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.?
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Source:?Kristen Nozell (2014). How Hotels Entice Their Guests Through The Power of Perfume, PSFK http://www.psfk.com/2014/03/custom-hotel-scents-perfume.html#!BpbVq published Mar 25, 2014. Viewed Mar 26, 2014.