CERTIFIED FOLDER DISPLAY SERVICE

SURVEY SAYS I n a world increasingly dominated by digital marketing, the power of tan- gible, printed materials should not be underestimated. A recent study conducted by Bentley University Center for Marketing Technology and Visitor International reveals the remarkable effectiveness of visitor brochures, maps, and guides in shaping the travel experi- ence of tourists. The 2022 research, which surveyed 986 respondents in the U.S., Canada, Mex- ico, and Europe, found that an impressive 70% of visitors use travel brochures, maps, or guides for their trips. The figure rises to 72% for females, who are key influencers in travel, and 74% for families. The study also uncovers where people pick up brochures, with 49% obtaining them from tourist or visitor centers, 45% from hotels, and 31% from attractions. "This research demonstrates that bro- chures continue to play a vital role in the travel experience, helping visitors navigate their surroundings, plan activities, and dis- cover new attractions," said Bill Deering, the Senior Vice President and General Manager of Certified. An astounding 87% of visitors who picked up a brochure found them useful, with younger millennials (aged 18 to 24) valuing them at an even higher rate of 90%. In terms of attributes, visitors value trustworthiness (46%), the latest infor- mation (44%), and tangibility (42%) the most in brochures, maps, and guides. Brochures also have a significant impact on visitor decisions and spending. The study found that 86% of the respondents were influenced in one way or another by the brochures they picked up, with 21% purchasing tickets or mer- chandise from businesses mentioned in the brochures, and 20% altering their plans or itinerary based on the information provided. In addition, brochures have a surprising ability to drive digital engagement. The research found that 61% of the respondents used a mobile device to find out more about what they read in a brochure, leading to online bookings, purchases, and further exploration of at- tractions and services. "Visitor brochures not only provide valuable information to tourists, but also serve as a catalyst for digital engagement, bridging the gap between traditional and modern marketing strategies," Deering said. The study also reveals that visitor bro- chures have a high "stickiness" factor, with 68% of respondents keeping them for the duration of their visit or beyond, and 32% bringing them home as mementos. "The research is a testament to the enduring impact and value of tangible, printed materials in the travel and tourism industry," Deering said. Making an impression Research highlights effectiveness of printed brochures, maps and guides Certified Insider | Summer 2023 CLICK HERE TO VIEW THE SURVEY Nearly three-quarters of female travelers use brochures, maps, or guides for their trips.

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