Meeting Consumer Expectations, Driving Loyalty with QR Codes
Today’s tech-savvy travelers expect their accommodations to offer key technology amenities when booking a stay. 73% of customers are likely to return to a hotel that offers technology features they consider important, according to HT's 2022 Customer Engagement Technology Study. Nearly 40% would opt for a fully self-service model and no staff interactions except by request, according to Oracle's research. They’d be happy ordering room service via chatbots or their phones, and 48% of hotel guests would prefer contactless payments, according to HT's 2022 Customer Engagement Technology Study
The hospitality industry's labor shortage remains a concern, but technology has stepped up to fill in some gaps. To provide streamlined service, hotels are implementing contactless technology. The Oracle report found that between 2022 and 2025, 54% of hoteliers are prioritizing tech designed to enhance the front desk experience — or even eliminate the need for guests to talk to personnel when checking in and out.
There’s been an increased interest in innovative technology designed to deliver improved customer service, decrease complaints and increase revenue. One type of technology having a moment in the spotlight? QR codes. These codes offer hotels an efficient, user-friendly option for meeting and exceeding customer expectations, growing loyalty, offering convenience, supporting marketing campaigns and generating more conversions. Here’s how.
Enhancing customer service
Wait times can make or break a guest’s experience. Longer wait times, especially after someone’s been traveling, can immediately color a guest’s impression of the hotel. Parents trying to calm an overtired toddler, for example, appreciate a streamlined, easy check-in process that takes just a few minutes.
QR codes can expedite this check-in. When visitors arrive and scan a QR code in the lobby, they can bypass the traditional, paper-based check-in routine, which saves them time — and saves the hotel resources and money.
Hotels can also use QR codes to monitor:
- Guests checking in and out.
- The number of unique visitors each day.
- The type of devices used to scan the codes.
- The physical location of the person scanning the code via permission-based GPS tracking.
Improving loyalty
Nearly 90 million Americans have scanned QR codes since 2020. The hospitality industry should continue capitalizing on their popularity to offer personalized experiences like loyalty points or discounts. By collecting opted-in customer data from a scan, hospitality companies can use that information to improve products and services — which also grows loyalty.
Most hotels invite guests to complete a feedback survey or leave an online review after their visit. Scanning a QR code that takes the guest immediately to a form for inputting their impressions can increase the likelihood that guests will take the time to share their experience.
Adding convenience
QR codes can become an invaluable resource for hotel guests, providing more information on hotel amenities, restaurant menus and nearby attractions. But if the guests can’t find the code, it’s not doing much good. Strategic QR code placement is essential because how (and where) it’s displayed helps customers understand its purpose.
A hotel has ample opportunities to maximize QR code placement. For example, a code next to the door of its in-house restaurant (or on the door of an in-room mini-fridge) can link to the menu. Hotel rooms with a hamper, iron and ironing board can include a strategically-placed QR code with contact details for a laundry service.
Place a QR code on the desk or near the phone, inviting guests to scan it with their smartphone and connect to the concierge. Strategically located QR codes create value for you, your customers and your data collection.
This technology can make the customer journey more convenient and intuitive while also freeing employees to focus on activities that benefit the customer experience. Back offices can use QR codes to automate repetitive operations, significantly reduce errors and gather guest data.
Generating more conversions
The customer data QR codes capture — including demographics and preferences — can serve several purposes, including creating more leads collected from check-ins. Consider this scenario: hotels often serve as a home base for various conventions. Event organizers using QR codes to facilitate attendees’ check-ins and reduce long queues could share that data with the hosting hotel. The hotel marketing department could analyze the data to offer special discounts for future bookings and promote upcoming events within the surrounding community.
Another creative use case for QR codes in the hospitality industry? Generating interest in a new property. For example, when the Philadelphia site and future home of W Hotels was under construction, the property’s walls featured printed 6-foot by 6-foot life-size QR codes — a fun way to encourage passersby to scan the code and learn more about the cool hotel chain coming. Depending on the code someone scanned, they got information about the hotel, the hipster brand’s Spotify playlist and even the team of local personal trainers available on the property once the hotel opened.
This straightforward, cost-effective advertising approach can pique curiosity and attract more potential leads, ultimately converting to paying guests.
QR codes simplify the entire hotel stay for employees and the guests. Booking reservations, checking in or out, paying online, ordering food or services, and leaving feedback and reviews have never been easier. QR codes are easy to create, customize, update and use. They’re contactless and cost-effective, delivering value for customers and companies alike.
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.