New Research: The Indispensable Power of Printed Brochures: Enhancing Visitor Experiences and Driving Business Opportunities
In a world abundant with travel information available, the enduring influence of printed brochures continues to captivate and engage travelers. A comprehensive survey conducted in 2022 by Bentley University Center for Marketing Technology and Visitor International across the U.S., Canada, Mexico, and Europe underscores the remarkable impact of printed brochures in shaping visitor experiences and driving business opportunities. This article celebrates the undeniable strength of printed brochures and emphasizes their pivotal role in any successful marketing strategy targeting visitors during their in-destination journeys.
The survey, encompassing 986 participants from diverse backgrounds, captured the preferences of leisure and business travelers alike. Among the respondents, 78% embarked on leisure trips, 7% were on business trips, and 15% combined both purposes. The survey included representation across all age groups, providing a comprehensive understanding of the impact of printed brochures.
The Brochure Connection:
- A remarkable 70% of visitors actively embraced printed travel brochures, maps, and guides.
- Females, recognized as influential decision-makers in travel, displayed a reliance on brochures, with a usage rate of 72%.
- Families, valuing comprehensive information, leaned heavily on brochures, with a usage rate of 74%.
- Brochures were obtained from various locations throughout travelers' journeys.
- Tourist centers (49%), hotels (45%), attractions (31%), and transport centers (17%) emerged as the primary sources of brochures – noting that this totals more 100% reflecting the fact that visitors pick up brochures multiple times during their journeys.
The Valued Traits of Brochures:
- An overwhelming 87% of visitors who engaged with brochures found them useful. Perhaps surprisingly, younger millennials highly valued brochures, with 90% acknowledging their significance.
- Brochures were commended for their trustworthiness (46%), tangible nature (42%), convenience (30%), up-to-date information (44%), and ease of sharing with loved ones (25%).
- The survey revealed that brochures exerted a direct influence on visitor behavior, with 86% reporting being positively influenced to take action.
- Approximately 21% of respondents made purchases based on information found in brochures, signaling their substantial impact on visitor spending.
- Brochures also played a pivotal role in shaping travel plans, as 20% of visitors adjusted their itineraries based on the information gleaned.
- The informative brochures introduced 47% of respondents to new services or attractions they were previously unaware of, expanding their horizons.
- Furthermore, 27% of respondents were reminded of known services or attractions that might have slipped their mind, thanks to brochures.
Sharing and Expanding Reach:
- Brochures possess an impressive reach, as nearly three out of four visitors (73%) shared brochure information with others.
- Brochures connect with digital – and act as catalysts for further exploration, with 61% of respondents using mobile devices to delve deeper into the information provided.
- The survey highlighted that brochures remain steadfast companions for visitors, with 89% holding onto brochures throughout their entire visit or until they explored the business that initially captured their interest.
- As cherished mementos, 32% of visitors chose to take brochures home, serving as a reminder of their memorable experiences.
Printed brochures have an enduring influence and impact on visitor experiences. The survey's insightful findings emphasize the unwavering strength of printed brochures, offering a tangible and immersive experience that digital channels cannot replicate. Their tangible nature provides a sense of credibility and reliability, instilling trust in the information they convey.
The survey's findings reiterate the indispensable power of printed brochures in shaping visitor experiences and driving business opportunities. By recognizing and harnessing the strengths of printed brochures, marketers can forge stronger connections with visitors, leaving a lasting impression that transcends the limitations of digital platforms. Incorporating printed brochures, alongside digital strategies, is vital for any marketing plan aiming to attract and engage visitors, particularly during their in-destination journey.