Today’s hotel guests want self-service options, but not at the expense of choice. They want quick, convenient ways to check in, order room service, book amenities, and find information without tracking down staff.
That expectation is growing: 73% of travelers prefer hotels that offer self-service options. Yet many brands still treat contactless service as a series of disconnected touchpoints rather than a connected system guests can use and teams can measure.
Building that kind of system means supporting both scan and click options. QR Codes work in physical spaces like lobbies, elevators, and guest rooms, where visitors can scan nearby signage. Short links support digital channels like pre-arrival emails, SMS messages, and post-stay follow-ups.
In this guide, we’ll show you how to build a contactless strategy across the guest journey, including placement guidance, setup with the Bitly Connections Platform, and practical ways to track engagement.
Note: The brands and examples discussed below were found during our online research for this article.
Key takeaways
- Short links and QR Codes are a guest expectation, not a differentiator—but only when they’re implemented thoughtfully across the guest experience.
- QR Codes and short links serve different contexts: QR Codes work where guests are physically present and can scan, while short links carry the load in pre-arrival emails, SMS messages, and any digital channel where scanning isn’t possible.
- Organizing contactless touchpoints by guest journey stage (pre-arrival through post-stay) makes it easier to assign the right tool to the right moment.
- Dynamic QR Codes let you update destinations instantly without reprinting signage, which is essential for hotels managing rotating menus, seasonal programming, and renovations.
What contactless service in hotels actually means today
In hotels, contactless service means replacing routine, in-person guest interactions with digital options people can access instantly from their own devices, without downloading an app. Guests might use QR Codes for check-in and checkout, restaurant menus, or room service requests.
With adoption accelerated during the pandemic, guest expectations haven’t reversed. Today, 39% of hotel guests want contactless options for all basic hotel interactions, and many small- and medium-sized businesses maintain contactless service as part of their offered experience.
This shift isn’t just about convenience—it’s operational. 65% of hotels report staffing shortages, making it harder to keep up during peak demand. Self-service options help teams handle common requests more efficiently while maintaining a high level of service.
Many hotels rely on QR Codes alone to deliver these experiences. But contactless service doesn’t happen in just one context. Guests interact with your brand both on-property and through digital channels like email and SMS, where short links play a critical role.
Why short links and QR codes work better together
In the hospitality industry, the guest journey spans both online and offline touchpoints. If you’re only using QR Codes, you’re missing opportunities to improve service delivery and drive additional revenue through upsells.
In contexts like front desk check-in or ordering room service, scanning a nearby QR Code is intuitive. But QR Codes don’t translate to digital communications like pre-arrival emails, WhatsApp updates, social media posts, or post-stay SMS messages.
Short links fill that gap. They’re compact, branded URLs that replace long, complex links. For example, you might use my.hotel/check-in instead of a lengthy booking portal URL.
Both short links and QR Codes are easy to create and track in Bitly, and each serves a distinct role. Use QR Codes when guests are physically present and can scan nearby signage. Use short links in digital communications and marketing efforts where tapping a link is faster than scanning.
Together, they create a seamless experience across channels. Guests can access services instantly in their browser without needing a dedicated app.
Contactless touchpoints across the guest journey
Contactless service works best when it’s mapped to the guest journey, from pre-arrival to post-stay. Here’s where to offer self-service options and when to use QR Codes versus short links.
Pre-arrival: Set expectations before guests walk in
Set the tone for each stay with pre-arrival communications, including confirmation emails, SMS messages, and booking follow-ups. Because these interactions happen on a screen, short links are the most natural fit.
These touchpoints can build anticipation and help travelers prepare ahead of arrival. You might link to digital key activations or check-in forms so guests can go straight to their rooms. You can also share local guides curated by your concierge.
They’re also effective for light upsells, such as room upgrades, spa bookings, or on-site restaurant reservations. Add UTM parameters to your links to track which messages drive conversions in your analytics platform, such as Google Analytics.
Arrival and lobby: First impressions, zero friction
One of the most popular ways to use QR Codes in hotels is in the lobby for check-in and welcome materials, including self-service kiosks. Here, scanning a physical QR Code is the fastest way to access digital content.
You can link to mobile check-in forms, Wi-Fi login information, and local guides via URL to help guests get settled quickly. Instead of sending people to your homepage, link to a mobile-optimized Bitly Page so they can find what they need without extra navigation.
To make your QR Codes feel more professional and trustworthy, customize them with your brand’s logo and colors.
In-room and in-stay: Service on demand
By placing QR Codes and short links in hotel rooms, guests can access services without the hassle of contacting staff. They might order room service through QR Codes by scanning to open a digital menu, or request housekeeping from a code in the bathroom. You can also link to entertainment guides or concierge services.
Many guests prefer not to call for routine requests. 75% of millennials avoid phone calls, and nearly 60% of Gen Z say they dread making or receiving them. In-room QR Codes support these preferences by offering more comfortable ways to communicate. You can also include corresponding short links on signage, giving guests the option to type in a URL instead of scanning.
In this scenario, use Dynamic QR Codes, which let you update the destination URL without reprinting materials. Static QR Codes, by contrast, can’t be edited after creation, so any changes require replacing the code. This flexibility makes it easier to adjust menus or service offerings across every room.
Checkout and post-stay: Close the loop and earn the review
Both QR Codes and short links help wrap up the stay with quick checkout and feedback collection. You might place a code on door hangers or near the front desk that links to an express checkout form.
You can also follow up with email or SMS after checkout using a short link to a guest satisfaction survey, loyalty program sign-up, or exclusive offer for a future stay. Since these messages are viewed on a phone, tapping a link is often easier than scanning a code. Be sure to include UTM parameters to track engagement and understand which messages drive results.
Where to place QR Codes in your hotel (and what to link them to)
Strategic QR Code placement is key to a successful contactless experience. If codes are too small, hidden, or paired with unclear instructions, guests may skip them entirely.
Here are some of the most effective places to use QR Codes in rooms and around your hotel, along with suggested call-to-action (CTA) phrasing:
- Bedside table tent: Link to a room service menu or housekeeping form so guests can make requests from their beds. Try a CTA like “Scan to order breakfast” or “Request housekeeping.”
- Desk area: Link to your spa’s booking portal, in-house restaurant reservations, or a local attractions guide so guests can plan their stay without visiting the concierge. Use a CTA like “Book your treatment” or “Explore local attractions.”
- Bathroom mirror or door hanger: Link to a housekeeping form so guests can request towels, toiletries, or turndown service. Try a CTA like “Get fresh towels.”
- TV screen: Link to a landing page with entertainment options or a digital concierge guide. Place the QR Code on digital displays, like the TV startup screen, with a CTA like “Explore streaming options” or “View entertainment.”
- Lobby signage and front desk: Link to a contactless check-in portal, Wi-Fi password page, or hotel map. This helps reduce wait times and gets guests settled faster. Use a CTA like “Check in here” or “Access hotel info.”
- Pool, spa, and fitness area: Link to booking pages for treatments and classes so guests can reserve amenities on the spot. Include a CTA like “Reserve your spot” or “Book a class.”
- Elevator panels and room keys: Link to a full amenities guide or loyalty program sign-up to encourage engagement. Use a CTA like “Explore the property” or “Join our loyalty program.”
Every QR Code should link to a Bitly Page or another mobile-optimized destination so guests can quickly find what they need, regardless of device. Test codes across operating systems and browsers to ensure they work properly. Use Dynamic QR Codes for flexibility in case you need to update destinations.
How to set up your hotel’s contactless system with Bitly
Bitly lets you manage both QR Codes and short links in one platform, making it easier to launch and manage contactless service across your property. You can also use Bitly Campaigns to organize assets by property, department, or promotion, which helps hospitality teams stay organized at scale.
Here’s a step-by-step guide to setting up your contactless system with Bitly.
Audit your guest journey touchpoints
Start by putting yourself in your guest’s shoes. Identify every point where people interact with staff during a typical stay, such as check-in and checkout, room service, booking on-site amenities, or asking the concierge questions.
Then consider which of these touchpoints could be automated. Many interactions can be made contactless with a QR Code or short link that directs visitors to a dedicated landing page. This helps streamline routine requests without replacing in-person guest services.
Build your destinations first
Start by creating mobile-optimized landing pages for each contactless touchpoint, including check-in, digital menus, and room service requests. Place key details near the top so visitors don’t have to scroll or navigate through complex pages to find what they need.
Bitly Pages makes it easy to build customized destinations for your hotel. Choose from a library of templates and customize them with your logo, colors, and other visual branding elements. Each page is optimized for mobile, so they’re simple to access on any device.
Create short links for digital channels
Next, create branded short links for digital communications like email and SMS. Set up a custom short domain for your hotel and customize the back half of each link to reflect the destination. A link like stay.yourhotel.com/check-in tells guests exactly what to expect before they click.
When building links, be sure to add UTM parameters. These tags help track traffic in third-party tools like Google Analytics, so you can see how much engagement comes from email and SMS interactions.
Generate QR Codes for property signage
Next, design QR Codes to use throughout your property. Customize each one with your brand’s logo and colors, and adjust the pattern and borders to match your visual identity. Add a short CTA so guests know how and why to engage.
Use Dynamic QR Codes so you can update the destination URL later without replacing signage. Download each code in print-ready formats like SVG or PDF.
Test before you deploy
Before launching, test your QR Codes on both iOS and Android devices to make sure they work as expected. Also check short links across multiple devices to confirm landing pages load correctly.
Train your team
Host a training session for front desk, housekeeping, restaurant, and spa staff on your contactless systems. Explain how QR Codes and short links work, and how to assist guests who may be unfamiliar with them. Provide an easy way to flag broken links or destinations so issues can be resolved quickly.
Monitor and optimize
Use Bitly Analytics to track QR Code scans and link clicks in real time to identify which contactless touchpoints perform best. You can filter data by location, device type, and more to better understand guest preferences. Review performance weekly after rollout to catch broken or underperforming assets.
Best practices for hotel QR Codes and short links that actually get used
If QR Codes and short links aren’t implemented strategically, your contactless strategy can backfire. When guests can’t scan a code or don’t trust it, it creates friction that reflects poorly on your brand.
Here’s how to implement short links and QR Codes in hospitality to create a positive guest experience.
Design and scannability standards
QR Codes need to be large enough to read and scan easily. Aim for a minimum size of 2.5 x 2.5 cm on table tents, and use larger formats for wall signage so they can be scanned from a distance. Always include a clear, readable CTA so guests know what to expect.
When designing QR Codes, use a dark color on a light background—or vice versa—for strong contrast and visibility. Avoid placing codes on reflective or curved surfaces, as glare can make them difficult to scan.
Short link best practices
When creating short links for your hotel, use a custom domain instead of a generic bit.ly domain. Custom domains are more recognizable and can improve click-through rates.
Customize the back-half of each link to reflect the destination and set clear expectations. Send a test SMS with links to confirm they work as expected. Some carriers may block or truncate URLs in messages.
Accessibility requirements
To make QR Codes accessible to everyone, place them between 90 and 120 cm above the floor. This makes them easy to scan, whether someone is standing or using a wheelchair. Each code should include a CTA in 14 pt font or larger, with high-contrast text for readability.
Make sure each QR Code links to a landing page that supports screen readers. Include alt text for all images. For hotels with multilingual audiences, create landing pages in each relevant language and link codes to a language selection page.
Keeping guests safe and building trust
Some guests may worry that QR Codes aren’t secure. To build confidence, include a brief note on QR Code safety in your welcome emails or in-room guides. Explain that all codes link to official hotel landing pages with branded domains, and encourage guests to verify the destination URL before interacting.
Staff should also stay vigilant for potential scams or tampering. Check codes across your property on a regular basis to ensure none have been covered or replaced. Test landing pages routinely and update any broken or compromised destinations.
Tracking what works: QR Code and short link analytics for hotel teams
With Bitly Analytics, you get full visibility into QR Code scans and short link clicks, helping you understand how guests engage with your contactless services. These insights highlight what’s working and reveal opportunities for improvement. They also help hotel leadership measure the impact of contactless initiatives.
What to track with Bitly Analytics
Monitor these metrics in Bitly Analytics to understand how guests use your contactless services (Note: Available metrics vary depending on your Bitly plan):
- Total scans and clicks per touchpoint: Shows which touchpoints drive the most engagement.
- Scans and clicks over time: Helps identify usage trends and peak demands so you can adjust staffing if needed.
- Top-performing locations: Reveals which areas of your property get the most visibility and traffic. Multi-location brands can also compare performance across properties.
- Device type: Shows which devices guests use most, helping you optimize for mobile and browser experiences.
Using UTM parameters to turn data into attribution
Adding UTM parameters to your short links and QR Codes allows you to track performance in web analytics tools like Google Analytics. This supports clearer attribution and helps you identify which engagement strategies drive the most clicks.
Use these naming conventions for hotel UTM parameters:
- utm_source: The marketing channel used (email, SMS, signage, keycards)
- utm_medium: The format (short link or QR Code)
- utm_campaign: The department, service, or promotion associated with the link (front desk, room service, housekeeping, spa)
- utm_content: The placement (lobby, bedside, elevator, bathroom)
Here’s an example for a bedside room service QR Code:
utm_source=signage&utm_medium=qrcode&utm_campaign=roomservice&utm_content=bedside
KPIs hotel teams should report on
When reporting on contactless service performance, include the following key performance indicators (KPIs):
- Scan-to-action rate: The percentage of scans that result in a conversion
- Click-through rate (CTR): Performance of short links in email and SMS
- Top performing QR Code locations: Which placements drive the most engagement
- Device type: The devices guests use most to access content
- Physical signage vs. digital channel performance: A comparison of in-person and digital engagement
Building a reporting cadence
Regular reporting helps your team stay on top of contactless operations. Hotel management should provide weekly updates on broken destinations, scan and click trends, and any related staffing adjustments.
Marketing teams should create monthly reports that show how contactless hotel services contribute to overall guest engagement. These reports can also include recommendations for new placements and marketing strategies based on engagement trends.
Making the business case for your contactless program
Using short links and QR Codes for operational efficiency in hotels helps teams manage time and resources more effectively. Tracking QR Code scans and short link engagement is one of the clearest ways to show leadership the value of contactless services.
For example, scan volume may reveal that guests prefer using QR Codes to book spa services instead of speaking with staff. This demonstrates how contactless options can drive measurable return on investment (ROI) when implemented strategically.
Keeping your system secure, current, and scalable
A QR Code or short link that doesn’t work properly reflects poorly on your brand and can introduce security risks. Here’s how to keep your contactless services secure and scalable as your hotel grows.
Managing and protecting your QR Codes over time
The easiest way to keep your contactless system updated is to use Bitly’s Dynamic QR Codes. When menus or on-site services change, or if a URL breaks, you can update the destination without replacing printed materials.
To catch issues early, have hotel staff conduct weekly reviews of your Bitly Codes and flag any that are damaged, covered with stickers, or not scanning properly. Encourage teams to report issues or suspicious activity right away so they can be resolved quickly.
Naming conventions and asset organization
Establish consistent naming conventions for both QR Codes and short links across your organization. For example, use a structure like [property][department][placement][date] to make assets easier to find.
If your hotel brand has multiple locations, use Bitly Campaigns to organize assets by property and avoid confusion.
Scaling across multiple properties
With Bitly, you can establish organization-wide governance standards, including consistent domains for short links and branded QR Code templates. You can also view engagement analytics across your entire organization.
With this approach, regional managers oversee governance, while property teams manage individual assets. Bitly helps you balance consistency and flexibility as you scale.
Build a contactless system that resonates with guests
Guests value flexibility: they’re more satisfied when they can handle things on their own terms. A well-designed contactless system supports that choice while giving your team the tools to operate more efficiently and measure what’s working.
Bitly helps you build contactless systems that improve service delivery and scale with your business. Bitly Links and Bitly Codes are simple to create and use, helping drive engagement across your property. These tools connect physical and digital touchpoints so you don’t miss opportunities to connect with guests.
Bitly Analytics tracks clicks and scans in real time, giving your team clear visibility into performance. This helps leadership understand the impact of contactless services and make more informed investment decisions.
Get started with Bitly today to build scalable, measurable contactless services for your hotel brand.
FAQs
Do I need both QR Codes and short links, or will one work on its own?
QR Codes and short links serve different purposes, and a complete contactless system needs both. QR Codes work where guests are physically present and can point a camera, like bedside table tents, lobby signage, or spa booking areas. Short links are essential in digital channels like email, SMS, and WhatsApp, where scanning isn’t possible.
A guest who receives a pre-arrival confirmation email can’t scan a QR Code from their inbox, but they can tap a short link. Bitly manages both tools from a single platform, so you’re not doubling your workload—you’re covering the full guest journey with the right tool at every stage.
What should a hotel QR Code actually link to?
Every QR Code should link to a mobile-optimized destination tailored to the specific location and guest need, not the hotel homepage. A bedside QR Code should link to the room service menu or a housekeeping request form. A lobby QR Code should link to the check-in portal or Wi-Fi credentials page. A spa area QR Code should link directly to the facility’s booking portal.
The destination quality determines whether the scan converts to action. Bitly Pages lets you create mobile-optimized landing pages for each service without coding, so every QR Code points somewhere useful rather than somewhere generic.
How do I know if my hotel’s QR Codes and short links are actually working?
Bitly Analytics tracks scan and click activity for every QR Code and short link you create, giving you data on total scans or clicks, performance over time, top-performing locations, and device type. To move beyond activity metrics into outcome metrics, apply UTM parameters at creation.
For example, tag a bedside room service QR Code with its department and placement so you can trace which touchpoints drive completed orders, spa bookings, or loyalty sign-ups in your web analytics platform. A weekly operational review of scan data and a monthly marketing review of conversion patterns give your team the visibility to improve continuously rather than launch and forget.
What happens if a QR code links to outdated information, like a menu that’s changed or a facility that’s closed?
This is exactly the problem Dynamic QR Codes solve. Because Bitly Codes are Dynamic, you can update the destination URL at any time without reprinting the physical code. When your seasonal menu changes, a spa facility closes for renovation, or a linked page breaks, you can edit the destination in Bitly and the change takes effect immediately across every printed code.
This also makes Dynamic QR Codes a trust and safety tool. If a code’s destination is ever compromised or suspicious, you can redirect it to a safe page within minutes without replacing signage.
Can one Bitly account manage QR Codes and short links across multiple hotel properties?
Yes. Bitly is built for teams managing assets at scale. You can organize QR Codes and short links by property, department, or campaign within a single account, apply consistent branded custom domains across all locations, and view analytics by property so regional managers can focus on their own performance data. This centralized structure lets brand-level teams maintain governance standards (like naming conventions, QR Code design, and reporting) while individual properties retain the flexibility to manage local offers, seasonal menus, and promotions.
