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Hotel guests have many ways to find information, from search and travel apps to social media and AI. Printed visitor information plays a different and valuable role: it helps guests browse, discover and make decisions while they are actually in the destination.
Visitor International’s 2026 Hospitality Industry Survey asked 298 hospitality professionals across nine countries, all working in hotels that provide printed visitor information, about their experience. The findings point to practical benefits for guests, hotel teams and the wider destination.
87% of hospitality professionals say guests pick up brochures, maps or guides frequently or almost always, while 96% consider visitor information important to the guest experience.
This is particularly relevant once visitors have arrived. They may know where they are staying, but they are often deciding what to see, where to go and how to spend the next day. A well-positioned visitor information display acts as a Local Discovery Centre and gives them an easy way to browse what is around them and discover places or experiences they may not already know about. It helps show that the hotel cares beyond the booking
97% say printed brochures and maps save staff time.
A good display answers many of the everyday questions that reach reception: what is there to do nearby, where is worth visiting, what is suitable for families, or what could we do today?
It also gives reception and concierge teams useful information to draw on when helping guests, freeing them from repeatedly providing the same basic information.
96% say printed visitor information influences where guests choose to go.
For hotels, this matters because the guest experience extends beyond the property itself. Attractions, activities, restaurants and experiences in the surrounding area all contribute to how visitors feel about their stay.
Helping guests discover enjoyable things to do locally can therefore add to the overall quality of their visit — and to how they remember the hotel that helped them make the most of it.
98% say printed visitor information supports local businesses and attractions.
Hotels are an important part of the wider visitor economy. Helping guests discover nearby attractions, activities and experiences supports the businesses around the hotel and strengthens the destination as a whole.
A strong local offering gives visitors more reasons to explore, stay longer, recommend the area and return.
96% say printed visitor information adds a more personal touch to the guest experience.
Providing useful information in the hotel is a simple part of good hospitality. It shows an interest in what guests do beyond check-in and helps them enjoy more of the destination around them.
Trust matters too. 91% of hospitality professionals surveyed say they trust print more than AI-generated content. Information provided within the hotel can feel considered, curated and dependable.
The research also points to a balanced approach. 83% agree that using print and digital together best supports their environmental goals.
The two formats serve different purposes. Print works well for browsing and discovery, while digital can provide live information, booking, directions and greater detail once a guest has found something that interests them.
For the guest, it is not about choosing one or the other. It is about having useful information available in the format that suits the moment.
Taken together, the findings make a strong case for printed visitor information in hotels. It can help guests discover more, save hotel teams time, influence visitor decisions, support local businesses and add another personal element to the stay.
Importantly, the research reflects the experience of hotels that already provide printed visitor information and see first-hand how guests use it.
You can see the full Visitor International report here.
Glance Visitor Media is the Ireland member of Visitor International, providing professionally managed visitor information displays to hotels around the country.
The displays are provided, installed, stocked and serviced free of charge to participating hotels, giving guests easy access to information about attractions, activities and experiences, while giving hotel teams a useful service with nothing additional to manage.
Watch out for them on your travels!