Print's Role in Travel Inspiration

Hitting the road in the next few weeks for a last-minute quick summer getaway?

I’ve been thinking about it for a long time.

It’s been a while since I’ve taken a non-work trip. Life’s gotten in the way, like family health issues, schedules, and an unreliable (and increasingly costly) 19-year old car. I started my research online, looking for inspiration for East Coast destinations within easy driving distance from suburban Philadelphia. And I have to say that I’ve been pleasantly surprised to discover that so many official travel bureaus still print and mail materials on request.

My office shelves have been filling up with guides, brochures, flyers, magazines, and yes - actual paper maps. That such a strong print ecosystem still promotes travel in our digital age is a wonderful thing.

Here are some short observations based on many of the materials I’ve looked at and what resonated with me.

Texture

I received a lot of glossy perfect bound pieces, but only a few with a soft touch cover. As with many postcards and folded self-mailers, this is a finishing choice that creates a luxurious, velvet-like feel that stands out and encourages retention. Delaware’s "Discovery Guide” cover went a step further by embossing the state name and the wave-like graphic underlining it.

Content

OK, “content” covers a lot of ground. But it doesn’t have to be bland, safe, and bite-sized. At a welcome center, I picked up the ad-supported Farm and Flavor magazine, published in partnership with Howard County (MD) Economic Development Authority. It includes lengthy articles on local farms, equine therapy, and sustainable practices, as well as recipes.

Images

On the other hand, Lackawanna County’s Visitors Guide is highly visual. Alongside multiple large images on every page are easy-to-skim factoids about Scranton, PA (and its regions), including foods, culture (a 2-page spread on The Office!), attractions, recreation, and history.

Omnichannel

You’d expect that QR codes would be all over travel brochures, and while there are some, not enough in my opinion. One exception? Morris County (NJ) Tourism Bureau’s guide has 9 separate codes linking to landing pages for retail, hotels, golf courses, and other interests.

Special Interests

There are lots of ways to engage people who can be reached based on a niche activity or category, such as golf, history, food, cycling, and camping. With a specific audience in mind, you can generate leads through digital targeting, as well as placement in the right high-traffic areas. One of the best guides that I ran across is from Visit Maryland. It uses pins on maps, along with historic photos, to mark locations of the state’s Underground Railroad. And of course, there’s a QR code to find more information.

Print successfully influences travelers because people still want to hold something in their hands - something with authority, credibility, and even beauty - as they plan. They know that nitty gritty details like addresses, pricing, and hours for their destinations can be found online. And they know that turn-by-turn navigation will get them there physically.

But the “why” — the inspiration, the awareness — that’s where ink on paper shines. Print starts and frames a conversation with a traveler that can follow any number of paths, resulting in further investigation, more options, and maybe even a road trip at the end of the line.

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions. Artificial Intelligence may have been used in part to create or edit this content.