Published on : Saturday, December 22, 2018
A survey conducted by Bentley University’s Center for Marketing Technology (CMT) showed that printed materials like brochures, maps and travel guides are still relevant to tourists and visitors even in the digital age. The survey was commissioned by Visitor International, the International Association of Visitor Information Providers.
Tourists and visitors would still reach out for the printed brochure in the hotel lobby or visitor’s centre.
The survey, conducted by graduate students and faculty advisors at Bentley University’s CMT, included 2,020 respondents across 17 cities in North America and Western Europe. Other findings include:
Ian Cross, CMT Director said that “This suggests that trip planners are influenced by omni-channel marketing approaches combining print, web and mobile content, more than traditional media. It also suggests that brochures drive awareness and action is taken because of integration with the mobile web and apps.”
Print media complements that of the digital one. Attractions and destinations should consider an integrated print, app and digital marketing strategy to drive awareness and customer interaction, especially for the under 35 audience.