When it comes to luxury hotels, it’s often the little details that make the biggest difference, and while there’s no denying that opulent facilities and impeccable service go a long way towards winning us round, it’s those that pay attention to the small things that really stand out from the competition.
And in the world of hospitality, competition is fierce, with high-end hotels both old and new vying to be seen as ‘the place to be’ amongst affluent guests, wherever in the world they happen to be. Increasingly, we’re seeing them strive to offer a memorable and immersive experience for guests, finding innovative ways to deliver something truly special that will keep them coming back, time and again – and an emerging trend in hotel branding and guest experience is the use of custom scents.
Fragrance has been shown to have a surprisingly powerful impact on both our emotions and overall sense of wellbeing, and until fairly recently, our sense of smell is the only one that has remained relatively untapped in the hospitality space. The finest five-star hotels have got aesthetic appeal down to a fine art, and ambient music has long been used to set the tone and create a welcoming atmosphere. Plush choices of furnishings and bed linens tend to mean that touch is covered, too – and with many high-end hotels offering up some impressive fine dining eateries, our sense of taste is more than catered to.
But when it comes to smell, it has taken longer for the hospitality world to leverage the possibilities, and now, the power of scent to create an inviting ambience and establish a lasting impression is finally getting the attention it deserves. One of the pioneers in this field is Karl Winters, a brand that specialises in the creation of custom fragrances designed to elevate the guest experience and enhance branding. Here’s how it does it.
The power of fragrance
Scent and fragrance have been shown to have a profound impact upon the way we feel, so why wouldn’t the luxury hotel world want to make the most of the opportunities custom fragrances provide? Numerous studies have confirmed their ability to evoke a certain feeling or mood, and it’s because the olfactory system that’s responsible for our sense of smell is intricately linked to the brain’s limbic system, which regulates emotions and memory. This means that when we come into contact with a particular scent, there’s often an immediate emotional response – and the positives of those range from feeling happy or relaxed to nostalgic.
It’s perhaps unsurprising; fragrances have been used in aromatherapy for centuries for this very reason – but their use as part of a hotel’s branding is a fairly recent development. Nevertheless, it’s a powerful tool that can set the tone for a guest’s stay the moment they set foot in the lobby.
An elevated guest experience
Karl Winters is a renowned expert in the field of custom fragrances, and is particularly focused on working with high-end hotels to help them establish a strong brand identity. It isn’t an easy task, which is why only someone who is accustomed with the intricacies of scent composition and its emotional effects is the right fit for the job, and the Karl Winters brand has long been associated with opulent scents for the home in the form of candles designed to transform living spaces – so collaborating closely with hotels to design bespoke fragrances that encapsulate their brand essence and create a unique olfactory experience for guests is a move that makes perfect sense.
A unique brand identity
By utilising a signature fragrance that is exclusively associated with a particular hotel or brand, it’s possible for the world’s biggest names in hospitality to carve out a unique identity for themselves. And, in developing these bespoke fragrances for them, Karl Winters is helping them to differentiate themselves in a saturated market in a new and innovative way.
These carefully crafted scents become a part of the hotel’s storytelling, and are present throughout every moment of a guest’s stay. It’s all about creating a sensory experience that will remind them of their time at a particular hotel, and will stay with them long after they return home. And, when they return, or visit another hotel under the same brand umbrella, all of those wonderful memories and experiences will come flooding back.
A revolutionary approach
Working closely with hoteliers, the scents that Karl Winters curates are specially designed to help create the desired atmosphere, whether it’s a tranquil and relaxing environment or a younger and more vibrant space. In doing so, this unique, one-of-a-kind fragrance becomes an invisible thread that ties together various areas of the hotel, from the lobby and common spaces to the guest rooms, creating a cohesive and immersive experience and a strong sensory association that can’t be undone. This, in turn, has the power to enhance guest loyalty and keep them coming back when compared with hotels that don’t leverage this powerful tool.
By crafting bespoke signature fragrances that align with a hotel’s unique brand identity, evoke just the right emotions, and strengthen guest loyalty, it’s fair to say that Karl Winters is revolutionising the way hotels engage their guests through scent. Its skilled professionals have acquired the knowledge and creativity to blend raw materials into beautiful fragrances, and the results speak for themselves.
As the world’s finest luxury hotels continue to seek innovative ways to differentiate themselves, custom scents prove to be an essential element in creating a truly unforgettable stay, and are the ultimate secret weapon for hotels to have up their sleeves.
All imagery supplied by Karl Winters
