By now, you’ve probably seen these strange images in magazines and in other media and if you are not familiar with them, have wondered about their purpose. Special barcodes? A puzzle to decipher? Alien hieroglyphics? Well, they are QR codes and they have changed the way we do business.

Developed by Toyota of Japan in 1994, the QR or “quick response” code is a two-dimensional barcode that allows its contents to be decoded at high speed. Initially used for tracking parts in vehicle manufacturing, QR codes are now used more widely in commercial endeavors and can be read on most smartphones.

QR codes have sprung up everywhere in the last few years, the hotel included. In the hotel industry, they are mainly being used for guest interaction, to:

• Entice guests to check out hotel facilities or participate in hotel events.

• Run competitions “hidden” in QR-codes that identify a guests’ participation and involvement rates, and drive up revenue when promoting offers, packages or online win opportunities.

• Generate flexible earning opportunities through additional functionality, such as dedicated web pages for guests and advertisers, online guest surveys and other information.

QR codes are also now present in hotel rooms due to international brands who are using the fast growing technology to engage with the typically elusive business traveller. One creative example of QR code use in the hotel industry is a pilot of Acentic Media with MasterCard. MasterCard used a QR code presented on the Acentic in-room entertainment system and Internet access landing page for hotel guests that allowed the guests to enter a competition to win Champions League football tickets. A significant number of guests did just that.

Even though they have been around since 1994, the use of QR codes has only recently become commonplace. We suspect that the future holds more interesting uses for the technology, especially in the hotel industry, as we learn how to better connect with and respond to our guests.

Have you encountered QR codes in the hotel industry? How were they used? If you are a hotelier or brand, how are you experimenting with QR codes and what are the results?

Targeted advertising technologies provide a unique opportunity for hoteliers to have multiple revenue touch points with a very desirable audience at times when they are most receptive. Hotels are not yet taking full advantage of these advertising opportunities but now they can. Hotels wishing to benefit from this new media need a reliable platform that also allows them to maintain control over the type and frequency of advertising shown. Acentic Media, launched today, is such a platform. It enables hotels to offer an integrated package of media options to advertisers through the guest information channels on the TV where video, animation and graphic content can be displayed. Brands can also engage with guests via the hotel's Wi-Fi offering and through sponsorship of the in-room movie guide. The options are all measureable providing a truly accountable opportunity. Moreover, optimised multiple bundle offerings help promote the true convergence across all the devices modern guests use (television, laptop, iPad, or smart phone).

Hotels can offer advertisers cost-effective targeting of their customers in a truly specialised way. Imagine having guaranteed exposure to all guests, with time sensitive messaging and remote update capability, as well as offering an adaptable multimedia hub able to utilise existing marketing materials. Being able to offer truly scalable options also gives advertisers the ability to test market in a controlled environment. All of this can be achieved with a targeted advertising platform.

Without a doubt Acentic media will provide hotels with incremental media earnings possibilities and will leave their customers with a richer experience.