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Glossy Hotel Magazines Extend Hotelier’s Brand

What’s the value of a hotel magazine? More than most believe it is. And that’s the reason why top hotel chains around the globe are upgrading their in-house magazines.

For instance, the Ritz-Carlton chain has relaunched its quarterly magazine this year. It now includes articles about lifestyle, fashion trends and self-improvement, whereas in the past it strictly focused on travel to other Ritz-Carlton properties.

Rezidor SAS Hospitality next month will distribute a new 160-page magazine called Eurostyle to guests of its Regent and Radisson SAS hotels in Europe, the Middle East and Africa.

And hotelier Andre Balazs, owner of Chateau Marmont in Los Angeles and the Standard in Miami, is working with Vice Magazine to create a publication that could land in hotel guest rooms next year.

Hotels are adding substance to their magazines because reaching the cream of the crop (of guests) is becoming very competitive, and they want guests to take the magazine with them instead of looking at it for five minutes in the room—it’s a way of extending the brand of the hotel.

Most of the glossy hotel publications aren’t profitable at this juncture and are bartering space with selected upscale manufacturers and service providers.