How Postcards Shaped Travel Marketing (And Why They Still Matter Today)

Although postcards are strongly associated with leisure travel, they were originally created as a cheaper and more practical alternative to standard letters.

In 1869, Dr. Emanuel Herrman, a professor of Economics from Vienna, suggested a more cost-effective method for shorter communications, paving the way for the first postcard. Made of rectangular light brown paper, it featured space for the address on the front and room for a short message on the back. It cost half the price of a standard paper.

Early postcards were typically plain and primarily used for official communications rather than personal messages. But when the tourism industry experienced a boom, followed by advancements in photography, postcards became popular as a marketing tool for the travel industry.

 

How Postcards Were First Used to Promote Travel Destinations

Postcards became photographic evidence of travel during the Victorian Era (particularly between 1890s and early 1900s) when Britain’s railway network grew rapidly, making leisure travel accessible to more people, including those outside the upper class.

The 1890s saw photography becoming common in postcards. Travel destinations, urban street scenes, and general views were a recurrent topic.

Between 1905 and 1915, around 1 billion postcards were mailed annually in the U.S.

At the turn of the century, Kodak launched a pocket camera that used negatives the same size as postcards, allowing people to print directly onto card stock without cropping. Over the years, postcards became more detailed thanks to more advanced film and photographic supplies that produced more realistic images.

One of the most popular themes of postcard photography was the seaside. Images of piers, deckchairs, boardwalks, and sandy shorelines were favorite subjects.

Aside from seaside resorts and hotels, national parks, cities, and world expos also used postcards to attract visitors.

For many travelers at the time, buying postcards that highlighted their holiday destination and posting them back home was an important part of the experience.

 

How Postcards Help Promote the Tourism Industry

Postcards are an effective tool in travel and tourism marketing for several reasons:

Direct Marketing Tools

Resort owners, travel agents, and other stakeholders in the travel and tourism industry use postcards as a direct marketing tool to reach their target audience. This strategy is highly effective, as people pay more attention to tangible content, especially if it includes captivating images that resonate with them.

Sharing Experiences

Postcards allow travelers to share their experiences with loved ones, acting as a form of intimate communication. They are effective in creating an immediate emotional response from recipients because people are naturally drawn to captivating landscapes and destinations.

Tangible Souvenirs

Unlike digital travel ads, postcards are tangible souvenirs that can be displayed in frames or on bulletin boards, corkboards, floating shelves, or fridges.

Inspiration for Future Travels

Postcards with captivating scenery can evoke feelings of wanderlust and adventure, which in turn can inspire people to plan for future travels.

 

Postcards vs. Digital Travel Ads

When it comes to promoting and sharing travel experiences, both postcards and digital travel content offer unique benefits and challenges. The ideal choice between these two formats depends primarily on personal preferences and the intended purpose.

Postcards	Digital Travel Ads
Tangible reminder of a trip	Variety of formats (photos, videos, interactive content, etc.)
Sense of nostalgia	More interactive
Personal connection	Data analysis (i.e., track audience engagement and performance)
Limited reach	Wider reach
Unique and collectible	Environment-friendly
Time delay	Instant

Although many people consider digital travel ads as the more environment-friendly option, the truth is that many postcards these days are printed on 100% recycled paper with vegetable-based inks.

As a good rule of thumb, choose postcards if you want something more memorable, tangible, personal, and nostalgic to send to your loved ones. After all, they are not filtered or curated for likes, making them feel more genuine.

By contrast, opt for digital content if you want instant sharing, a broader reach, or more interactive and creative freedom. The digital format is also a great option if you want to track audience engagement and performance.

However, you can combine the best of both worlds by incorporating QR codes into your postcard designs. This way, you can direct people to your website, social media handle, landing page, online form, etc.

 

Why Postcards Still Matter in Today’s Travel Marketing

Despite the prevalence of instant messaging and social media, postcards have been experiencing a resurgence in recent years. For instance, Germany recorded 195 million mailed postcards in 2017, according to the Deutsch Post.

It has also been found that around 53% of millennials still send postcards when traveling, and 41% of travelers wish they received more postcards from friends and family.

While postcards may seem like an outdated form of communication, they are making a comeback for several reasons.

Tangible Connection with People

Postcards are physical souvenirs, so they tend to be more impactful and memorable than digital ads that are constantly bombarding people’s mobile phones and computers.

Also, people usually find postcards more compelling than digital ads because they come from real travelers.

Nostalgia and Emotional Appeal

When people look at these tangible souvenirs, they can be transported back to their travel experiences or fond memories. This emotional connection can help influence future travel decisions.

Highly Targeted Marketing Campaigns

They are perfect for direct mail marketing that allows tourism boards, hotel and resort owners, and travel agents to reach a specific audience. For example, they can promote a beach resort or a local event to people who have shown interest in similar destinations or activities.

Moreover, these stakeholders can use postcards to attract tourists already in the area. By distributing postcards featuring nearby attractions or promoting special events, they can encourage visitors to explore more destinations in the local area.

Strong Visual Appeal

Postcards are a highly visual marketing tool, relying primarily on eye-catching photography or artwork. Thus, ensure that your postcard design highlights a stunning destination, or an iconic landmark, inspiring people to visit it.

High Memorability

Several studies suggest that physical or tangible print materials are generally remembered better than digital content. In fact, a 2015 study by Canada Post showed postcards required 21% less effort to process than digital content, resulting in better memory retention.

Postcards also stand out as memorable marketing tools because they’re tangible and can be used to personalize home office, desks, refrigerators, or bulletin boards.

Cross-Channel Integration

You can incorporate postcards into your digital campaigns by including a QR code or social media handle. This way, the recipients can learn more about a travel destination.

With an integrated marketing approach, you can combine the strengths and benefits of postcards and digital media.

Cost-Effective Marketing Tool

Postcards are relatively inexpensive to print, especially in large quantities. This makes them a cost-effective marketing tool for small businesses, local tourist destinations and attractions, and event organizers.

 

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Conclusion

Now that you know how postcards shaped travel marketing and why they remain effective despite the prevalence of digital ads, the next step is to find a reputable online print company, like NextDayFlyers, to help you with your postcard marketing campaign.

NextDayFlyers not just offers high-quality postcards at competitive prices but also fulfills last-minute printing requests and rush orders. As a one-stop shop for your printing needs, we also have design services so you can have your own graphic designer to help you out with your postcard design.