Five Use Cases for Phygital Marketing in Hospitality

Consumer hospitality behaviors saw drastic changes over the last two-plus years, with increased use of self-service options incorporating more technology into customer experiences. Consumers want those changes to remain: 71% of travelers are more likely to stay at a hotel offering self-service options.

Hospitality operators who want to take advantage of consumer preference must adopt technology to facilitate self-service options at multiple touchpoints throughout the customer journey. Incorporating a QR code generator offers guests the self-service experience they desire while connecting them with multiple opportunities to engage with your brand.

74% of hotels offer or plan to offer contactless payments, according to HT's 2022 Lodging Technology Study

When implemented correctly, QR codes provide value above and beyond facilitating self-service. Platforms like QR code generators help businesses venture into phygital marketing — a blend of digital and physical customer marketing experiences — creating more significant opportunities to improve customer retention and connect customers with additional hospitality services.

You’ve probably already seen phygital marketing at work. Restaurants increasingly use QR codes instead of physical menus, and some retail products feature QR codes to connect shoppers with how-to videos. QR codes offer an entry point to phygital marketing because they’re:

• Easily implemented. Marketers can effortlessly add QR codes to physical marketing assets, such as flyers and posters.
• Cost-effective. QR codes offer an affordable entry point for any business interested in location-based advertising without investing in more elaborate technology like cognitive computing and machine learning.
• Measurable. QR codes enable companies to track how often customers interact with a marketing campaign or use a self-service option, adding a measurable component to traditional marketing campaigns.

Consider these five ways to use QR codes to enhance your hotel guests’ experiences.

Make check-in quick and easy

Scanning a QR code takes seconds, accelerating the check-in process, minimizing frustration and eliminating long wait times. Consider offering a QR code near the concierge desk, so customers can complete check-in on their own or talk to a staff member if they have additional questions not addressed on your hotel’s check-in webpage. Dynamic QR codes ensure hoteliers and administrators can minimize the chance of outdated information and keep the check-in moving smoothly.

Streamline dining options

Even as many hotels and resorts have integrated technology into elements of their guest experience, some room service menus — and menus and contact details for onsite restaurants — still exist only in a binder in a nightstand drawer.

Instead, implement QR codes to connect more guests to their favorite dining options:

• Use QR codes to send guests directly to an online ordering system with the complete room service menu.
• Include a feedback form so guests can share their favorite items and request future menu additions.
• Offer QR codes with menus for onsite restaurants. Include links to reserve a table and receive reservation reminders via email or text.

Collect guest feedback

Customer feedback is essential to adjust operations and improve guest experiences in the hospitality world. Replacing paper feedback forms in guest rooms and at the concierge desk with QR codes eliminates the tedious work of collecting those slips of paper. Using QR codes also allows guests to provide feedback at their convenience. 

Using QR codes also facilitates a seamless process for guests to leave reviews on third-party sites, such as TripAdvisor. When guests don’t have to fumble for a web address, they’re more likely to leave a review promptly and less likely to delay — or even forget — to leave feedback.

When hotel administrators have immediate access to guest impressions, they can categorize feedback in one place and pass those insights on to business leaders, streamlining improvements to ensure the best possible experience for future guests.

Showcase events, amenities and features

Offering amenities, activities and events at your hotel or resort can generate extra revenue — but only if guests can easily take advantage of those features. Include an image gallery QR code to highlight offerings on posters and signage across the property so guests can quickly scan and view the hotel’s pools, gyms and other entertainment options.

Consider using editable QR codes to ensure guests can access the most up-to-date information and easily register for events and activities. Your staff can more accurately plan for headcount, and you’ll collect actionable data to inform your events programming.

Reward loyalty members

Nearly half of consumers say loyalty programs factor into their hotel choices. Guests said they were more likely to rebook at a hotel where staff recognized their loyalty status, they received perks like complimentary drinks and they could earn points through their onsite purchases.

By leveraging QR codes on flyers, brochures and receipts, you can quickly and easily give current loyalty members access to your hotel's perks. You can also use QR codes to entice non-members to join your loyalty program with discounted membership or an onsite enrollment reward.

QR codes help hoteliers and other hospitality operators ease the burden of daily operations while still delivering exceptional guest service. The technology empowers guests to guide their own experiences and satisfies consumers’ growing expectations for self-service options. Customizable, editable and measurable QR codes support those self-service experiences, keeping customers connected to your brand, building on phygital marketing touchpoints and delivering actionable data to marketing teams.

About the Author

Sharat Potharaju is the Co-founder and CEO of Beaconstac, responsible for crafting the overall strategy and execution. Sharat is dedicated to achieving Beaconstac’s vision to enable digital connection with every physical object and place on the planet. Prior to his entrepreneurial career, Sharat spent a few years working in investment banking at Merrill Lynch in New York. Sharat holds a Master’s in Engineering Management from Duke University and a Bachelor’s degree in engineering from the Indian Institute of Technology (IIT) Madras.