Latest Research

Bentley University's Center for Marketing Technology released the results of their 2016 Visitor International Study, which examined the influence on travel purchasing behavior both pre and in-market visitor destinations across the globe. 
Key findings include: 
   7 out of 10 tourists pick up brochures in-market
   95% of visitors who pick up a brochure become aware of a business
   83% plan to visit a business they saw in a brochure
   78% of visitors that pick up brochures consider altering their travel plans
   65% of visitors plan to purchase tickets or merchandise after picking up a brochure

   43% of visitors share brochures with 3+ travel companions
 
  Brochures also influence 53% of pre-trip planning
   Brochures influence visitors of all ages

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In the summer of 2016, Bentley University's Center for Marketing Technology partnered with CTM Media Group to research the opinions and usage of the ExploreBoard touch screen information system.  Over 170 interviews took place post interaction with the ExploreBoard interactive screen in markets across North America.
Key findings include: 
   88% of in-market visitors became aware of a new business with CTM's ExploreBoard touch screen
   75% of in-market visitors were influenced by ExploreBoard
   88% of visitors are likely to visit a business showcased on ExploreBoard

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In an era when most people turn to their mobile devices for information, one might assume these printed materials would become relics. This is not the case according to a new survey conducted by Bentley’s Center for Marketing Technology (CMT) and commissioned by the International Association of Visitor Information Providers.  This study focuses on the hospitality front desk staff opinions and personal experiences with visitor information interaction and usage.

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The University of Vermont’s Tourism Research Center conducted a study to shed some light on how visitors make their travel decisions.  8,555 questionnaires were collected from leisure Vermont visitors during 2012-2014.  The study confirmed brochures were among the top 3 influences in leisure trip planning. In both under and over age 50 categories, brochures were found to be the most influential form of print media.

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Bentley University in conjunction with the Visitor International additionally conducted a focus group discussing a wide range of travel-marketing based questions.  Four main themes were identified for today's marketers. 1) Appeal to women, 2) Make your message experiential, 3) Make your  message authentic 4) Connect to crowd appeal. 

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