Are Travel Brochures a Thing of the Past? How Smartphone Apps Can Save Money And Reduce Environmental Impact

Travel brochures have long been a staple in the tourism industry, particularly for Destination Marketing Organizations (DMOs) and tourism boards. For decades, these printed materials have been essential for promoting tourist destinations, offering visitors detailed information about attractions, accommodations, dining options, and local events. However, as the world becomes increasingly digital, it's time to re-evaluate the cost — both financial and environmental — of continuing to rely on printed brochures.

This shift towards digital solutions, specifically mobile apps, is not just a trend; it's an opportunity for tourism boards to streamline their operations, reduce expenses, and contribute to a more sustainable future. In some recent research that we did, over 80% of DMOs cited not having an app. Some did mention they had mobile-friendly websites. Our research also showed that over 50% of DMOs thought it would be helpful to replace paper copies of their brochures. This blog will explore the hidden costs of traditional travel brochures and highlight how DMOs and tourism boards can reduce these expenses by adopting smartphone apps.

The Cost of Creating and Distributing Travel Brochures

1. The Design and Production Process

Creating a professional, engaging, and informative travel brochure is no small feat. It also can be costly. According to Talo a tri-fold brochure can cost $150-$1,500. From ideation to the final print run, the process is resource-intensive:

• Graphic Design: Whether hiring an in-house designer or outsourcing to a creative agency, crafting a high-quality brochure involves significant labor costs. Graphic designers are responsible for layout, visual content, typography, and ensuring the brand’s message is accurately conveyed.

• Content Creation: Developing engaging and informative content requires collaboration between writers, editors, and tourism experts. The content needs to be regularly updated to reflect the latest information on attractions, events, or seasonal changes.

• Photography and Illustrations: Many DMOs invest in professional photography to ensure the brochure highlights their destination in the best light. This can be a costly but necessary part of creating visually appealing brochures.

• Printing: Once the design is finalized, the real expense kicks in. High-quality printing on glossy, durable paper can cost tourism boards thousands of dollars. And that's just for a single print run. Most organizations print brochures multiple times a year to update content, reflecting seasonal changes or promotional events.

2. Storage and Distribution

After printing, brochures need to be stored and distributed to various tourism hotspots — hotels, airports, travel agencies, and even mailed directly to prospective travelers. Distribution costs include:

• Warehousing: Printed brochures require space, and if you’re printing in large quantities, storage becomes a logistical issue. Rental costs for storage facilities can add up.

• Shipping and Handling: The physical distribution of brochures, whether through postal services or third-party couriers, incurs ongoing shipping expenses. This is especially true for international destinations, where mailing costs can be prohibitive.

• Outreach Efforts: DMOs and tourism boards often participate in travel expos or send brochures directly to travel agents. The cost of mailing brochures en masse and ensuring they reach the right audience is yet another financial burden. What if there was a single page QR code instead?

3. Environmental Impact

The financial costs are substantial, but they pale in comparison to the environmental impact of producing and distributing travel brochures:

• Deforestation and Resource Use: Paper production is resource-intensive. Even recycled paper requires significant water and energy, contributing to deforestation and environmental degradation. In fact, one study estimates that paper production is responsible for 10% of all deforestation globally.

• Energy Use and Carbon Emissions: The processes involved in printing, storing, and shipping brochures are major contributors to carbon emissions. From the energy consumed in factories to the fuel burned during distribution, each brochure leaves a significant carbon footprint.

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Why Smartphone Apps Are the Future of Destination Marketing Organizations

In an era where sustainability is no longer optional, DMOs and tourism boards must rethink their marketing strategies. One of the most effective ways to reduce paper waste is by transitioning to mobile apps. A couple of DMOs we have talked with have made paper reduction a key reason why they have used our smartphone app. Here’s how mobile apps can offer a more efficient and eco-friendly solution:

1. Reducing Paper Waste

By shifting from printed brochures to smartphone apps, DMOs can drastically cut down on their paper usage. According to a report by the Environmental Protection Agency (EPA), the U.S. alone generates about 67 million tons of paper waste annually. Moving to a mobile app means eliminating the need for printed brochures, contributing to less deforestation and a lower environmental footprint.

2. Real-Time Updates

One of the major drawbacks of printed brochures is their static nature. Once printed, the information remains unchanged until the next print run. This can lead to outdated information in circulation, frustrating travelers who rely on accurate details about attractions, events, and accommodations.

With a smartphone app, however, DMOs can provide real-time updates. Whether it’s information about a seasonal event, a change in business hours, or a last-minute promotion, apps allow tourism boards to ensure travelers always have the most up-to-date information at their fingertips.

3. Cost Savings

While developing a smartphone app involves an initial investment, the long-term savings far outweigh the costs. Here’s why:

• Lower Production Costs: Unlike brochures, which require repeated print runs, apps only need to be developed once. Updates to the app can be done digitally without the recurring costs of reprints.

• No Distribution or Storage Fees: Apps eliminate the need for warehousing and physical distribution, as everything is stored digitally and accessible via a traveler’s smartphone.

• Minimal Environmental Impact: The carbon footprint of developing and maintaining an app is minimal compared to the ongoing environmental cost of producing printed brochures.

4. Enhanced User Experience

Mobile apps offer a much richer, more interactive experience than printed brochures ever could. Here are just a few ways apps can enhance the traveler experience:

• Interactive Maps: Instead of relying on static maps in brochures, travelers can use real-time GPS navigation through an app, helping them explore a destination more efficiently.

• Personalized Recommendations: Apps can use traveler preferences to suggest personalized itineraries, helping visitors discover hidden gems they may have missed otherwise.

• Multimedia Content: Unlike printed brochures, apps can include videos, 360-degree photos, and even augmented reality features to bring destinations to life in ways that brochures simply cannot.

5. Analytics and Insights

Another advantage of smartphone apps is the ability to gather valuable data on traveler behavior. Tourism boards can analyze which attractions are generating the most interest, how long travelers spend in certain areas, and which promotions are driving engagement. This data can be used to optimize marketing strategies and improve visitor experiences.

Printed brochures offer no such insights — once distributed, there’s no way to track how often they’re used, where they end up, or which sections travelers find most useful.

Overcoming the Challenges of Transitioning to Mobile Apps

While the benefits of transitioning from printed brochures to mobile apps are clear, many DMOs may be hesitant to make the switch due to concerns about cost, user adoption, or the technical aspects of app development. However, these challenges are manageable with the right approach:

• Initial Investment: While the upfront cost of developing an app may seem daunting, DMOs should view this as a long-term investment that will lead to substantial savings over time. Many app developers offer scalable solutions that can grow with your organization’s needs.

• Educating Travelers: Some travelers, particularly older generations, may still prefer printed brochures. To overcome this, DMOs can launch a marketing campaign that educates visitors about the benefits of using a smartphone app. This can include on-site signage, social media posts, and email campaigns that encourage travelers to download the app.

• User-Friendly Design: It’s crucial to ensure the app is intuitive and easy to navigate. Working with experienced app developers who understand the tourism industry can help ensure the app provides a seamless experience for all users.

Conclusion: A Sustainable, Cost-Effective Future for Tourism Marketing

The tourism industry is at a pivotal moment. As sustainability becomes increasingly important to travelers, DMOs and tourism boards must adapt to meet changing consumer expectations. By embracing mobile apps as a replacement for traditional travel brochures, organizations can reduce their environmental impact, save on production and distribution costs, and offer a more engaging experience for visitors.

Smartphone apps represent the future of destination marketing — and that future is both greener and more efficient. The time to make the switch is now. DMOs that embrace this change will not only save time and resources but will also position themselves as leaders in sustainable tourism.