A Lot More Science Goes Into Choosing A Hotel Scent Than You Might Think

Scientists say scents play a major role in forming memories and evoking emotions, so it’s no wonder that hotels are interested in presenting a unique and inviting aroma. Maybe you haven’t paid much attention, but hotels and a number of other hospitality-based businesses are spending big bucks to smell better than the competition.

It’s an entire industry

The marketing world has long been segmented into different specializations, but one that you might not be too familiar with is “scent marketing.” At its root, this field is concerned with using scents to accomplish several goals:

• Increasing brand equity
• Enhancing customer experience
• Improving moods

While you’ll find the results of scent marketing in a host of commercial spaces, it might be most prominent in hotels. After all, these are places where customers are intended to live for days at a time, so providing a constant — and consistent — fragrance is key.

Developing a scent identity

There are several crucial factors at play when it comes to deciding on a trademark aroma. In the case of hotel rooms, there’s scientific evidence suggesting that the scent of lavender boosted happiness. Some hotels choose scents associated with their theme or image, such as a coconut-scented aroma wafting through a Hawaiian-inspired lobby.

Of course, it’s easy to find evidence of scent marketing just about anywhere you go. Starbucks, for example, has long prioritized the aroma of its roasted beans to boost customer loyalty and brand identity.

While that strategy clearly paid off for Starbucks, other businesses have tried it with less success. A number of scent marketing failures have either been displeasing to a wide number of customers or even been blamed for causing headaches.

But those who like the idea have fueled a new industry promising resort-inspired scents in the privacy of your own home.

Chris Agee November 23rd, 2024

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