Professional  Brochure  Distribu3on  Survey  Results  for  

IAPBD    2012  

Survey  Summary  

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

England

France United States

Canada

2  

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  

4  

 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  

55%  

35%  

43%  

31%  

44%  

8%  

12%  

9%  

16%  

13%  

26%  

28%  

23%  

24%  

26%  

20%  

20%  

22%  

18%  

11%  

18%  

38%  

34%  

45%  

30%  

71%  

69%  

69%  

67%  

76%  

Brochure  /  Map  

Travel  Guide  /  Magazine  

Friend  

Visitor  Center  

Web  /  Internet  

Newspaper  

TV  /  Radio  

Billboard  

Mobile  App  

Other  (specify)  

Sources  that  influenced  aJer  arrival  Influenced   Somewhat  Influenced   Did  Not  Influence  

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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  

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Brochures  Create  Awareness  of  ARrac5ons  During  a  Trip  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

Would  extend  their  visit  

Plan  to  use  a  discount  coupon  

offered  on  a  brochure  

Plan  to  purchase  something  

Would  alter  their  plans  

Plan  to  visit  an  aarac3on  or  business  

Become  aware  of  a  service  or  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    

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Brochures  Add  Value  

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What  people  like  about  Brochures  

65%  

35%  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

Yes   No  

Valuable  visitor  informa5on  source  

Yes  

No  

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What  people  like  about  Brochures  

56%  

44%  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

Yes   No  

Learn  about  many  aRrac5ons,  tours,  retail  shops  

Yes  

No  

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What  people  like  about  Brochures  

47%  53%  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

Yes   No  

Special  deals,  Current  exhibits  or  ARrac5on  

Yes  

No  

14  

Technology  Impact  

15  

QR  Codes  

0  

20  

40  

60  

80  

Yes   No  

Have  the  respondents  used  QR  codes?  

Percentage  

0  

50  

100  

Yes  No  

Do  you  think  more  businesses  should  use  QR  

codes?  

Percentage  

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In  Summary  –  Comparison  with  2010  

0  10  20  30  40  50  60  70  80  

Percen

tage  

Purpose  

2010  

2012  

0  10  20  30  40  50  

Percen

tage  

Traveled  with  

2010  

2012  

•  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

0  10  20  30  40  50  60  

Females   Resident  of  city  or  nearby  area  

Percen

tage  

Year  

2010  

2012  

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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  

Total   785   802   1587  0  

20  

40  

60  

80  

100  

120  

140  

160  

180  

200  

Under  25   25-­‐34   35-­‐44   45-­‐54   55-­‐64   65+  

Male  

Female  

•  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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