Le Journal du Luxe states this in its article of December 13, 2024: “Going on vacation to take care of your health and your mind is the new trend observed in the luxury hotel industry. » Detox, postpartum retreats, longevity stays... Well-being offers are flourishing and meet growing demand from a demanding clientele. A recent study unveiled by ILTM, Hyatt and Altiant shows that 62% of wealthy travelers consider wellness amenities as decisive criteria when choosing a hotel.
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But beyond material infrastructures such as spas or yoga studios, another dimension of well-being is gaining ground: that of the awakening of the senses. This is where scent marketing comes in as a powerful lever to enhance the customer experience.
“A scent is like a Proust madeleine”: when smells leave an impression
“When we introduced an olfactory signature into our spa, our customers immediately gave us positive feedback: it smelled of well-being! », says Sarah, manager of a five-star hotel in Bordeaux. In a world where every detail counts, scents become a discreet but powerful tool for creating unique memories.
Soothing: Scents of lavender or cedarwood instantly invite relaxation.
Brand Identity: A signature scent reinforces the memory of the hotel.
Total Immersion: Guests are transported as soon as they enter the lobby.
Olfactory marketing for well-being: the expertise of Eco.French.Lab
At Eco.French.Lab, we support luxury hotels in the creation of unique, natural and clean olfactory experiences. Each space can have its own identity:
In spas and wellness areas: “A scent of ylang-ylang or vanilla can transform a massage session into a real sensory journey,” explains Clément, expert perfumer at Eco.French.Lab.
In the lobbies: A welcoming olfactory signature that evokes luxury and relaxation.
In the rooms: Programmable diffusers for a tailor-made experience, with light notes of green tea or fresh linen.
“We worked with a hotel in Provence to create an olfactory atmosphere around lavender and cypress, typical of the region” The result? “Guests tell us that they find this smell long after their stay and that it reminds them of vacations,” says Julien, the hotel manager. To create these types of unforgettable olfactory memories, Eco.French.Lab designs natural, environmentally friendly solutions personalized to your needs.
Why does well-being also involve the sense of smell?
Today, 84% of luxury travelers demand services tailored to their personal needs, and that includes sensory well-being. Olfactory marketing allows you to:
Create a relaxing atmosphere thanks to natural scents,
Strengthen the brand image with a unique olfactory signature,
Offer sustainable and respectful solutions for customers who are attentive to ecology.
As 2025 approaches, luxury hotels must go beyond expectations in terms of well-being. Olfactory marketing allows you to touch emotions in a subtle way, by creating unique and tailor-made experiences.
Anne-Marie Spencer
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