Hitting the Road with the Right Travel Publication
Ah, the allure of travel. Even though some restrictions are still in place, the pace of travel has definitely increased from last year. Consumer air travel in June 2021 reached its highest levels since 2020, at 83% of 2019 volume (564,583 flights compared to 679,802 flights). Although cruises were suspended in March of 2020, as the industry aggressively pursued safety protocols, 200 sailings took place from June to December 2020, and in 2021, CLIA (Cruise Lines International Association) expects the industry to continue its recovery throughout 2021 in the United States, Canada, Mexico, and the Caribbean.
While it may be some time until travel and tourism numbers reach the highs of 2019, they are showing significant improvement from last year. Overall, July spending on travel reached $98.5 billion, only 6.5% under July 2019 levels. Demand for hotel rooms varies across locations, but is only 4% under 2019 levels. Business travel remains strong, and leisure travel rates are reason to be cautiously optimistic.
Spreading the News
Despite numerous online resources, the travel industry still relies on print to attract, inform, and retain customers. The travel book industry alone sold $124 million worth of print travel guides in 2017, the largest year for sales in the United States after several years of declining numbers. In another study, 73% of visitors would consider altering their plans because of a brochure. While the web facilitates travel planning, travel guidebooks introduce readers to the highlights of their chosen destination. Local contributors help give recommendations, write about can’t-miss experiences, and curate attractions to help their audience create memories.
Another print piece enjoying a resurgence is the travel brochure. Travel sellers and agents respond to consumer demand and create brochures for their customers to take with them out the door. People of all ages like to have something tangible to refer to, take notes on, and share with potential travel companions. These brochures are more like catalogs, with plenty of editorial content. While the internet provides basic details and prices, printed brochure content excites and entertains.
Don’t Forget Direct Mail
Travel agents don’t need to wait for customers to contact them to hand over a brochure, though. The travel and recreation sector uses direct mailers to attract and engage its audience. This industry uses envelopes, postcards, and self-mailers at lower rates than, say, non-profits and retail businesses, but reap the same benefits that direct mail delivers. Envelopes containing a brochure and response card can appeal to emotions, self-mailers are versatile and cost-effective, and postcards convey simple information with clarity (i.e., Now Flying Non-Stop to London!).
Go on a Journey
An experienced printer will enhance your travel and leisure publications. Combining the right paper type with unique inks and specialty finishes creates high-end pieces that will attract, inform, and entertain.
Get moving and contact Consolidated Press to get your printed publications into the right hands.
