Printed brochures 'still relevant to travel industry'

The benefits of printed brochures outweigh their environmental impact, travel operators have claimed.

Printed brochures remain highly relevant in the travel industry and operators will continue to produce them, it has been claimed.

Travel Daily reports panellists at the World Travel Market's recent Luxury Debate agreed the publications may have a negative impact on the environment, but they have clear benefits for travel agents and consumers, which outweigh any disadvantages in terms of sustainability.

Sally Bond, marketing manager at the Eden Luxury Group, said: "In an ideal world we wouldn't have brochures but people like them and sit with them."

Furthermore, Paul Cleary, managing director at Caribtours and Private Travel Company, added: "Brochures are relevant but also tangible and portable."

It was suggested by Kerry Gold of Western and Oriental Travel that the booklets have changed in design recently, with many companies opting for a "coffee-table style", in line with shifting consumer habits.

Last month, chair of the Direct Marketing Association Response Management Council Sally Hollis stated printed brochures are important to retailers' sales and they should ensure they respond promptly to customer requests for the items.

Published: 11th November 2010

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