Have you ever walked into a five-star hotel and thought, "What smells so good in here?" It's not a coincidence. It's a strategy. It's called scent marketing, and it's probably the most underutilized marketing tool by SMEs in Spain.
What is scent marketing?
Scent marketing—also known as olfactory marketing or olfactory branding—is the strategic use of scent to influence people's behavior and emotions within a space. The idea is simple: just as a brand has a visual identity—logo, colors, typography—it can also have an olfactory identity. A scent that identifies the space, generates a specific emotion, and becomes etched in the customer's memory associated with that experience.
This is not a new concept. Bakers have known for centuries that the smell of freshly baked bread makes people come in and buy. Real estate agents have been using the smell of coffee during apartment viewings for decades. But its systematic application as a marketing tool is relatively recent, and the data supporting it is compelling.
The science behind scent marketing
Smell is the only sense with a direct connection to the limbic system—the part of the brain that manages emotions, memories, and decisions. The other four senses first pass through the thalamus, which acts as a filter. Smell does not. It goes straight through. This explains why a scent can instantly transport you to a memory from twenty years ago. And also why scents influence purchasing decisions in a way that the customer does not consciously perceive. Rockefeller University showed that humans remember 35% of what we smell, compared to 5% of what we see.
- 93% of people say that a bad smell in restrooms would negatively influence their perception of a business.
- 79% say that bad smells affect the image of a restaurant.
- 75% of guests would not return to a hotel with odor problems.
- 64% have a negative opinion of stores with bad smells.
How big brands use scent marketing
- Luxury hotels
Every five-star hotel chain has its own corporate scent. The Westin smells of white tea and mint—a specifically designed scent that customers instantly associate with the brand. Marriott, Four Seasons, Mandarin Oriental, Ritz Carlton—all have their registered fragrance. It's not a coincidence: it's a brand decision with the same level of importance as the logo or staff uniform.
- Retail and fashion
Abercrombie & Fitch popularized the aggressive use of in-store scent. Zara uses different scents for each product line. Apple Stores have a specific scent associated with the feeling of technological cleanliness. In luxury retail, scent is part of the brand experience and directly contributes to the perception of value.
- Casinos and entertainment
Las Vegas casinos have been using specific scents for decades to keep players in the space longer. A study showed that casinos with pleasant scents generated up to 45% more revenue than the same casinos without scent.
Scent marketing for every type of business
Scent marketing is not exclusive to large chains. It is an accessible tool for any business that wants to improve its customers' experience:
- Restaurants and hospitality: neutralizes frying and cooking odors, creates a complete gastronomic experience.
- Hotels and accommodations: the scent at check-in defines the guest's first impression.
- Stores and retail: more time in store = higher probability of purchase.
- Offices: citrus and mint scents improve productivity and reduce stress.
- Real estate: an apartment that smells good can sell for up to 15% more.
- Gyms: 56% of adults have a negative opinion of gyms with odor problems.
How to apply it in your business starting today
Implementing scent marketing does not require large investments or specialized consultants. You only need three things: choose the right scent for your space and customer, the appropriate technology—a professional programmable nebulizer—and be consistent in its use. Consistency is what turns an air freshener into a real marketing tool.
At BENDIS, we work with restaurants, hotels, stores, offices, gyms, and real estate agencies to implement professional scenting systems that work. The device is a gift with any subscription. From €39.99/month VAT included.
