How Hotels Entice Their Guests Through The Power of Perfume

How Hotels Entice Their Guests Through The Power of Perfume

Luxury hotels and resorts around the world are collaborating with scent branding agencies to craft unique fragrances.

Kristen Nozell
  • 25 march 2014

An emerging trend in high-end hotels around the world is upping the ante for hotel branding through signature scents. Scent marketing, a topic that PSFK been covering for the last few months, has become an important tool in the world of retail, fashion shows, and destination experiences such as theme park rides and even sports arenas, and is increasingly infiltrating the hospitality industry. These exclusive hotels and resorts are working with perfumeries and scent branding agencies to create unique olfactory experiences to influence a guest’s perception of the establishment.

One example of the scenting trend is Thompson Hotels, which infuses rooms and open spaces with its custom-designed scent, ‘Velvet.’ The fragrance was created by New York scent branding agency 12.29, and is based on the materiality of velvet and leather. According to 12.29, the scent ‘conveys the deepness of aubergine with hints of black leather, fresh tobacco, smoky cedarwood and deep patchouli.’ The complex perfume is designed to portray ‘the aesthetic of casual luxury,’ effectively transforming the Thompson Hotels brand into a multi-sensory experience.


12.29 was also the scent designer behind the Quin Hotel‘s signature scent, ‘Heritage’, which is crisp, bright and elegant thanks to ‘notes of clean linens, earthy vetyver, fresh pepper, juicy cassis and smoky cashmeran.’

Just as any branding endeavor will work cohesively with the entire brand identity, the uniquely crafted scents that entice hotel guests are built on a strategic foundation. The Refinery Hotel in midtown New York, for example, relies on a stress-relieving lemongrass and jasmine fragrance, crafted by scent agency Scent Air, to sooth weary travelers. And Starwood Hotels uses different fragrances in each hotel chain, depending on the strategic objective. Le Meridien conveys a comforting, homey vibe with its fragrance LM01, concocted by Le Labo and reminiscent of a well-loved leather book. The Westin Hotels, on the other hand, promotes guests’ well-being with a soothing White Tea scent, which has become so popular that patrons can purchase a signature White Tea Scent System to bring the Westin fragrance into their own homes.

Other hotels also sell their custom scents as bottled fragrances and candles, so that guests can bring the olfactory experience back home with them. Not only is it a smart extension of hotels’ product lines, but brand loyalty is also increased by allowing patrons to develop an emotional connection to the hotel’s scent.

12.29 / ScentAir / Le Labo
Sources: Condé Nast Traveler, Luxuo
Image: Thompson Hotels


How Indiegogo Is Becoming An Adult Product Destination

Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling


Get PSFK's Related Report: Future of Work

See All
Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Related Expert

Vikram Gandhi

Film Maker, Perception Twister

Design & Architecture september 23, 2016

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

Health september 23, 2016

These Chocolate Squares Claim To Reverse The Aging Process

A group of researchers from Cambridge University have developed a candy bar that promises to give you a youthful glow

Cities september 23, 2016

Food-Producing Architecture Competition Seeks To Better Feed Cities

A design challenge in Copenhagen highlights the need and beauty of urban farming


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 21, 2016

Everything I Know About Leadership I Learned Teaching 7th Grade Math

Bree Groff, Managing Director at NOBL NYC, shares her secrets for knowing your employees and enabling a team

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Health september 23, 2016

Wearable Monitors Sun Exposure To Prevent Sunburn

The clip monitors UV rays to make sure you're not receiving too much sunlight

Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

Culture september 23, 2016

This Exhibition’s Crowning Jewel Is An 18k Gold-Plated Toilet

The piece, titled 'America,' is meant to raise questions about the country's wealth inequality

Culture september 23, 2016

Match Up With Dates On Tinder Based On Your Music Preferences

A new partnership with Spotify lets people pair up based on shared tastes in artists

Entertainment september 23, 2016

Capture, Cut Up, And Configure Your World In 360 Degrees

To meet a booming 360 and VR video-capturing industry, a multimedia software company bolstered its media editing suite for 360-video creation


Future Of Work
Cultivating The Next Generation Of Leaders

Advertising september 23, 2016

These Trucks Drove Around In Circles For 24 Hours To Keep Time

The giant ticking clock was created by 14 Scania vehicles in a deserted airfield

Advertising september 23, 2016

Buy Movie Tickets Directly From Your Facebook Profile

The new feature is part of a campaign from Fandango to further imbed social media into the ticket vendor's digital presence

Asia september 23, 2016

Co-Working Space Brings The Calming Atmosphere Of Nature Indoors

An architectural firm in China has designed a new type of shared office that prioritizes the natural environment

No search results found.