NFC or QR at the Hotel? Six Operational Decisions Before Rollout | By Jamie Carmichael, Founder, DigiPlate

Jamie Carmichael, founder of DigiPlate, sets out six operational questions hotels should settle before putting NFC tap points or QR codes in front of guests.

Q1. When should a hotel use NFC, QR, or both?

Use the method that fits the guest moment rather than forcing one format everywhere. NFC is useful when the guest is physically close to a fixed touchpoint and a quick tap feels natural, such as reception, checkout, a restaurant counter or spa desk. QR is better when the guest may want to engage from a little farther away, where signage is already visually prominent, or where some devices cannot or will not use NFC.

In many hotel settings, both is the safer operational choice. The NFC tap gives a fast route, while the QR code provides a visible fallback. The important part is that both lead to the same approved destination and are tested together whenever that destination changes.

Q2. Which hotel touchpoints suit each method best?

Start with the guest journey. Reception and checkout are strong candidates for NFC plus QR because staff can briefly explain the option and guests are already pausing. Restaurant tables, bar counters and spa reception can also work well, provided the touchpoint does not clutter the service area.

Guest rooms need more care. A bedside or desk item may be useful for hotel information, service requests or feedback, but only if it is clearly labelled and does not create confusion with emergency, housekeeping or in-room dining information. Event spaces may suit larger QR signage supported by an NFC point at registration or exit.

The test is simple: would a guest understand what the touchpoint is for without asking a staff member? If not, the wording or placement needs work.

Q3. What fallback should be available when a guest cannot or prefers not to tap?

Never make NFC the only route. Some guests will have NFC disabled, use older devices, or simply prefer not to tap. A visible QR code is the most practical fallback, and a short readable web address can provide a second backup where space allows.

Accessibility also matters. Keep the call to action clear, use strong contrast, avoid tiny print and place the item where it can be reached comfortably. If the destination itself is not mobile-friendly, the physical touchpoint cannot solve the problem. Test the full journey on both iPhone and Android, and test it while logged out.

Q4. How should multi-property groups avoid sending guests to the wrong destination?

Treat each physical location and venue as its own controlled asset. Similar hotel names, shared brand accounts and copied collateral can easily create link drift.

Maintain a simple register that records the property, venue, physical location of the NFC or QR item, the destination URL, the person responsible for it and the last test date. For hotels with separate restaurant, spa or event listings, record those separately rather than assuming the main hotel profile is always correct.

After a rebrand, ownership change, listing merge or survey-platform update, retest every affected touchpoint. Do not rely on the fact that the printed item still looks correct.

Q5. What should staff say when inviting guests to use it?

Keep the invitation neutral and optional. A short line such as “If you’d like to share your experience, you can tap or scan here” is enough.

Avoid language that asks only happy guests to post publicly, promises a benefit for a positive review, or pressures guests toward a particular star rating. A private service-recovery route can still be available to every guest, but it should not be used to decide who gets the public-review option.

Consistency matters. Give front office, restaurant and spa teams the same basic wording so the experience does not depend on which staff member is on shift.

Q6. What should hotels measure beyond review volume or star ratings?

Measure whether the system is working operationally. Useful checks include the percentage of touchpoints tested on schedule, broken or misdirected links found, average time to fix a failed destination, duplicated or obsolete items removed, and whether both NFC and QR routes work on common devices.

Hotels can also record where guests actually use the touchpoints most often, then improve placement rather than simply adding more signs.

The goal is not to maximise pressure for feedback. It is to make the route easy, accurate and trustworthy when a guest chooses to use it.

About the author

Jamie Carmichael is the founder of DigiPlate, an Australian supplier of NFC and QR customer-engagement products for customer-facing businesses.

Also by Jamie Carmichael: The 15-minute guest-feedback link audit every hotel should run monthly.