Designing a signature scent: the power of olfactory branding in hotels From the moment guests enter the lobby, scent becomes an invisible thread weaving together space, emotion and memory. A carefully crafted fragrance does more than please the senses, it anchors a brand deep into the guest’s subconscious, becoming part of what they remember most.
Scent leaves a deeper imprint than any visual element. Its intimate link to memory makes it a powerful asset for hotels aiming to create distinctive, emotionally charged guest experiences.
Scent has a direct path to the limbic system, the brain’s emotional core. Unlike images or sounds, which are first processed logically, smells are decoded emotionally. This explains why a particular fragrance can instantly transport someone to a memory or mood. For hotels, this is a competitive edge. A signature scent evokes familiarity, serenity or sensuality before a guest even reaches the check-in desk, setting the emotional tone and creating subconscious resonance that enhances the perception of quality, warmth and care.
Some brands have turned olfaction into art. Edition Hotels collaborated with Le Labo to design a bespoke scent that’s now sold as a candle, allowing guests to reconnect with the brand even after departure. 1 Hotels developed botanical blends that mirror their sustainability-first ethos, with fragrances infused in their air systems, aligning with the natural materials and soft lighting throughout their spaces. The Mandarin Oriental uses location-specific scents to evoke the identity of each property, tying place, mood and memory together seamlessly.
Creating a scent isn’t just about choosing ingredients. It’s a storytelling process that blends branding, neuroscience and design. Scent must reflect the values of the property and complement its textures, materials and rhythm of use.
The process begins with immersion. Designers, brand directors and perfumers gather around a creative brief, just like for an interior project. The notes chosen (citrus, amber, vetiver, cedarwood…) are tested within the space itself. Each note has a role to play: citrus to energize lobbies, lavender for calm in spas, or leather to add sophistication in lounges. This approach ensures that scent becomes a functional design layer, not just a background detail, echoing the property’s mood across every touchpoint.
Scent enhances brand memory and loyalty. The Ritz-Carlton offers its signature scent through candles and sprays in its retail shop. Shangri-La Hotels diffuse a blend of vanilla, sandalwood and musk throughout their properties, also available for purchase online. This continuation beyond the stay makes scent a long-term connector. Guests bring a piece of the experience home, reinforcing their emotional attachment and likelihood to return. It transforms a brand from a temporary encounter into a sensory ritual.
Fragrance is evolving from a secondary detail into a strategic asset. For hotels seeking deeper engagement, scent builds identity from the inside out, enveloping guests in emotion before any word is spoken.
Experience-driven travel has redefined expectations. Guests no longer seek generic luxury; they crave atmosphere, immersion and a feeling of authenticity. A signature scent becomes a differentiator because it touches emotions directly and discreetly. The Langham developed its Ginger Flower scent to communicate grace and femininity, subtly reinforcing the refined mood of its spaces. Unlike logos or slogans, scent cannot be replicated easily, giving brands a sensorial territory of their own.
Some hotels use fragrance to tell complex stories. Zannier Hotels create scents tailored to each property, like their Phum Baitang retreat in Cambodia, where the scent reflects local botanicals and rural culture. These olfactory cues deepen cultural immersion and align with the design narrative. Scent, in this context, is no longer décor, it becomes part of the guest’s journey. It informs memory, adds dimension to the place, and subtly conveys emotion, legacy and purpose without a single word.
