Why do hotel lobbies smell like that?

Vox reader Jen Hawse asks: Why do hotels pump in very strongly smelling perfume into their lobbies and sometimes their guest rooms?

What we think of as a “nice” hotel often comes down to a certain je ne sais quoi. Sure, it has all the amenities — a luxe restaurant and bar on the premises, hotel room beds with soft Egyptian cotton sheets, perhaps a decadent spa — but beyond all that, it should have an ineffable ambience that’s both welcoming and sensual, cozy and yet exotic.

Scent can be what helps clinch this vibe. You might have noticed an alluring aroma wafting through the air as you enter a hotel lobby, or even a hotel room; this is likely a custom fragrance that hotels diffuse into the air. While some use mass-market scents available to consumers, many use their own signature scent developed by a master perfumer.

Scent marketing, as the practice is called, isn’t just limited to the hospitality scene, but pervades the retail sector. Just think of the thick miasma of cologne that used to radiate from every Abercrombie & Fitch store. It’s (usually) a more subtle marketing tool than a giant light-up billboard, calling back to happy memories and altering your mood so you feel more satisfied in a space — which, in turn, can nudge you to stay there longer, spend more money, book a room again, and recommend the experience to someone else. Some companies are even spritzing smells in the office to make the return-to-office more pleasant. In so many of the places we spend time in, an appeal is being made to your nose.

What’s the psychology behind scent marketing?

Scent marketing has been around for decades, with Las Vegas casinos being some of the earliest pioneers to use it. In the 1990s and early 2000s, though, its purpose wasn’t just to invite a pleasant aroma to an otherwise neutral space — it was to counteract a lingering, distasteful odor.

“There was a while there where most resorts were drawn to environmental scenting because they wanted to do something about the cigarette smoke,” Jim Reding, CEO of the environmental scenting company Aroma Retail, says. 

A growing number of companies outside hospitality are developing ambient scents for their retail spaces, says Caroline Fabrigas, CEO of Scent Marketing Inc. Recently, Fabrigas’s firm helped create a custom scent for Wayfair’s new Chicago store that smells like linen and fresh-cut grass. 

In food and drink establishments, focusing on smell makes immediate sense: You smell pizza, you think of pizza, you crave pizza. Starbucks works hard to keep its coffee aroma from being sullied by food and other smells in its stores — employees aren’t even allowed to wear fragrances.

For other spaces, the basic theory is that a distinctive smell becomes something customers immediately associate with a brand — our sense of smell is connected to the part of the brain related to memory, like a certain laundry detergent taking you straight back to being wrapped up in blankets when you were home sick from school. Using an ambient scent can cement brand recognition, and improve how well customers remember aspects of a product or service.

A nice smell also puts you in a good mood. A 2021 study by researchers from the Barcelona School of Tourism, Hospitality, and Gastronomy conducted a trial in a four-star hotel by comparing guest experiences in rooms scented with lavender and rooms without any scent; guests who stayed in scented rooms appeared to show higher happiness levels when in the room than those in the neutral room. Studies have also shown that a scented environment can make customers stay longer in a restaurant (while underestimating the length of their visit), thus spending more money — time flies when you’re enjoying yourself. An experiment an automaker conducted in the early ’90s even tried to determine if spraying certain scents on salespeople would make them more likely to be perceived as trustworthy, though it’s unclear what the outcome of this trial was. 

How do hotels decide on a “signature scent”?

Hotels and resorts spend a lot of time matching up their brand image to a signature scent, especially today. (Although it might be very similar to a popular fragrance.) One of the trends in hotel design right now is to play up how distinct a space feels.

“Everything has become hyper-local now,” says Lori Mukoyama, a global leader of hospitality practice at the architecture and design firm Gensler. “Gone are the days where we’re stamping out the same brand, exactly the same, in 50 different cities across the world.” Having a tailor-made scent is key to building the feel of a personalized hotel lobby, according to Mukoyama.

“I totally feel like it’s a logo in the air,” says Fabrigas, whose company develops ambient scents for businesses. “It’s a backdrop against which all else plays.” 

For some brands, having one signature scent isn’t enough. The now-closed Mirage hotel in Las Vegas, for example, used two separate fragrances for two separate spaces. In the lobby, it used a buttery coconut vanilla scent, Reding says, to evoke a tropical theme that matched the giant aquarium behind the front desk. “It gives us a feeling of warmth and safety,” he says. But then the casino used something more energizing — a “tropical cocoa mango” — to give it a party-feel that might encourage exciting risk-taking rather than relaxation.

One reason why environmental scenting is so commonplace in hotels is that it’s a place where the perception of cleanliness is sacrosanct. Reding says hotels often tell him they want something that smells fresh and clean, but tend to eschew anything that might remind people of cleaning products. It goes back to how we associate smells with certain contexts — a whiff of lemony Pine Sol is going to make you think of a bathroom, or a mop, rather than the luxurious, crisp cleanliness that hotels strive for.

For some, hotel fragrances are an olfactory delight they want to recreate in their own homes. Several online retailers sell hotel and resort scents for consumers — or at least, an approximation of their bespoke scent — and Reding says this is the bulk of his business today. But not everyone is a fan of scent marketing. What’s a good or bad smell is highly subjective, and people with sensitive noses in particular might bemoan not being able to escape a headache-inducing fragrance.

“That’s what really makes it tricky — that you’re diffusing in public spaces without the public’s consent,” Reding says.

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