Marian stayed home to raise Michelle and her brother, Craig, skillfully managing...
Written by Jennifer Dublino, on March 21st, 2011
Once a month, the Scent Marketing Digest will feature a case study on a successful scent implementation. This may be in any environment (hotel, retail, medical, etc.) and using any technology or vehicle (print, plastic, diffuser, solid, etc.). If you would like your case study to be considered, please email it to firstname.lastname@example.org.
Our first case study was submitted by ScentAir UK. Their client is the Sanctum Soho Hotel, described as “an oasis of comfort and style set in the busy heart of London.” Set back in a quiet location, the hotel offers guests excellent location and luxury. The hotel consists of two converted Victorian townhouses and was looking for a scent that would express its edgy glamor, individuality and award-winning interior design.
Choosing the right fragrance
Since the hotel’s clientele is the upscale business and leisure traveler, ScentAir recommended a fresh and sophisticated scent. They developed three sample scents based on refreshing tea notes: white tea, green tea & lemongrass and white tea & thyme. After review with the client and testing, white tea & thyme was chosen because its blend of tea, woody and light floral notes produced a fresh and sophisticated feel.
The client decided to disperse the scent in the lobby so that it greets guests upon arrival and sets the tone for their stay. ScentAir assessed the size of the area, the footfall and the airflow to determine the optimum number and placement of machines. Their ScentWave delivery system was used. ScentAir also recommended the use of its scent sticks for in-room scenting and take-home souvenirs to keep the vacation experience fresh in guests’ minds after they return home.
According to guest reports, the fresh fragrance enhances their overall stay at the Sanctum Soho. From the hotel’s point of view, the scent system is easy to use and maintain. The hotel does not specifically mention the scent in its marketing, but leaves it to the experiential part of the guest experience. It remains to be seen if the hotel will take its scent branding to the next level by providing in-room scenting, scented souvenirs such as candles and scent sticks, and scented mailings.