Every day, travelers reach for inspiration — in hotel lobbies, visitor centers, attractions, cafés, and transport hubs. They choose brochures, unfold maps, and glance at digital screens. These aren’t idle moments; they’re decision moments. And when you’re visible in those moments, you’re in the running for their time, their spend, and their recommendation.

Proof It Works

You’re Seen by More of the Right People
Almost three out of four visitors (72%) use brochures, maps, or guides to plan and navigate their trips. You’ll find them browsing displays in hotel lobbies, flicking through guides in cafés, and unfolding maps in visitor centers — moments when they’re open to ideas and ready to decide what to do next.

Trusted by Visitors — And That Trust Rubs Off on You
In a world full of sponsored posts and mixed online reviews, visitors are selective about what they believe. Printed visitor information is trusted by 98% of travelers, making it one of the most credible ways to present your offer. When your business appears here, you benefit from that trust — a powerful edge when turning interest into action.

Introduces the Unexpected — They Can’t Search for What They Don’t Know Exists
Visitors can’t search for your business if they’ve never heard of it. Yet 93% say brochures have introduced them to places or activities they wouldn’t have searched for online. In-destination marketing doesn’t just reach people already looking for you — it puts you in front of those who didn’t even know to look.

Sparks Instant Action
In-destination marketing reaches people who can act immediately. Nearly 7 in 10 brochure users are independent travelers (FITs) in their own or rental car — free to change plans and go where interest takes them. See a theme park brochure in the morning? They could be on the rides that afternoon. That immediacy turns more “we should” conversations into “we did” experiences — with your business as the destination.

Stays in Their Hands — and in Their Plans
84% of visitors keep brochures of interest for the whole trip, often revisiting them or showing them to travel companions. And 58% keep them afterwards — as a memento or to share. Every look is another chance to confirm the decision to visit, book, or buy from you.

The Psychology & Science of Influence

The Power of the Selection — Intent Drives Action
When a visitor chooses a brochure from a display, slips a guide into a day bag, or pauses to watch a digital information screen in a hotel, it’s a conscious decision and 100% opt-in. They’re already curious and open to ideas. You’re not interrupting — you’re being invited into their plans.

The Haptic Advantage — Why Print Sticks in the Mind
Neuroscience confirms that when we touch something, we remember it better — a phenomenon known as haptic memory. A brochure isn’t just read — it’s held, flipped through, folded, and carried. That physical interaction activates more parts of the brain than scrolling a screen, which is why 84% of travelers remember more from print than digital. If they remember you, they’re far more likely to visit.

You Benefit From a Distraction-Free Moment
Online, you’re competing with dozens of tabs, pop-ups, and push alerts. In person, you’re part of a focused choice. When a visitor browses a brochure display or glances at a digital information screen, they’re looking for what to do next — not multitasking. You have their full attention, which is a rare and valuable thing.

Turns ‘Maybe Later’ Into ‘Let’s Do It Now’
Nearly two-thirds of visitors change their plans based on something they found in-destination. For your business, that could mean extra seats filled on a sightseeing tour, more participants on a guided experience, or a boost in ticket sales — all because you were seen at the right time.

Builds on the Trust of the Host Location
Whether it’s a hotel, a visitor center, or a popular attraction, your brochure benefits from the credibility of the location it’s displayed in. Visitors often assume, “If it’s here, it must be good.” That borrowed trust can be enough to tip a decision your way.

Who In-Destination Brochures Reach and Persuade

Women — The Primary Decision Shapers
Women account for 63% of brochure users, and they are the biggest influencers of trip planning for couples, families, and friend groups. Being visible where they decide means you are present at the exact moment many final choices are made.

Families — Multiple Activities, Higher Spend
Families make up nearly half of all brochure users. They typically plan more than one activity in a single trip, so every brochure pick-up increases the chances your business will be part of their plans.

Couples — Joint Decisions, Bigger Per-Visit Spend
Couples represent a significant share of brochure users. When both partners agree on an activity, the decision is more likely to stick — and they often spend more per visit, making them a valuable audience for in-destination marketing.

Independent Travelers — Immediate Conversion Potential
Sixty-nine percent of brochure users are independent travelers in their own or rental car. They can change their plans instantly if something catches their interest, allowing you to convert curiosity into visits the same day — sometimes within the hour.

The Biggest Spenders — Millennials, Generation X, and Baby Boomers
These three generations account for 84% of brochure users and have the highest overall spending power. In-destination channels are a direct route to people who have both the means and the time to spend.

Locals — Year-Round Opportunity
In-destination marketing is not just for tourists. Local residents look for new places to eat, cultural events, family days out, or experiences to recommend to visiting friends and relatives. This audience is reachable all year, providing repeat opportunities outside the main visitor season.

Placement & Presence

Always Available, Always On
A brochure doesn’t need a signal, a battery, or the right charger. A map doesn’t freeze mid-scroll. A digital information screen in a hotel or visitor center runs all day, catching eyes again and again. In-destination marketing is there for visitors every time they want inspiration — and sometimes, at the very moment they need it.

Works in Tandem With Digital
88% of travelers go online after seeing something in print during their trip. This means your brochure or map or visitor guide feature doesn’t compete with your digital presence — it fuels it. By the time they search, they already know exactly who you are and what they want to find.

Keeps You in the Conversation
Travelers share what they find. In fact, 95% share brochures. One pick-up can become three or more conversations about your business, often with a personal recommendation attached.

The Business Impact

Turns Foot Traffic Into Your Traffic
In-destination marketing works because it’s seen when visitors are already in motion. They can step out the door and walk, drive, or take public transport straight to your business — no onerous journeys, no complex logistics, just immediate conversion.

You’re Competing in a Quieter Arena
Online, you’re one of thousands of options. In a hotel lobby or a visitor center, you’re one of a curated selection of brochures — or part of a rotating set of digital messages — in your category. Less ‘noise’ means more chance of being noticed and remembered.

Keeps You in Their Line of Sight
A brochure picked up on day one might be used on day four. A digital screen seen in the morning might jog their memory in the evening. You’re never more than a glance away from being chosen.

Works With Every Budget
From a single display location to a full-region brochure or screen campaign, in-destination marketing is scalable. You can test, measure, and expand as you see the results.

Adds a Personal Touch to Your Brand
Design, texture, and imagery in print or on screen all help convey the personality of your business. Visitors don’t just see your offer — they feel what it’s like to be there.

The Multiplier Effect of Cross-Promotion
A visitor might come for one attraction but discover another in the same display or on the same screen loop. Being in the mix with complementary experiences increases your chance of being added to their plans.

Lets You Control the Message Completely
Your brochure, map space, or screen slide is designed exactly as you want it —you are in full control.

Builds Familiarity Before They Arrive Online
When visitors later look you up, they already recognize your name and visual identity. That familiarity builds trust and speeds up the decision to buy or book.

You’re Part of Their Vacation Story — and the Stories They Share
When visitors look back at what they did on vacation, the things they chose in-destination often stand out most. That river cruise at sunset, the museum they hadn’t planned to see, the wildlife park they decided to visit — all discovered from a brochure, a map, or a display. Those stories get told back home, often inspiring friends to visit or reminding them to return themselves

Makes Every Host an Advocate
Hotels, visitor centers, and attractions often answer “What do you recommend?” by pointing to their display — and concierges or other hospitality staff regularly hand brochures directly to guests. If your brochure is there, or you feature in the visitor guide, you are part of their answer.

The Takeaway

In-destination marketing works because it meets visitors at the exact point where curiosity becomes a plan. It is intentional, trusted, and tangible — and it keeps your business in the frame when visitors are ready to choose. If you want to reach more customers, this is one of the most effective ways to do it — delivering better visibility, better engagement, greater trust, higher conversion rates, and better results.

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