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Bentley
University Releases New Tourism Survey
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Where do travelers
most often turn for information on vacation?
It’s not where
you think
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Waltham,
MA – November 2016 / Newsmaker Alert / Though
technology has drastically changed how we travel, one thing remains the
same: tourists still value the printed brochures available around the world.
In fact, once they reach their vacation destination, tourists say brochures
are their number one resource and they rely on them more than websites.
It might be hard to believe when everyone is constantly attached to a smart
device - but these are the findings of a new survey conducted by Bentley
University’s Center for Marketing
Technology (CMT) and commissioned by the International
Association of Visitor Information Providers.
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Travelers
made it clear that even with constant access to online information, they
still value printed brochures and take action based on what they read.
The findings include:
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7 out
of 10 tourists and visitors pick-up brochures at their travel destination
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The influence
of brochures from a display stand (69%) has edged ahead of web sites (68%)
when a tourist arrives at their destination
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95% of
visitors had their travel plans influenced by information from a brochure
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83% plan
to visit a business or attraction highlighted in a brochure, map or travel
guide
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78% of
visitors consider altering their travel plans as a result of a brochure
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53% of
travelers use brochures to plan their trip before they arrive at their
vacation spot
“What’s
compelling about this survey is that even though there is a wide range
of sources tourists are using to plan their vacations, once they’ve arrived
on-site, printed brochures and guides are the first place they turn to
be persuaded as to which attractions to see and which businesses to patronize,”
says Ian Cross, Director of the CMT. “Visitors trust the printed information,
find them informative, user friendly and easy to share with their friends
and family on the trip.”
The
survey included responses from 1,732 visitors at seventeen locations in
North America, Europe and South Africa. To see the full Hospitality Visitor
Information Survey, visit: www.bentley.edu/centers/cmt.
Bentley’s
Center for Marketing Technology
is on the cutting edge of marketing, research, technology and strategy.
Students, educators and business partners have daily access to the latest
trends, newest technologies and in-depth research that is shaping the future
of marketing practices. Corporate clients in the United States and abroad
benefit from collaborations and strategic consulting projects with the
CMT, while enjoying access to world class marketing expertise, experienced
CMT team members and the center’s cutting edge marketing technology.
Media
Contact:
Bentley
University
Helen
Henrichs
781-891-2277 |