What is Scent Marketing and How Does It Attract Hotel Guests?

Ritzy hotels use this subtle technique to leave their guests with a lasting impression. You can too.

I’m often hit with the scent of luxury when I pass a high-end hotel on the street. Stepping into one smells even more divine. Some smells just feel expensive, and it always leaves me wanting to come back.

Sensory marketing is under-discussed, but it shouldn’t be written off. High-end luxury hotels use it and so does one of the most well-known enterprises, Disney. You don’t have to be the Ritz-Carlton to evoke that sense of class and comfort. The strategic use of scents can create lasting impressions, evoke emotions, and contribute significantly to a hotel’s brand identity. It can create a sense of nostalgia, taking former guests back in time to their stay with you when they smell something similar.

In-house neuroscience consultant at Children of Earth Skincare Jennifer Newson told the Washington Post, “Our olfactory system is unique compared to our other sensory systems in that the pathways from the nose and olfactory bulb go directly into memory and emotion centers in the brain…”

Smells often linger with us in ways that other sensory stimuli don’t. There’s a reason why candles are so popular! Scent marketing taps into this connection, allowing hotels to craft unique, signature fragrances that become synonymous with their brand. Hotels typically utilize this by adding their chosen fragrance to HVAC systems so that a steady, even stream is sent throughout chosen areas.

Creating a signature scent

Scent 12.29 is a popular choice with luxury hospitality brands. It’s used by Hyatt and Ritz-Carlton hotels. Valentino also uses it at their fashion shows and in their Paris and Milan showrooms.

However, you don’t have to go out of your way to use that same smell. Having your own signature scent can have a big impact. Developing a signature scent for your hotel is the first step in effective scent marketing. The fragrance should complement the overall ambiance of your property, and leave a positive and lasting impression on guests. Collaborating with professional perfumers can help craft a unique and memorable scent. If you don’t want to create a fragrance from scratch, there are plenty of existing options out there.

Like 12.29, you can even infuse the scent into candles, lotions, etc. so guests can bring you home with them.

But once you have your scent figured out, where do you diffuse it?

Lobby and other common areas

Outside of pleasing architecture and landscaping, your lobby is where you can immediately impress your guests. It’s the ideal spot to begin your scent marketing. Consider the first impression you want guests to have as they enter your building. A welcoming and inviting fragrance can set the tone for a positive stay. For instance, a blend of citrus and herbal notes can convey freshness and energy, while warm vanilla and amber tones may create a sense of comfort and relaxation.

Guest rooms

Extend the sensory experience into guest rooms by incorporating your chosen scent, but subtly. Scent diffusers or linen sprays infused with your unique fragrance can provide a consistent relaxing experience. Be mindful of the potency of the scent to ensure it enhances rather than overwhelms the guest’s space.

Restaurants, bars, and other dining areas

The dining experience is about more than just taste – it should engage all the senses. A carefully chosen scent in restaurant and dining areas can complement the dining atmosphere without overwhelming the scent of food. For example, a seaside hotel might opt for a fresh, oceanic fragrance. A dim, warm-toned bar may be geared toward something with more woody tones.

Event spaces

If your hotel hosts conferences, weddings, or other events, scent marketing can be a powerful tool to enhance the ambiance. Tailor the scent to the specific occasion, whether it’s a romantic wedding with floral notes or a corporate event with energizing citrus tones. If your signature scent fits the occasion, you can stick to that too. This way you leave event attendees with a lasting impression that they’ll recognize.