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B
rightly colored brochures and
maps touting tourist attractions
have long been a staple in hotels
and airports throughout the world. But
in an era when most people turn to their
mobile devices for information, you
might assume these printed materials
would become relics.
Not so fast.
According to a new survey conducted
by Bentley University's Center for Mar-
keting Technology (CMT) and commis-
sioned by the International Association
of Professional Brochure Distributors
(IAPBD), printed pieces continue to
play a vital role in the tourism industry.
The survey, which examined 1,560 re-
sponses from hospitality professionals in
the U.S., Canada, France, Germany, Ire-
land and Greece, reveals an overwhelm-
ing majority of hotel front desk staff
believe having brochure displays is the
best way for them to help their guests
and enhance the guest experience.
Among the findings were that 98 per-
cent of front desk staff favor the use of
printed media, while 94 percent of ho-
tels surveyed provide visitor informa-
tion for their guests using a brochure
display. (See graphic at left.)
"In the age of mobile phones and de-
vices, guests still look to the front desk
for printed, tangible brochures and visi-
tor maps," says CMT Director Ian Cross.
"Data suggests the importance of well-
placed printed materials in displays
catches the attention of guests and fos-
ters interaction with front desk staff."
Skift, a website that covers the global
travel industry, recently reported that
while more travelers are using their
smartphones and devices to do research
for their trips, seeing a print display
with brochures impacts their plans
once they've reached their destination.
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PRINT'S POWER
Digital Age doesn't diminish importance of brochures for travelers
