The Essentials

What the Buzzwords in Brochures Really Mean

When it comes to brochures, words matter. And I never take any brochure at face value.

Always follow up any description of a destination or a hotel with a conversation with someone from that destination or hotel.

For example, “quaint” means rundown.

“Old-world charm” means that you’re sharing a bathroom.

If it’s “rustic,” plan to be isolated.

You can almost guess what cozy means, you’re going to be cramped.

My favorite is “ocean view,” because that can often mean bring binoculars.

Again, don’t depend on brochure language. Pick up the phone and aim for a mutually agreeable definition of terms or you’re destined to be disappointed.