Luxury hotels go to great lengths to create an unforgettable guest experience—plush bedding, ambient lighting, curated music, and impeccable service. But there’s one powerful yet often overlooked element that can significantly impact guest satisfaction, brand loyalty, and even revenue: scent branding.
The Invisible Luxury Touch
Scent is deeply connected to memory and emotions. Studies show that people recall scents with 65% accuracy after a year, compared to just 50% for visual cues after only three months. That means a signature scent can create lasting, emotional connections between guests and your hotel. A guest who walks into your lobby and instantly feels relaxed or energized—without quite knowing why—is experiencing the power of ambient scenting.
Turning Scent into Revenue
Beyond just being an elegant touch, scent branding has a direct impact on a hotel’s bottom line. Here’s how:
Boosting Brand Recognition & Loyalty
Luxury is all about exclusivity. When a hotel develops a signature scent, it becomes a unique and recognizable element of the brand. Guests begin to associate that specific fragrance with relaxation, comfort, and indulgence, reinforcing their emotional connection to the hotel. This increases the likelihood of repeat bookings and positive word-of-mouth recommendations.
Creating a Multi-Sensory Guest Experience
Luxury travellers expect more than just a comfortable stay—they seek immersive, multi-sensory experiences. A well-designed scent, subtly diffused in key areas like lobbies, spas, and suites, adds an extra layer of sophistication that elevates the overall atmosphere. This leads to better reviews, higher guest satisfaction, and ultimately, increased revenue through premium bookings.
Retail & Scent Merchandising
One of the smartest ways to turn scent into revenue is by offering it as a retail product. Many high-end hotels now sell their signature scents in the form of candles, diffusers, or room sprays. Guests who fall in love with a hotel’s fragrance can take a piece of the experience home—extending the brand beyond their stay and generating additional income.
Influencing Guest Behaviour & Perception
Scent has been shown to influence spending behaviour. A study by Nike found that adding a pleasant scent to their stores increased intent to purchase by 80%. In a hotel setting, scent can enhance the perceived value of services, making guests more likely to indulge in spa treatments, fine dining, or upgraded suites.
The Future of Scent Branding in Luxury Hotels
As the hospitality industry becomes more experience-driven, scent branding is moving from a nice-to-have to an essential component of hotel branding strategies. By investing in a custom fragrance that reflects the hotel’s identity, luxury properties can elevate their guest experience, strengthen brand loyalty, and unlock new revenue streams.
So, the next time you step into a high-end hotel and feel instantly at ease, take a deep breath—you may just be experiencing the subtle, strategic power of scent branding.
NeoScent International can design a bespoke scent for your hotel, clinic, showroom, etc. catered to your preferences and desires. Reach out to us now at neoscent.com or give us a ring at 02-559-2330