The power of fragrance in hospitality

The sense of smell is one of the most highly developed senses. Humans can distinguish about a trillion different scent combinations, and our sense of smell is highly distinctive. Even when we struggle to identify certain smells, our olfactory sense perceives and evokes past-related experiences and emotions that are deeply embedded in our memory. The sense of smell is an important part of the immersive experience; it is a sensory receptor that connects the central nervous system with the outside world; of all the senses, it represents the one that acts the fastest and captures deep emotions, releasing memories with stronger intensity than the other senses.

Smell is one of the most developed senses.

Humans are able to distinguish about a trillion different scent combinations, and the our sense of smell is highly distinctive. Even when we do struggle to identify certain smells, our olfactory sense perceives and evokes experiences and emotions related to the past that are deeply rooted in our memory.

The sense of smell is an important part of the immersive experience; it is a sensory receptor that connects the central nervous system with the outside world; of all the senses, it represents the one that acts the fastest and captures deep emotions, releasing memories with stronger intensity than the other senses.

Our research: the importance of fragrance

Premium Scenting collaborated with the independent research firm Wainut Unlimited. The study showed that the difference in emotional involvement in experiences, with and without the addition of scenting, and 38%, a significant 99% increase over the perception of no scenting. In other words, fragrance amplifies customer perception and has enormous potential for sensory design of the hotel. Gli hotel possono sfruttare le potenzialità della scenting as an effective tool in creating a brand that can offer guests engaging experiences and unique. The fragrance can be associated with a brand by offering a personalized olfactory signature in all its hotels, or it can be reinterpreted, in different ways, locally.Scenting can become an effective tool to convey different sensations; comfort, familiarity, emotion or feeling of well-being-indissolubly linking the Traveler to the sensory nature of the tourist site. Può give a hotel facility, a perception of luxury” and is particularly powerful when associated with the stimulation of the other senses (think of the combination with proposals food and wine, wellness areas, designer furnishings).

Olfactory marketingin the hospitality industry

In hotels, olfactory marketing creates a unique, immediate and deep connection with guests. It can help associate a place with positive memories and emotions; it offers hotels a way to establish an exclusive person-centered relationship; and it helps create comfortable environments.

Olfactory decor in hotels

The use of scenting is becoming more and more important, no longer considered as an accessory element, but as an integral part of a hotel’s design and planning.
A constituent element of the brand, as important as aesthetics, décor and staff professionalism.

Scenting can contribute in 3 ways in complementing the design of a hotel:

– can create a unique and engaging atmosphere
– can become a true communication tool, transforming the brand into an olfactory signature
– can characterize a particular space or area, such as a spa or an event seasonal.

This is why more and more accommodations are using fragrances, such as the international Mariott, Holiday Inn, Sofitel, Le Meridièn, and The Ritz-Carlton chains, as well as smaller establishments such as London’s MontCalm

"Smell is the only one of the 5 senses, which triggers and stimulates an emotional reaction before any other reaction. That is why it arouses great interest for marketing professionals!

Pam Scholder Ellen, Professor

Olfactory marketing

Olfactory marketing, increasingly used in the hospitality world than in the retail sector, leverages the ability of scents to evoke positive memories present in our olfactory memory and, at the same time, intends to create positive associations between the customer and a brand’s identifying fragrance.

Olfactory marketing is inscribed in the field of sensory marketing, which studies the potential of the 5 senses as a means of communication.

The sense of smell, compared to the other senses, is the only one fully developed from birth and is connected without intermediaries to the brain, specifically to the limbic system deputed to the mamory

Scenting in hotels: how to use its "secret power"

– Differentiate the use of scenting effect according to the environment

– Benefit from the multiplier effect produced by the balanced solicitation of the 5 senses

– Use the first 5 seconds of fragrance impact to make a positive first impression, while the other senses have not yet acted on the guest’s perception.

– Create unique destination-related experiences as a way to attract and retain customers- Strengthen brand connection by linking olfactory signatures to memory and emotion
– Create better environments by encouraging positive reviews on sites such as Tripadvisor
– Use fragrance to influence mood and to convey a sense of well-being throughout the environment
– Adopt fragrance as a dynamic sensory signal to transform common spaces.