Scent Branding 101

Aromatherapy solutions in hotels – embedded in a deep-rooted need for wellness — are also powerful tools to transform a guest’s experience and build emotional loyalty

- Bindu Gopal Rao

Mandarin Oriental’s branding specialists often talk about how hotel guests remember what they smell more vividly than what they see or hear. According to American scent branding firm, 12.29, a person can recall smells with 65% accuracy. Scent memories are persistent. Is it any wonder that in India, too, hospitality chains have begun recognizing the power of scent, and aromatherapy is now an essential tool to enhance the guest experience rather than just a luxury?

Humans have always had a beautiful relationship with scent and aromas. If you go back in history, you realize that aromatherapy has been used by ancient cultures such as Egyptians and the Vedic people, and even finds mention in the Bible. It possesses a unique healing system that uses natural extracts and aromas from essential oils (from plants, flowers, herbs or trees) to promote health and well-being. Hotels deploy aromatherapy solutions in their spas as well as in other spaces to create memorable guest experiences.

Scintillating scent

Guests expect hotels to offer them not just a comfortable stay but also experiences that help them relax. Irrespective of whether the stay is for business or pleasure, modern-day guests expect hotels to create unparalleled luxury experiences.