Scent Marketing For Hotels
From boutique bed and breakfasts to luxury hotels, the hospitality industry is quickly catching on to the truth – the nose knows.
Scent marketing is an increasingly popular method for establishing and reinforcing brand identity, while enhancing the customer experience. By engaging your customers olfactory senses, your brand can further guest satisfaction, and encourage customer loyalty and repeat business.
3 Tips to use Ambient Scenting in your hotel with EcoScent
With current technologies it is possible to have beautiful high end fragrances diffused for a small price. EcoScent is here to help you find the fragrance that will be the perfect match for your Hotel brand.
Every brand is unique and your scent should be like your active logo saying how awesome you are in a sniff.
Here are some ways to successfully scent your Hotel and create a positive experience for your guests:
1. Choose a scent that makes sense - Ambient scents can have a positive effect on your guests if the scent seems to match the Hotel’s image. Developing or choosing a scent consists of the same process as choosing your hotels décor or planning your hotels visuals and design.
2. Be consistent - Consistency can be done by using the same scent in all areas of your Hotel. When a scent becomes synonym of your brand and customers start to associate it with you, you’re doing it right.
3. Keep it subtle - The last thing you want is the scent to be overpowering. The scent should be part of the experience, a cuddle rather than a slap in the face. Think of music in a store, it should be an element of the décor. Too soft you won’t hear it at all, too strong it will make you want to leave and annoy you. Same goes for scent, success comes when you barely notice the scent but you enjoy being in this particular space.
Ambient Scenting has now become increasingly popular across Europe for Hoteliers to use to distinguish their hotel brand and to create the right ‘mood’ and a memorable experience for their guests. EcoScent aims to provide business owners the same opportunity to introduce a scent marketing strategy into their business.
BUT, WHAT IS SCENT MARKETING, EXACTLY?
While most businesses in the hospitality industry have long given detailed attention to their visual and auditory presentation, the enhancement of the customer experience through other senses is a relatively new practice.
Scent marketing is the act of engaging your customer through the subtle presentation of sensory elements in to the environment – specifically, by targeting their sense of smell.
When a business presents a sensory experience which engages their customers olfactory senses, it can evoke a favorable subconscious reaction which helps reinforce positive brand associations.
SO, HOW DOES IT WORK?
It’s actually quite scientific. Our sense of smell is closely tied to those areas of the brain which are primarily concerned with the associations between memory and emotion. In fact, scientific research has proven that our sense of smell is one of the most powerful emotional triggers.
Memories associated with a particular olfactory experience tend to be stronger than those without and the recognition of a distinct scent can immediately call up strong images of the place where that scent was first encountered.
WHY IS SCENT MARKETING USEFUL TO THOSE IN HOSPITALITY?
Scent marketing can help create a distinct and long-lasting impression on guests. In fact, many businesses in the hospitality industry have begun creating their own signature fragrances for use throughout the customer experience. From subtle environmental fragrance diffusers, to custom-created toiletries, candles and room sprays, the opportunities for engaging clientele through scent presentation are many.
By infusing your customer experience with scented stimulus, their olfactory memory will be engaged – reinforcing the positive emotional connections between the memory of their experience, and your brand’s unique fragrance.
WHICH SCENT IS BEST FOR YOUR BRAND?
First, a brand should carefully consider its current image. Who is your target audience? What mood does your environment strive to evoke? What feelings would you like to invoke? The scent you adopt should reflect your brand’s unique intentions and goals. (For example, an energizing spa with a primarily female clientele might choose our refreshing London scent or White Tea scent, whereas a relaxation-oriented men’s lounge might choose tones reminiscent of leather or tobacco, Legend and Oud & Citrus are favourites) It’s essential that you consider the environment, location, mood and intention for your space, in order to make an appropriate selection.
Regardless of the scent chosen, it’s essential that your fragrance be carefully applied. To create an ideal customer experience, your fragrance should remain ambient – meaning it should subtly permeate the space, without intrusion or immediate perception.
Many businesses have found it helpful to consult a qualified professional when considering scent marketing. EcoScent can help you, the first step is to assist our clients with the careful selection of fragrances among the many options that best support the overall experience your brand aims to achieve.
A professional is also recommended because it’s not easy to correctly incorporate scent in your environment. There are customer sensitivities to be aware of, plus you want to ensure that the scent is dispersed at the ideal level.
To learn more about obtaining a unique sensory experience perfect for your environment and clientele contact the experts at EcoScent today.