July 15, 2019

Marketing Monday Tip: Hotel Scent Branding

Have you ever been walking down the street when suddenly a familiar smell drifts by and you are suddenly wrapped up in a vivid memory of a special place? Smell is one of the most powerful senses that we have as humans. In fact, until the age of 10, it is the primary way that we define the world around us. It’s also the only sense directly connected to the areas of the brain that process emotion and memory.

 

Why should you care?

According to Mandarin Oriental’s branding specialists, hotel guests remember what they smell two times longer and more vividly than what they see or hear. For this reason, hotel brands are investing in the creation of custom fragrances. This can be a powerful tool used to help build loyalty with guests.

A hotel brand’s signature scent is a reflection of the brand’s overall identity. A New York hotel utilizes deep wood notes with earthy tones such as balsam and leather to match their interior design and contrast their bustling city setting.

Scent branding should be thought of similarly as a brand’s logo. However, visualizing a logo is a much less emotional connection than experiencing a scent. Brands go to great lengths and invest a lot of time and money on logos and branding, so why not invest the same on an even more powerful brand asset?

To get started, begin by redefining your customer personas. Review, analyze, and decide what the most important elements of your brand or destination are that resonate with your target audiences. By creating a scent that appeals to the same customer personas used for optimizing digital marketing, hoteliers can close the loop on the customer journey.

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About NextGuest Digital:

NextGuest Digital uses the latest in digital marketing technology to assist hotel brands in crafting their digital presence. Through the agency’s smartCMS®, Content Personalization Engine, Smart Data Marketing, and other innovative initiatives, hoteliers see a drastic boost in direct bookings, as well as lower distribution costs and an increase the lifetime value of guests. NextGuest Digital is part of NextGuest, an all-encompassing partner that helps hoteliers acquire, engage, and retain their next guest. Based in New York City, the company is comprised of NextGuest Digital, CRM, Labs, and Consulting.

www.nextguestdigital.com | (800) 649-5076 | hello@nextguest.com

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Editorial Contact:

Garrick Lee
Brand Marketing Manager
Phone: (212) 752-9425
Email: garrick@nextguest.com