New research highlights the power of visitor leaflets & brochures
In an age of smartphones and tablets, printed brochures and leaflets are still number one when it comes to influencing and guiding visitors during their trip – according to research from Bentley University.
The new research is now featured on VisitorInternational.com, a website which is full of evidence-based research confirming the importance and effectiveness of printed visitor information. The website also gives valuable insights into why brochures and leaflets are preferred by visitors and the important role they play in guiding them to great local experiences.
The new research highlights that two out of every three visitors picked up a piece of print during their trip, and that 95% of them were influenced by what they read.
Brochures are proven to stimulate visitors into action, and provide a boost to local tourism businesses by encouraging visitors to explore more attractions and enjoy all the hidden wonders the area offers. The research confirmed than four out of every five visitors planned to visit an attraction or other business as a result of picking up a brochure / leaflet.
According to Executive Director of Visitor International, Henry Goldsmith, “All the research and insights on our website confirms what our members worldwide see close-up. Print is really important in helping visitors to enjoy their stay and in supporting local tourism businesses.
Brochures, when displayed on racks, are highly visible and present visitors with all the options on what to do, see and enjoy nearby – at the very time they are receptive to discovering new experiences. The fact that they select a specific brochure from a display indicates their interest in that attraction or business. It, therefore, increases the likelihood they will visit or buy, and research says that 83% do so. Neuroscience studies supports the view that reading brochures is far more engaging than reading online, so visitors are absorbing the information better and can, therefore, act more quickly.
“The other advantage of brochures, for visitors on the move, is that they are tangible, always available, and are not dependent on digital connections.
“Brochures are also loved by hospitality professionals. Research by Bentley University among 1,525 concierges, front desk staff, and travel advisors in the United States, Europe and the rest of the world confirmed that brochures and printed maps were preferred by 98% of them.
Brochures are easily shared with visitors, and sharing reflects well on the hospitality professionals that use them to engage with visitors, as well as on the ‘visitor-friendly’ hotels and other establishments they work for.”
VisitorInternational.com includes research and advice for tourism businesses, tourism agencies, and hospitality professionals and is the official website of Visitor International – The International Association of Visitor Information Providers, of which Take One Media is a member. The Association, which was established in 1975, is a grouping of major visitor brochure distributors and visitor information providers in the United States, Canada, Europe and other parts of the world. During 2016, the Association changed its name from the International Association of Professional Brochure Distributors (IAPBD) to Visitor International. The name change reflects the wider range of Visitor Information Services our members offer.