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CMT in the News

Print Media is Preferred by Global Hospitality Professionals

Published: 2019

Picture of a brochure being usedHold the Phone – Not Everything is Mobile all the Time! 

Hospitality professionals are on the front line of the customer experience for tourists and need the best resources to satisfy guests at their properties. Print media is the preferred hospitality visitor information resource according to the findings from a survey conducted by Bentley’s Center for Marketing Technology (CMT) and commissioned by Visitor International, the International Association of Visitor Information Providers (

Visitor International Brochure Distribution Research, conducted by Bentley analyzed 891 responses from hospitality professionals at locations in North America - United States, Canada and Mexico; in Europe – Belgium, France, Germany, Greece, Ireland, Italy, Scotland, Spain; and in Africa - South Africa. 

The survey shows hospitality professionals overwhelmingly favor the use of printed media to assist guests in their properties and suggest that their guests frequently use printed brochures in their hotels 88% of the time. Hotels continue to believe in the value of providing visitor information for their guest by way of a brochure display and 97% of the surveyed properties consider visitor information as very or extremely important for their guests

“Sharing information in printed maps and guides is a shared experience that highlights the knowledge of the hospitality professional," says CMT Director Ian Cross. "Print brings together local knowledge, the physical environment and the highly tactile experience of paper to enhance the visitor experience."

To read the full Hospitality Visitor Information Survey 2019 click here.



Why the Hospitality Industry Shouldn't Ditch Printed Brochures

Published: 2018

Going paperless could be bad for tourism.

Planning a trip? You’ll likely start by going online to explore destinations. But once you get there, chances are you’ll reach for a printed brochure in the hotel lobby or visitor’s center according to the findings from a survey conducted by Bentley’s Center for Marketing Technology (CMT) and commissioned by Visitor International, the International Association of Visitor Information Providers.



“The decline of print advertising predicted by marketers was overhyped," says CMT Director Ian Cross. "Even in this digital age, people still value tangible “in-the-moment” printed materials like brochures, maps and travel guides. They are still very relevant to tourists and visitors."

Visitor International Brochure Distribution Research, conducted by Bentley included 2,020 respondents from 17 cities in North America and Western Europe.

  • On average, 79% of visitors picked up a brochure (up from 67% in 2016)
  • After searching the web, printed brochures are the next most popular source of information for trip planners with a usage rate of 52%
  • 85% of visitors became aware of an attraction or business as a result of picking up a brochure
  • 61% of visitors planned to purchase tickets or merchandise they learned about from a brochure
  • 73% of visitors would consider altering their plans because of a brochure

Cross is quick to point out the connection between print and digital options, particularly based on survey findings that the Internet is still the most popular resource used to help plan a visit and that the mobile web and apps are often used to book activities.

“This suggests that trip planners are influenced by omni-channel marketing approaches combining print, web and mobile content, more than traditional media,” Cross says. “It also suggests that brochures drive awareness and action is taken because of integration with the mobile web and apps.”

Original Bentley Newsroom article

The takeaway, Cross adds: “Attractions should strongly consider an integrated print, app and digital (web, social and search) marketing strategy to drive awareness and customer interaction, particularly with the under 35 audience.”

To read the full Hospitality Visitor Information Survey 2018 click here. And check us out on FTNNews, a popular source for travel industry news!



New CMT Research Uses Neuro-Marketing Techniques to Assess the Impact of Print and Digital Media

Published: 2017

If "the medium is the message", then which media drives more effective marketing results? New CMT research conducted by Professor Pierre Berthon and Ian Cross in collaboration with the United States Postal Service demonstrates that information in print, such as direct mail, can lead to better brand sentiment and longer-term recall compared to digital. 

Print vs. Digital: Informational Mediums’ Impact on Brand Sentiment and Recall, conducted at the Center for Marketing Technology, recruited 180 digital natives into six groups that were instructed to read one of three credit card statements in either a print or digital medium. The participants' eye movement patterns were recorded using eye-tracking glasses and surveys were conducted to assess brand sentiment and recall.

To access the full research paper click here.



CMT Spotlight: Bentley CMT Joins Marketing Experts in Launch of Integrated Media Research Center

Published: 2016

Bentley CMT Joins Marketing Experts in Launch of Integrated Media Research Center to Share and Promote Marketing Knowledge

Bentley University’s Center for Marketing Technology has partnered with the U.S. Postal Service and representatives from across the marketing industry to curate research and case studies to feature on the website The Integrated Media Research Center (IMRC). Launched in November 2016 by a consortium of leading marketing agencies and professionals, the IMRC website contains a growing archive of objective research and case studies focused on marketing best practices. It is designed to encourage an ongoing discussion among marketers worldwide about the most effective use of the many valuable marketing channels, including direct mail.

“Direct mail is an important media channel and media planners need to understand its worth for engagement and persuasion to have all the secret weapons in the tool box,” says Elissa Moses, CEO of Ipsos Neuro & Behavioral Science Center and a member of the IMRC Board of Advisors.

By providing access to a wealth of research and case studies, the IMRC expects to help facilitate media selection decisions to maximize brand return on marketing spend.  Within 2 weeks of its release visitors viewed nearly 6,500 pages across the website, with an average of 5.5 pages viewed per session. Visitors stayed on the website for an average of 5 minutes.

Ian Cross, Director of Center for Marketing Technology, is proud of Bentley’s contribution to the IMRC, “This is a wonderful opportunity to partner with leading marketing experts and agencies and share Bentley’s marketing knowledge from both the academic world and the business world to help companies solve their most important marketing challenges.”

The IMRC is an initiative developed by senior executives representing organizations involved in diverse aspects of marketing, including: direct marketing, research, media planning, data analytics, advertising and the US Mail.  Collectively, these executives form the IMRC Board of Advisors and include representatives from the Advertising Research Foundation, Acxiom, Ipsos, McCann Worldgroup, MeritDirect, Mindshare, and the U.S. Postal Service.

For more information, visit the Integrated Media Research Center



CMT Research on Printed Brochures

Published: 2018-12-14

With the world going more and more digital, a popular discussion topic in marketing is the fate of print advertising. Our recent study with Visitor International reveals that print in fact is still relevant. Printed brochures in particular are still very popular among tourists: on average, 79% of visitors picked up a brochure in 2017 (up from 67% in 2016). And it makes sense too! The internet holds a plethora of information... if you know where to go. Having a brochure on hand helps tourists find those local spots that would have otherwise gone unnoticed.

Today travel industry news site FTNNews shared our research, as it is incredibly relevant to today's digital (and non-digital) world. Brochures represent the 2nd most popular information source for tourists planning their activities for a new trip, second only to an internet search.

For the full article on FTNNews, click below: Names Bentley University's Marketing Program 2nd Best in Nation

Published: 2016-02-09

Marketing is arguably the most important functions in business. This is now more true than ever with the advancements in technology and analytics, so it is no surprise why the number of students majoring in marketing has been on the rise. researched more than 50 undergraduate marketing programs and identified the top 10 who "offer everything a marketing major needs to develop that competitive edge, drive online and offline sales, build and maintain a brand, and secure competitive positions for businesses around the world". 

Bentley University came in at #2, but no Falcon should be surprised about that!

Some differentiators that felt put Bentley's program above other programs were the choice between focussing in Marketing vs Professional Sales, the inclusive curriculum, and the inclusion of current technologies that are weaved in to the program.

 "This comprehensive, in-depth approach to marketing education is reinforced by high-tech campus facilities, particularly the Center for Marketing Technology (CMT). Here, students practice skills learned in the classroom by analyzing real business challenges experienced by Bentley’s corporate partners (including Apple, Microsoft, Converse, Puma, and Ford, among others) and then presenting." 

- Kayla Eide-Hall,


For the full article, please follow the link below:



Future of Boston’s July 4th Celebration In Doubt Without a Successor to Sponsor Liberty Mutual

Published: 2016-07-05

The future of one Boston's more popular annual events, its July 4th Boston Pops Fireworks Spectacular, is in doubt as it stuggles to find adequate sponsorship. Longtime sponsor Liberty Mutual decided not to renew its contract last year. 

David Mugar, curent founder and executive director of the celebration, funded the $2 million production cost of this last year's event from his own pocket. He is now stepping down claiming he intends to devote more time to his other ventures.

It remains unclear who is going to fill the  voids in sponsorship and leadership allowing the spectacle can continue. Our own Ian Cross suggests that companies are now weighing the marketing potential of sponsoring a large scale event and finding the costs outwigh the benefits. 

“New marketing is about efficient use of money targeted at a carefully selected audience, but who is the firework audience? Everyone and no one. Maybe it’s so general that it’s difficult to target a specific business opportunity.” - Ian Cross, Director of Bentley Center for Marketing Technology

Please refer to the Insurance Journal article for the full text.



An Interview with CMT's Director, Ian Cross

Published: 2016-02-24

WorldWideLearn strives to be the best possible resource for current and future college students in an effort to help guide informed decisions when pursuing a post-secondary education. 

Our own Ian Cross, Director of Bentley's Center of Marketing Technology, was recently interviewed by WorldWideLearn and featured in their piece discussing Marketing and Advertising Degrees and School Online. 

The full interview can be found using the link below: