The importance of fragrance in luxury hotels
There are many reasons to develop an olfactory marketing concept for hotels.
Here are the main ones:
Guest loyaltyA distinctive scent can enhance the brand experience and leaves a long-lasting impression on guests. When people associate a particular scent with a hotel, memories are awakened, increasing the probability of them returning. Scent leads to brand and recognition.
Atmosphere and well-beingPleasant fragrances consciously and unconsciously accompany the guests' experience. Scent creates a calming and relaxing atmosphere. Hotels use fragrances to promote the well-being of their guests. A mindful approach and professional advice is an advantage here.
Perception of cleanliness:The nose is constantly at work and is always checking the situation. It warns us and helps us to evaluate a situation. A pleasant smell gives guests the impression of cleanliness and freshness. This improves the overall perception of the quality of the hotel and has a calming effect.
Luxury and exclusivity:By choosing exclusive fragrances, luxury hotels reinforce their image. Nowadays, a delightful fragrance is a prerequisite for a stay in a hotel that aims to convey luxury and sophistication. Fragrance turns a stay into a unique experience.
EmotionalOne of the most important aspects is the support of positive emotions during the stay in the hotel. Fragrances play a special role here and have a strong influence on positive feelings. This can lift the mood of guests and contribute to a better overall rating.
Increase length of visit
A pleasant atmosphere allows us to extend the length of time guests stay in specific areas. In some cases, this also supports the sale of extra services.
Sales-promoting fragrances
The right fragrance for the right situation is basically the decisive formula.
What do I expect as a guest in different situations?
The right fragrances to boost sales
Where can we use specific fragrances to promote sales?
- Vanilla, citrusy fragrances: appetising, e.g. in the bar or dining area
- Lavender, green tea: relaxing, e.g. in the spa area
- Jasmine, sandalwood: exclusive, e.g. hotel reception, hotel shop
Scientific background and studies
As a basic principle, the fragrance should match the current situation in which you find yourself. This prevents incoherence in the brain and creates a sense of well-being and supports positive perception.
Pleasant fragrances and their effect
What are pleasant scents?
Floral fragrances
Rose, lavender, jasmine, ylang-ylang, gardenia, orange blossom, violet, apple blossom, peach blossom, lily of the valley, iris
Woody fragrances
Sandalwood, cedar, vetiver, patchouli, stone pine, pine, guaiac wood
Fresh and clean fragrances
Green fragrances, aquatic notes, powdery fragrances, citrusy notes such as lemongrass, bergamot, lime, neroli and verbena, as well as lavender, eucalyptus and mint
Fruity fragrances
Peach, orange, mandarin, grapefruit, blackcurrant, fig, plum, raspberry, strawberry
Spicy fragrances
Cinnamon, cloves, sage, rosemary, basil, thyme, tobacco, vanilla, aniseed, nutmeg, hazelnut, amber, musk, tonka, ginger, pepper
How do fragrances influence our well-being?
Fragrances influence our well-being because they are directly linked to our brain and emotional centres. The sense of smell is closely linked to the limbic system, the part of the brain that controls emotions, memories and behaviour. Scent can influence the following areas:
- Emotional response
- Memories
- Moods
- Sleep improvement
- Promote concentration
-
Motivate and reduce stress
Fragrances for different rooms of the hotel
Which fragrance and in which room?
This is an important concept of olfactory marketing
Lobby and reception area
Fragrance as a brand: elegant and international, can also be a little more exciting e.g. N°33 Sandalwood or N°9 White Flower
Guest room
Fragrance as a brand: matching the ambience e.g. where there's wood, it can also smell of wood
Spa and wellness area
Calming light nuances, e.g. N°21 Green Tea or N°22 Acqua
Conference rooms
Concentration-boosting and light, pleasant fragrances, e.g. N°15 Lemongrass
Tips for the right fragrance intensity
Very light scent molecules are also perceived, sometimes even unconsciously.
It is wise to be mindful of the limits of perception, unless a marketing strategy takes the lead. Fragrance should be an accompaniment and not the centre of attention.
Frequently asked questions about hotel fragrances
How do you choose the right fragrance for a hotel?
Criteria that must be taken into consideration:
- Brand identity and style of the hotel
- Location of the hotel
- Target group to consider
- Atmosphere of the hotel
- Space effect
- Seasonality
- Individual fragrance creation (brand)
Which technologies are used for perfuming?
Aerosol fragrance dispensers:
Automatic spray systems release a fine mist of fragrance at regular intervals. They can be used in smaller areas such as bathrooms or corridors. The intervals and intensity of the fragrance can often be customised.
Electric fragrance diffusers:
These devices use heat to vaporise scented oils and diffuse the fragrance throughout the room. They are usually compact and suitable for smaller rooms. Electric diffusers offer the possibility of using different fragrances and regulating the fragrance intensity.
Scented candles:
Scented candles release fragrant scents as they burn and create a cosy atmosphere at the same time. They are more suitable for smaller, intimate areas such as hotel rooms or spas, but are less suitable for large public spaces.
Fragrance sticks (room diffusers):
These consist of a container of scented oil into which porous sticks are dipped. The sticks absorb the oil and slowly release the fragrance into the atmosphere. They are ideal for medium-sized rooms and ensure a subtle, even release of fragrance. The advantage of this method is individual control and they also have a decorative effect.
Are there any health concerns when using fragrances?
Make sure that the manufacturer provides all information. EU legislation is fully up to date and provides the necessary framework for the manufacture of fragrances.
Nevertheless, some people may be sensitive to certain fragrances.
Conclusion
Fragrances in luxury hotels improve the guest experience and strengthen brand loyalty. Targeted fragrances in different hotel areas create a pleasant atmosphere that promotes well-being, stimulates positive emotions and supports the perception of cleanliness and exclusivity. Appropriate fragrance concepts can also extend the length of stay and promote sales. The right choice and use of fragrances, matched to the hotel brand and target group, is crucial.
