Written by: Anna Bramona
Building the corporate image of your hotel goes far beyond designing a good logo, defining some colors and choosing a name. Have you heard of sensory marketing? It is, no more or less, a type of marketing that uses strategies based on one of the five senses to awaken sensations, emotions, in its target audience with a purpose: to sell and retain.
A study by Rockefeller University in New York, says that people remember 1% of what we play, 2% of what we hear, 5% of what we see, 15% of what we try and 35% % of what we smell. Olfactory branding is a very important part of your overall corporate strategy. You should keep that in mind.
Have you ever walked past an ice cream shop and invaded a spectacular vanilla scent? Do you really think it is a natural odor, which gives off the same ice cream? Sorry to disappoint you ... but that smell is not casual. The vanilla ice cream shares a showcase with strawberry, lemon and chocolate; However, when you pass in front of the establishment, it only smells like vanilla. You smell pleasant, soft, sweet and deep, an aroma that appeals to a very large segment of the population and encourages the purchase.
The same thing happens in some supermarkets. Have you noticed that the bakery section always smells like freshly baked bread and the fish market never smells? Well, that is not a coincidence either.
Olfactory branding is a marketing discipline based on the association of a certain odor to a brand, in order to be remembered immediately upon feeling its aroma. Olfactory branding seeks to position a brand in the consumer's mind with an odor. It is one more piece of the puzzle, a key piece.
An odor has a very high capacity to evoke memories and sensations. In the hotel industry, olfactory marketing can greatly condition a vacation experience.
There are many ways to apply the olfactory branding in your hotel and incorporate it to your branding strategy. But you must bear in mind that it is an element that must keep in line with the rest, with the type of architecture, decoration, location, type of lead, service ... To inspire you, here are six types of atmospheres that you can get with subtle aromas:
It is one of the priorities of customers when staying in a hotel: cleaning. With a fragrance with a clean scent, with marine notes, they will feel comfortable and safe, especially in the bathroom area. This aroma will help reinforce the feeling of confidence.
You can create a "feel at home" effect with a cozy, warm aroma, with harmony and tradition. A soft fragrance of green tea with citrus notes is ideal to give this feeling.
If your hotel offers a relaxed atmosphere with tones, colors and textures that invite rest and tranquility, you can use a fragrance that promotes that feeling of peace. What is the best fragrance for relaxation? Without a doubt, lavender, because it also brings freshness.
If you want to contribute energy and vitality you can use fruity, citrus and cheerful fragrances. They are ideal for waking up the day in the hotel's common hallways and breakfast areas.
If your hotel is in a beach and hot climate, a good way to freshen up the atmosphere is with a fresh scent, like freshly cut grass. I'm sure they love it!
Many couples make a getaway to a hotel in search of a romantic atmosphere. If your establishment is Only Adults, this would be a very good option. Offer a sensual, different scent, impregnating the air, the sheets and towels with a scent that marks distinction.
The chain Alua Hotels & Resorts, in some of its hotels, gives its guests 3 different aromas to choose from.
Intercontinental Hotels Group uses the sense of smell to differentiate each of the 3 lines of the brand, following the expectations and desires of the target audience of each one of them.
Holiday Inn Hotels has a universal smell used in all establishments of the brand around the world. Guests staying in it can smell a fragrance that mixes white tea with citrus notes, refreshing and very characteristic.
When an aroma is unique and is used to differentiate a brand from the rest, we are faced with an odotype. Remember this word because surely we will hear a lot about it in not too distant future.
The smell, as a tool to improve the guest experience, will help you to differentiate and add value. Create emotions, awaken memories and be complicit with your customers of something more ... Build your brand in all its aspects.