QR Codes in Hospitality: Impact on Older Adult Satisfaction and Loyalty

A new study from the University of South Florida reveals that poorly designed QR codes in hospitality settings can significantly diminish satisfaction and loyalty among older adults, a demographic with substantial spending power in travel and leisure industries.

The research, led by Assistant Professor Luana Nanu from the USF School of Hospitality and Sport Management, began with 15-minute semi-structured interviews involving adults aged 60 to 82. Participants described challenges such as glare on screens, poorly placed codes, and small font sizes, which increased mental effort and often led to frustration and anger during interactions with QR codes in restaurants, hotels, and similar venues.

In contrast, older adults who encountered well-designed QR codes reported smoother interactions, greater satisfaction, and a stronger intention to return to those businesses. These positive experiences were linked to reduced cognitive load and lower frustration levels, according to Nanu.

To validate these findings across a broader population, Nanu and her team surveyed hundreds of adults aged 60 and older using an online questionnaire. Participants were asked to imagine hospitality scenarios involving digital QR codes and then responded to standardized measures assessing ease of use, emotional response, satisfaction, and loyalty.

The survey confirmed that easy-to-use QR codes reduce cognitive load and frustration, which in turn play a critical role in driving customer satisfaction and loyalty among older adults. Nanu emphasized that this demographic holds significant economic influence, making their experience with technology a key factor for business success in hospitality.

While acknowledging that older adults can improve their technological confidence through courses and available resources, Nanu stressed that businesses bear responsibility for inclusive design. She cautioned against assuming all customers can adapt equally to new digital tools.

“There is always room for improvement when incorporating new technology,” Nanu said. “Printed materials should not disappear from hospitality settings, as many people still prefer a tactile experience. Businesses need to be mindful of age and even disability of their clients. If not, they can risk alienating loyal customers with significant buying power.”

The study, published in the Journal of Hospitality and Tourism Insights, highlights a growing public health and consumer welfare concern: the digital exclusion of older adults in everyday service interactions. As QR codes become more pervasive in dining, travel, and leisure environments post-pandemic, ensuring accessibility is not only a matter of convenience but also of equity and customer retention.

Nanu noted that as emerging technologies like artificial intelligence become more integrated into hospitality services, similar principles of accessible design will be essential. Proactive consideration of age-related variations in vision, dexterity, and digital literacy can help prevent frustration and maintain trust among older patrons.

The findings underscore that technology implementation in service industries must go beyond efficiency and innovation to include usability for all age groups. For businesses, investing in clear, well-placed, and scannable QR codes — alongside maintaining traditional options — may be a simple yet effective way to preserve loyalty and satisfaction among an important customer segment.