The human brain swiftly reacts to scents, influencing unconscious decisions such as making impromptu purchases even before conscious thoughts emerge. Businesses, spanning from clothing stores and gyms to and of course, hotels have adeptly harnessed this intrinsic link between aromas and decision-making.
Through this understanding, they craft compelling and memorable experiences for customers, leveraging the power of fragrances to enhance the overall ambiance and establish a strong bond with their clientele.
Nowadays, the finest hotels in the world care not only about comfy beds and fluffy towels but also prioritize a signature scent, recognizing its equal contribution to the success of the hotel business.
A great scent is that special thing that sticks in people’s memories, making their stay in the hotel super memorable and giving them a sweet reason to keep coming back.
In this article we have prepared simple, understandable, and useful information for both beginners in the field of hotel aromatization and for those who already have experience in introducing fragrances in the hotel business.
EVERYTHING YOU NEED TO KNOW ABOUT HOTEL SCENTS
Hotel scents are not just about creating a pleasant atmosphere; they shape the overall guest experience and are a great tool in the hospitality industry. Hotel scents are strategically selected to influence guests’ perceptions and emotions.
The right fragrance can enhance relaxation, create a welcoming ambiance, and leave a lasting positive impression. The scent is a powerful element in establishing and reinforcing a hotel’s brand identity.
A distinct fragrance becomes synonymous with the brand, contributing to brand recall and differentiation.
Besides that, hotels leverage scents to engage guests on a sensory level. Pleasant aromas contribute to a memorable experience, making guests more likely to return and recommend the hotel to others!
Many hotels choose signature scents, creating a unique hotel aroma identity. These exclusive fragrances are often designed to reflect the hotel’s theme, location, or overall aesthetic.
Some hotels use advanced scent diffusion systems, and HVAC, allowing them to control and customize hotel scents in different areas of the property.
The world of hotel scents evolves with trends. Also, hotels may adapt their fragrances to align with seasonal changes, special events, or emerging consumer preferences.
HOW DO HOTEL SCENTS PLAY INTO HOTEL GUEST SATISFACTION?
Researchers from Hong Kong recently explored how hotels can use fragrances to enhance customer experiences and boost brand loyalty. Their findings indicate that while hotel fragrance contributes to guest enjoyment, it’s most effective when used moderately.
Upon entering a hotel, the hotel smell sets the tone for the stay, creating an immediate positive impression that adds to a feeling of comfort and hospitality. Guests tend to feel more at ease in environments that appeal to their sense of smell.
Using a consistent signature scent reinforces a hotel’s brand identity, becoming a distinctive element associated with the establishment and fostering brand loyalty among guests who encounter the same fragrance during different stays.
Scents possess the unique ability to trigger memories. A pleasant and distinctive fragrance during a guest’s stay creates positive associations, ensuring that the guest recalls the experience fondly and considers a return in the future.
In a competitive hospitality market, hotels aim to stand out, and a signature scent can serve as a unique selling point, differentiating the hotel and making it more memorable to guests.
Hotels actively seeking guest feedback on scents demonstrate a commitment to customization and guest preferences. Adjusting hotel fragrances based on feedback reflects responsiveness to guest needs and a dedication to continuous improvement.
Scent marketing and hotel scents in the hotel industry
Harnessing modern neuromarketing technologies, businesses subtly engage with their target audience on a subconscious level, effortlessly drawing potential customers to their places and cultivating brand loyalty.
A particularly effective method in this realm is aroma marketing, strategically employing selected scents to enhance a person’s motivation to make a purchase.
Research into consumer behavior has revealed that pleasant scents function as a form of information. Being intangible, these scents automatically trigger various impressions in the human brain.
In the tourism industry, where experiences take center stage, people invest significant sums to explore new places and evoke their senses through sights, sounds, tastes, and, importantly, smells – like the fragrant lavender fields of southern France or the invigorating scent of eucalyptus along the Amalfi Coast in Italy.
Hotels capitalize on the power of scents to enhance their appeal, a key aspect of “sensory marketing.”
From infusing hotel lobby scents with the clean and refreshing aroma of citrus to leveraging the stimulating scent of coffee in conference rooms, hotels strategically fill spaces with scents that align with desired atmospheres.
To monetize hotel aromas further, hotels offer branded shower gels and soaps, allowing guests to bring a piece of their vacation home. Using these products in familiar surroundings, individuals can evoke the memories of a happy and peaceful time, potentially fostering a desire to recreate those experiences.
The science-backed notion that the smell of coffee can energize people is utilized in hotel conference rooms to invigorate business guests. In essence, scent marketing is a powerful tool, subtly shaping perceptions and creating memorable experiences in the competitive landscape of the hotel industry.
WHEN SMELL IS THE MAIN ATTRACTION
Each of us has favorite scents, smells of which instantly plunge us into pleasant and exciting nostalgic memories. Try to remember the smell associated with some trip you went on.
Maybe it’s the fragrance of sensual jasmine, or the alluring aroma of a French bakery, or the invigorating salty breeze from the sea? All these etch lasting memories in our minds, often surpassing even the most iconic sights.
When recounting travel experiences, people typically focus on visual elements like amazing buildings, trendy people, or breathtaking landscapes. Yet, some cities captivate us through another sensory avenue – their distinctive scents.
Take the south of Italy, for instance, where the air is filled with the enchanting blend of cedars, cypresses, laurels, and lavender, complemented by the rich aroma of coffee, blossoming trees, and freshly baked goods.
When smell takes center stage, it becomes a dynamic and powerful tool for businesses aiming to create exceptional customer experiences. Wise hoteliers leverage this potent tool by incorporating local scents into their offerings.
Greek hotels, for example, use the delicate fragrance of local orange blossoms, creating associations with nearby orange groves.
Similarly, Positano hotels infuse the essence of local lemon blossoms into their scents and branded cosmetics, while Miami hotels embrace the fresh notes of ocean breeze in their aromatization efforts. Thus, for some hotels, the fragrance itself becomes a defining element of their brand identity. Crafting a signature hotel collection scent sets a brand apart, fostering recognition and loyalty.