Search
Log-in

The Fragrant Value of Hotel Scent Branding

I distinctly remember walking into The Ritz-Carlton, Aruba two years ago and smelling a sweet fragrance permeating throughout the property. It wasn’t overwhelming but made an immediate impression. Made specifically for the hotel, the signature scent—a mix of passionfruit and Hyacinth—is pumped through the air vents and creates as an additional sensory experience for guests. A feeling the property was banking on long before I stepped foot within its walls.

Scent branding is not a new, or particularly earth shattering. But it’s grown so fast over the last decade that it’s basically a norm now for hoteliers to offer signature scents from Day 1. Take for example, The Bernic Hotel in Midtown Manhattan. It opens on July 15 but has already established its signature scent: white tea and fig.

There’s a reason the trend hasn’t gone away, and is in fact, overtaking our senses within the hospitality industry. According to Forbes, Mandarin Oriental’s branding specialists stated that “hotel guests remember what they smell two times longer and more vividly than what they see or hear.” The Sense of Smell Institute urges that after a year, the human nose can recall smells with 65 percent accuracy. In comparison, after three months, there is only a 50 percent accuracy of visuals. Plus, 75 percent of the emotions we generate daily are affected by smell. Needless to say, scent branding is an invisible marketing investment that really pays off.

Nicolle Monico

Nicolle is an award-winning writer and Travel Editor using her expertise in the industry to write about luxury travel around the world. You can find her daily searching the web for the latest trends, best new hotels and most beautiful destinations to visit and share with her readers. She's been featured on The Huffington Post, Hard Assets, AMD Entertainment and Remy Martin. In 2014, she was vo...(Read More)

Around the web