Scent can affect our feelings. International research institute Milward Brown found in 2009 that 75 per cent of our emotions are generated by what we smell. More recently, Premium Scenting’s study, The Business Impact of Scent revealed similar results, with 73% of respondents agreeing that a smell has triggered an immediate memory or emotion. If memories evoked by smell are more emotional than memories evoked by other stimuli, it’s possible that scenting can address some of the biggest challenges facing the hotel industry today: influencing repeat visits, creating brand affiliation and providing the very best customer experience.
Innovative hotels around the world have added scent to their marketing arsenal, in the hope of connecting with guests’ emotional, personal needs. A multi-sensory guest environment that uses the power of scent in an understated manner is a great way to connect with customers. These days, simply walking into the lobby of a hotel could thrill your senses, evoking memories of past visits or creating new ones. Each hotel is different too – seeking to engage with each locality so that guests can experience a sense of place.
When scent is well chosen, it can be the beginning of a lasting impression. A powerful attribute in memory formation, scent works fast and is the quickest way to change somebody’s mood or behaviour. Small wonder, then, that more and more hotels are deploying scent in a dramatic and engaging way.
Living up to their bold slogan ‘Stay away from the ordinary’, In BLOOM! in Brussels, Belgium, uses its bespoke scent, called – you guessed it – BLOOM! to reinforce its brand experience and encourage repeat visits. Hotel BLOOM! Quickly realised that scent is on a par with décor and furniture when it comes to the design process – creating a deeper connection with guests by helping them to associate a scent with the hotel and the area where they are based.
Two New York boutique hotels, the Renwick and The Gregory, use scents by artisan producer APOTHEKE to pull together an elevated connection and enhance their one-of-a-kind travel experience. Labelling themselves as a luxury fragrance brand inspired by the unexpected beauty found in life’s simple moments, APOTHEKE embraces the power of scent by using it as a trigger for comforting emotions.
Similarly to In BLOOM!, Andaz hotels and resorts – part of Hyatt – aims to “anchor” guests to the hotel group and the memories associated with their time there by collaborating with The Society of Scent. Each scent tells its own story and is inspired by each individual property and locale worldwide. The idea is to continue to evoke memories of the guest’s experience through scent long after they depart.
At the MontCalm in London, guests can choose from a ‘scent menu’ for their rooms, and create atmospheres according to their mood. The hotel invites a guest to open the door to their bedroom or suite and embrace a familiar aroma that “tantalises your senses reminding you of a perfect summer day, or perhaps awakens your mind, body and spirit.” By opting for scents such as Romantic Touch or Sawgrass, guests are able to enjoy the subtle smells of gentle countryside breezes or aromas to aid relaxation from the outset.
Last but not least, a trip to Barcelona wouldn’t be complete without a stay at the Majestic Hotel and Spa. Partnering with Parisian fragrance house Atelier Cologne, the hotel is proud to flaunt a tailor-made scent. Musc Imperial launched at the Majestic in 2015, and its mix of clary sage, bergamot, and musk throughout the hotel has delighted guests so much that they are now able to purchase the cologne and candle at the Majestic Spa. This year it was awarded Niche Fragrance of the year – the only hotel-inspired fragrance to ever win an award – by the Cosmetic Executive Women (CEW).
If you’re inspired by any of the above and looking to deliver immersive customer experiences through scent marketing, why not learn more about Premium Scenting, the global leader in full-service scent solutions?