Short answer
Scent marketing in hotels uses scent to support arrival, atmosphere and brand recognition. The lobby in particular is suitable as an olfactory point of recognition, but the scent must be subtle and tailored to the length of stay, ventilation and the different hotel zones.
The lobby is the olfactory business card
A hotel guest forms a first impression within a few minutes. Architecture, reception, acoustics, light and scent all work together.
A signature scent can give the lobby its own identity without the guest having to consciously analyse all the elements.
One scent doesn't have to be everywhere
The lobby, corridors, spa, fitness and meeting rooms have different functions. It is therefore not always desirable to spread one scent at the same intensity throughout the entire hotel.
A strong strategy chooses a main scent for the brand zone and then determines whether other zones get the same scent, a lighter version or a related olfactory direction.
Rooms call for extra subtlety
Hotel rooms are personal spaces where guests stay for a long time. A scent that is impressive on arrival can become too dominant after hours.
That is why caution with permanent room fragrancing is important. Many hotels get more brand value from a recognisable lobby and common areas.
Signature scent as a memory
Travel and hotels are strongly linked to memories. A consistent scent can become part of that context. When guests later experience a similar olfactory profile, it can bring back the hotel experience.
Technology in hospitality
High ceilings, revolving doors, open atriums and continuous ventilation make hotels technically more challenging than a small shop. HVAC integration or multiple devices can therefore be relevant.
Scent is not a solution for poor maintenance
A hotel scent must never be used to hide hygiene, moisture or ventilation problems. Unpleasant odours must first be investigated at the source. Ambient scent then follows as a brand layer.