10 ways brochures positively impact visitor behaviour during a trip

Bentley University, Center for Marketing Technology, in collaboration with Visitor International, undertook consumer research among visitors to 17 locations in North America and Europe during the summer of 2018. The purpose of it was to understand the effectiveness of tourism brochures.

Here are 10 ways, confirmed by their research, that brochures positively impact visitors during a trip.

  • 4 out of 5 of visitors picked up a brochure during their trip (79%)
  • 3 out of 4 visitors were influenced by a brochure in market at their destination (73%)
  • More than 4 out of 5 visitors planned to visit an attraction or business as a result of picking up a brochure (85%)
  • Nearly 3 out of 4 visitors would consider altering their plans because of a brochure (73%)
  • More than 3 out of 5 visitors planned to purchase tickets or merchandise from businesses they learned about from a brochure (61%)
  • More than 5 out of 10 visitors value information about current exhibits, events and attractions, particularly women (54%)

  • More than 5 out of 10 visitors find brochures to be a tangible, easy to use hard copy of information (54%)
  • 6 out of 10 visitors believe brochures are trustworthy (59%)
  • Nearly half of visitors appreciate that brochures are convenient and always available (48%)
  • Half of visitors value discounts and coupons in brochures, particularly if they are travelling within a group (51%)