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Hotel Scents: This Marketing Strategy Is All About Candles and Shampoo
Hotel Scents: This Marketing Strategy Is All About Candles and Shampoo-November 2024
Nov 12, 2024 5:41 PM

Your sense of smell is closely linked to memory. After all, the olfactory bulb (the part of the brain that processes smell) is located near the limbic system, which is responsible for emotions and long-term memory. This means that smells can trigger memories that we may have forgotten about.

And hotels don't want you to forget about them. That's why increasingly more hotels are turning their attention to top-tier bath products, scent machines and other pampering products. Increasingly more hotels are partnering with popular makers of bath products to stock them inside their rooms. Those bath products can then be purchased for use at home — a scented reminder of your stay. And it just might urge you to keep returning.

Candles and bath products: Hotels are selling fragrances for your home

Many hotels have their own "signature scent" — which is often available for purchase online in the form of spa products that can bring some relaxation to your days at home. We’ve organized these sections by location so you can find something that will spark vacation memories of a place you’ve been (or inspiration of a place you hope to visit).

Caribbean

Fans of Sandals and Beaches resorts can enjoy their popular Red Lane Spa products at home, too. Nothing compares with tropical paradise — but you can close your eyes and breathe in the familiar aroma of the Island Essence Shower Gel or Mineral Bath Salts and pretend you hear the lapping waves.

(Photo courtesy of Homesick x Club Med Candle Collection)

Club Med Michès Playa Esmeralda, an eco-chic luxury resort in the Dominican Republic, offers a series of candles featuring aromatherapy scents to remind you of the resort’s landscape and surroundings. A collaboration known as the Club Med x Homesick Collection, these are available online through a third-party supplier.

Europe

(Photo courtesy of Shangri-La The Shard, London)

In July 2023, Shangri-La The Shard, London became the first hotel to offer a full range of Jo By Jo Malone collection of guest amenities. At the hotel, the famous bath products are provided in refillable bottles to the hotel. That's an environmental win, as it eliminates the use of more than three tonnes of plastic a year.

To get your own set at home, you can shop its line which is usually sold at major retailers such as Macy's, Sephora and Nordstrom. If you shop from those stores online, make sure you take advantage of travel loyalty online shopping portals to earn bonus miles, points or cash back for your online purchases.

(Photo courtesy of Blue Lagoon Iceland)

The Retreat at Blue Lagoon Iceland sells its famous beauty and skincare products online, including mineral, algae and lava masks, lava soap, and silica body scrub. Get a good steam going in your shower, and it can remind you of soaking in one of Iceland’s well-known attractions. Once you’re finished, light one of the hotel’s scented candles to feel like you’re stepping back inside the property.

(Photo courtesy of Casa Angelina)

Over in Italy there's Casa Angelina, which is located on Italy’s colorful Amalfi Coast. The property diffuses its own perfume throughout the lobby and public areas of the hotel. You can purchase the same fragrance to enjoy at home, which repeat guests swear by (they say it brings back Italian vacation memories).

This scent has hints of citrus from Praiano (the town where the hotel is located) and sandalwood; it was created by a French parfumier especially for the hotel.

Asia

(Photo courtesy of Shangri-La Hotels and Resorts)

The Shangri-La Hotel, Singapore sells its signature scent via the Essence of Shangri-La candle, room spray and reed diffuser in its lobby shop and online. Since the shop is located in the hotel lobby, these online purchases are usually labeled as a hotel charge — meaning bonus points on eligible credit cards. But be sure to use a credit card with no foreign transaction fees.

This scent, used in guest rooms and public areas, took six months for the hotel to develop and features notes of vanilla, sandalwood and musk with hints of some light bergamot and tea spiced with ginger. Fun fact: this Singapore property was the first in the Shangri-La portfolio when it opened in 1971.

U.S.

At HarbourView Inn in Charleston, South Carolina, their green tea lemongrass scent is familiar to repeat guests. Though this is the only hotel that has access to the scent from a commercial standpoint, you can enjoy some items at home; the citrus notes will remind you of the hotel’s charming Charleston vibe.

The Lake Austin Spa Resort uses beauty products with scents inspired by its onsite organic garden and if you’re trying to de-stress, relax with the fragrant lavender in the resort’s lotions and body scrubs. Online purchases are processed by the hotel, meaning these buy-from-home gifts would still count as a travel-related purchase.

Scents you'll recognize worldwide from major brands

(Photo courtesy of Grown Alchemist)

Then there are the brands that use the same products across all (or most) of their properties around the world. Some of the most beloved of those are:

Atelier Bloem Bath & Body: These are found in many Kimpton properties thanks to an exclusive partnership with the hotel company. These scents are inspired by Amsterdam’s flower markets and are a great way to bring a bit of your Kimpton hotel stay home.

Coconut Mango: You'll recognize these from the Noble House Home collection.

COMO Shambhala: The brand's healthy living ethos can continue at home thanks to lotions, soaps and scrubs using blended essential oils. Many guests say they like these products because they don't contain sodium lauryl sulfate, parabens, silicones or synthetic substances.

Grown Alchemist: Grown Alchemist has successfully positioned itself amongst its competitors by landing partnerships across major hotels, airlines, and cruise ships. You'll see its products inside major hotels including Equinox Hotel NYC, Nobu Hotel London, The Murray Hong Kong, Champneys Health Spa and The Woodhouse Spa. It's also used in treatments at the spa on major cruise lines such as Disney Cruise Line and Virgin Voyages. It's also got an exclusive deal with Delta as the skincare provider within its Delta Sky Club lounges and in the airline's travel kits.

Furniture and decor: Make your home more like a vacation

Of course while scents are key to reminding travelers of their time on vacation, hotels are continuing to capitalize on ways they can sneak into your home — and continue to profit off you even if you aren't traveling.

Europe

(Photo courtesy of Hotel Savoy, a Rocco Forte Hotel)

The Emilio Pucci-designed silk pillows from Hotel Savoy, a Rocco Forte Hotel in Florence, feature Hotel Savoy and the iconic Piazza Della Repubblica. These are part of the hotel’s decor in the lobby and restaurant. If you can’t be in Florence, you might want to relax at home with some of its familiar scenery, which you can purchase online through the Rocco Forte shop.

The super-comfy Hästens bedding from the Britannia Hotel in Trondheim, Norway, is available online, in addition to boots, travel pillows and scarves with the same pattern. Or you can curl up with the faux fur throws from Hotel d’Angleterre in Copenhagen.

Mexico

(Photo courtesy of Waldorf Los Cabos)

If you want to really go all out, you can even order the distinctive headboards from Waldorf Astoria Los Cabos Pedregal. Each headboard is handmade by local artisans in Guadalajara using leather and various colors and patterns. Contact the hotel to order one.

U.S.

A lot of hotels offer bedding, but there is something special about the visual reminder from the linens at White Elephant Nantucket. The hotel’s 300-thread count Pratesi linens, available for sale online, come embroidered with its famous elephant insignia.

Swissotel Chicago (the only Swissotel in the U.S.) makes its comfortable Swiss Stone Pine pillows, among others, available online from the Swissotel at Home store. This pillow is filled with stone pine shavings to promote deeper sleep with sturdy head and neck support.

(Photo courtesy of Outrigger Resorts)

And the Waikiki Beachcomber by Outrigger in Honolulu makes a striking impression with guests thanks to Zak Noyle’s "extreme surf" photography. You can buy these prints online from Noyle’s own website to experience some island memories in your home.

Brands in multiple regions

(Photo courtesy of Kimpton Style)

Kimpton Hotels have charted their own path at every turn, and that is especially notable with some of the brand’s popular in-room amenities. Its famous leopard-print robes offered in many hotels encourage guests to "get wild about your comfort at home." In fact, Kimpton offers robes in zebra print and giraffe print patterns, too. All of these are for sale on Kimpton Style’s website.

The Four Seasons at Home retail collection sells the hotel’s signature mattress and bedding. You can also buy Four Seasons bathrobes for the whole family, including kids.

And there is always Westin’s famous Heavenly Bed, which is featured in its hotels around the globe. You can buy the bed and bedding set including pillows, duvets, bed skirt, down blanket and 600 thread count Egyptian cotton linens online. There’s also a Heavenly dog bed.

Even better: if you buy the Heavenly Bed (or any of the other branded beds from Marriott Bonvoy-participating hotels), you can earn 10,000 Marriott Bonvoy points.

U.S.

(Photo courtesy of The Bristol Hotel)

If you’re looking to relive a stay at The Bristol Hotel in Bristol, Virginia, (the city’s first and only boutique hotel), you can re-create part of the room at home. Each room has a Crosley record player with some vintage tunes to enjoy Bristol’s claim to fame of being the birthplace of country music. You can buy one of these sophisticated record players to use at home on Crosley’s website (and get a discount using the code "Bristol").

(Photo courtesy of Twin Farms)

Twin Farms in Barnard, Vermont, has a few familiar gifts that guests can order at home, too. Everything from a hotel-inspired puzzle to homemade truffles and honey sets from the hotel will make you feel like you’re back on the farm.

Food: Hotels will ship their signature food to your home

As much as candles, games and robes can create a memorable experience, sometimes the food or drink that reminds you of a location can provide the finishing touches. Here are some options available from hotel properties around the world.

Europe

(Photo courtesy of Hotel Ranga)

Enjoy a cocktail in these authentic lava rock shot glasses from Hotel Ranga in the south of Iceland. The luxury lodge is surrounded by volcanoes, and local hand masons carve each glass with hammer and chisel (meaning they are all unique). The basalt becomes frosty when frozen, making it a great way to remember a visit to Iceland. These can be ordered by emailing the hotel directly; payments are processed onsite so they’ll code as a travel-related charge. Hotel Ranga is a member of Small Luxury Hotels of the World, and World of Hyatt members can redeem 30,000 points per night for a stay at this Category 7 property.

(Photo courtesy of The Ritz London)

Lift your pinky finger and practice your manners as if you were enjoying afternoon tea at The Ritz London, a member of The Leading Hotels of the World. You can order the same signature china used at the hotel if you want the most authentic afternoon tea experience. The hotel’s cookbook is also available online, as well as many other souvenirs.

Thailand

(Photo courtesy of 137 Pillars House)

Now you can prepare your favorite dish from 137 Pillars House in Chiang Mai, Thailand. Another member of Small Luxury Hotels of the World and Category 7 Hyatt-participating hotel, this property sells a cookbook of its restaurant favorites. Email the hotel to place your order; since the hotel processes your credit card, it will count as a travel charge.

St. Lucia

(Photo courtesy of Jade Mountain)

With views of the famous Piton Mountains, Jade Mountain Resort in St. Lucia has more than 1,500 cacao trees on its Emerald Estate farm. That means it can offer "tree to bar" tours so guests can learn how its popular chocolate is made. These sweet treats are available for home delivery, too.

U.S.

Guests of the Big Cedar Lodge in Missouri’s Ozark Mountains often comment on the salad dressing served at Devil’s Pool Restaurant and Buzzard Bar. You can order the same creamy blueberry poppyseed dressing to enjoy at home. It ships from the hotel, which means purchases should code as a travel-related purchase.

Brands in multiple regions

(Photo courtesy of Doubletree)

The secret is out on the famous "DoubleTree Cookie," the warm welcome gift given to guests when they check into any DoubleTree by Hilton hotel around the world. The hotel company has released the popular recipe for these sweet treats created by Nashville-based Christie Cookie Co. But if you’re tired of being in your kitchen, you can also order a tin online and imagine that you’re checking into your favorite DoubleTree anywhere around the world. In August 2023, the company even rolled out an allergy-friendly version of its soft chocolate chip cookie, which is is free of the top nine allergens.

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How you might earn credit card rewards for your hotel souvenirs

Scent (and taste) marketing is a powerful tool that can be used to improve the guest experience — and get travelers to keep coming back with not-so-subtle reminders at home.

Some of these items will even qualify for bonuses on credit cards that award extra miles or points on travel-related charges. This can include both hotel co-branded cards as well as cards like the Chase Sapphire Reserve® or Chase Sapphire Preferred® Card that provide bonus for travel or hotel spending. Note that any of these purchases that are processed by the hotel would likely trigger this bonus, but if the purchase goes through a retail supplier it probably won't.

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