The Secret Behind Hotel Lobby Scents: Why They Matter More Than You Think

Vox reader Jen Hawse asks: Why do hotels pump in very strongly smelling perfume into their lobbies and sometimes their guest rooms?

What we think of as a “nice” hotel often comes down to a certain je ne sais quoi. Sure, it has all the amenities — a luxe restaurant and bar on the premises, hotel room beds with soft Egyptian cotton sheets, perhaps a decadent spa — but beyond all that, it should have an ineffable ambience that’s both welcoming and sensual, cozy and yet exotic.

The Role of Scent in Hospitality

Scent marketing, as the practice is called, isn’t just limited to the hospitality scene; it pervades the retail sector as well. Think of the thick miasma of cologne that radiated from Abercrombie & Fitch stores. It’s a subtle marketing tool, evoking happy memories and altering moods, which can encourage guests to stay longer, spend more, and recommend the experience.

The Psychology Behind Scent Marketing

Scent marketing has been around for decades, with Las Vegas casinos being some of the earliest pioneers. Initially, the purpose was to counteract unpleasant odors, like cigarette smoke.

Jim Reding, CEO of Aroma Retail, explains that hotels want to create a pleasant atmosphere, often preferring scents that evoke feelings of warmth and cleanliness without reminding guests of cleaning products.

How Hotels Choose Their Signature Scent

Hotels are now more focused on creating a unique brand image that resonates with their ambiance. According to Lori Mukoyama, a global leader at Gensler, having a tailor-made scent is key for a personalized hotel experience.

For example, the now-closed Mirage Hotel in Las Vegas used two different fragrances for its lobby and casino, creating distinct environments that appealed to different moods.

The Impact of Scent on Customer Experience

Studies indicate that pleasant scents can enhance guest experiences, leading to higher happiness levels and encouraging guests to stay longer and spend more money. However, scent marketing has its critics, as opinions on what constitutes a good or bad smell can be highly subjective.

This highlights the challenge of diffusing scents in public spaces without the public’s consent, as noted by Reding.

For those wanting to recreate the hotel scent experience at home, various retailers offer approximations of these bespoke fragrances.