LET’S EXPLORE WHAT INVISIBLE POWER LOOKS LIKE
Olfactory marketing is emerging as a core element of strategies to create unique and memorable experiences in hotels. Everything visible to guests is important – the furnishings in the lobby, the bedding and decorations in the rooms – but fragrances have an invisible influence on their wellbeing. For hotels that pay attention to their signature scent, the unsuspected power of fragrances yields tangible results when it comes to guest satisfaction survey responses, room reservation rates and revenue.
Learn how Scentys, a major player in olfactory marketing, is turning hotel spaces into bona fide sensory destinations.
THE IMPACT OF FRAGRANCES ON HOTEL SPACES
People experience luxury hotels like theater décors. They become actors in scenes in which a hundred different rituals play out every day to bring the art of hospitality to life. Experiential luxury is embodied in each detail, creating enchantment through service and ambiance, the unique atmosphere of a place that exists outside of time.
Guests are looking for more than a comfortable mattress or design furniture. They want a moment of peace, a deeply relaxing experience in a unique environment that awakens all five senses.
A few notes of perfume will subtly help generate positive emotions and create an ambiance so serene that time ceases to exist.
Guests who feel good in a place will want to stay longer and will often happily consume more.
Olfactory marketing plays a role at all these levels. It:
- Improves guests’ perception of the quality of their stay,
- Favors impulse buying, perhaps ordering something extra at breakfast, taking home a monogrammed bathrobe, or booking time for self-care at the hotel spa,
- Increases loyalty to the hotel,
- Gives guests the impression they are in a high-end hotel, regardless of the cost of their room.
A signature scent captures the spirit of a place. In the hospitality industry, and especially in hotels, the key is to choose or formulate an olfactory ambiance that corresponds to the brand image.
Some hotel chains and palaces even select different scents for different areas: the fresh smell of madeleines in the breakfast room, a faint, clean floral scent in the hallways, an elegant wood fragrance in the lobby, an aromatherapy diffuser in the spa, notes of leather in the closets…