6 Ways an App is Better than a Brochure (Even a Digital Brochure)

In the digital age, Destination Marketing Organizations (DMOs) and event planners have more tools than ever to engage their audiences. Yet, many still rely on traditional methods such as brochures—both in print and digital forms. While digital brochures are a step up from their paper counterparts, they still don’t come close to offering the same advantages as a mobile app.

Apps not only provide a more dynamic and immersive experience, but they also offer practical features that brochures—whether paper or digital—simply can’t match. Here are six ways apps outshine brochures, even digital ones.

1. Better Data Tracking and Insights

One of the most significant advantages of using an app is its ability to track user behavior in real-time. While brochures, even digital ones, offer limited or no insights into how users interact with the content, apps open the door to a wealth of data.

With an app, you can track:

• Who is downloading the app: Know exactly how many people are using your app, and track user demographics such as location, age, and device type.

• User profiles: Some users may share more information about themselves, such as their interests and travel preferences, giving you deeper insights into your audience.

• Visitor flow: You can see which locations or attractions are generating the most interest, helping you refine your marketing efforts and improve user experience.

This data can be invaluable for DMOs, allowing them to optimize their content and marketing strategies based on user behavior. More importantly, it helps you understand your target audience better, leading to more personalized marketing and engagement efforts.

In comparison, a brochure—whether printed or digital—offers little to no information about its users. Once a brochure is picked up, there’s no way to know if it’s ever acted upon. Even if it is known that it is picked up, there is no way to understand how your visitors are engaging with the brochure, so you can make changes. With apps, you gain ongoing access to real-time analytics that can be used to make smarter decisions​.

2. Easier to Update and Adapt: Apps verses Brochures

One of the most frustrating aspects of brochures, even digital ones, is the difficulty in making updates. If your information changes—such as event dates, new attractions, or updates in local restrictions—updating brochures can be a time-consuming and costly process. Printed brochures must be reprinted and redistributed, while digital brochures often require significant edits and manual re-uploading to websites. In some cases like here at Find Engage Reward, you can tailor content to specific audiences!

With an app, however, changes can be made almost instantly:

• Easily add new content: Need to promote a special event or update information on the go? With an app, you can make changes in minutes and push updates to all users in real-time. In some cases this can be a revenue generating option!

• Festivals, temporary exhibits, or seasonal attractions: Apps allow you to add and remove content dynamically based on current events, so your visitors are always in the loop.

• Push notifications: Apps also give you the ability to send real-time updates directly to your users' phones, making sure they never miss important information.

In contrast, even digital brochures require users to manually check for updates or re-download new versions, adding friction to their experience​.

3. More Personalized User Experience: The Power of Apps

One of the standout features of apps is the ability to create a highly personalized experience for each user. Printed brochures offer a one-size-fits-all approach, while digital brochures provide limited interaction. But apps allow users to tailor their experience based on preferences and real-time data.

Here’s how:

• Interactive mapping: Apps can provide users with customized maps based on their interests or proximity. For example, users can see nearby attractions or restaurants based on their current location and get directions right from the app.

• Search capabilities: Unlike brochures, apps make it easy for users to search for exactly what they’re interested in, offering a frictionless experience. Whether they're looking for specific events, attractions, or accommodations, everything is just a tap away.

• No password stress: Many modern apps use biometric data (fingerprint or facial recognition) for access, eliminating the need for users to remember passwords, which can streamline the login process.

This personalized approach makes users feel more connected to the content, increasing their engagement and overall satisfaction with their experience​.

4. Offline Capabilities

Brochures, of course, don’t require an internet connection—but they also don’t offer any of the dynamic or interactive features an app does. While digital brochures are similarly limited by the need for Wi-Fi or mobile data, apps can work offline, making them a superior choice, especially for travelers in remote areas or areas with poor connectivity. Apps can store key content directly on the user’s device, allowing access to maps, information, and even multimedia content without the need for an internet connection. This makes apps ideal for tourists visiting rural areas, parks, or other off-the-beaten-path locations where mobile service may be unreliable.

For DMOs, this offline functionality ensures that visitors can always access critical information, regardless of where they are, providing a smoother and more consistent experience.

5. Enhanced User Engagement

Brochures, whether printed or digital, are typically static—meaning they offer very little in terms of user engagement. In contrast, apps provide a wide range of interactive features that can significantly enhance visitor engagement.

Some of the features that drive engagement include:

• Gamification: Incorporating fun, game-like elements into your app—such as scavenger hunts, reward points, or challenges—can make exploring a destination more enjoyable and encourage users to interact more frequently.

• User-generated content (UGC): Encourage visitors to upload photos, leave reviews, or share their experiences directly through the app. This not only boosts engagement but also serves as free marketing, as other visitors can see real-time content from fellow travelers.

• Polling and feedback: Want to know how visitors are enjoying their experience or get feedback on new initiatives? Polling and feedback features can provide instant insights, helping you make improvements on the fly.

• Push notifications: Apps can send notifications about special offers, upcoming events, or new content, keeping your visitors engaged even after they’ve left your destination.

These engagement tools help turn visitors into active participants in their own experience, creating a deeper connection with your destination or event.

6. Meeting Users Where They Are

Today’s travelers, especially younger generations, are more comfortable using mobile apps than any other form of technology. According to recent statistics, Americans now spend the majority of their mobile time within apps, rather than on mobile websites​. This is a trend that has only increased with time, and it's clear that apps are becoming the go-to platform for users to interact with brands and destinations.

By providing an app, you’re meeting users where they already are—on their phones. This is especially important when it comes to younger generations, who are more likely to plan and book their travel experiences entirely through their smartphones. Providing a well-designed app that caters to these behaviors ensures you’re not missing out on a huge portion of your potential audience.

Brochures—whether physical or digital—simply can’t offer this level of convenience and seamless integration into users’ everyday lives. An app provides a modern, engaging way to connect with your audience, offering a level of interactivity that brochures just can’t match​.

Conclusion: The App Advantage

While brochures still have a place in the tourism and event planning industries, it’s clear that apps offer a more dynamic, personalized, and effective way to engage with visitors. From better data tracking and easier updates to enhanced engagement and offline capabilities, apps are a superior tool for connecting with today’s mobile-first audience.

For DMOs and event planners looking to stay ahead of the curve, investing in a mobile app is not just a trend—it’s a necessity. In a world where travelers increasingly rely on their smartphones for everything from planning trips to navigating destinations, providing an app can set your organization apart and ensure you’re meeting the needs of modern visitors.

So, while brochures—both printed and digital—have served their purpose, it’s time to take the next step. Apps are the future, and they’re here to stay.