Hotel brochure racking and distribution
Hotel brochure racking places an attraction's DL or A5 leaflets in foyer and reception racks where guests plan tomorrow. iDO, Info Display OOH Ltd, racks hotels, B and Bs, campsites, holiday parks and self catering agencies as part of 150,000 print points, the biggest print distribution network in the UK.
Sugandan Balaji
Why is a hotel foyer the highest intent print point in tourism?
A hotel foyer is the highest intent print point in tourism because the guest standing in it has already paid to be in the area, has an empty day ahead and is deciding what to do with it. Hotel brochure racking is a print distribution service that places an attraction's leaflets in that foyer rack, at the moment the decision is made.
Nothing else in the visitor journey combines those three conditions. A leaflet in the foyer of a hotel 20 minutes from an attraction reaches a holidaymaker with time, money and no fixed plan for tomorrow. iDO, the trading name of Info Display OOH Ltd, has racked accommodation since 1997 and holds 150,000 print points across the UK, the biggest print distribution network in the UK.
Which types of accommodation matter in a brochure racking plan?
A hotel brochure racking plan should cover five accommodation types, not hotels alone: hotels, B and Bs and guest houses, campsites and caravan parks, holiday parks, and self catering lettings agencies. Each holds a different guest, for a different length of stay, and each empties a rack at a different rate.
iDO serves accommodation sites from 60+ distribution centres, with teams local to their own areas, so a racking plan is drawn from what is actually in the foyer rather than from a database.
| Accommodation type | What the guest is planning | Typical rack position |
|---|---|---|
| Hotels | This evening and tomorrow | Foyer rack and reception desk |
| B and Bs, guest houses | Breakfast table questions | Hall stand or bedroom folder |
| Campsites, caravan parks | Wet weather options | Reception and shower block board |
| Holiday parks | A full week with children | Reception and entertainment complex |
| Self catering agencies | Booked before arrival | Welcome pack and agency office |
How is hotel brochure racking replenished in season?
Hotel brochure racking is replenished on a fixed cycle, commonly every four weeks, shortened through the school holidays when racks empty fastest. A single placement in March is not a campaign. The rack that sold a day out in July was refilled in June.
iDO runs replenishment from 60+ distribution centres using local teams, so a top up is a short journey rather than a national run. Peak weeks, late July to the end of August, take the most stock per site. September and October hold the network in place at lower volumes for shoulder season adult and coach trade.
What size should a brochure be for a hotel rack?
DL, at 99mm by 210mm, is the standard UK brochure rack pocket and the format most hotel foyer racks are built for. A5, at 148mm by 210mm, holds a map and opening times but needs a wider pocket, so check the racks on the chosen accommodation sites before printing.
Paper weight decides cost across the season. Around 150gsm to 170gsm stands up in a rack without curling, while heavier stock adds weight to every replenishment visit. iDO distributes more than 5 million brochures every month, and format is the single biggest lever on what that volume costs.
How do you prove the brochures were on display in the hotel?
Ask for GPS tracked distribution and photographed proof of display, site by site and dated. iDO has invested over £250,000 in a reporting system that tracks each run by GPS, photographs the brochures in the rack and publishes both to a live dashboard with geo located maps.
Proof matters more in accommodation racking than anywhere else, because the rack sits inside someone else's building. A dated photograph of the brochure in the foyer rack of a named hotel in week nine is the only honest evidence that the stock was still there.
Frequently asked
- Do hotels charge to display brochures?
- Access to hotel and accommodation racks is arranged by the distributor, not by the advertiser, and the cost sits inside the distribution rate. iDO holds 150,000 print points across the UK, including accommodation sites, and places, checks and replenishes the stock as part of the campaign.
- How many accommodation sites does an attraction need?
- Coverage is set by drive time rather than a target number. Most UK attractions rack every viable hotel, B and B, campsite and holiday park within about an hour, commonly several hundred sites. iDO draws that plan from 150,000 print points served by 60+ distribution centres.
- When should hotel racking start for the summer season?
- Place stock in February or March, before half term, so racks are full when the first planning happens. Replenish every four weeks from April and shorten the cycle through late July and August. Hold the network into September and October for shoulder season trade.