A Placement Guide
 On QR Codes for Travel

QR Codes are doorways and like any door, location is everything.

Introduction

There’s more to a QR Code than meets the eye.

Most think it’s a square sticker pasted on places and spaces.
Many brands create and use QR Codes for their products and services.
Some know how to use them correctly.
Few understand the right place to place QR Codes.
Fewer know what to do with QR Codes once they’re scanned.

This guide is for everyone who wants to learn how and where to place QR Codes for their businesses.

QR Codes, especially dynamic QR Codes can be the ultimate CTA. If placed in the right place, they feel intuitive to scan; otherwise, they can just as easily be missed.

Anatomy of a QR Code

The anatomy of a QR Code is essential to this report because it directly affects whether users can successfully scan the code at each touchpoint in the journey.
Other than the components, design elements such as size, color contrast, quiet zones, and a clear call-to-action ensure the code remains visible, accessible, and scannable regardless of location, be it a dim airport lounge, a taxi, or a sunlit hotel lobby. It also impacts whether the user notices or trusts the code to scan.
By understanding QR Code anatomy, brands can marry both form and function, maximize visibility and usability wherever the QR Code is placed, and guarantee that each placement leads to meaningful engagement rather than missed opportunities.

It’s time for a trip

In this report, we explore how to rightly place QR Codes through a traveler’s journey by highlighting the touchpoints where travelers are most likely to engage.

The journey begins well before the traveler steps out the door, and each phase is critical for setting expectations, building excitement, and creating opportunities for personalized engagement. 
Journey >
TOC Name >
Accordion Name
Let’s jump into each touchpoint in the order they are likely to occur, from planning to concluding a trip.
Booking and Planning
Getting to the airport
Check-in & screening
Waiting to Board
In-flight
Arrival & ground transportation
Accomodation
Sightseeing
Emergencies & health needs
Returning home

Booking and Planning

Airlines
Upgrade or add services
Description: Enable travelers to instantly explore and purchase seat upgrades, baggage add-ons, or travel insurance.

QR Code placement: Booking confirmation emails, push notifications, and messenger apps.
Download essential documents
Description: Provide travelers with quick access to itineraries, boarding passes, visas, and health documents.

QR Code placement: Booking confirmation emails, messenger apps, and reminder emails.
Loyalty program enrollment
Description: Streamline a traveler’s frequent flyer program sign-up with one-scan QR Codes.

QR Code placement: Pre-trip emails, messenger apps, and airline app/website/newsletters.
Hotels
Amenity selection
Description: Allow guests to pre-select room preferences such as pillow types, fragrances, or breakfast options.

QR Code placement: Booking confirmation/reminder, pre-arrival emails, and messenger apps.
Room upgrades and add-ons
Description: Promote dynamic offers to travelers for premium rooms, spa packages, or late check-outs.

QR Code placement: Pre-arrival communications and targeted email offers.
Loyalty program enrollment
Description: Invite guests to enroll or enhance loyalty status easily via quick-scan.

QR Code placement: Pre-arrival emails and digital check-in interfaces.
Travel agencies
Interactive itineraries
Description: Deliver to guests personalized trip plans that update in real time with weather, availability, or changes.

QR Code placement: Email confirmations and printed brochures.
Instant bookings and modifications
Description: Simplify booking adjustments, cancellations, or adding tours directly on user devices.

QR Code placement: Email booking summaries and travel app interfaces.
Client feedback and surveys
Description: Collect immediate post-booking feedback or preferences to tailor future offers.

QR Code placement: Post-booking emails and on-site kiosks or apps.

Getting to the airport

Cabs and ride-share
Tipping, app downloads, and feedback
Description: Let travelers tip drivers, download ride-share apps, or submit feedback on your cab experience with a hassle-free single QR Code scan.

QR Code placement: On vehicle headrest covers, windows, or near the dashboard.
Real-time promotions
Description: Airport-based restaurants and retail brands can connect cab riders to ongoing promotions.

QR Code placement: Vehicle doors, seat backs, and ride receipts.
Cab playlist
Description: Recommend music playlists for cab commuters. This is a great opportunity for music labels, independent musicians, and movie promotions.

QR Code placement: Cab dashboard, mirror hangings, seat backs, and windows.
Public transit
Schedules and directions
Description: Provide quick access to real-time bus or train schedules and transit map apps.

QR Code placement: Physical transit tickets, station posters, platform pillars, and entrance gates.
Ticketing
Description: Allow commuters to pay via QR Codes on public transit.

QR Code placement: Seat pockets, conductor badge/card, and vehicle interior.
Public safety communications
Description: Notify travelers about safety protocols or regulatory updates via QR Code-linked content.

QR Code placement: Seat pockets and vehicle interior (windshield, mirror hangings).

Check-in & screening

Airlines
Automated documentation access
Description: Link passengers to baggage policies, boarding instructions, or FAQs to streamline self-service.

QR Code placement: Check-in counters, airport kiosks, and self-service terminals.
Frequent flyer signups
Description: Simplify enrollment at boarding zones and ticketing areas, encouraging program participation.

QR Code placement: Boarding gate entrances and airline counters.
Baggage queries and updates
Description: Link to real-time baggage status and extra allowance fee information.

QR Code placement: Check-in areas, baggage drop zones, and boarding zones.
Airports
Wait time dashboards
Description: Give travelers live security queue times or updates via QR Codes.

QR Code placement: Security checkpoint entrances, queue barriers, and digital signage.
Accessibility services
Description: Connect passengers with mobility assistance, accessible route maps, and accommodation services.

QR Code placement: Airport directory kiosks, arrival lobbies and customer service desks, accessibility service desks, elevator areas, and designated assistance zones.
Multilingual assistance
Description: Provide instant language translations and multilingual airport maps for international travelers.

QR Code placement: International arrival gates and immigration areas.

Waiting to board

Airlines
Real-time flight updates
Description: Deliver dynamic notifications on gate changes, delays, or boarding calls.

QR Code placement: Digital boarding pass, messenger apps, and airline app.
Entertainment and alerts
Description: Give travelers quick access to entertainment apps and flight updates.

QR Code placement: Gate display screens, seating areas, and signage.
Maps and directory
Description: Give travelers access to the airport’s indoor map and directory for better navigation.

QR Code placement: Digital gate banners, signage next to kiosks, storefronts, and security exits.
Retail
Special deals and promotions
Description: Drive exclusive promotions and time-sensitive offers to travelers.

QR Code placement: Gate area banners and retail shop fronts.
Tax calculator
Description: Calculate the tax rebate you can claim on goods and services.

QR Code placement: Storefronts and food courts.

In-flight

Media & Entertainment
Wi-Fi access and safety briefings
Description: Provide connection to in-flight wi-fi portals and multilingual safety videos.

QR Code placement: Seatback trays, seat displays, and safety cards.
Destination content
Description: Deliver destination guides, shopping, or dining options in-flight.

QR Code placement: Seatback pockets, in-flight magazines.
Meal service and retail
Brand stories and nutritional information
Description: Link to allergen details, origin stories, and product information on packaging or catalogs.

QR Code placement: Meal trays and packaging of snacks and beverages.
Ordering and delivery
Description: Enable passengers to order duty-free products or meals via QR Codes.

QR Code placement: In-flight catalogs and menu cards.
App downloads
Description: Boost app downloads and introduce flyers to your loyalty program.

QR Code placement: In-flight catalogs and seat displays.

Arrival & ground transportation

Airports
Customs and baggage claims
Description: Link passengers to digital declaration forms and baggage reporting.

QR Code placement: Arrival halls, baggage claim, and immigration waiting zones.
Travel information
Description: Provide details on onward travel options or airport amenities.

QR Code placement: Arrival directories and airport information desks.
Shuttles and transit
Real-time navigation
Description: Offer live transit information and route assistance.

QR Code placement: Shuttle buses, transit maps, and airport/station signage.
Pickup zones
Rides and rules
Description: Place QR Codes to not only let riders book and authenticate rides but also teach them about local norms and laws.

QR Code placement: Pickup zones, taxi stands, airport curbside, and in-cab seatbacks/dashboard/mirror hangings.

Accomodation

Check-in
Guest information and services
Description: Connect guests to hotel directories, service information, and resort guides via QR Codes.

QR Code placement: Hotel lobby, guest room folders, and elevator signage.
Contactless check-in, Wi-Fi access, and digital keys
Description: Allow guests to check in, connect to Wi-Fi, or unlock rooms with one scan.

QR Code placement: Lobby counters, room doors, bedside tables, and folders.
Local experience guides
Description: Provide access to event calendars, partner deals, or location guides.

QR Code placement: Concierge desk, room placards, and hallway signage.
Amenities and loyalty
Sustainability, service menus, and instant loyalty
Description: Link amenities to sustainability information, digital menus, and loyalty enrollment; collect feedback.

QR Code placement: Bathroom counters, in-room service menus, welcome notes, desk items, and around the clubhouse.
Clubhouse services
Description: Guests who wish to get a spa treatment or a haircut after a workout may scan a QR Code to book in advance.

QR Code placement: Salon, hotel lobby, and elevators.
Merch and app downloads
Description: Help guests install apps that track fitness and discover exclusive merch.

QR Code placement: Gym, salon, elevators, and rooms.

Sightseeing

Destination navigation
Live updates, augmented reality (AR) experiences, and navigation
Description: Deliver live itineraries, AR guides, navigation, and alerts for a connected patron experience.

QR Code placement: Tour brochures, attraction tickets, tourism displays, and city map kiosks.
Theme/amusement parks, museums, and cultural centers
Immersive and educational content
Description: Enhance tourist experiences through digital exhibits and audio guides.

QR Code placement: Entrance signage, exhibit displays, and information panels.
Retail and F&B
Augmented reality menus, instant discounts, and product information
Description: Offer digital menu previews, coupons, and product details.

QR Code placement: Restaurant entrances, dining tables, shop windows, and product shelves.

Emergencies & health needs

Pharmacies and clinics
Prescriptions, translations, and telehealth
Description: Allow instant access to dosage instructions, medicine translations, and telehealth appointments.

QR Code placement: Prescription labels, pharmacy checkout, and clinic waiting rooms.
Authorities
Emergency contacts and mapping
Description: Enable travelers to access emergency contact lists and location maps.

QR Code placement: Airport, hotel, city information boards, and embassy lobbies.

Returning home

Hotels and airlines
Digital checkout, invoices, and referral incentives
Description: Simplify departures, deliver receipts, and drive return business through rewards.

QR Code placement: Room doors, checkout desks, post-stay emails, and airline lounges.
Retail and tours
Delivery, memory albums, and community
Description: Provide post-purchase tracking, trip photo albums, and community invitations.

QR Code placement: Post-visit emails, thank you notes, retail receipts, and tour pamphlets.
Feedback and retargeting
Reviews, loyalty offers, and re-engagement
Description: Gather reviews, launch offers, and trigger marketing journeys with a scan.

QR Code placement: Post-visit emails, invoices, and loyalty program communications.

Create free QR Codes for the above use cases.

Create free QR Codes

Top use cases & placements

Businesses should focus their QR Codes on these high-converting use cases and their corresponding placement points.
Digital menu access

Contactless digital menu QRs on tables, receipts, and promotional collateral drive industry‐leading engagement. Mobile-optimized “digital menu” layouts are proven across industries to maximize conversions.

QR Code-fueled app downloads on event tickets, loyalty programs, and promotional assets deliver consistent engagement and show how campaigns extend relationships beyond a single visit.

Hotel directories, resort guides, and service information delivered via QR Code replace static materials and enable instant updates, driving repeat engagement.

Nearly 60% of marketers used QR Codes last year, but many just placed them on flyers or signage without eyeing the broader user experience. Only a small number tracked how people actually interacted with them, and an even smaller percentage used inputs to do anything about it.

Maps, brochures, and educational assets served via dynamic QR Codes reduce print costs and allow instant content updates via messenger apps, emails, and appropriate physical touchpoints.

Find the right use cases for you that convert.

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 Pro-tips

To make the most of your QR Code placement, as a brand you need to consider these pointers.
Prioritize dynamic QR Codes

Dynamic codes with tracking capabilities generate significantly higher engagement than static codes. In fact, 18% of dynamic QR Codes generate 99% of engagement.

Position restaurant menu QR Codes tactfully

These are proven high-performers. Extend these QR Codes beyond dining tables to hotel lobbies and tourism materials. Ensure mobile-friendly layout for optimal scanability.

Use QR Codes for app downloads

App download campaigns can show strong ROI, especially when placed at key decision moments like check-in or boarding.

Cross-promote services

Hotels successfully link dining, activities, and guest services through strategic QR Code placement across multiple touchpoints.

Prioritize dynamic QR Codes
Dynamic codes with tracking capabilities generate significantly higher engagement than static codes. In fact, 18% of dynamic QR Codes generate 99% of engagement.
Position restaurant menu QR Codes tactfully
These are proven high-performers. Extend these QR Codes beyond dining tables to hotel lobbies and tourism materials. Ensure mobile-friendly layout for optimal scanability.
Use QR Codes for app downloads
App download campaigns can show strong ROI, especially when placed at key decision moments like check-in or boarding.
Cross-promote services
Hotels successfully link dining, activities, and guest services through strategic QR Code placement across multiple touchpoints.
Individualize your content

Customize QR Code destinations based on behavior and first-party data to increase relevance.

Provide multilingual support

Offer multi-language content for international visitors, especially in high-tourism areas.

Create personalized landing pages

Landing pages outperform direct website links.

Implement Smart Rules

Smart Rules enable dynamic content based on time, location, or user segment.

Individualize your content
Customize QR Code destinations based on behavior and first-party data to increase relevance.
Provide multilingual support
Offer multi-language content for international visitors, especially in high-tourism areas.
Create personalized landing pages
Landing pages outperform direct website links.
Implement Smart Rules
Smart Rules enable dynamic content based on time, location, or user segment.
Events = volume

Sports, fitness, and cultural events generate consistently high scan rates compared to everyday placements.

Maintain contactless experiences

Contactless experiences remain critical for health-conscious consumers.

Connect to retention programs

Link QR Code experiences to loyalty and rewards programs to improve retention.

Integrate with existing touchpoints

QR Codes perform better when added to existing materials. QR Codes are most successful in the transportation sector when integrated into existing customer touchpoints (bills, marketing materials) rather than as standalone digital initiatives.

Events = volume
Sports, fitness, and cultural events generate consistently high scan rates compared to everyday placements.
Maintain contactless experiences
Contactless experiences remain critical for health-conscious consumers.
Connect to retention programs
Link QR Code experiences to loyalty and rewards programs to improve retention.
Integrate with existing touchpoints
QR Codes perform better when added to existing materials. QR Codes are most successful in the transportation sector when integrated into existing customer touchpoints (bills, marketing materials) rather than as standalone digital initiatives.

Speak to our experts to make the most of your QR Codes.

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What happens after you get your QR Code placement right?

QR Code placement is only the beginning. What matters next is how brands harness data and technology to convert every scan into continuous measurable engagement.
Analytics

Look behind a QR Code scan with enterprise-grade analytics that show you scan volume, location data, device type, and timing patterns. This lets you see which placements actually work and adjust the strategy in real time. Every scan helps you understand your audience better and refine messaging, placement, and audience segmentation, so your marketers can prove ROI down to the specific moment, place, device, and channel.

Dynamic content

Unlike static codes, dynamic QR Code campaigns can be updated after printing. These campaigns trigger different experiences based on time, location, language, or user segment without reprinting or redesigning materials. This means your code remains relevant as contexts and offers evolve, boosting engagement with personalized content.

Compliance

When your marketers collect and use data from QR Code scans, they need to do it securely and transparently to maintain trust with every guest, traveler, and consumer. Your QR Codes should be compliant, secure, flexible, transparent, traceable, and future-ready. Ensure your QR Code platform is GS1, GDPR, and SOC 2 Type 2 compliant.

Integrations

You can set up tracking and analytics easily with the help of integrations across CRMs, email platforms, analytics, and other third-party tools. Integrations also enable bulk creation, real-time retargeting, and streamlined campaign management.

Attribution and retargeting

Every offline QR Code scan can be linked to online customer journeys. Brands can use these connections to boost loyalty, drive upsells, and reactivate users while respecting privacy and consent. Retargeting becomes measurable and actionable by using real-world engagement to power user journeys.

How can Uniqode help?

Every use case and feature you encountered in this report has been tried and tested with Uniqode’s 50,000+ globally diverse businesses with locally diverse needs.

With a holistic QR Code management suite, Uniqode specializes in using QR Codes to orchestrate entire user journeys to, ultimately, reduce hassle, spark satisfaction, boost retention, and build loyalty.

The ubiquity of QR Codes makes them the ultimate CTA across the board.

Remember—QR Codes don’t just link, they convert.

Make every scan count.