosing to step away from their computer-driven lifestyles, even if it’s only for a few days out of the calendar year. Sitting on a couch, controlling a digital game of beach volleyball in the Caribbean doesn’t quite live up to the real thing, so resorts and airlines continue to benefit. According to the Travel Industry Association, the industry as a whole saw an increase in profits last year. International air revenue passenger miles during 2007 rose 7.4 percent from figures reported in 2006. Furthermore, hotel/motel room receipts climbed 4.8 percent in comparison to December 2006. And fortunately for print manufacturers and distributors serving the hospitality industry, success still depends on tangible printed products just as much as travel agents’ success hinges on destinations.
In any given situation, first impressions make lasting impressions. Because hotel keys are immediately presented to guests at check-in, customized key holders provide distributors with many creative opportunities. Shawn Davis, general manager and customer relations for Bellevue, Kentucky-based Folders Plus, acknowledged the need for eye-catching designs that exceed the mundane. “... [Hotels want] something that looks elegant or professional. An information packet about services offered by the hotel in a customized piece [is a possible option],” he said. Davis achieves the desired effect through offset printing and foil stamping, with presses ranging from two-color to 10-color capabilities.
Furthermore, customized key holders can serve as a marketing tool for other businesses within a hotel. For example, promotional advertisements for bars, restaurants and other amenities located inside of the hotel can be printed on these items, giving the hotel a jump on other businesses competing for guests’ attention and money.
Davis said he receives many requests for standing signs. These items are available in a variety of forms—the most common being “L” signs and triangular table tents. Ironically, Davis said the digital age has sharply increased the demand for such products. Even low-budget hotels offer some type of cable package to their clients. Guests need a guide to all of the different channels available, Davis pointed out. “A tabletop sign looks much better than a piece of paper screwed to the wall under a piece of clear plastic,” he stressed. Resort destinations, in particular, want to project an air of quality, and wall-mounted signs are seemingly a downgrade in comparison to a full-color table tent.
Cable television isn’t the only digital amenity that guests expect anymore. Businesspeople need an Internet connection when traveling to check e-mail or to turn around time-sensitive information. Not surprising, glitches can occur when computers enter the equation, consequently generating an even greater demand for table tents, said Davis. Table tents can offer a quick checklist of troubleshooting items and a phone number to call if problems persist.
Rick Belzman, sales/customer service, Data Forms, Reno, Nev., observed many hotels now put coupon books in rooms. Similar to customized key holders, coupon books can also promote a hotel’s bar or restaurant, but many hotels use these in cross-promotional efforts with local businesses. Other popular products that are sometimes overlooked include notepads, folios and registrations (continuous and sheet laser), itineraries, laundry tags and custom stationery, said Belzman. Specializing in custom continuous products—cut sheets and unit sets—Data Forms offers custom stock colors that allow the company to tint paper at the presses. In addition, distributors can take advantage of the company’s commercial collateral printing and digital and variable imaging capabilities.
Owing to its location in Nevada, Data Forms prints a lot of tickets for keno and parlay. In the past, printing gambling products was only a viable option for companies located near Atlantic City or Las Vegas. But today, 47 states now have some form of legalized gambling, and 10 states have legalized casino gambling. Additionally, numerous Indian Reservation casinos have become a common sight across the country. Between gaming tickets, custom drink coasters and custom chips, gambling establishments represent a major market for printed products, Belzman suggested.
Nevertheless, more selling opportunities in this market remain untapped. Davis highlighted a 10-year wallet calendar that Folders Plus produces—an item particularly popular among travel agencies. “[The wallet calendar] looks like a thin deck of cards with [an] eyelet in one corner, so [it] can [be] spun around,” he stated.
Digital Effects
Despite the continued success of print in the hospitality industry, electronic communication is having an impact. The check-in/check-out process is almost entirely digital, for example, although hotels keep some type of hard-copy documentation. “When you check in or check out of a hotel, there is still a paper trail, be it printed folio or registration,” Belzman noted. But, as Davis remarked, “[Hotels] can just run those [forms] right off their computers’ printer[s].”
Digital communication has also negatively impacted the direct marketing efforts of travel agencies, hotels and cruise lines alike. “Look at the advertising e-mails you get. It is the same [information] that was on flyers [and] brochures,” Belzman said. However, one could easily argue against the practicality of e-mail marketing since spam can be deleted just as quickly as it enters a user’s inbox. In fact, The Mail Preferences survey, conducted in 2007 on behalf of the Envelope Manufacturers Association Foundation, found that 60 percent of participants believe envelopes are still the safest method for sending important information. Only 26 percent preferred e-mail communications and the Internet.
Distributors looking toward the hospitality market should understand that despite these obstacles, profits are growing. The determined, customer-centered distributor will ultimately get the sale. “Competition is rough out there, and you [have] to get your brand in front of as many people’s faces as you can,” Davis urged. He went on to say, “People want things to be personalized. … [Distributors and their end-users] like to spend their money on those who make them feel special. … If you can’t take the time to make them feel special, they will go on to the next guy who will. Pricing is so competitive anymore that, in my opinion, customer service makes more sales than any other factor.”
Belzman remained optimistic. “We manufacturers have been told that the forms business is on the decline,” he said, “and yet our presses are still running at a [more] than steady pace. Go figure.” In other words, printed products have yet to wear out their welcome in the travel sector.
- Companies:
- Data Forms
- Folders Plus