Personalization and Experiences: The trend is moving towards offering personalized and unique experiences, tailored to individual guests' preferences and needs.

Luxury hospitality is no longer just about providing guests with a comfortable stay. With the rise in competition, guests expect a more personalized experience that caters to their individual needs and preferences. A recent trend in luxury hospitality has been the focus on incorporating scent marketing as a means to enhance guest experience and create a memorable impression.

Scent marketing is a powerful tool that can evoke emotions and memories, making it an ideal tool for luxury hotels to differentiate themselves from the competition. According to a study by the International Journal of Contemporary Hospitality Management, scent can have a significant impact on a customer's perception of a brand, with the right scent being able to create an emotional connection and enhance their experience.

One example of a luxury hotel that has successfully incorporated scent marketing into their guest experience is the Address Hotels group in Dubai. The hotel has created a signature scent, using a combination of Cedar and other interesting components, that is used throughout the hotel, including in landing areas, lobbies, and spas. This creates a consistent and recognizable scent that guests associate with the hotel and contributes to the overall experience. With the address hotels 10th anniversary coming this year, it really is probably Dubai’s most recognized hotel fragrance.

Another example is the Anjam Hotel in Mecca, which has incorporated scent marketing into their Lobby areas and conference halls. The Halls use a floral a combination of Rose and Oud to create a relaxing and rejuvenating atmosphere, which brings visitors a sense of old Mecca when they arrive in the lobbies.

Incorporating scent marketing into luxury hospitality requires careful consideration and a strategic approach. The scent should align with the hotel's brand identity and target audience, and it should also be consistent throughout the hotel. Additionally, hotels should consider using high-quality, natural scents, as synthetic scents can be overpowering and unappealing.

Rezaroma, a leading scent marketer in the Middle East, offers a range of premium, natural scents that are tailored to the needs of luxury hotels and can contribute to a memorable guest experience. They really have defined the scent marketing industry in the Middle East.

In conclusion, scent marketing can be a valuable tool for luxury hotels looking to enhance their guest experience and create a memorable impression. By incorporating a signature scent throughout the hotel, hotels can differentiate themselves from the competition and create a consistent brand identity. When done correctly, scent marketing has the potential to contribute significantly to the guest experience and contribute to a positive brand perception

Sources:

• "The impact of scent on customers’ behaviour and emotions in a retail environment" International Journal of Contemporary Hospitality Management
• "The Power of Scent Marketing in Luxury Hospitality" Hotel Management
• "Scent Marketing in Luxury Hospitality" The Luxury Spot.