6 minute read
Could QR codes transform hospitality?
While far from being mainstream in New Zealand, the use of QR codes is on the rise thanks to improved technology and innovations in consumer engagement. Created in the early 1990s by a subsidiary of Toyota, QR (quick response) codes are a sophisticated form of barcode that can hold up to 100 times more information than their traditional counterparts. However, they had fallen out of favour with advertisers by 2012, in large part due to their clunky nature.
In short, QR codes provide an easy link (like a hyperlink in an email) to a web page that can contain a range of content from text, images, and video or even a survey.
Brendan Granger, Director, Technology4Hotels
To scan a QR code with their smartphone, users fi rst had to download a third-party app. Now, most smartphones have a built-in QR code scanning camera, which saves a signifi cant amount of hassle and makes the technology far more appealing.
As such, this presents hotels with new opportunities to engage guests with QR codes, from interactive marketing to trans-forming the onproperty experience.
The rise of QR codes in travel
QR codes are already huge in China. When it comes to travel, Chinese travellers can use QR codes for virtually every element of their trip, from booking fl ights to paying for hotels and handling all transactions during their stay. All of which is facilitated through WeChat and mobile payment apps such as Alipay.
In fact, a new service launched last year in China lets guests scan a QR code to check whether their sheets and towels have been thoroughly washed. For hotels looking to capitalise on high-spending Chinese tourists, providing QR code technology is a vital step. Of course, with growing global popularity, QR codes off er a host of advantages that all travellers can benefi t from. With that in mind, here are some of the pros and cons for hotels to consider.
The pros of QR codes
By pointing a camera and scanning a code, your guests can potentially do anything from making payments and learning about your rooft op bar to re-deeming rewards and booking amenities.
Enhanced room service
Hotels are now starting to use QR codes instead of printed materials to increase guest engagement and create upsell opportunities. When it comes to in-room dining, physical menus with a contact number can be replaced by a QR code on the table stand.
When scanned, guests can see the menu and place orders entirely through their smartphones.
Back in 2011, Radisson Edwardian in the UK introduced QR codes to their menus so guests could see a video of how their selected dish was prepared. The same principles can be used to digitise any printed material, including spa treatment men-us, pillow menus, or your hotel’s in-room compendium.
Not only does this make accessing information more convenient for guests, but it also transforms printed information into dynamic digital content. Plus, your hotel can easily update its menus and push new off ers or promotions to drive additional revenue.
Showcasing amenities
QR codes can also be added anywhere around your property to showcase amenities and make information simple to fi nd. Upon scanning a QR code by your gym, guests could receive images or video on their smartphones about opening hours and fi tness classes. Or a QR code in your lobby could link to a video promoting your business lounge, bar or your rooms and suites.
A prompt can then be added to this digital content that encourages guests to make a booking or request more information. Again, this is a great way to drive extra revenue while keeping guests informed about everything your hotel has to off er.
Promoting your destination
To help guests experience the best of your destination, QR codes can be embedded with details about local events and att ractions. You could use this approach to promote the best restaurants in town, must-visit tourist spots, family-friendly att ractions, or the latest live music festival.
Gett ing even more creative, you could place QR codes in strategic ways based on the purchase habits of guests. Imagine adding a QR code to wine bott les from a local vineyard that are available in your hotel restaurant. When guests scan the code, they could be taken to a webpage of the vineyard where they can book a tour.
Dynamic marketing
QR codes are an ideal way to create more dynamic marketing content, both online and offl ine. For instance, an advert for your hotel in a newspaper or magazine could include a QR code that, once scanned, sends the user to a specifi c page on your hotel website or a dedicated landing page built around an off er.
QR codes are also highly unique, so you can track (for example) which locations att ract-ed the most traffi c to your website.
The downsides of QR codes
There is no doubt that QR codes off er plenty of great benefi ts. But there are also a few drawbacks to consider.
Scanning can be a hassle
Even without the need to download a relevant app, QR codes involve a certain amount of delay. A guest must unlock their phone, scan the code, and wait for the information to load (which is dependent on
© Fevziie – stock.adobe.com the quality of the wifi ). While not a huge hassle, there are more frictionless alternatives on the horizon, which brings us to the next point….
Replaced by new technology
QR codes may become obsolete with the rollout of new technologies. While there are lots of potential contenders, facial recognition is the most interesting - mostly due to the seamless experience it off ers. While far from becoming mainstream, Alibaba’s futuristic FlyZoo hotel shows what’s possible - its facial recognition technology includes frictionless check-in and doors that open by scanning your face.
Vulnerable to cybercrime
Another potential concern is QR code security: criminals could be able to change a legitimate QR code for their own.
This would require a physical image being changed, which is highly unlikely within a hotel. This is more likely an issue on posters displayed in public places such as a bus stop.
If a user were to scan the ‘fake’ QR code, they could be routed to a malicious phishing website. Being taken to the website alone is not a security risk but if they were then unwitt ingly to hand over personal details that could be an issue.
QR codes in hospitality
In the past few years, QR codes have made a big comeback. Primarily because they are so easy to use and can provide ready access to a host of information. The latest smartphones can now read QR codes natively with their camera taking away the need to download a QR code scanning app. There have also been some innovative new uses of the technology, from in-room menus and marketing campaigns to providing personalized welcomes in a decorated cookie.
The benefi ts are clear. The drawbacks are few but cannot be ignored. Will QR codes truly enjoy a resurgence and fi nd favour in the hospitality experience? Only time will tell.
