There are actually professional ‘scentologists’ who claim that perfumed products used in hotels can play a major role in brand recognition. Scent, after all, is our strongest kind of memory. Think your grandmother’s perfume or that of you Mom or teacher. Remember how they smelled?
Sue Phillips, president of Scenterprises says, “75% of our emotions are generated by what we smell. The Through ‘scenstory’ marketing the hotel enhances the customer appreciation and builds a positive connection to the brand.” “Introducing the right scent plays a vital role in the environment – and this is very carefully considered - whether it is elegant, welcoming or exhilarating. Examples are: fresh (for an airy ocean facing property); comfortable and woodsy (for a great ski resort); or sophisticated with floral spicy notes for a luxury hotel. Adding a scent solution completes the environment and ultimately creates a memorable customer experience. Also, the added value of ‘bringing back the scent’ with either a room spray or candle, reinforces the ‘scent-memory’ and is a compelling way for guests to want to return to the property. While there are many ‘generic’ scents used in hotels, the use of a signature scent to extend the brand image is a compelling way to attract the customer to ensure a return visit.”
Follow your nose to these hotels that have taken to employing special scents to arouse the senses of their clientele:
- The new Marti Istanbul Hotel permeates an inviting scent created by Turkey-based Scent Linq called White Tea that blends hints of freshness and sweetness for a clean, calming bouquet that is diffused throughout the hotel using unique technology developed by SCENT LINQ, an Istanbul-based scent company.
- Dukes St. James in London greets guests with the welcoming scent of Hyacinth and Bluebell scented candles from Floris London. Floris is a perfume shop located steps from the hotel at 89 Jermyn Street that dates back to the 1700s and has been a favorite of the royals and other iconic figures over the years. The Hyacinth and Bluebell fragrance is described as such: “Fresh leafy notes accent the floral accord of spring flowers, dominated by hyacinth and bluebell and spiced with a touch of carnation. Heliotrope and ylang ylang sustain the floral theme which is underscored by a soft balsamic and woody base in this cool green floral fragrance.”
- Lungarno Collection features a fragrance line, Tuscan Soul by Salvatore Ferragamo, which expresses natural beauty and authentic well-being that pays tribute to the heart and soul of Tuscany. The ingredients, which include tangy citrus, exude freshness and are delicately blended with refined floral and precious woody notes for an absolute well-being. The scent is available exclusively for suite guests in Florence and in Rome.
- Guests of the Dolder Grand in Zurich, Switzerland are treated to a scent-ual journey with specialty “scent boxes” in the hotel’s halls and spa. The “Event Scent” is placed in the halls of the main building and local Swiss company, Farfalla, creates exclusive bouquets of fresh floral fragrances for the Dolder Grand Spa.
- The soon-to-open eco-friendly Hotel Vermont in Burlington is partnering with Lunaroma to develop a custom line of aromatherapy-style bath products, bedside linen spray, and an aromatherapy menu. Lunaroma creates luxury products that reveal the true art and science of “aromatic blending,” and avoids all synthetic fragrances, petroleum based products, and animal ingredients. The aromatic products are crafted using local products such as Vermont Honey, Beeswax, and organic/wild-crafted sources, and are made in the tradition of an old apothecary, fresh upon order.
- The Springs Eternal Spa at the Omni Bedford Springs Resort offers a signature scent incorporating cucumber root. To create the signature blend, the spa worked closely with Soy Beam, Inc. to survey the indigenous plants growing on resort grounds including berries, trees, flowers, herbs and greens. The end result was the honeysuckle and cucumber blend.
- The Renaissance Blackstone in downtown Chicago uses a Shiso Tea Leaf scent throughout the historic Grant Park hotel. The scent combines tea, lemon leaf, lime, white mint, tuberose, jasmine, gardenia and lily of the valley to create a smell that is both distinctive and inviting.
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