Comment: Should we shelve brochures?

When the market leader acts decisively, you wonder whether it is powerful enough to force others to follow suit by changing customer expectations.

But immediate reaction to Tui’s announcement indicates there’s still enough affection for the trusted old brochure to suggest its days aren’t numbered.

In fact, the traditional brochure has evolved significantly, so that it no longer resembles the rather cold and uninspiring list of products and deals many of us grew up with.

Today, most brochures include only indicative prices because they change so regularly, and many offer editorial features to inspire and inform, as well as product listings.

The likes of Miles Morgan Travel, The Travel Network Group and Viking River Cruises are investing in professional publishing, producing ‘lifestyle’ magazines for clients, members and trade partners.

Tui itself has indicated it will move more towards ‘glossy magazine’ publishing.

As we know at Travel Weekly, print is far from dead, especially if you target an audience and really understand what it is most interested in reading about.

Meanwhile, by the time you read this, the winners of the most prestigious and coveted agent awards in the industry will have been revealed at a glittering ceremony in London. The Agent Achievement Awards is one of my favourite nights of the year, as we honour the best travel sellers in the UK. Head to travelweekly.co.uk for the full list on Thursday morning.