Scent Marketing strategies used by luxury five-star hotels

Luxury five-star hotels utilize a strategic approach known as ‘Scent Marketing’ to create a unique brand identity through smell. Rather than relying solely on visual or auditory elements, high-end establishments develop exclusive scents designed to leave a lasting impression on guests.

Because the sense of smell is closely linked to memory, these subtle, non-overpowering fragrances help guests recall specific experiences, such as vacations or business trips, long after they have left the lobby. This sensory branding aims to evoke feelings of relaxation, cleanliness, and luxury, often leading guests to seek out the specific scents to use in their own homes.