WALTHAM, Mass. — There’s an app for everything these days, particularly when it comes to researching and booking travel. But according to a new survey by Bentley University, technology still ranks second best to traditional brochures.
The survey, conducted by Bentley University’s Center for Marketing Technology (CMT) and commissioned by the International Association of Visitor Information Providers, reveals that 7 out of 10 tourists and visitors pick up brochures at their travel destination, and that the influence of brochures from a display stand has edged ahead of websites upon a tourist’s arrival at a destination (69% over 68%).
Moreover, 95% of visitors had their travel plans influenced by information from a brochure, while 83% plan to visit a business or attraction highlighted in a brochure, map or travel guide. Meanwhile, 78% of visitors consider altering their travel plans as a result of a brochure, and 53% say they use brochures to plan their trip before arriving at their destination.
“What’s compelling about this survey is that even though there is a wide range of sources tourists are using to plan their vacations, once they’ve arrived on-site, printed brochures and guides are the first place they turn to be persuaded as to which attractions to see and which businesses to patronize,” says Ian Cross, Director of the CMT. “Visitors trust the printed information, find them informative, user friendly and easy to share with their friends and family on the trip. ”
The survey included responses from 1,732 visitors at seventeen locations in North America, Europe and South Africa. To see the full Hospitality Visitor Information Survey, visit: bentley.edu/centers/cmt
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