Quick response (QR) codes are barcodes that you can scan with your mobile device’s camera and access the information stored inside them instead of manually searching for it. They are not new to marketing campaigns, and marketing specialists typically use them to direct customers to visit a specific URL page, take action, or complete a task.
QR codes are a practical way to increase guest engagement in the hotel business and boost brand awareness. They are cost-efficient and unchallenging to implement in your marketing strategy.
You can seize the opportunity that unlimited use of mobile devices gives every business niche and effectively communicate with your guests. Today’s article will discuss the various ways to use QR codes to increase guest engagement in the hospitality industry.
How to get started with QR codes?
To successfully use QR codes as a part of your marketing strategy, first, you need to know how they work. So let’s begin.
What exactly are QR codes?
Quick response codes resemble the well-known barcodes. The difference is their structure and that the information they store is accessible by any mobile device with a camera and a QR code reader. They consist of detection markers and various patterns forming a grid of black squares on a white background.
What are the different types of QR codes?
QR codes can be divided into static or dynamic types.
When talking about a static QR code, we refer to one that stores a fixed piece of information. Once the code is created, its content and path cannot be edited and cannot track metrics. Some examples of such content include emails, plain texts or Wi-Fi details.
Dynamic codes are preferable for ever-changing marketing campaigns with varying information. Using this type of code, you can make corrections and regularly update or change the content stored inside.
You can also track metrics and statistics to optimize and improve your campaign. Examples of dynamic content might be URLs, image galleries, app stores, etc.
What are the benefits of QR codes?
QR codes present many benefits to businesses of any size and their customers. Some business benefits are cost-effectiveness, and trackability and some customer benefits are ease of use and efficiency. It’s natural to conclude that QR codes have many advantages altogether.
They are simple to use and effective
QR technology, in its very nature, is user-friendly and uncomplicated, meaning it doesn’t require a tech-savvy user to reap its benefits. All your hotel guests need to do is scan the printed QR code with their smartphone camera or code reader, after which they’re immediately redirected to your marketing content.
Except for simplicity, the technology is very effective and saves the user’s time and unnecessary effort. Instead of asking someone to visit your website or go to an online platform to leave a review, simply provide them with a quick response code.
Scanning it with their mobile device lets your guest directly access the intended link without remembering it or typing it in, making it more likely for them to complete the action.
They are engaging
Even the action of scanning QR codes itself is already engaging and shows your guest’s interest and if he is eager to learn more about your business or take action as a sign of brand loyalty.
Engaging customers with a simple task and a call-to-action is a proven tactic to increase their curiosity. Plus, technology is something that everybody loves, and it’s intriguing to receive “hidden” information.
They are eco-friendly and sustainable
QR codes are eco-friendly and sustainable ways to increase hotel customer engagement. You need to print them once and use dynamic content, which you can edit, update, or change in time if necessary. You won’t have to print new codes and use more paper.
By reducing printed materials such as restaurant menus, receipts or activity schedules, you won’t only save on paper but also ink and electricity. Another bonus is that you can attract eco-conscious travelers to visit and stay at your hotel.
They are cost-efficient
The initial investment in QR technology is inexpensive, and it has very high return on investment (ROI) rates. Considering the sustainability of the digital codes, it’s only logical that they will significantly reduce your printing costs and ink expenses because you’d be able to reuse already printed codes.
With this technology, you also won’t need any maintenance budget.
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How to use QR codes to increase customer engagement?
Increasing customer engagement in the hotel industry is critical to the success of the business and its competitive advantage. If hoteliers manage to engage their guests, they will gain loyal and returning customers while simultaneously increasing their revenue and online sales.
Acquiring top reviews from satisfied guests will also win over potential customers who are still in the consideration stage. Let’s look at some QR code marketing ideas that might help increase your guests’ engagement.
Bring potential customers to your website
Intrigue people at events and conferences
It’s not uncommon for hoteliers to visit various events and conferences related to their field of business. If you are one of those people, you might want to seize the opportunity to drive potential customers to your website.
Placing unique QR codes on your business cards, tables, or informational digital screens can direct users toward your beautifully designed and branded website. They can look at your image gallery and see all the special services and treatments you offer simply by scanning a code.
Take advantage of your social media accounts
It is not only possible to showcase QR codes in printed versions. Instead, you can take advantage of your social media presence and followers by posting digital QR codes.
You can attract users to visit your website by publishing an intriguing post about a new amenity or inviting them to take a virtual tour around your hotel property.
Add a captivating story, a beautiful image or a call to action to increase website traffic and interest your followers in visiting specific URL pages, such as online booking or contact details.
Use travel and leisure magazines
Yet another way to bring customers to your landing pages, and potentially property, is to take advantage of travel magazines often distributed across airplanes or travel and leisure communities.
When publishing a fascinating article about your luxurious property, add professional images, your top-notch suites with magnificent views and memorable experiences such as tours and excursions you organize. Adding QR codes to such articles will ease the readers into visiting your website and convert them into future guests.
Use QR codes to turn guests into subscribers and followers
Every hotel wants to build brand loyalty and create returning guests, but this mission is not as simple as it sounds. Providing excellent guest experiences and memorable hotel stays is only a part of the process.
If you lack a solid marketing strategy and ideas on how to retain your happy guests, your efforts will be fruitless. That’s why it’s essential to turn your hotel guests into active subscribers and followers of your brand.
A way to turn your guests into returning ones is to place email marketing and a social media QR code across your property. By scanning one of these codes, guests will be redirected toward a subscription form/signup page or your social media pages and subscribe to a newsletter or follow your account accordingly.
It’s an effective strategy to keep your customers updated with your latest news and offer them special promo codes and discounts to be a loyal audience.
Give hotel guests an easy way to contact you
Communication is vital in every business, especially in the hospitality and travel industry. Hoteliers need to give their guests an easy way to reach the hotel staff or contact the front desk for more information.
Maybe they are in their room, need a staff member to organize transportation to the airport, or need assistance in their room. Whatever the reason might be, you can implement a QR code solution with contact details or a web contact page so guests can stay connected with you at all times.
Make leaving good online reviews trouble-free
Why are online reviews so critical?
Indeed, one of the crucial elements of customer engagement is the act of leaving an online review for your property and services. One of the reasons is that reviews from real people who stayed at your hotel can give you more insight into your business than any analytics tool available.
You can see what your guests like and dislike about your services, including employee behavior, cleanliness, food, activities, accommodation, etc. This information will help you tremendously optimize your processes and adjust your marketing strategy.
Another reason online reviews are crucial for hotels is that they give you credibility. Nowadays, people trust businesses less and less and start relying more on other people’s thoughts. It’s only natural for a person to doubt a hotel with no reviews or one with many poor ones.
However, if they see 5-star reviews from delighted guests, it’s much more likely for them to become potential guests who will eventually convert.
Ways to facilitate online reviews
Knowing its importance, it wouldn’t be wise for a hotel to make it difficult for their guests to leave an online review. Asking to manually type in a website or looking for your property on an online booking platform might be overwhelming and time-consuming for your customers and result in them giving up.
Using QR codes simplifies and facilitates leaving a review, thus making it more likely for a hotel guest to engage with such an action. You can place them in hotel rooms or key common spaces such as the front desk or digital billboards in the lobby.
Another idea is to include them in a “We hope you enjoyed your stay with us” email after their departure. A good content marketing manager would consider making such requests as short and undemanding as possible.
Remember to track and analyze your QR codes
It is essential not to forget to regularly track and analyze your QR code performance, especially if you decide to implement more than one strategy to boost customer engagement. After all, you want to know what helps you achieve your goals.
Click-through rates (CTRs), conversions, bounce rates and other metrics can give you insight and guide you through your optimization process. Maybe you need to adjust your content or change the locations where you place your codes for maximum effect.
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Where to place QR codes in your hotel?
After you have already set your goals and have some ideas on how to increase hotel guest engagement by using QR codes, it’s time to choose the right way to advertise them. It’s important where you will place the code and make sure that your guests will see it and engage with it.
Place them on tent cards
Tent cards are something many hotels use on their properties. You can print the QR code and put it on the card.
The good thing about tent cards is that you can change their location whenever you need or want to, so you can experiment with analytics and see which location works the best for your specific goal.
Print them on key cards
If you haven’t switched to mobile hotel keys yet, you might want to make most of your hotel room key cards. The plastic card is the perfect place to add a QR code – it’s almost always at your guest’s fingertips, so it’s almost sure it will not go unnoticed.
Use posters and digital billboards
Another idea for implementing QR codes is to use hanging posters, digital billboards or informational screens in or outside your property. Common places are elevators, lobbies and bars, where customers can quickly scan QR codes.
In-room TVs
TVs are one of the most used in-room equipment guests engage with in their hotel rooms. If you have smart TVs in your hotel, you can place your QR code on the TV’s home screen, which will not go unseen by the user.
Restaurant or room menus
Restaurant menus and room service menus are also great places to use a QR code if you use them. Although, if you work with QR codes, it might be more reasonable to ditch printed menus altogether and instead showcase your menus via codes placed on the tables.
Business cards and vCards
Printed business cards and vCards are a strategic position for a QR code. It can include the URL of a contact page, your contact details or your business location.
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FAQs
How do you encourage someone to use a QR code?
It’s not difficult to encourage someone to use a QR code, but you will need a goal and strategy. Make sure the content behind the QR code is valuable and give them a hint so guests are not entirely in the dark about what they’re going to scan. Interactive QR codes are also commonly used.
Place the codes in strategic places where it is inevitable for guests to see them.
How can a QR code be used in advertising?
Various marketing strategies in all niches use QR codes in their advertising methods.
It’s not uncommon to use them to :
- drive traffic to a website
- stay connected with customers
- increase brand loyalty
- increase sales and revenue, and for many other purposes and campaigns
How do hotels use QR codes?
Hotels can use QR codes creatively to increase guest engagement and satisfaction. You can share F&B menus, special offers, tours and activities, promote your social channels, invite them to leave a review and try to turn them into a returning customer.
Do QR codes increase sales?
QR codes can increase your sales and revenue by correctly aligning them with your marketing strategy. They make various offers and services available to your guests and have the potential to gain you returning and new customers.