An international study undertaken during Spring 2019 into the usage and effectiveness of hospitality visitor information shows that hospitality professionals overwhelmingly favor the use of printed media to assist guests in their properties.

The study, undertaken by Bentley University, Center for Marketing Technology, in collaboration with Visitor International, examined 891 responses from hospitality professionals at locations in North America, Europe and South Africa. The value of the findings is that they are from the answers provided by the concierge and the front office staff within the hospitality industry. These are the opinions of the professionals at the check-in and concierge desk that have the greatest potential to impact guest satisfaction with their accommodation.

Research confirms that visitor brochures are the number one influencer of visitors during their trips and that they stimulate billions in spending, supporting local businesses and communities.

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 some of the findings.

The Center for Marketing Technology at Bentley University surveyed 1,560 hospitality professionals in the United States, Canada, France, Germany, Ireland and Greece. The survey shows they overwhelmingly favor the use of printed material as the best way to assist visitors during their stay when compared to any other method. 98% of hospitality staff value printed visitor information, and 94% provide their guests with brochures, leaflets, flyers and maps. Check out the details.

Consumer Research by Bentley University’s Centre for Marketing Technology, undertaken during 2018 in North America and Europe, indicates that more than 3 in 10 visitors value brochures because they are easy to share (35%) with friends and family during a trip and that they reach 3.5 readers per brochure.

Research shows that printed brochures and maps are almost equally the most popular choice with guests and concierge staff. It's not surprising. Maps are easy to use, share and trace a route (26%). Brochures of attractions and events are the slight favorite over maps (27%) and place-based guides are ranked third (22%). Brochures are frequently used among hotel guests - 40% always, 46% often and 13% occasionally.