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Professional  Brochure   Distribu3on  Survey  Results  for   IAPBD    2012  


Survey  Summary   •  1,637  respondents   •  From  18  ci3es  in  United  States,  Canada,  and   Western  Europe  

United States Canada

France England

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Respondent  Characteris5cs   •  79%  Leisure   •  9%  Business   •  12%  Business  &  Leisure   •  •  •  • 

16%  Alone   50%  With  Spouse/Life  partner   30%  With  Children   31%  with  Friend/colleague  

•  50%  Female   •  23%  Resident  of  city  or  nearby  area   3  


Before  They  Arrived  

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Brochures  are  INCREASING  in  Influence    on  Things  to  Do  BEFORE  arrival   Source  

Influenced  

Brochure  

31.72%  

Travel  Guide  /  Magazine  

24.94%  

Friend  

48.16%  

Visitor  Center  

16.89%  

Internet  

57.26%  

Newspaper  

8.54%  

TV  /  Radio  

13.10%  

Billboard  

7.53%  

Mobile  App  

15.03%  

Other  (specify)  

19.62%  

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AJer  They  Arrived  –  Influence  Increases  for   Visitors   •  70%  picked  up  a  brochure     •  84%  of  non-­‐residents  picked  up  a  brochure   •  67%  of  travelers  ages  35+  picked  up  a  brochure   •  88%  of  people  visi3ng  San  Antonio,  TX  picked  up  a  brochure   •  80%  of  people  visi3ng  Victoria  BC,  Canada  picked  up  a   brochure   •  79%  of  people  visi3ng  Charloae,  NC  picked  up  a  brochure   •  78%  of  people  visi3ng  Branson,  MO  picked  up  a  brochure  

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Brochures  are  The  Major    Influencer  AJer  Arrival   Sources  that  influenced  aJer  arrival   Influenced   Other  (specify)   Mobile  App   Billboard   TV  /  Radio   Newspaper   Web  /  Internet   Visitor  Center   Friend   Travel  Guide  /  Magazine   Brochure  /  Map  

13%  

Somewhat  Influenced   11%  

16%   9%   12%   8%  

Did  Not  Influence   76%  

18%  

67%  

22%  

69%  

20%  

69%  

20%  

71%  

44%   31%  

26%  

30%  

24%  

43%   35%  

45%   23%  

34%  

28%   55%  

38%   26%  

18%  

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Brochures  Affect  Travel  Plans   •  82%    were  influenced  to  some  extent  on  where  to  travel   from  the  Brochure   •  62%    of  leisure  visitors  became  aware  of  a  service  or   aarac3on   •  60%  plan  to  visit  an  aarac3on  or  business  as  a  result  of   picking  up  a  brochure;(63%  of  Non-­‐residents)   •  58  %  of  leisure  travelers  would  consider  altering  their  plans   because  of  a  Brochure   •  42%    of  visitors  plan  to  purchase  something  as  a  result  of   picking  up  a  brochure   •  96%  of  San  Antonio  TX,  and  92%  of  New  York  City  NY   visitors  were  influenced/somewhat  influenced  on  their   travel  des3na3ons  by  a  brochure   8  


Brochures  Create  Awareness  of   ARrac5ons  During  a  Trip   70%   60%   50%   40%   30%   20%   10%   0%   Would  extend   Plan  to  use  a   their  visit   discount   coupon   offered  on  a   brochure  

Plan  to   purchase   something  

Would  alter   Plan  to  visit  an  Become  aware   their  plans   aarac3on  or   of  a  service  or   business   aarac3on  

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Brochures   •  65%  believe  brochures  are  valuable  visitor   informa3on  source   •  56%  agree  that  brochure  informa3on  display  stands   give  visitors  the  ability  to  learn  about  many   aarac3ons,  tours,  retail  shops  in  the  market  place   •  47%  use  brochure  display  racks  for  informa3on  on   special  deals,  current  exhibits/events  or  aarac3ons   •  42%    say  informa3on  is  easy  to  find  in  brochures   racks     10  


Brochures  Add  Value  

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What  people  like  about  Brochures  

Valuable  visitor  informa5on  source   100%   90%   80%   70%   60%  

65%  

50%  

Yes  

40%  

No  

30%  

35%  

20%   10%   0%   Yes  

No  

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What  people  like  about  Brochures  

Learn  about  many  aRrac5ons,  tours,  retail   shops   100%   90%   80%   70%   60%   50%  

56%  

40%  

Yes   44%  

No  

30%   20%   10%   0%   Yes  

No  

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What  people  like  about  Brochures  

Special  deals,  Current  exhibits  or   ARrac5on   100%   90%   80%   70%   60%   50%   40%  

47%  

53%  

Yes   No  

30%   20%   10%   0%   Yes  

No  

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Technology  Impact  

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QR  Codes  

Have  the  respondents  used   QR  codes?   80   60  

Do  you  think  more   businesses  should  use  QR   codes?   100  

40  

Percentage  

20   0   Yes  

No  

50   Percentage  

0   Yes  

No  

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Purpose  

•  •  •  • 

50   40   30   20   10   0  

2010  

2010  

2012  

2012  

Traveled  with  

Percentage  

80   70   60   50   40   30   20   10   0  

Percentage  

Percentage  

In  Summary  –  Comparison  with  2010   60   50   40   30   20   10   0  

2010   Females   Resident   of  city  or   nearby   area  

2012  

Year  

More respondents have traveled for leisure than for business More respondents are traveling with spouses/partner and children Number of respondents traveling alone has reduced Slightly fewer women took part in survey 17  


Age  Distribu5on   Male  

Female  

Total  

Under  25  

125  

133  

258  

25-­‐34  

188  

168  

356  

35-­‐44  

164  

186  

350  

45-­‐54  

165  

144  

309  

55-­‐64  

86  

114  

200  

65+  

57  

57  

114  

785  

802  

1587  

Total  

200   180   160   140   120   100   80   60   40   20   0  

Male   Female  

Under  25   25-­‐34  

35-­‐44  

45-­‐54  

55-­‐64  

65+  

•  Even distribution of men and women in survey •  Majority in the 25-44 age range

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Mom  is  most  likely  to  be  Influenced    by  Brochure  

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Summary   •  Target  Leisure  travelers   •  Target  Mom   •  Web  is  helpful  and  apps  will  grow   but  a  brochure  in  the  hand  is  s3ll   most  effec3ve  travel  and  leisure     marke3ng  tool  

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Thank  you!  

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2012 Brochure Distribution International Survey Results