by the numbers
> C L I C K H E R E T O L E A R N M O R E A B O U T B R O C H U R E D I S T R I B U T I O N A N D D I S P L AY S E R V I C E
T
hough it may seem
atypical in a world
where seemingly every-
thing is going digital, based on
an intensive study of hospital-
ity experts, print remains the
best way to publicize a travel-
related business.
That is based on responses
from 1,560 hospitality profes-
sionals in the 2016 Hospitality
and Concierge Survey, admin-
istered by The Center for Mar-
keting Technology at Bentley
University in Massachusetts.
The hospitality professionals
included people in the United
States, Canada and Europe
who were asked their thoughts
on the method, usage and ef-
fectiveness of providing visitor
information to their guests.
An overwhelming majority
of front desk and concierge
staff – 98 percent – indicated
the value of having printed in-
formation for their guests, 94
percent of hotels reported they
had brochure racks, and 88 per-
cent of guests preferred printed
material.
Of that printed information,
27 percent of guests wanted
printed brochures, 26 percent
wanted printed maps, 22 per-
cent wanted printed guides,
and 13 percent wanted a
printed in-room magazine.
Some of the statistics in-
cluded in the report underscore
the value of printed brochures:
seven out of 10 tourists pick up
brochures in-market, 95 per-
cent of people who pick up a
brochure become aware of a
business, 65 percent of visitors
plan to purchase tickets or buy
merchandise after picking up a
brochure, and 83 percent plan
to visit a business after seeing
it in a brochure.
What it all means, if you
have a hospitality-related com-
pany, is that there is intrinsic
value to offering racks filled
with print brochures promot-
ing attractions in the area.
Additionally, according to
visitorinternational.com, the
reach of brochures is far more
intensive than some believe.
While one person telling an-
other person about a particular
attraction is one-on-one com-
munication, printed brochures
are estimated to be seen by an
additional eight readers.
In short, according to the
numbers, every brochure that
is picked up has the chance to
be seen by far more than just
the individual who picks it up.
the impaCt
of print
Study finds visitors still rely heavily
on brochures, guides and maps
>
CliCk here to visit the
International Association of
Visitor Information Providers.
>
CliCk here to learn more
about the most recent study.
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