Fragrances & Sensorials in Hospitality: The Untapped Power of Scent
Unilever Professional
Unilever Professional offers superior and affordable cleaning solutions for professional usage.
The Fragrance Opportunity You’re Overlooking
You’ve nailed the design and service, but what’s the one element that can instantly change a guest’s experience? It’s not what they see–it’s what they smell.
A single off-putting scent, like chlorine or mustiness, can disrupt the entire atmosphere. Now imagine if a carefully curated fragrance could elevate your space and leave a lasting impression.
Scent is the most powerful sense we’re underutilising, according to Ana Maria Panait, Unilever Fragrance Lead. It’s time to change that.
Why Scent is Your Secret Weapon
“Smell is our most underrated sense, yet it’s at the heart of our emotions,” says Ana Maria Panait. Scent doesn’t just enhance guest experiences–it defines them, creating powerful connections through nostalgia, comfort, and a sense of place.
Fragrance can make or break guest experiences. Ana Maria recalls: “I’ve walked into hotels where the chlorine smell was so strong, I had to change rooms.” Every hotel or restaurant has a scent–whether it’s planned or not. What message is yours sending to guests?
Crafting the Perfect Scent Strategy
Your scent should reflect your brand identity. Cosy venues need warmth, while modern spaces call for something fresh. The key is consistency–scents should flow from the lobby to guest rooms, creating a cohesive experience. Don’t overlook take-home options like candles or air fresheners that remind guests of their stay.
Tailor your fragrance to fit each space: bright citrus works in lobbies, while calming lavender is better for guest rooms. “Knowing your guests’ preferences is key—some prefer subtle scents, others love bold ones,” says Ana Maria. Balance is crucial to enhancing your brand without overwhelming guests.
How Fragrance Drives Loyalty and Sales
Fragrance influences behaviour as much as it evokes emotions. Just like the smell of fresh bread draws customers into a bakery, scent in hospitality boosts guest loyalty.
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“Fragrance is an overlooked tool for creating a more experiential guest journey,” says Ana Maria. With Unilever Professional’s Comfort range, guests enjoy up to 100 days of freshness, extending their sensory experience beyond their stay.
Emerging Trends in Fragrance
Fragrance trends are evolving. “Vanilla, lavender, and tropical fruit scents are gaining popularity in laundry,” says Ana Maria. The high-end market favours rich, complex fragrances that evoke luxury. While floral and lavender scents remain strong in South Africa, there’s always room for innovation.
The Comfort Range: Scent That Stays
Unilever Professional’s Comfort range offers operators lasting impact. “Our encapsulated fragrance technology ensures that every time guests use linens or towels, they experience long-lasting freshness,” explains Ana Maria. This innovation provides an edge for hospitality operators looking to make a lasting impression.
The Future of Hospitality Is Fragrant
Fragrance isn’t just a nice touch–it’s a powerful tool for elevating guest experiences and building loyalty. “Smell is the gift that keeps on giving,” says Ana Maria. Start curating your scent strategy now, and create unforgettable moments for your guests with Unilever Professional’s Comfort Professional Fabric Conditioner range.
Ana Maria Panait
Fragrance Lead | Laundry Portfolio Manager
Follow her Ana Maria Panait