Scents of Success: Harnessing the Power of Olfactory Marketing in the Hotel Industry

Step into the lobby of a luxury hotel, and you may find yourself enveloped in a subtly crafted scent. This is no accident, but a strategic approach known as olfactory marketing. It is a burgeoning field that the hospitality industry is embracing with open arms, recognizing its potential to create lasting impressions, evoke emotions and enhance the overall customer experience.

The Power of Scent

Olfactory marketing, also known as scent marketing, is a strategy that uses smells to influence consumers' behavior and perceptions. Studies have shown that humans remember 35 percent of what they smell, compared to only five percent of what they see, two percent of what they hear, and one percent of what they touch. This highlights the immense potential of olfactory marketing in creating a lasting impression on consumers.

Benefits for Hotels

Brand recognition and customer loyalty. Olfactory marketing serves as a powerful branding tool. Research indicates that customers can recognize a brand by scent alone in 60 percent of cases. By consistently using the same scent across all their properties, hotels can create a unique olfactory signature that fosters a sense of familiarity and loyalty among guests, ultimately improving guest retention rates.

Influencing guest behavior. The presence of a pleasant ambient scent has been found to increase the amount of time customers spend in a store. In a hotel setting, strategic placement of scent diffusers in key areas such as the lobby or café can subtly encourage guests to spend more time, explore the hotel's offerings, and potentially increase their spending.

Creating memorable experiences. Scent has a direct link to the emotional centers of the brain, evoking powerful emotions and memories. By carefully selecting scents that align with their brand and desired guest experience, hotels can create memorable experiences that lead to positive reviews and recommendations, ultimately enhancing their reputation.

Perception of quality. A pleasant scent has the ability to enhance a guest's perception of service quality and overall satisfaction. By incorporating a strategic scent experience, hotels can elevate the guests' overall perception of the hotel and differentiate themselves from competitors.

Choosing the Right Scents

When selecting scents for olfactory marketing, it is important to consider the desired ambiance and target audience. Here are some popular scent options and their effects:

Citrus scents. Lemon, lime and orange scents are refreshing and energizing, creating a vivid and energetic environment. They are excellent for guests eager to explore their new surroundings.

Green tea. With its fresh and exhilarating smell, green tea creates a pleasant and freshening atmosphere, encouraging relaxation and regeneration. It is ideal for hotels that aim to create a more sophisticated ambiance.

Vanilla. The inviting aroma of vanilla inspires sentiments of safety and familiarity, making the hotel lobby feel warm and friendly. It is suitable for guests staying for extended periods.

Lavender. Well-known for its soothing and relaxing effects, lavender contributes to a quiet and tranquil atmosphere in the lobby. It fosters a sense of tranquility and well- being, perfect for calming guests after a long day of travel.

Olfactory marketing is a promising strategy that can significantly enhance the customer experience and potentially increase sales for hotels. By carefully selecting scents that align with the brand and target audience, hotels can create a unique olfactory signature that fosters loyalty, influences guest behavior, creates memorable experiences, and enhances the perception of quality. However, it is crucial to plan and execute olfactory marketing campaigns with precision to ensure the scent is appropriate, appealing, and enhances the overall guest experience.

This blog post tied for Second Place in the Spring 2024 HFTP/MS Global Hospitality Business Graduate Student Blog Competition presented by the HFTP Foundation. Participants are students participating in the Master of Science in Global Hospitality Business, a partnership between the Conrad N. Hilton College of Global Hospitality Leadership at the University of Houston, the School of Hotel and Tourism Management at Hong Kong Polytechnic University and EHL. The blog posts that received the top scores will be published on HFTP Connect. Learn more at HFTP News.

About the Author

Alicia Blomme is a graduate student of the Master in Global Hospitality Business, a partnership between three world-leading hospitality management schools over three continents: EHL Hospitality Business School, The Hong Kong Polytechnic University, and the University of Houston.

References

·     Un sentiment de satisfaction dans les bonnes odeurs.

·     Marketing olfactif pour les hôtels.

·     Marketing olfactif : définition, utilisation et exemples.

·     Marketing olfactif pour les hôtels - Mood Media Belgique.

·     Le marketing olfactif, comment ça marche?

·     Les hôtels se mettent au parfum.