The sense of smell is connected to our emotions and memories, so when a guest walks into your hotel or dines in your restaurant, they’re experiencing the brand on a subconscious level. The olfactory experience influences their feelings and beliefs about the brand, and in turn, determines their satisfaction levels and intentions to return.
A great way to Geurmarketing in de horeca your hospitality brand perception is by utilizing scent marketing. By choosing a unique fragrance that’s consistent with your brand identity, you can create an atmosphere that sets the tone for the entire guest experience and enhances your brand image.
Using Scent to Strengthen Brand Identity and Loyalty
Scents like vanilla, eucalyptus and peppermint have a natural ability to relax and energise the mind, body and soul. By combining these unique aromas with the right ambience and service, hotels can nudge guests to stay longer, spend more money, book a repeat booking or recommend the property to a friend. Scent is a powerful marketing tool, but it’s important to measure its effectiveness to identify and optimize the best possible outcomes. Some key metrics to measure include dwell time (how long customers linger in a particular area), average transaction value, brand recall and more. By collecting and analyzing this data, businesses can continually refine and improve their scent strategy. For example, a resort may observe that their signature scent encourages guests to spend more time in the spa and may increase their treatment services as a result. This will in turn boost their overall revenue.
