Over 80% of Brochure Users Are Traveling as Families or Couples

Insights from the Visitor International 2025 Research (5,300+ respondents)

Two Key Audiences, One Powerful Tool Influencing Families and Couples

Brochures are one of the most effective ways to reach key visitor segments—especially families and couples, who together account for more than 80% of all brochure users. But what they’re looking for, and how they use brochures, can differ in meaningful ways.

Families: Looking for Value, Variety, and Experiences Everyone Can Enjoy

Families make up 49% of all brochure users in the 2025 Visitor International research. They are planners and facilitators—navigating different needs, energy levels, and interests. Their decisions often involve balancing convenience with enjoyment, and they actively seek out family-friendly attractions, hands-on activities, open spaces, and places where children are welcomed.

Brochures picked up at a hotel, attraction, café, or visitor center become trusted companions. Chosen out of interest, they offer families a curated mix of experiences and ideas—easy to carry, easy to refer to, and always close at hand. For families, brochures aren’t just taken—they’re used, shared, and retained throughout the trip.

Couples: Seeking Shared Moments, Spontaneity, and Meaningful Discoveries

Couples account for 32% of brochure users, and their motivations are often different. They’re looking to connect, explore, and experience something new together—a local taste, a scenic trail, a hidden gem they didn’t expect to find. While they may have a loose itinerary, brochures often help them fill in the day or change plans altogether.

A brochure that captures their interest can become the spark for a spontaneous outing or the nudge toward a special moment. For couples, brochures help personalise the day—transforming curiosity into action.

For tourism businesses, the message is clear: brochures help shape the trip as it unfolds. Being present in a brochure display or visitor guide means you’re visible when decisions are being made— when they are asking "what will we do next?". With responses from over 5,300 travelers across 12 countries, the 2025 research confirms that brochures are a trusted, real-time tool for guiding key segments of the visitor market—particularly families and couples.