The Science of Scent: Why Fragrance Design Is Key to Guest Loyalty in Hospitality
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Have you ever walked into a hotel lobby and been immediately transported by its scent? Maybe it was a calming lavender note, a refreshing burst of citrus, or a warm, woody aroma. That scent wasn’t an accident. Fragrance design is a powerful tool in hospitality, influencing how guests feel, remember, and connect with a space. As Bo Zacharchuk, Group Product Manager – APAC / ME of Hunter Amenities, puts it, ‘A well-chosen scent has the unique ability to transform a hotel stay into a cherished memory, leaving a lasting impression long after check-out.’ In an industry where guest loyalty is everything, understanding the science of scent can give hotels a significant edge.
Why Scent Matters
The human sense of smell is uniquely tied to memory and emotion. According to research from Dr. Rachel Herz, a leading expert on the psychology of smell, scents are processed by the olfactory bulb, which is directly connected to the brain’s limbic system—the center for emotions and memories. This explains why certain smells can instantly trigger memories or feelings. For hotels, this connection means that a well-crafted fragrance can evoke positive emotions, enhance brand recognition, and create lasting impressions. Guests are even 100 times more likely to remember a scent over something they see, hear, or touch (Sense of Smell Institute).
Enhancing the Guest Experience
A hotel’s scent strategy can elevate every aspect of the guest journey. In the lobby, a welcoming scent sets the tone and makes guests feel valued as soon as they walk in. In guest rooms, calming fragrances like lavender or chamomile help guests unwind, while uplifting scents like citrus energise their mornings. In spa areas, eucalyptus or rosemary amplify relaxation, while custom scents in event spaces make weddings and conferences even more memorable.
Scent Strategies from Leading Brands
Some of the most iconic hospitality brands have embraced scent design. The Ritz-Carlton’s signature “Black Orchid” fragrance is infused throughout their properties, becoming a hallmark of their guest experience. Guests even purchase the scent to recreate the ambiance at home. Similarly, Westin Hotels’ “White Tea” scent, strategically diffused in lobbies and guest rooms, reinforces their wellness-focused identity and enhances guest satisfaction. Boutique properties are also leveraging custom scents to tell unique stories, from ocean-inspired aromas for coastal retreats to pine and cedarwood for mountain lodges.
The Art and Science of Crafting a Signature Scent
Creating a signature scent involves blending top, middle, and base notes to craft a multidimensional fragrance. Top notes, like citrus or herbs, provide the first impression, while middle notes, such as florals or spices, form the heart of the scent. Base notes, including wood, amber, or vanilla, leave a lasting impression. This layering ensures that the fragrance evolves over time, engaging guests from the moment they arrive until long after they leave.
Scent as a Business Strategy
A signature scent isn’t just a thoughtful touch—it’s a strategic tool. Emotional connections drive 70% of brand loyalty, according to Harvard Business School. Scent marketing taps into these emotions, creating an intangible bond between the guest and the brand. When guests associate a positive experience with a specific scent, they’re more likely to return, recommend the property, or purchase branded candles, diffusers, or sprays to bring the scent home.
Tailoring fragrances to different spaces ensures that each area complements its purpose, whether it’s energising a lobby or creating a calming retreat in guest rooms. Offering the signature scent as a retail product extends the brand experience into guests’ homes, deepening their loyalty and connection to the space.
Scent is a subtle yet transformative element in hospitality. It shapes first impressions, enhances guest experiences, and builds emotional connections that foster loyalty. As Bo explains, ‘When scent aligns with a brand’s identity, it creates an emotional bond that guests can feel instantly and recall effortlessly.’ After all, a guest might forget the thread count of their sheets or the view from their room, but they’ll always remember how a place made them feel – and scent is at the heart of that memory.
Ready to make scent your secret weapon for guest loyalty? Let’s start the conversation. Share your thoughts or reach out to explore how fragrance design can elevate your brand.