Especially if they use their own ratings system for hotels.
It can be confusing enough deciding between self-catering and half-board, Turkey and Greece, double or twin beds.
But when faced with the various grading systems involving stars, crowns, numbers and letters, it's like trying to compare oranges with lemons.
For example, a hotel might receive an AAAA rating from Airtours and a 3T Plus from Thomson.
Sonia Davies of Thomson says the rating is based on what the company believes the British market wants.
How modern the bathrooms are. "We use our experience built up over 30 years to get it right," says Sonia.
"So if something is a 3T hotel and the customers are consistently disappointed with the standard of the accommodation, they'll tell our reps pretty quickly.
"We may indeed change it and downgrade it to a 2T."
Simon Calder, travel editor of The Independent, says it's hardly surprising when you consider that there are different grading systems in England, Scotland and Wales.
When you put things into a global context, they get even more confusing.
"Certainly a 4 star in somewhere like Greece or Turkey I reckon would only be a 3 star in Spain," says Simon.
There is one way, however, of cutting through the brochure spiel, where a hotel on a busy road is "close to public transport".
All travel agents should have copies of industry gazetteers, which give a fairly impartial view of what hotels are really like.
John Warrington of Janaway Travel suggests checking your hotel here before you book.
"It will pick out all the pitfalls," he says, "so you get a really true way of finding out what the hotel is really like as opposed to all the blurb."
Comparison
They are for everybody to see, and you should use this along with your brochure," recommends John.
"If you've got a good comparison between the two, you'll pick the right hotel."
Simon Calder agrees that you shouldn't take the publicity material at face value.
"You can't rely on the star ratings they put in the brochures," he says.
"You've got to do your homework because at the end of the day it's your holiday."
But the English Tourist Board does give a rough idea of what you should expect for your money.