Key takeaways:
TAMPA, Fla. (April 22, 2026) – Older adults and technology haven’t always had the smoothest relationship. From learning to use email to operating smartphones, each new wave has brought fresh challenges and frustrations. Now, mastering QR codes is the latest hurdle.
New research from the University of South Florida shows when these interactions are difficult, customer satisfaction and loyalty can suffer. Since COVID-19, there’s been a dramatic rise in the use of QR codes, particularly in hospitality settings such as restaurants. This shift has been especially challenging for older adults.
The study, led by USF Assistant Professor Luana Nanu and newly published in the Journal of Hospitality and Tourism Insights , examines how adults ages 60 to 82 experience QR code interactions in hospitality settings – and how those experiences influence their likelihood of returning.
“Senior travelers hold a large amount of spending power, making them key demographics for travel and leisure,” Nanu said. “This research aims to understand if the frustration older adults face with QR codes is enough to make them not want to return to a business.”
The research cohort aimed to explore seniors' experiences when interacting with QR codes by asking open‑ended questions that ranged from ease of use of QR codes to emotional reactions and desired improvements.
The cost of negative tech experiences
Participants had mixed experiences with the technology. Some spoke about their struggles to scan QR codes due to glare, poor placement or small font sizes, which demanded more mental effort and often led to frustration and anger. In contrast, seniors who reported positive experiences with well‑designed QR codes cited a smooth interaction, greater satisfaction and a stronger desire to return to those businesses.
For the second part of the study, Nanu and her team tested whether the experiences identified in the interviews applied to a larger population of older adults. They surveyed hundreds of participants ages 60 and over, using an online questionnaire.
Participants were asked to imagine themselves in a hospitality scenario while interacting with a digital QR code. They then responded to standardized measures assessing ease of use, emotional response, satisfaction and loyalty.
“The survey showed that easy‑to‑use QR codes reduce cognitive load and frustration,” Nanu said. “Those positive experiences, in turn, play a critical role in driving satisfaction and customer loyalty.”
Nanu believes this type of research will become increasingly important as older adults interact with even newer technologies, including artificial intelligence. While older adults can take advantage of courses and available resources to become more technologically confident, she emphasized that responsibility also lies with businesses.
“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.”
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About the University of South Florida
The University of South Florida is a top-ranked research university serving approximately 50,000 students from across the globe at campuses in Tampa, St. Petersburg, Sarasota-Manatee and USF Health. In 2025, U.S. News & World Report recognized USF with its highest overall ranking in university history, as a top 50 public university for the seventh consecutive year and as one of the top 15 best values among all public universities in the nation. U.S. News also ranks the USF Health Morsani College of Medicine as the No. 1 medical school in Florida and in the highest tier nationwide. USF is a member of the Association of American Universities (AAU), a group that includes only the top 3% of universities in the U.S. With an all-time high of $750 million in research funding in 2025 and as a top 20 public university for producing U.S. patents, USF uses innovation to transform lives and shape a better future. The university generates an annual economic impact of nearly $10 billion for the state of Florida. USF’s Division I athletics teams compete in the American Conference. Learn more at www.usf.edu .
Journal of Hospitality and Tourism Insights
Computational simulation/modeling
People
Unlocking loyalty: How digital ease of use shapes memorable experiences and satisfaction for older adults in hospitality
14-Apr-2026