Aroma marketing as a tool for communication. Fragrances in the hotel business
A scent — it’s a sensory instrument of the marketing. Aroma marketing is one of the advertising channels of interaction with customers, which, together with other tools, helps to increase the customer audience and interact more effectively with it. Neuromarketing works – aromas are associated with certain emotions, creating the mood you need for the client: joy, desire for communication, etc. As a result, sales grow, customer feedback is improved, and a positive image of the company is maintained.
The main task of the fragrance is to create a unique composition that will sound in unison with the key message of the brand. FRAGRANCE is an advertising tool that does not require constant rethinking. the main task is to create a unique composition that will sound in unison with the key message of the brand.
Fragrance in trade is aimed at strengthening consumer-brand ties and monetization. The emotion and positioning of the business through aroma will last a very long time: people remember smells better than, for example, visual images.
When you need to improve sales on the market or attract a larger audience, the aromatization of the premises will work successfully.
A unique fragrance is the same part of identity as a logo or corporate identity.
How does it work in the hotel business?
The situation: the visitor, coming to the hotel or hostel, first of all, pays attention to comfort, coziness and purity of air. You have provided the customer with exclusive interiors, first-class room equipment and impeccable service. But the room smells of tobacco smoke, and the hallway smells of the kitchen. You will not be able to convince the client that your institution has a «brand». If you add pleasant aromatic compositions, it will improve the mood of customers, reduce their stress levels and increase confidence in you. the probability of re-appeal will increase significantly.
Let’s look at the example of cases:
- One of the hotels recommended by Forbes Travel Guide is Vdara Hotel & Spa, which uses the fragrance of green fig in the lobby, while Spa & Salon Vdara is filled with the pleasant fragrance of grapefruit. the hospitality industry is capitalizing on aroma marketing and leveraging the power of aroma to instantly evoke memories and emotions for the benefit of its brand.
- The Sofitel, Le Meridién and The Ritz-Carlton hotel chains have long been distributing their unique fragrances extensively in their hotel complexes, but more local brands have begun to focus on fragrance as well. In fact, many of them have taken the next step in popularizing their exclusive fragrance and started selling hotel fragrance in sprays, sticks and candles to hotel guest.
- The hotel Mandarin Oriental took inspiration from the name of the hotel and therefore built a bouquet of fragrance around a note of mandarin. And we believed the hoteliers that the smells of these scents will make guests associate the hotel brand with positive memories and emotions, strengthen the brand and facilitate repeat sales. “Perhaps a woody tobacco aroma is better suited for a men`s club hotel furnished with dark woods and leather, while a lighter, floral-citrus blend would work better for a spacious garden hotel and spa,” says Jennifer Dublino, COO. Fragrance Marketing Institute.
- The Gramercy Park hotel, for which hotelier Ian Schrager commissioned the renowned perfume creator Le Labo in New York to come up with an individual hotel fragrance. The founder of Le Labo, Fabrice Penot, uses the hotel to find the direction of the fragrance of the composition during the construction phase of the hotel. The duo realized that the fireplace was central to the lobby and reflected this in the base of the fragrance, combining the fragrance of wood and light leather tones. This exclusive fragrance later formed the basis of a signature candle called Cade 26. For $ 90, the candle can be purchased from the Gramercy Park Hotel.
- Westin, Sheraton, Marriott and Shangri-La Hotels are clients of Scentair Technologies (USA): Many luxury hotel fragrances share common ingredients. Tea and citrus are popular choices, and figs are “a very hot trend in many fragrance compositions,” according to Edward Burke, the company’s director of marketing. Vanilla, citrus and green tea notes are favorites and are well received by both women and men, Dublin adds.
6) W Hotels, L’Hôtel Le Bristol and Hôtel Costes in Paris, and The Langham Hotels all sell their fragrances in some form. successful aroma branding in the hospitality business not only builds brand loyalty, but also generates regular guests and generates additional income from the sale of flavored branded souvenirs.
7) Vdara Hotel & Spa impresses guests. You can not only buy their signature fragrance in the lobby with a touch of fig, you can recreate a hotel room in your home by purchasing hotel robes, pillows and even specially designed Sealy mattresses.
8) The chain of luxury hotels St. Regis Hotels & Resorts has created its own individual fragrance based on rose, sweet peas and pipe tobacco, which creates a sense of success and comfort in the customer’s memory. And the Abercrombie & Fitch brand has developed the Fierce perfume (citrus and woody notes, jasmine, rosemary, musk); using simple equipment (a diffuser to fragrance the air), they sprayed it in their stores. As a result, it has become the brand’s signature fragrance that all customers will recognize.
9) Rock Hotel (Orlando, USA), the hall was flavored with the smell of waffles and sugar cookies – sales of the ice cream shop increased by 45%.
10) Forbes data One of the British inexpensive hotel chains has offered its guests a new service – to choose the smell of bed linen. For now, you can choose from five flavors – sea breeze, freshly cut grass, homemade apple pie, chocolate or baby powder. The selected fragrance will be used to flavor pillowcases and sheets. The fragrance lasts for a week. If the client really likes the fragrance, you can buy sheets and pillowcases and take them with you. This idea has already been implemented in hotels in Edinburgh, Newcastle, Birmingham, Nottingham and in a hotel near Terminal 5 of Heathrow Airport.
The client is in a good mood – a generous client.
We are sure you’re already interested in this approach. Waiting for you in our olfactory space in Kyiv (100 Velyka Vasylkivska Street), where our team led by CEO Khrystyna Kurhanska creates new fragrances for Ukrainian brands every day.