If I asked you about your last experience with phygital technology, would you have any idea what I’m talking about? Perhaps not – and yet, phygital technology is exceedingly commonplace in our world, even without an official buzzword. Phygital technology is the term coined to describe the marriage of two very different but equally important experiences: physical and digital. By blending the online and offline worlds within one experience or offering, brands across industries unlock new opportunities for customer engagement while creating a more seamless user experience.

In fact, phygital experiences aren’t just on the horizon; they are already readily adopted by businesses and consumers across all industries. Think about the last time you walked into a McDonalds or a similar fast-food chain – did they have digital kiosks available for self-service in combination with employees at the register? Have you ever utilized the Starbucks mobile app, which allows you to order ahead or scan to purchase and collect rewards once you order at the counter? Have you recently shopped at a grocery retailer that allowed you to scan a QR code to validate your parking rather than paying at the traditional machine? The last time you were at a restaurant, were you instructed by your server to scan the QR code on the table to access the menu?

In so many ways, phygital technology has already transformed how we interact with retailers and service providers, and, unsurprisingly, it has begun its takeover of another industry: hospitality.

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