Unbeknownst to most hotel guests, true hospitality starts not while receiving a welcome greeting from a receptionist or concierge but immediately once you walk through the door. At the top of my most-loved list is Hôtel Plaza Athénée’s signature warm amber scent, the complimentary vials of which both Bazaar beauty director Jenna Rosenstein and I took away after staying there and now spray conservatively at home.
Scent is the invisible yet deeply sensorial thread that quietly weaves a throughline of enjoyment during your hotel stay. And just like that intoxicating perfume you can’t stop smelling once it dries down or string of comforting olfactory notes that remind you of a fond memory, hotel groups understand the power of scent memory and have harnessed it for years, to not only craft unique environments for their businesses but also keep you coming back. The waft of a specific blend can mentally transport you to the relaxation you experienced during a luxe island getaway or inspire thoughts of booking a room at your favorite countryside venue.
“The part of the brain where the conscious perception of scent takes place is the same part of the brain where the processing of emotions, memories, and associations take place: the limbic system,” author and neuroscientist Rachel Herz previously told Bazaar. Scent marketing company Air Aroma understands this concept better than most, having developed signature fragrances for buzzy establishments like the Four Seasons, Ritz-Carlton, Waldorf Astoria Beverly Hills, and the Standard Hotels over the past 27 years.
Air Aroma CEO Alan van Roemburg says that when smell is combined with other marketing cues, it can not only amplify the brand experience but also establish a long-lasting connection with customers. “We create a scent logo for a brand, one that is instantly recognizable and memorable but also expertly crafted to reflect unique brand characteristics,” van Roemburg explains. “That scent logo becomes a powerful tool to increase brand loyalty.” Air Aroma’s fragrance collaboration process usually starts through word of mouth or the company’s existing hospitality relationships. The company then works with a hotel to evaluate brand positioning and identify specific scent directions suitable for its particular character over several weeks or longer.
Cold-air diffusers disperse Air Aroma’s signature scents within partnering hotels, deploying them in public areas like lobbies, corridors, and elevator landings in a way that won’t overwhelm visitors. “The key is achieving a balanced blend that is not overt in its style. Often the most successful scents sit between a few fragrance families and have a really intriguing quality that feels almost addictive,” van Roemburg says.
According to the expert, most hotels gravitate toward fresh, citrus-forward, ambery, and woody notes when developing custom blends or choosing from the agency’s scent library. Verena Haller, global head of design and creative services at the Hyatt lifestyle group, works with the agency to craft individual scents for Standard hotels, including their upcoming Brussels location. “We don’t take a standardized approach to scent across our properties. Instead, we believe that each project has its own unique vision, and the scent is carefully curated to align with that,” she says. “Each fragrance we create is entirely unique, but there are some common threads: Our scents are grounded, honest, and never overly sweet or floral. They’re designed to reflect the soul of the space.”
Haller adds that every Standard location has a goal of “touching each of your senses, with scent being part of the greeting process.” Along with intentionality about fragrancing interiors, many boutique hotels, like the Edition, also extend the scent memory of their individual spaces with the creation of shoppable grooming amenities, candles, and diffusers.
“I got married at the Miami Beach Edition in 2021, and to this day, the scent of their signature Le Labo black tea takes me right back to that weekend. Scent has a remarkable way of anchoring us to a place and time; it’s memory in its most visceral form," Crown Affair cofounder Dianna Cohen shares. “For me, that fragrance evokes a deep sense of joy, presence, and being surrounded by the people I love most. It’s understated yet grounding, and every time I catch it, especially during our tradition of visiting Editions around the world to celebrate our anniversary, it transports me all over again. We’ll be at the Tokyo Edition in a few weeks, and I already know I’ll smile the moment I smell it.”
The Edition’s long-standing partnership with Le Labo is well-known among beauty lovers, with their fragrance collaboration featured at every property within the company’s portfolio. It also happens to be another hotel scent on my favorites list. “From the beginning, Edition has worked with Le Labo, which we recognize as one of the very best perfumeries in existence,” George Fleck, senior vice president and global brand leader of Edition, explains. “We were enamored by the scents they create and trusted them as collaborators to bring our scent experience to life. Our signature blend of black tea, Sicilian bergamot, and cedarwood was crafted specifically for Edition to provide a rich and refreshing aroma that perfectly encapsulates the elegance and sophistication of our luxury hotels.”
A major appeal of personalized hotel scents is about more than just the aesthetic value they add to their respective spaces. These custom blends also provide guests with an immersive and full-circle hospitality experience while giving establishments another avenue to communicate their identities with the public. “With our signature scent, we have the opportunity to create a ‘home away from home’ feeling that evokes a sense of well-being and comfort that has now become synonymous with Edition worldwide,” Fleck continues. Along with five-star room service and a mint on your pillow at night, the right arrangement of fragrance notes can make all the difference in the quality of your traveling experience; it certainly does for me.
