The sweet scent of hospitality

In the use of scents for marketing and branding, the hospitality industry has been an early adopter and remains on the forefront of innovation. Four Points by Sheraton is just the latest to announce the introduction of a signature scent. Hyatt has done it throughout their brand portfolio, as did Starwood. Swissotel’s global signature scent is even modified with a “local” component depending on if you are “Unter den Linden” in Berlin or if you are in Tokyo.

And not to forget casinos worldwide that entice their guests via a scented environment to stay longer and - ultimately – spend more money.

One of the most important properties of scent for the hospitality industry is to trigger emotion and create memories. As we all have experienced at some point, scent is extremely powerful in evoking sensations from our childhood or making us recall a memorable place in the world. Imagine seeing that all the way through. From the fragrance impression in the lobby, the scented room key, the linens in the room itself, the spa and even the scented envelope in which the guest takes home the bill. And – as in the case of Four Points - customers can purchase a scented candle and take that signature scent with them. How is that for brand recognition and building customer loyalty?

Scent developers and manufacturers are the same that put the fragrant “juice” in the fancy bottles for Esteé Lauder, Coty and Dior. Their most talented perfumers have taken up the challenge to translate a brand into a recognizable scent - and have been quite successful. New technologies of fragrance delivery are emerging on a daily basis and a whole industry is built around them.

What is missing, according to the Scent Marketing Institute in New York, is profound education and information about the proper Scent Marketing concept development. According to Harald H. Vogt, the Institute’s founder “the right scent and delivery technology will then fall into place”. To fill this gap, the Institute organizes an annual conference, the only one of its kind in the world, this year to be held in Las Vegas on November 19 – 21. Case studies will be presented by some of the most experienced marketing professionals and scent marketers from around the world. Leading experts in scent development, scent solution providers and scent marketing consultants will be available to meet with interested attendees one-on-one.

“Every brand should have a Scent Marketing expert” Vogt says, “and attending our conference is the first step..”

For more information on the conference and the certification program visit .