Survey: In the digital era, print media at hotels ranks first in tourist preferences!

Print media is the preferred hospitality visitor information resource according to the findings from a survey conducted by Bentley’s Center for Marketing Technology (CMT) and commissioned by Visitor International, the International Association of Visitor Information Providers (https://www.visitorinternational.com)
The research, carried out by Bentley analyzed 891 responses from hospitality professionals at locations in North America - United States, Canada and Mexico; in Europe – Belgium, France, Germany, Greece, Ireland, Italy, Scotland, Spain; and in Africa - South Africa.
The survey records that hospitality professionals overwhelmingly favor the use of printed media to assist guests in their properties and suggest that their guests frequently use printed brochures in their hotels 88% of the time.
Hotels continue to believe in the value of providing visitor information for their guest by way of a brochure display and 97% of the surveyed properties consider visitor information as very or extremely important for their guests. Overall, hospitality professionals are on the front line of the customer experience for tourists and need the best resources to satisfy guests at their properties.
“Sharing information in printed maps and guides is a shared experience that highlights the knowledge of the hospitality professional," notes CMT Director Ian Cross. "Print brings together local knowledge, the physical environment and the highly tactile experience of paper to enhance the visitor experience."
The Hospitality Visitor Information Survey 2019 was conducted between February 2019 to March 2019 and its Summary Report Key Findings was prepared by Professor Ian Cross, Director of the Center for Marketing Technology at Bentley University.
It was created in collaboration with Visitor International to understand the usage and effectiveness of hospitality visitor information and the value of this data comes from the survey answers provided by the front office staff within the hospitality industry.
Its findings are based on the opinions of the professionals at the check-in and concierge desk that have the greatest potential to impact guest satisfaction with their accommodation.
Print Media is the preferred hospitality visitor information resource
According to the survey, print media is far more highly valued by guests than electronic and kiosk information. Printed brochures, maps and guides placed in the lobby are much more likely to be used by guests during their stay. Printed maps are rated #1 by ranking of extreme importance (78%) followed by brochures (74%) and printed guides (62%). If we collapse the ratings of extremely and very important then both printed maps and brochures are virtually equal in ranking at #1 (91%).
Electronic visitor information kiosks are growing in importance with a 63% importance rating, but clearly the tactile, physical properties of printed information is favored. In -room publications lag behind other media (47%), perhaps suggesting they perform an entertainment function but lack the utility of a map or brochure.
The Value of printed Visitor Information
Hotel managers and front desk staff value print displays and the brochures, guides and maps contained within them for various reasons. The most critical reason is that printed visitor information helps to provide a better customer experience for their hotel guests. The reasons given range from the surprising insight that in the digital age brochures and maps provide faster information than looking up the same information on a mobile device. Furthermore, a printed brochure facilitates human interaction with a concierge of front desk staff.
We live in an increasingly physically isolated world, connected digitally but essentially alone. Printed information aids communication between people and provide a wealth of knowledge, opinion and data from a trusted source – the concierge. This can lead to a chance piece of information that might lead to a more enjoyable tourist experience rather than disappearing into the rabbit hole of an internet search. Print is easily sharable – it helps to create a community of shared decisions and experiences.
Another major factor in favor of printed materials is that an easily accessible source of good quality information enhances the reputation of the hotel and its staff. Guest education is key to that guest returning. The reputation is upgraded with the experience when a map is presented by a guest to a concierge who traces a line on a map and calls out key stops and sights along the route.
Hotel front desk staff cite the convenience of readily available printed maps and brochures. They are easier and quicker to provide directions, easy to explain and more efficient than printing digital information for a guest on the hotel computer and printer. This saves time and money as well as improving the customer experience.
Last but not least a hotel can be a nucleus for a local business community providing information for guests to visit local attractions, restaurants and shops. The hotel and its important brochure racks offer support and revenue opportunities for local enterprises.
Hotels receptionists see value in printed visitor information
Hotel guests value printed visitor information to help them find where they need or want to go, for leisure or business, with different transportation options. It can provide maps for trails as well as a street map of the city. Many visitors desire to know where the best shopping can be found, and guides can provide an easy to read checklist of stores and malls and districts with the additional shopping incentives of discounts and coupons printed in the material or weblinks to current offers. Cities and tourism offices provide seasonal information, local events and future programs to entice visitors to come back. Just as theaters can display the times of movies and plays on a website a printed brochure is excellent to promote the play, the movie theater and direct the guest to a website to purchase tickets online, read reviews and enhance their experience. Guests value a menu for takeaway or room service in printed form that can be easily shared by the family in a single glance of the paper menu.
The Hospitality Visitor Information Survey notes in conclusion that the data shows that hotel front desk staff in locations across North America, Europe and Africa overwhelmingly favor brochure displays in their properties today. Hotel front desk staff much prefers to assist their guests with printed media. Electronic kiosks are a useful supplement to printed material within the hotel.
In the digital age, printed media is the most preferred and maps guides and brochures are a highly valuable support tool to supplement the local knowledge of the front desk and concierge team. The use of print for maps and directions perhaps shows the value of shared knowledge gathering and the shared experience that highlights the hotels staffs’ knowledge with the desire of the guest to find a new experience. The map facilitates the collaboration of knowledge, the physical environment and the highly tactile and sensory experience of using a map, with added information from the concierge.
The survey data recommends that hotels should continue to provide value to their guests with printed maps, brochures and guides. There is no reason to suggest that guests cannot enhance their visitor experiences with the data they collect on their mobile device with the tactile, in-the-moment information, provided in print by the front desk.
Data from the 2018 Visitor International study on Visitor Information Usage and Effectiveness and the data in this survey of hotel staff suggests printed material continues to play a vital and valuable role in the visitor and guest experience.
Τourist information in Greece
In Greece, the survey was carried out by City Contact, the only Greek member of Visitor International, the International Association of Visitor Information Providers.
Since two decades, City Contact has developed the Info Stand system in order to keep tourists updated through free-of-charge useful leaflets as well as exclusive partnerships with a plethora of hotels and other venues throughout the country's nine most popular travel destinations.
Every year, more than 3.6 million tourists use the informative City Contact brochures across Greece.
19/08 12:20
Attica's municipalities open air-conditioned areas in public buildings during heatwave
19/08 12:17
Αrt Athina program to be organized at Zappeion Mansion in September
19/08 10:13
Children from Ukraine to arrive in Greece as part of European Union programme
18/08 19:08
Arrivals to the Greek islands of the SE Aegean Sea grow 17% in early August
18/08 16:22
Temperatures to rise up to 41C in Greece during the next three days
16/08 21:08
Hollywood actress Demi Moore enjoys her Greek holidays on yacht
16/08 21:03
Legendary “Christina O” yacht passes thru the Isthmus of Corinth in Greece (video)
16/08 20:50
Outgoing British Premier Boris Johnson continues Greek holidays (video)
16/08 18:00
Greece records 73,210 new Covid-19 cases and 258 fatalities on August 8-14
16/08 12:47
12/08 15:08
AP report: CDC drops quarantine and distancing recommendations for COVID-19
12/08 15:06
US Ambassador to Athens meets with Greek Health Ministry leadership
12/08 15:06
US Ambassador to Athens meets with Greek Health Ministry leadership
12/08 15:01
12/08 14:53
Greek museums to organize free concerts and tours on Friday August 12 marking full moon
09/08 21:16
IATA launches AVSEC Insight Platform to assist managing business security risks
09/08 21:04
Dominican Republic among UNWTO members recording strong tourism rebound
09/08 21:00
Greek Culture Ministry's project for the protection of the medieval city of Rhodes
09/08 18:08
Greece records 100,421 new Covid-19 cases and 314 fatalities for August 1-7
09/08 16:12
Archbishop of America: Greek-Americans to fund reconstruction of Balikli hospital
08/08 14:12
Greek Tourism Minister: This year sector proved that is Greece's heavy industry
07/08 13:57
28 lighthouses to open for the public in Greece on August 21
04/08 14:16
Protection and recording of rare biodiversity of 20 archaeological sites in Greece
03/08 23:18
Restoration works to historic Syntagma square of Athens almost completed
03/08 23:10
Greek Tourism Minister meets Ambassadors of Sweden and Norway
03/08 19:13
Greek Prime Minister says record tourism money can’t buffer country’s economic slide
03/08 14:07
Samos Young Artists Festival at Pythagorio Ancient Theatre on August 7-13
03/08 13:21
Greece offers Saudi Prince royal treatment: 350 limos and Athens Acropolis tour
02/08 23:26
Greece records 122,230 new Covid-19 cases and 355 fatalities on July 25-31
02/08 09:50
British Museum offers only to loan Athens Parthenon marbles to Greece
02/08 09:37
UNWTO: Global tourism consolidates strong recovery amidst growing challenges
02/08 09:29
Culture Minister: At least 16,000 people visit Athens Acropolis daily this summer
01/08 20:54
Medical Tourism: Personal Doctor platform opens in Greece on Monday
01/08 09:47
Undated wreck of exploded ship found off Kythnos island in Greece
29/07 14:02
Spain imposes minimum spending for Non-European Union tourists
29/07 00:38
Greek government announces subsidy programme for purchase of e-vehicles
28/07 23:32
Media: Electric aircraft to revolutionize travel and protect ecosystem in Greece (video)
28/07 19:23
Impressive copy of Aphrodite of Milos statue revealed on the Greek Island
28/07 18:40
Greek island of Corfu hosts Prince Edward and British royals
28/07 17:20
German Foreign Minister: Greece one of our closest partners in Europe
28/07 12:28
7th International Documentary Film Festival 2022 'Beyond Borders' on Castellorizo island
28/07 11:49
10th consequent Tripadvisor Travelers’ Choice Award for Athens Walking Tours
28/07 00:46
UNWTO sets out shared goals and opportunities for sector in Paraguay
28/07 00:26
IATA: States progress towards long term aspirational goal on aviation emissions
28/07 00:15
Sinking averted: Grounded luxury yacht safely anchored in Greek island of Mykonos (videos)
28/07 00:13
Greece and Saudi Arabia ink 16 business deals in Athens on Wednesday
28/07 00:02
Bank of Greece: Higher tourism receipts in 2022 to lead to improved economic growth
27/07 23:48
Travel Market Report: Why shoulder season is the next big tourist trend
27/07 14:20
Fewer asylum seekers but more refugee arrivals up in Greece during June 2022
27/07 00:08
26/07 17:18
Greece records 136,077 new Covid-19 cases and for July 18-24
26/07 15:23
Signing of business deals between Greek and Saudi companies on Wednesday
25/07 21:15
Special climate envoy addresses meeting on 'Our Ocean - Greece 2024' in Athens
25/07 17:08
Athens metro stations to close on selected dates this summer
25/07 15:50
Authentic Marathon Swim | Swimmers from 14 countries supported North Evia
25/07 14:23
Wildfires contained on the Greek island of Lesvos and Ilia prefecture
23/07 00:43
International Air Transport Association issues statement on Dublin Airport charges
23/07 00:09
'Saristra' festival returns to the Greek island of Kefalonia on July 29-31
22/07 21:58
Four-month-old roe deer, named 'Emilios' rescued in Xanthi of Northern Greece
22/07 19:53
Media: Furor in Greece over plan invading protected environmental Natura sites
22/07 15:49
22/07 15:06
Greece's Thessaloniki Urban Transport staff continue mobilisations during August
21/07 21:53
21/07 20:50
21/07 19:40
Media report: Greece rakes in tax and tourist receipts but won’t cut food tax
21/07 18:33
Minister: Duration of Greek passports doubled from five years to ten
21/07 17:44
Greek government adopts 12 measures for fire-stricken households and firms
20/07 23:11
Cyprus Agriculture Minister welcomes win-win deal on halloumi cheese
20/07 19:26
European Union sanctions against Russia push Greece’s fur business toward end
20/07 19:22
AP: Fire subsides in Penteli but reaches people’s yards in Megara of Greece (video)
20/07 17:22
Molecular tests against COVID-19 to record possible mutation at five Greek airports
20/07 14:07
Bus routes changed due to destructive fires in Attica Region
20/07 10:34
Sick air traffic controller draws attention to shortages at smaller airports in Greece
19/07 21:02
Dozens of international celebrities choose Greece again for vacations this year (video)
19/07 19:22
Medical Tourism: Greek parliament approves assistive reproduction bill
19/07 18:21
Greece records 148,435 new Covid-19 cases between July 11-17
19/07 18:13
Organic olives and olive oil from Sparta in Greece studied by American universities
19/07 16:17
US Ambassador to Athens visits Greek village of Diplatanos Thermou
18/07 09:39
Very high risk of fire again on Monday in five Greek regions including Attica
17/07 21:48
Prime Minister: Greece and France stand united against global climate crisis
16/07 13:25
Government: Greece in 12 countries worldwide with full legal equality of women and men
16/07 13:01
IATA: Canadian government urgently needs to remove COVID-19 travel restrictions
16/07 11:34
Greek FinMin pressures banks and servicers for more private debt settlement deals
16/07 10:21
Tourist swept out to sea in Northern Greece saved by holding beachball
15/07 22:35
Village of Melabes in Rethimno of Greece evacuated as widlfire approaches
15/07 21:35
Tourism statistics inform United Nations reports on sustainable development
14/07 23:20
IATA: Premature return to pre-pandemic slot rules risks prolonged disruption
14/07 21:42
"Wolf of Wall Street" Jordan Belfort parties in Greek island of Mykonos
14/07 14:14
14/07 00:12
Thousands of olive trees donated to restore groves of Ancient Olympia in Greece
13/07 20:14
13/07 20:05
Young tourists surprised to meet Greek Prime Minister at Athens International Airport
13/07 16:51
High risk of fire forecast in five Greek regions on Thursday
13/07 14:30
13/07 11:43
OAG survey: U.S. travel demand remains strong for 2022 despite inflation
13/07 09:55
Greek Minister discusses natural gas contingency plan with US Ambassador
12/07 22:37
12/07 21:50
Greece records 13,623 new Covid-19 cases per 1 million people in July 4-10
12/07 21:00
Greek parliament approves amendment to cap profit margins in home appliances
12/07 00:20
UNWTO: Advancing safe mobility for stronger travel sector recovery
Update on proposed recapitalisation plan for Thomas Cook at £ 900 million
Outgoing British Premier Boris Johnson continues Greek holidays (video)
Greece records 73,210 new Covid-19 cases and 258 fatalities on August 8-14
Hollywood actress Demi Moore enjoys her Greek holidays on yacht
Legendary “Christina O” yacht passes thru the Isthmus of Corinth in Greece (video)
First museum education dog in Greece as Cretan summer camp assistant
Australian Embassy's spox notes strong friendship between Greece and Australia
Qatar's traditional boat Al-Mubaraki docks at old port of Corfu in Greece
New tender by central government for Athens and Thessaloniki bus systems
Sports Tourism: 81-year-old Greek windsurfer enters Guinness Records
Qatar Sheikh Tamim Bin Al Thani's ultra-luxury yacht in Greek island of Skiathos
Children from Ukraine to arrive in Greece as part of European Union programme
Moody's: Greece's B1 rating supported by its 'Moderate' economic strength
Professor Ioannis Lianos nominated for Competition Committee chief in Greece
Bodies of scuba divers missing in Greek island of Karpathos found
Greek Public Power Corporation's rescue package of €500 million announced
Greek government: Higher collection rate for property tax offsets revenue loss
Applications now available for FAITH Executive Education Program in US
Archbishop's enthronement proceeds donated to St. Nicholas Church
Dimitris Fragakis is the new Secretary General of Greek National Tourism Organization
Prime Minister: Greece Eurozone's 'pleasant surprise' in coming years
AP report: Pilots Union announces dates for British Airways strikes
Greek PM and Safe Water Sports Initiative founder discuss safety issues