Fragrance Marketing: An Innovation in The Hotel Industry: Si-Yu Peng
Fragrance Marketing: An Innovation in The Hotel Industry: Si-Yu Peng
Fragrance Marketing: An Innovation in The Hotel Industry: Si-Yu Peng
Abstract. Despite current global economic issues, businesses are pushing forward with innovative
solutions to meet the needs and desires of consumers whose consumption patterns are constantly
undergoing significant changes. This paper scrutinizes the changing demands of hotel consumers
based on a sensory marketing perspective combined with current global economic trends. Further
research and studies into the innovative hotel marketing strategies are based on the five human
senses with a focus on fragrance marketing and its effects on motivating consumer consumption
while simultaneously enhancing the overall hotel guest experience. Recommendations are made
based on the findings of this study to advance and develop marketing strategies with regards to the
hospitality industry.
Introduction
Consumer demands of this era are increasingly differentiated, personalized and diverse,
prompting new and innovative products and services. The value of a product or service is not easy
to determine or evaluate during the customer purchase process. The intrinsic value of a product or
service can however be influenced before the purchase process and continues to be shaped each step
of the way. Moreover, according to the consumption structure, the sale of a product does not only
focus on the value of the product itself but more importantly to consumer emotions and their
perception of value. Besides paying attention to the quality of the product or service during the
consumption process, emphasis also needs to be placed on the emotional and psychological
fulfillment for consumers.
University of Cornell’s professor Bernd H. Schmitt pointed out from his book Experiential
Marketing that through five marketing strategies: Sense, Emotions, Thought, Behavior and
Relationship, a model of experiential marketing framework can be produced, whereby sensory
marketing remains a priority of the group. Sensory marketing refers to the stimulation of
consumers’ sight, hearing, touch, taste and smell to establish a sensory experience and create a
memorable experience. According to environmental psychology theory, customers’ use of senses
towards tangible objects creates an impression that will directly affect their understanding of the
quality of the product, image and evaluation.
88
auditory and touch has begun to culminate in ‘fatigue’ from the long exposure to advertisement
from various forms of ubiquitous media we use today. Thus, the sense of smell can be perceived as
a new and underutilized weapon in sensory marketing to invoke new experiences and stand out
amongst the crowd.
Nowadays, marketers at home and abroad commend the effectiveness of olfactory marketing
which has become the latest innovation where many large enterprises have invested heavily to build
a brand based on the sense of smell. Experimenting and finding the right scent can reflect the
quality of the enterprise and attract the right customers to increase the number of consumers as
research has proven that certain scents invoke positive moods and the desired behavioural responses
to increase the perceived standards of service which is undoubtedly a new and innovative approach
to marketing.
Different hotels, based on their own market positioning or in accordance with the demand of the
customers will select different fragrances that are in alignment with their branding objectives.
Business hotels will probably focus on choosing a universally acceptable scent that creates an
impression of simplicity, professionalism and sophistication that is in line with the architectural and
interior designs as well as the clientele of the establishment. Trendy, contemporary or lifestyle
hotels would possibly opt for a fresh, floral and exciting smell that caters to a younger audience that
is eye to eye with the level of energy, freedom, innovation and curiosity that emits from this
demographic group. Some resorts will choose a more natural and sweeter fragrance of a variet y of
seasonal fruits to reconcile and give customers a feeling of homeliness and warmth that
complements its natural surroundings. A conference hotel that hosts large meetings or exhibitions
and cater to large crowds and often-limited space may go for a refreshing and odor-removal scent of
spices.
Different departments may also have their own unique smell that will create the perfect
environment for their specialties in providing guest satisfaction. A spa will carry a wide range of
relaxing fragrances that will harmonize with the various physical relaxation techniques they have in
store for guests while casinos try to maintain a neutral or refreshing ‘background’ scent that will not
adversely affect guests and their quests to defeat the house. The combination and synergy of these
scents in unity with the other four senses will ultimately create a more wholesome experience for
customers that will associate the experience with the brand.
From another perspective, the lobby is undoubtedly the first stop for customers after entering the
hotel where olfactory marketing can generate strong sense of place. Hotel operators have to
understand the significance of this location and apply the right strategy. Furthermore, hoteliers have
to use a range of different sensory marketing techniques that were discussed earlier such as visual
marketing, hearing and other ways to attract customers’ attention to form a branding experience.
Sheraton Hangzhou Long Xi recently adopted a new scent depicting the sweet fragrance of an
apple pie that guests will experience in public areas before entering the hotel. As soon as they enter
the hotel, they will e across a more distinctive smell. Pure, fresh and natural, which is similar to a
summer afternoon that has just recovered from a heavy rain, releasing the scent of freshly cut grass.
This developing and changing scent is expected to charm hotel guests and enhance the customer
experience from one sector of the hotel to another, thus building on the expectations that will form
to fuse with the identity of the hotel. In the corridors and rooms a light and natural fragrance that
blends in with the interior’s colours and sense of touch will exude a feeling of peace and harmony
that will create the right atmosphere for a weary guest.
In addition, there are various international consulting companies that can also, according to
customer's brand image, design, recommend or research and develop a unique fragrance that
conforms with the existing brand personality conform of the client. For example, the William
Toffee’s Hotel is a new European and American country-styled accommodation provider in
Hangzhou that has been called "the sweetest country hotel in Hangzhou". The hotel’s design is
unique, creating an impression of delicate sweetness that is full of candies and other sweets to
imprint into the mind of consumers a certain standard in this niche market. The aroma of this
89
environment makes consumers produce a pleasant emotional response and prompt the right
customers to purchase consumer products and services offered.
Based on fragrance consultants, the hotel uses different kinds of flavors to match the overall
business promotional activities, which creates a more unique consumption experience for the
consumer. Utilizing a lavender-based fragrance, the hotel builds a happy Christmas atmosphere
whereas on Valentine's Day, a muscat-scented aroma is created to build a charming and happy
atmosphere. Hoteliers must be aware to use fragrance marketing in moderation as overdoing it will
cause the smell to become too strong for the customer and will create the opposite effect.
Currently there have been new and automatic atmospheric systems that are relatively common in
new hotels. These investments sell convenience, efficiency and standardization in their consistency
of operating from 7a.m. to 11p.m., running 16 hours a day. The system can be used according to the
environment, to enlarge the length of the scented time, concentration and frequency of their
one-time program that can be set in advance at a given time period to control the scent and
positively influence the guest experience.
Conclusion
In today’s increasingly competitive market where the acceleration of product upgrades and
changes are constantly taking place, consumers’ have developed filters to block out unnecessary
information. Therefore, in order to find new sensory impacts to stimulate consumption, marketers
need to evolve and use different strategies to stimulate customer focus on corporate brands.
Recently, fragrance marketing has become a common marketing strategy at home and abroad. Many
large hotel groups are investing heavily to contribute to their brand from a sense of smell with an
aim to provide a delightful and lasting impression on consumers that reflect their own quality and
taste. Some hotel chains apply this strategy in the lobby, hallways, elevators and other public areas
by using unique fragrances for customers to create a comfortable experience. This is done to deepen
the impression of the hotel guests, enhance the customer's store experience, and to incorporate the
unique fragrance to the brand. In doing so, recognition of certain scents will stimulate certain
memories. Hotel customers are expected to enjoy the new experience, as hoteliers use fragrance to
attract and retain customers and create a true vertical brand experience for targeted customers.
Reference
[1] A. Krishna, Sensory Marketing: Research on the Sensuality of Products, Dong Fang Education
Press, Beijing, 2011.
[2] M. Lindstrom, Brand Sense: Sensory Secrets Behind the Stuff We Buy, Simon & Schuster, Inc.,
Tianjin, 2011.
[3] X. Xuhui, Sensory Marketing, 21st Century Business Comment. (2008)31-32.
[4] X. Ming, Sensory Marketing Strategy and Culture Marketing Strategy in Hotel, J. Academic
Review. (2009)12-13.
[5] L. Hongmei, Hotel Experience Marketing Strategy Research under the Background of
Experience Economy,J. Guangdong Vocational and Technical College.(2012)42-45.
[6] N. Jijun, Difficult to Resist the Sensory Marketing, J. Small and Medium-sized Enterprise
Management & Technology. (2011)66-67.
[7] H. Dan, Theme Hotel Experience Marketing Strategy Research, J. Modern Trade Industry.
(2011)105-106.
[8] M. R. Solomon, Sensory Marketing: Smells like profits, Pearson Education, New Jersey, 2011.
[9] A. Krishna, Customer Sense: How the 5 Senses Influence Buying Behaviour, Palgrave
Macmillan, 2013.
90