Sabina Ziolkowski, managing director at Travel Industry Network (TIN) says despite the lack of travel options over the past few months, travel brochures are still popular.
The uncertainty around when we will be able to travel again does not appear to have discouraged an interest in reading travel brochures, says Ziolkowski, with TIN reporting that the quantity of brochures read on its brochure platform has been trending upwards since the beginning of lockdown.
“We were astonished to find that brochure consumption since the start of lockdown, in mid-March, has grown.
“Typically, after the end of the summer school break, brochure engagement drops off, but that’s not what we’ve seen since lockdown began. Instead, we’ve seen a 100% jump on the same period last year.
“We do not see a bias for any particular destination or country just yet, [but] we are curious to see if consumer interest will reflect the destinations that open up to travel first, or if consumers are simply researching the next target on their bucket list.”
IMAGE: The highest-read brochure on Travel Industry Network’s platform is the ‘Official Alberta Travel Planner’, with 22,507 reads since it was posted.
