Hotel Hospitality Teams Confirm What Visitors Tell Us About Brochures

Two Visitor International surveys, one from the visitor's side and one from the hotel front desk, point to the same conclusion

Visitors tell us brochures shape what they do on a trip. The hotel managers, front desk teams and concierges who watch guests use brochure displays every day see exactly the same thing. For your business, that means a place in hotel brochure displays puts you in front of guests at the point of decision.

Guests Pick Up Brochures in Hotels

59% of visitors who use brochures, maps or guides pick one up in a hotel. Hotel teams confirm it: 87% of hospitality professionals in hotels with a display say guests pick up brochures or maps almost always or frequently.

Brochures Drive Visits and Spending

91% of brochure users say a brochure led them to visit a place, and 69% say one led them to make a purchase. From behind the desk, 96% of hospitality professionals say brochures influence guest decisions, and 98% say they support local businesses.

Guests Choose Print First

90% of brochure users would rather pick up a printed guide than download one. Hotel teams agree: in hotels with a display, every printed format is rated more important than every digital one, with printed maps rated very important by 79% of hotels that offer them, against 55% for QR codes.

98% of brochure users consider visitor brochures trustworthy. Hotel teams share that confidence: 91% trust printed visitor information more than AI-generated content.

Be Where Guests Choose

Two perspectives, one result. Guests pick up brochures in hotels, trust them and act on them, and the hotel staff beside those displays see it happen every day. Visitor International member companies, your local visitor information providers, place and maintain brochures in hotel displays across their territories. Talk to your local member company about putting your brochure in guests' hands.

NOTE: Consumer findings are from a 24-month study conducted by Visitor International — the International Association of Visitor Information Providers — from July 2024 to June 2026, with responses from over 8,100 travelers across 12 countries, representing visitors from 113 countries. Consumer percentages are based on the 5,871 respondents who used a visitor brochure, map or guide during their trip, and reflect their experience of brochures across the whole trip. Hospitality findings are from the Visitor International Hospitality Industry Survey 2026 and are based on the 298 hospitality professionals whose hotels have a brochure display, across North America, Europe and South Africa.