Effectiveness Research

The 2018 Survey Results Are In!

Brochures, maps and guides are the #1 influencer of visitors during their trip

4 out of 5 visitors picked up a brochure during their trip

78% plan to visit a business they saw in a brochure

How Your Brochures Influences Travelers

In the summer of 2018, The Center for Marketing Technology at Bentley University in Massachusetts, conducted an international survey of travelers. Under the direction of Professor Ian Cross, they were asked questions about influences on their travel plans.

A total of 2,020 surveys were completed, the results of which are summarized below.

Use of Brochures – The Visitor’s Content Journey is Changing

“The use of brochures remains as a pre-trip planning tool, but significantly the use of brochures on location, within a trip, continues to rise from a usage rate of 53% in 2014 to 69% in 2016 and now at 73% in 2018.”

Brochures Increase their Influence as #1 In-Market Source During A Trip

“The most important source of information for a visitor during their trip is a brochure map or travel guide.”

10 Ways that Brochures Positively Impact Visitors During a Trip:

  • 4 out of 5 of visitors picked up a brochure during their trip (79%)
  • 3 out of 4 visitors were influenced by a brochure in market at their destination (73%)
  • More than 4 out of 5 visitors planned to visit an attraction or business as a result of picking up a brochure (85%)
  • Nearly 3 out of 4 visitors would consider altering their plans because of a brochure (73%)
  • More than 3 out of 5 visitors planned to purchase tickets or merchandise from businesses they learned about from a brochure (61%)
  • More than 5 out of 10 visitors value information about current exhibits, events and attractions, particularly women (54%)
  • More than 5 out of 10 visitors find brochures to be a tangible, easy to use hard copy of information (54%)
  • Over half of visitors believe brochures are trustworthy (54%)
  • Nearly half of visitors appreciate that brochures are convenient and always available (48%)
  • Half of visitors value discounts and coupons in brochures, particularly if they are travelling within a group (50%)
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