Have you ever smelled something and memories instantly flooded your mind? What about a smell that reminded you of a hotel? If yes, then you were probably exposed to scent marketing. For years, hotels have used the powerful tool of scent to keep guests coming back, and now their clever tricks have been revealed.
What is scent marketing?
Scent marketing, sometimes called scentscaping, is intentionally using scents to trigger emotions in guests, while helping them attach a certain smell to that brand. And according to the Sense of Smell Institute, it really does work! People can remember smells with 65% accuracy after a YEAR since being exposed to the original scent. And out of all senses, smell is the only one that creates an immediate emotional reaction. This is because smell is processed right next to the part in our brains where emotions and memories are kept! Knowing all of this, how do hotels use scent to their advantage?
How are hotels using it?
The answer is pretty simple- they partner with scent professionals. Brands like Doubletree, The Ritz-Carlton and Aloft Hotels work with a company called Scent Air to create their special olfactory blends. Their signature blend is then spread through entrances, reception areas, lobbies, spas, rooms, you name it. Sofitel Hotels & Resorts collaborated with French perfumer Lucien Ferrero to create Essence de Sofitel. The scent is exclusive to Sofitel, but also available for purchase in candle- or mist-form. Most hotels spread their scents through misting machines, but some use shampoo, body wash, oil diffusers and lotion.
Hotel Signature Scents
Curious to see which scents are picked by brands? Take a look:
- Holiday Inn Express – green tea, green florals, exotic herbs, spicy perilla, sheer woods and musk
- Hotel Indigo by IHG – Cranberry Apple Marmalade, Noel, Sugar Cookie or Lavender (depending on the season)
- Westin Hotels – white tea and vanilla
Next time you stay in a hotel, stop and smell the roses…or at least the lobby!
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