QR codes are simple to use, inexpensive to create, fun, and attention-grabbing. Hospitality professionals have long recognized the marketing value and engagement potential of these “mysterious little squares,” which are increasingly appearing on brochures, magazines, and other promotional materials—not just abroad.

QR codes (Quick Response codes) are becoming a true trend, as shown by numerous examples from international hospitality.

For instance, the Intercontinental Group included QR codes in all ads for its “Vacation Pay” promotion launched in May, offering $75 for every stay at one of its hotels.

IHG plans to use QR codes again to encourage users to engage with hotel social media profiles. According to the company:

“This way, guests perceive us as ‘hip and cool.’ People who would never have discovered the brand have found it thanks to this.”

Using QR Codes Inside Your Property

If the QR code is used inside the hotel, it’s advisable to direct guests to additional information they might not know. For example:

• Let them know you have a Foursquare or Gowalla profile where they can check in

• Provide information about the destination

This is exactly what Hotel de Londres, the Signature Hotel in Saudi Arabia, and Htel Serviced Apartments in Amsterdam have done—placing codes throughout their properties that link to the hotel blog, where guests can find info on where to eat or shop.

Tips for QR Code Placement

Plan carefully where each QR code will direct users:

• Newspapers, magazines, billboards, business cards, brochures: Link to your official website, possibly a dedicated landing page aligned with the ad message.

• Inside the hotel: Link to additional information, such as events pages, social media profiles, or the hotel blog.

The key is to match the content to the location of the QR code to maximize engagement.