The use of aromatherapy in the hospitality industry has become almost standard practise ‒ particularly in four- and five-star hotels ‒ because the benefits have become so well-documented and well-proven at this point. Research has shown that most people who experience pleasing smells in a hotel are more likely to associate the hotel with positive memories, making them feel calmer and more relaxed and generally in a better mood overall.
Hotels with inviting scents in their lobbies, lounges, restaurants and rooms not only create an enticing atmosphere that makes guests want to linger for longer, but it also creates a powerful connection in the brain between the aroma, emotions and memories. This connection is potent because it can last for many years ‒ even a lifetime ‒ and is designed to create a desire and longing to return for another stay at the hotel. This brand association linked by scent is what scent marketing or olfactory branding is all about. And the more unique it is to a specific hotel experience, the better the results will be on the customer’s psyche in linking the smell with the hotel.
Here are some scents that have been shown to truly enhance guests’ experiences to the point that they never want to leave or at least want to return soon.
Woody
Sandalwood is a very popular choice for hotels because the aroma lowers stress, promotes calmness, and improves sleep. It is often paired well with other woody smells, such as rosewood or cedar, to create a warm and inviting atmosphere that signals comfort and security. It also pairs well with vanilla to create a sweeter and more cosy sensation, or leather aromas to create an earthy and naturalistic feel. These scents are well-known to improve mood and to make one feel more peaceful.
Refreshing
Scents such as lemongrass, lemon blossom, citrus, neroli, white tea and lemon verbena, besides others, are widely thought to make an environment seem fresh, lively and invigorating. These kinds of scents energise those who smell them and can reduce fatigue. These scents also have a soothing effect, lowering anxiety and alleviating depression or stress. Such scents also connote cleanliness. When guests feel like their hotel is clean and that it smells clean, they will feel more relaxed and comfortable.
Sweet
Sweet floral aromas such as lavender, jasmine or patchouli, as well as scents such as coconut, are known to be inviting, soothing and extremely attractive. These scents create inviting atmospheres that make one want to linger, feeling peaceful and calm. These scents can move beyond merely being subconsciously comforting and can actually veer into being consciously and noticeably pleasurable, which is why they should be used in moderation so as not to overwhelm guests.
To find out more about the wide range of scents and diffusers we can offer, contact us a Scent.ology today and get the best advice on your olfactory branding strategy!
