Smells like success?

I read with interest this week about an emerging Travel and Tourism trend - hotels that are investing in pleasing the olfactory end of luxury tourism by pumping soothing or freshening scents into public spaces according to target customer taste and time of day.

Now, I know that aromatherapy definitely enhances our body’s ability to relax or recover from stress and have read about the smells that retailers are using to stimulate buying responses in their customers, so was engrossed by the news that our industry is following suit.

Apparently, for some chains, the idea is to create a signature scent, to play to the powerful memory for smell by creating an air and odour of familiarity whenever you walk into one of its many lobbies round the world. Others give their guests the luxury to choose their scent from a range of up to five available for pumping into their room.

In fact, Japanese technology giant NTT last April trialled a device that emits targeted fragrances from a mobile phone when travel applications are launched. I’m not sure exactly what this new trend will bring, but be aware that the industry is gearing itself up for future customers using much more experiential, mobile and social media to access repeat bookings and guest recommendations.

I for one, am curious to see what the next wave of innovation brings.

Best,

Shingi