Brochures and maps are the popular choice of guests and concierge staff
Bentley University, Center for Marketing Technology, in collaboration with the IAPBD (now Visitor International), surveyed 1,560 hospitality professionals to understand the usage and effectiveness of visitor information. The survey was undertaken during October 2015 and January 2016 at locations in the United States, Canada, France, Germany, Ireland and Greece.
These are the opinions of the professionals at the check-in and concierge desk who have a great understanding of guest needs and the greatest potential to impact guest satisfaction levels.
Printed brochures and maps are almost equally the most popular choice for guests and concierge staff. Maps are easy to use, easy to share and easy to trace a route along (26%). Brochures of attractions and events are the slight favorite (27%) and place-based guides are third (22%). See the user percentage of visitor information services below.
Conclusion - Visitor Information Brochures
The data shows that hotel front desk staff in United States, Canada, France, Germany, Ireland, and Greece overwhelmingly favor brochure displays in their properties today.
Hotel front desk staff much prefer to assist their guests with printed media. In particular, brochures and maps are almost equally popular to share with guests. Even hotels without displays often use printed media to help guests. Electronic kiosks are infrequently used and often supplemented by printed material within the hotel. Web-based information sources are seldom preferred by hotel front staff to assist their guests.
This survey data highlights the importance of printed guides and maps to visitors. It suggests that all hotels should offer printed material and that any hotel considering the removal of printed material from their property should reflect on their guest's clear preferences and the ability of printed brochures and maps to guide guests to wonderful experiences - enhancing their stay.