The aviation industry suffered some major setbacks during the worst of the Covid-19 pandemic, with many airlines struggling to stay aloft amid travel restrictions being implemented on and off on a global scale. In addition to travel restrictions, the sheer fear that many had for travelling during a pandemic also played a role, even when restrictions were lifted.
Although the industry has seen some recovery since 2020, the aviation industry would do well to deploy every tool at its disposal to win back customers and reinforce positive associations with flying.
Olfactory branding or scent marketing is a tactic being employed by some of the most successful airlines in the world. The power of send marketing is such that it can dramatically alter or improve the emotional and psychological associations that customers have with your brand.
Many tactics are being rolled out by the aviation industry in terms of scent marketing, where it is being used effectively on aeroplanes, as well as in airports and airport lounges.
Reduce Anxiety
Airports are very stressful places. Those travelling are on a strict clock and are no doubt concerned with catching their flights on time and finding the right gate.
Airports are also places of business, with many professionals travelling for business reasons or having meetings in airports. These people are no doubt under pressure and have many things on their minds.
In addition, airports are filled with tourists and sightseers, anxious to get to their destinations while navigating a strange place, as well as numerous friends and family members saying sorrowful goodbyes or enjoying ecstatic hellos.
Needless to say, airports can cause a lot of anxiety for many people. Therefore, some degree of scent marketing can go a long way towards alleviating some of the stress. There are various scent combinations, with several airlines and airports choosing to formulate their own unique scents to differentiate their brands. The overall scent marketing message should be one of calm and of comfort, helping people to relax and reduce anxiety.
Improve Experience
Airports and airlines also have to deal with large numbers of people who, in some cases, have been travelling for many hours. They are undoubtedly tired, frustrated and in dire need of a shower. Having so many people together in confined spaces is a recipe for unpleasant smells, which can have a dramatically negative effect on the way customers remember your brand.
Airlines and airports should implement scenting strategies that combat existing unpleasant odours, while also providing pleasing aromas that reduce stress and boost your customers’ moods.
Scent marketing has been rolled out in various airlines already with success. Singapore Airlines, Delta Airlines, United Airlines and British Airways all enjoy the benefits that come from carefully designed olfactory branding.
Create a great first impression for travellers who use your airline or airport and boost the positive associations they have with your brand. Contact us at Scent.ology today to get started on your scent marketing journey!
