In hospitality, competition is now played out in the world of the unconscious. In a sector that has now reached extremely refined levels of quality and differentiation, new strategies are being outlined to succeed in winning over guests not only rationally, but including and above all through the five senses.
Entering a hotel, a spa or a resort now means immersing oneself in a parallel world, made up of emotional stimuli and aesthetic appeals that leave nothing to chance and speak to a much deeper level of consciousness than one might imagine.
Born as an exclusive signature of the most renowned luxury brands, sensory marketing today is a playing field open to any type of accommodation facility that wants to refine its ability to pamper guests with extremely engaging experiences.
The language of scents is one of the shortest ways to reach the emotional sphere and scent marketing is a sophisticated strategy for hospitality brands that want to stand out by creating a positive and unforgettable customer experience for their guests. However, the most interesting secrets of scent marketing are still unexplored by most people, The course is designed and taught by the Scent Company’s top
olfactory marketing professionals.
A new perspective on emotions
The course designed by the Scent Company experts aims to offer a broad and in-depth overview of the most advanced concepts of olfactory marketing, offering a guide to its practical applications in the hospitality sector.
The programme was designed by experienced parfumery professionals and guides you through the most fascinating mysteries of the sense of smell, giving you a clear vision of its opportunities within the hospitality industry. You will understand how to create innovative marketing strategies that stimulate instinctive and irrational responses in your guests, subtly influencing their emotional states, brand perceptions, satisfaction levels and even purchasing behaviour.
In order to apply an ad hoc scent marketing strategy, an understanding of the psychological effects of scent and its deep interaction with the neurological system is essential. There are numerous neuromarketing processes behind the construction of successful olfactory scenarios.
The conscious use of olfactory marketing, and even more so the creation of a personalised fragrance for your brand, allows you to harness the power of scent to convey the personality of your hotel or location without using words, but simply by relying on the magic of a whiff of perfume. An appropriate composition of
scented notes can reinforce and amplify the quality and prestige of your brand, playing with effective sensory incentives.
A stay experience taken to a new level of immersion can create memorable memories in the minds of guests, who will be involved in atmospheres to be experienced and savoured with the senses before the rational mind. Atmospheres that they will be eager to repeat, building brand loyalty and returning, as soon as they get the chance, to the same place where they enjoyed their stay.
The Scent Pathway will also help you understand how to find the perfect fragrance for a specific hotel, exclusive property or special location, so that from the first time you enter, every guest feels welcomed into their own personal luxury dream. It’s a tactic which can lead to visible increases in sales and that transforms guests into repeaters and spontaneous brand ambassadors, with positive effects on word-of-mouth and feedback that customers will feel encouraged to leave both on and offline.
Through the experience of the Scent Experts, you will also learn how to create harmonious and coherent settings in every single environment, from the entrance to the meeting rooms, from the SPA to the rooms. In addition, one of the fundamental points on which the course will focus is the correct distribution of fragrances. An accurate design of the diffusion systems is essential to ensure a uniform diffusion of the fragrance suitable for each different point of contact that the customer will encounter within the spaces.
Last but not least, thanks to Scent Marketing Strategies For Hospitality Brands you will learn how to manage fragrance seasonality and create olfactory scenarios for events held in hospitality venues. A unique way to enrich the occasion with olfactory reminders that trigger instinctive reactions and memories worth preserving.
What makes our approach so unique?
The course is designed and taught by the Scent Company’s top olfactory marketing professionals, who are engaged every day in creating exclusive fragrances and extraordinary olfactory scenarios for the most famous hospitality and wellness brands. Take advantage of live sessions where you can interact directly with them to satisfy your every curiosity.
In addition, the course is designed to be flexible and allow even the busiest professionals to tailor it to their needs, with downloadable material, videos and lessons designed to optimise learning objectives. In addition, the course also features powerful case studies from hospitality leaders, providing a practical and useful approach to your training. Finally, you can count on personalised feedback from the trainers to validate your knowledge and certify the new skills you will have acquired by the end of the programme.
Is this the right path for you?
Scent Marketing Strategies For Hospitality Brands is aimed at all hospitality managers as well as those responsible for marketing and strategic development in the hospitality and non-hospitality sectors. It has the dual purpose of encouraging those who have yet to grasp the opportunities of olfactory marketing and refining the strategies of those who have already incorporated it into their business assets, bringing them closer to the sophistication of olfactory branding.
The Scent programme is also open to all spa and wellness directors, external consultants in the hotel industry, communication agencies, hotel management companies and those involved in organising events, weddings and complete brand identity projects.
The learning objectives can be customised according to individual needs, as well as certified at the end of the course with verification activities that attest to the achievement of a new awareness of the centrality of smell in marketing and branding strategies.
Say yes to the magic of perfume.
