Key Takeaways
1
Brochures on Display are Guest ‘Discovery Centers’
94% of hospitality professionals believe brochures influence and guide visitors. Brochure displays help elevate the guest experience and showcase the value of personalized service. By displaying curated brochures that align with the interests of your guests, you create an opportunity for them to dive deeper into the local culture and make the most of their stay.
2
Digital Alone Doesn’t Do it
Hospitality Professionals agree that providing guests with a digital link falls short of fulfilling the promise of convenience. Instead of feeling empowered, guests can end up feeling disconnected and detached from the destination they’re visiting. This is where print materials shine, offering a curated, tactile, immersive experience that digital platforms can’t replicate.
3
Hospitality Professionals
say Printed Brochures and Maps are Loved by Guests
In an era when screens are ubiquitous, the tactile sensation of flipping through pages, the crisp sound of paper, and the visual richness of printed images combine to ignite a sense of adventure, encouraging guests to immerse themselves in local experiences. In a world of screens, it’s the human touch that can set your establishment apart. Printed brochures and maps not only serve as informational guides but also as personal connections between your guests and the unique offerings of your destination.
The Bigger Picture
Elevating Travel Experiences: The Fusion of Destination Growth and Hotel Success
The value of brochures goes beyond the provision of information; they hold the power to help position hotels as key players and beneficiaries in the local landscape. By featuring curated brochures from local experiences, hotels become active contributors to the local economy. Each brochure becomes a thread woven into the fabric of destination partnerships.
As guests engage with these showcased attractions and experiences, local enterprises thrive. Increased patronage fuels growth, investment, marketing, and sustainability. This interconnectedness between visitor experiences and hotels becomes a catalyst for local development, fostering a dynamic and resilient visitor destination.
About Visitor International
Visitor International is the International Association of Visitor Information Providers. Our member companies around the world specialize in providing information to visitors during their stay in their destination to guide them to wonderful experiences.
Our members provide visitor-friendly hotels and attractions with FREE, managed, brochure displays and maps for their guests. Many members also offer digital information services.
91% of Hospitality Professionals
View Visitor Information as ‘Extremely Important’ or ‘Very Important’
Extremely important We asked hospitality professionals: How important is providing your hotel guests with visitor information about local attractions, activities, and shopping?
Very important
97% of guests utilize printed brochures and maps during their stay
More insights from Hospitality Professionals
92% agree printed visitor brochures are loved by guests.
94% agree printed visitor maps are loved by guests.
98% agree that guests appreciate it when visitor brochures and maps are used to engage them.
94% believe that brochures and maps influence visitors, guiding them to local experiences.
94% believe that brochures and maps save time explaining to guests what’s to see and do in the area.
7% Moderately important
Slightly important
The overwhelming majority (91%) agree that providing guests with comprehensive local information is either ‘extremely important’ or ‘very important’. It empowers them to explore the destination and make the most of their stay. This benefits guests, hotels, and local businesses.
About the Survey: We are delighted to share the results of a comprehensive 2023 survey by Visitor International - the International Association of Visitor Information Providers. The study examined the importance of visitor information in the hospitality sector and is based on inputs from over 480 hospitality professionals working in hotels across the United States, Mexico, South Africa, France, Germany, Belgium, Greece, Scotland, and Ireland.
always
An overwhelming 97% of guests ‘almost always ’or ‘often’ utilize printed brochures and maps during their stay, according to hospitality professionals. This clear preference underscores the importance of providing physical visitor information resources to enhance guest experiences.
68% believe it is false to assume that visitors prefer to get a digital link to information. Instead, they believe that most guests prefer to get physical brochures and maps.
Printed Visitor Brochures and Maps are Preferred by Hospitality Professionals
A significant majority of hospitality professionals, ranging between 69% and 81% depending on the information source used, rated printed brochures, maps, and guides as either ‘extremely important’ or ‘very important’, and more rated them as ‘important.’
In this digital era, one might have anticipated higher ratings favoring digital resources. However, the scores indicate that hospitality professionals understand that their guests value curated tangible information rather than directing them to search for information online.