Venturing into a new dimension of guest experience, luxury hotels are now adopting the art of scent branding. This strategic use of fragrance strives to evoke potent emotions and lasting memories, deepening a guest's bond with the hotelier.
Historically, luxury hotels have leaned heavily on visuals and sounds, with striking decor and soothing music setting the ambiance. However, the recent introduction of bespoke fragrances signifies a holistic approach to hospitality. This article explores how hotels employ scent branding to create olfactory experiences that bolster engagement and loyalty.
Fragrance and scent have been proven to have a profound impact on our senses, so it only makes sense that luxury hotels want to capitalize on the opportunities that luxury fragrance provides. Numerous studies confirm their ability to evoke a certain mood or feeling, underscoring the intricate relationship between scent and emotion.
The olfactory system, which governs our sense of smell, is directly linked to the limbic system in our brain, responsible for emotions and memories. This physiological connection explains why certain scents can immediately transport us to a specific time or place, or evoke feelings of comfort, nostalgia, or excitement.
First impressions matter, and luxury hotels understand how relevant this is to the guest experience. As guests step into the hotel lobby, they're not just greeted with visual grandeur but also a special aroma that sets the tone for their stay.
Think about how you feel when you walk into a room filled with the smell of fresh white florals withs hints of vanilla. It's instantly calming and welcoming. Hotels select their entrance fragrances carefully to ensure that the very first whiff offers a sense of comfort and luxury. While a branded smell changes from one hotel brand to another, the goal remains the same. An olfactory greeting serves as a warm welcome, inviting guests into a world of opulence and relaxation.
With a signature fragrance embedded in their guest experience, some of the world’s biggest hospitality brands have been able to distinguish their hospitality brand image. These carefully crafted scents become a part of the hotel’s story, and guests get to experience them throughout their stay.
Branded scents also tap into the deep psychological connection between scent and memory. These distinct fragrances are carefully chosen to evoke a feeling or memory that is based on a brand’s goals. As guests navigate the corridors, dine in the hotel's restaurants, or simply relax in their rooms, the ambient scent is designed to enhance their stay.
Furthermore, this sensory immersion doesn't just end when guests check out. The fragrance lingers, becoming intertwined with their memories of their stay. Months or even years later, a mere whiff of that signature scent can instantly transport them back to the luxurious ambiance, impeccable service, and cherished moments they enjoyed at the hotel.
Many luxury hotels provide guests with a rich, authentic experience of the locale they’re situated in. One of the ways they do this is by curating scents that reflect the essence of their surroundings. By adopting a localized scent profile, these hotels accentuate experiences that drive engagement with the local cultures.
For instance, a luxury resort in Tuscany might infuse its spaces with hints of olive and cypress, immediately transporting guests to the sunlit Tuscan groves. Similarly, a beachfront property in the Maldives might opt for a lighter, oceanic fragrance, reminiscent of the gentle waves and the nearby coral reefs.
Every time guests detect these aromas, they are reminded of their stay and the specific location. This sort of sensory branding ensures that the hotel lives in the guest's memory— long after they have departed from the property.
An immersive experience is an effective way to drive brand engagement and increase loyalty. By offering a holistic sensorial experience, an immersive experience establishes deep connections with the brand. One of the most powerful ways to achieve this is through the power of scent.
For example, imagine walking into a luxury hotel and being greeted by a calming blend of lavender and vanilla. These scents are known to evoke feeling of serenity and purity, immediately setting a tone for your stay. On subsequent visits, even before you see the decor or hear the ambient music, that same fragrance can trigger memories of past stays, reinforcing your bond with that brand.
Luxury hotels, realizing the deep ties between scent and memory, are investing in creating signature fragrances. For instance, the Ritz-Carlton in Miami uses a blend reminiscent of the ocean breeze, immediately setting the vacation mood for their guests. Similarly, Westin Hotels & Resorts use a white tea scent, promoting a sense of wellbeing and calm.
For new hotels, the first step is defining their scent branding strategy. There are several companies such as Karl Winters that have over 10+ years’ experience at delivering differentiation strategies that leverage the power of scent.
Working closely with hoteliers, Karl Winters specializes in crafting scents that are aligned with a brand’s objectives. These fragrances are artfully designed to evoke a particular mood, whether it's creating a serene atmosphere or a lively and youthful vibe. Their unique scent flows throughout the hotel, converting the lobby, common areas, and guest rooms into one harmonious experience.
While there are over 400,000 aromas, it becomes ever so important to choose a strategy that is relevant to your business. While some hotels may prefer a unique branded smell across all their properties, others may prefer several “independent” smells.
As luxury hotels continue to seek innovative ways to stand out, custom scents prove to be an indispensable element in creating an unforgettable stay. They're like a secret weapon that these hotels have at their disposal to ensure that guests engage with the brand in a special and meaningful way.
