A Fragrant Identity: The Rise of Signature Scents in the Hospitality Industry

In an era where every detail matters, luxury hotels are turning to the power of fragrance to create an unforgettable experience for their guests. Gone are the days when scent was an afterthought; today, it’s an integral part of a hotel’s identity, designed to evoke emotions and create lasting memories.

At the forefront of this trend is Langham Hotels and Resorts, which has partnered with luxury scent brand Jo Loves to create a bespoke fragrance experience at its Naladhu Private Island Maldives property. The Jo Loves House, a one-of-a-kind villa, offers guests a sensory adventure, complete with Green Orange and Coriander-scented bubble baths, cocktails, and canapés.

But how can a mere aroma achieve so much? According to neuroscientist Rachel Herz, our sense of smell is processed in the primary olfactory cortex, the same part of the brain that processes emotions and creates emotional memories. “Smell has a direct, unique link to these structures,” Herz explains. “That’s why it’s unlike any of our other senses.”

For luxury hotels, creating a signature scent is a delicate art. It must be unique to the hotel, yet not so alien that it’s unsettling. And it must be consistent across all properties, to create an instantly recognizable and memorable association. Mina Vardar, vice-president of brands at Langham Hospital Group, agrees: “Scent is one of the first details guests experience upon entering our hotels, and it’s part of their memory long after they’ve departed.”

Air Aroma, a leading scent marketing agency, has been designing custom fragrances for over 25 years. Their process begins with an in-depth brand analysis, examining everything from interior design to targeted audience and desired guest experience. From this, they create a scent design brief, detailing the fragrance families, characteristics, and overall vibe they’re seeking. Lara Baker, marketing manager at Air Aroma, explains: “We translate a brand into a unique, inviting olfactory logo that encourages guests to return.”

But creating a universally pleasing scent isn’t easy. Fragrance is subjective, and clients’ personal preferences may not align with what’s best for their brand. Baker notes that the safest scent notes are often white and green tea and citrus, but that taking risks can pay off. For The Standard Hotels, Air Aroma used unusual notes of pepper and raw earth to create a truly memorable scent.

The cost of creating a signature scent can be steep, with prices starting at $5,000 and monthly project costs ranging from $100 to $10,000. However, sales of signature-scented products can yield a significant return on investment, boosting brand awareness and sales. Baker’s clients typically earn $30K per hotel annually from candles alone.

But scent can also be used to give back. Fairmont’s Classic Black and Iconic White fragrances are the world’s first sustainable-certified hotel signature scents, made entirely from ingredients sourced directly from small independent farms. The Leela in India has partnered with Phool, a social enterprise employing over 300 marginalized women, to “flowercycle” its discarded blooms into handcrafted incense infused with its signature fragrance.

As the hospitality industry continues to evolve, it’s clear that fragrance will play an increasingly important role in creating an unforgettable experience for guests. Whether it’s a bespoke scent or a sustainable initiative, hotels are using the power of fragrance to capture a brand’s character and create a deep sense of place.