In the hospitality industry, it is very important to create a memorable guest experience. Primarily, this happens through aesthetic design, impeccable service and unparalleled amenities. However, in recent times, the power of scent has emerged as a critical element in shaping guest perception and emotional connection. Fragrance influences mood, enhances comfort and contributes significantly to brand differentiation. When applied strategically, it transforms physical spaces into immersive, multi-sensory environments that reflect a hotel’s identity and values, writes Renjith Chherian, Managing Director, Scentscircle.
First Impression
Within seconds of entering a hotel, the sensory organs of guests are activated, often forming an impression. While visual aesthetics and ambiance play a role, scent is the first emotional cue guests experience and one that forms a lasting impression. A thoughtfully designed fragrance in the hotel lobby communicates warmth, cleanliness and sophistication. It immediately establishes a connection between the guest and the brand.
For instance, a subtle combination of floral and woody notes can evoke elegance and calm, while citrus and green tones convey freshness and energy. A well-curated scent at the entry point not only enhances the physical environment but also creates a memorable and welcoming atmosphere that defines the guest’s initial perception.
Enhancing Experience
The well-known Cleveland Clinic explains the limbic system thus: It is a group of structures in your brain that regulate your emotions, behavior, motivation and memory. While small in size, your limbic system has a big job to help you interact with the world around you. Fragrance has the power to influence the limbic system. This link allows scent to evoke feelings and recollections more effectively than any other sensory input.
In hospitality, this emotional response is invaluable. A signature scent that guests associate with relaxation, comfort or luxury can strengthen emotional engagement and foster long-term loyalty. Guests may not recall every detail of their stay, but they are likely to remember how the space made them feel, and fragrance is central to that feeling. By being consistent in scent branding, hotels create emotional continuity.
“A well-crafted scent does more than refresh a space, it anchors memory, drives emotion and turns brand identity into a lasting experience.“
— Renjith Chherian
Cleanliness and Comfort
Cleanliness remains a primary and very important factor that determines guest satisfaction. Fragrance plays an essential role in reinforcing perceptions of freshness, hygiene and wellbeing.
In guest rooms, subtle scents such as white tea, linen or lavender convey calmness and purity. In bathrooms, crisp and invigorating notes of eucalyptus, mint or lemon help maintain a sense of freshness while complementing the overall aesthetic. These olfactory cues enhance guests’ comfort and contribute to their sense of relaxation and safety. When carefully balanced, fragrance communicates care, attention to detail and a commitment to quality standards.
Culinary Support
Fragrance management in food and beverage areas requires particular sensitivity. The objective is not to dominate but to complement the natural aromas of cuisine. A mild and neutral background scent such as green herbs, citrus or light vanilla can subtly enhance appetite and maintain freshness in dining spaces. Proper zoning ensures that fragrance from other areas, such as the lobby or spa, does not interfere with the dining experience. This careful integration preserves the authenticity of culinary aromas while maintaining an inviting and hygienic environment. Both go hand in hand.
Signature Identity
Many leading hotel groups are now investing in signature fragrances that encapsulate their brand values, personality and environment. A signature scent acts as an olfactory logo, consistently recognisable and emotionally resonant across all properties. It creates cohesion
in the brand experience and reinforces recognition every time guests encounter it.
For instance, luxury brands may adopt sophisticated notes of amber, sandalwood or musk to convey prestige, while lifestyle brands often prefer vibrant citrus or green tea blends to express freshness and modernity. Extending signature fragrances into retail products such as candles, room sprays or diffusers also allows guests to take a piece of the brand home as a memory, deepening brand loyalty and recall.
Guest Satisfaction
Fragrance contributes directly to guest satisfaction and brand differentiation. Studies in sensory marketing indicate that pleasant ambient scents can increase positive evaluations of spaces, elevate mood and enhance perceived service quality. In a competitive market, the integration of fragrance provides an opportunity for hotels to create a distinctive sensory identity that resonates with guests on an emotional level. The result is a more immersive and memorable experience that encourages repeat visits and word-of-mouth recommendations.
Lasting Impression
Fragrance is an invisible yet powerful tool in hospitality design. It influences perception, enhances emotional connection and communicates brand values in ways that transcend visual aesthetics. From the first impression in the lobby to the tranquility of guest rooms and the subtle freshness of dining areas, fragrance weaves a sensory narrative that defines the guest journey. When implemented with precision and consistency, fragrance elevates hospitality from functional service to a multi-sensory brand experience, leaving guests satisfied and eager to return again and again.