Development of Hotel Perfume Communication

At present, China has changed from a world factory to a world market, which has great influence in the world. With the hosting of the Olympic Games and World Expo, as well as the bid for the Asian Games and Universiade. China's economy, culture and tourism have reached an unprecedented height in the world, and China's hotel industry has encountered unprecedented opportunities. International hotel management groups have rapidly expanded from the original first-tier cities to second-and third-tier cities, and have seen the huge market prospects in China. At present, the investment orientation of China's commercial real estate and the need of governments in China to attract investment encourage and support the development of various commercial real estate. And the introduction of various international and domestic hotel management groups to join, the hotels currently under construction in China are developing at a blowout speed, with many hotel brands. Hotel industry is a service industry with high contact with customers. Cultivating customers' loyalty to hotel brands is a very important topic in hotel management. At present, the competition in the hotel industry is extremely fierce. In order to win customers, hotels should not only upgrade their hardware and facilities, but also create a brand-new feeling for customers. In addition to the traditional way, the hotel fragrance marketing, which introduces new ideas and endows the hotel brand with the soul, began to be born. According to the positioning of the hotel's own brand, the decoration style and the classification of guests, it can be divided into four types: business type, holiday type, conference type and fashionable personalized hotel. Hotels can choose different holiday scents, such as Christmas, Spring Festival, Mid-Autumn Festival and so on. It can also design a unified fragrance for the hotel management group, improve the hotel space environment, adjust the mood and pleasure of the guests, convey the hotel culture to the guests staying in the hotel, generate olfactory memory, and implant the hotel brand into the lifestyle of the guests.

Hotel perfume experience

In the hot summer, the lobby undoubtedly becomes the strongest feeling of sensory contact when guests enter. We use sensory marketing to build our brand. Enhance the sensory experience of the lobby by emitting unique fragrance in the lobby. Incorporate this unique fragrance into the brand, and establish a more effective marketing method of nose recognition, that is, the so-called "smell recognition", so that a guest can experience a unique feeling as soon as he enters the nose, and a memory will be generated imperceptibly, so that customers will remember the pleasant experience they had when they stayed in your hotel no matter where they went. This is the function that the fragrance system brings to the lobby.

International big-brand hotels all come from smelling the fragrance, and Ritz-Carlton, Oriental, Shangri-La and Marriott are no exception. To impress guests, comfortable lobby, luxurious decoration and advanced service are naturally indispensable, but now among those more subtle factors, fragrance can attract more attention. Especially in hot summer, the body senses will be stronger. The first 10 minutes before staying in the hotel, no matter good or bad, will give the guests a clear impression, and the sense of smell is a very important part. If there is some enzyme smell or odor, the first impression will be greatly affected. So now more psychologists put olfactory marketing in a special position, which can give people this first impression. See what kind of reactions are there in the places where we use them now.

For example:

As one of the global hotel chain giants, Starwood Group is now creating a special "aroma business card" for its guests, so that every guest will never forget the hotel where he stayed. Starwood Group began to promote aroma strategy from June 5438+10, 2005. They exude a unique fragrance in the lobby of their hotel, so as to deepen their impression of the hotel and attract them to come again. Now, at the Westin Financial Street Hotel, the guest smells the same fragrance as he felt at the Westin Times Square Hotel in new york. With the fragrance, global uniform lighting and background music, fast-paced businessmen in the world can work in their familiar space and atmosphere in any Westin. The lobby of Westin Hotel exudes elegant white tea fragrance, mixed with geranium and freesia, which makes people calm and relax. The aroma in the lobby of Sheraton Hotel is a mixture of figs, mint, jasmine and freesia, which makes people feel at home. Four Points Hotel uses the aroma extracted from apples and cinnamon, which reminds people of the simple style of apple pie and hotel. It is a faint fragrance, not strong enough to make people feel pungent.

Singapore Airlines has a brand fragrance, and the perfume on the stewardess of Singapore Airlines has been specially modulated to become the patented fragrance of Singapore Airlines.

Singapore Jiahua movies are equipped with scented electronic devices. When the movie "Charlie and the Chocolate Factory" was released, the audience was filled with rich chocolate fragrance, so the audience was very happy.

Now in America, all kinds of shops, hotels, casinos and even museums want a smell suitable for their customers. More and more research institutions have also stimulated this demand, because their research shows that smell can affect customers' shopping behavior.

"

One of the most popular smells is the smell of freshly baked chocolate chip dessert. In North Carolina, this perfume has been widely used in real estate agents and sales offices. As soon as buyers set foot in these places, they will feel at home immediately, thus promoting the sales of real estate.

The popcorn stand in Disneyland will open the "artificial popcorn fragrance" when the business is slow, and soon, customers will take the initiative to smell the fragrance.

There are also some retailers who regularly release various fragrances in order to "decorate" the in-store environment. In this way, customers who are tired of smelling will also notice these different smells.

The current fragrance industry generally only involves public areas, airports, banks, shopping malls, hotels and other places, and the fragrance will enter the guest rooms in the future. There is only one lobby, but there will be many rooms in the guest room. You can choose the style room and perfume according to your preference immediately after you check in. As long as you open the door, your room will give off your favorite smell: fresh oranges, lilacs or the elegant fragrance of winter trees.

Rachel of Brown University said that she is an expert in smell and psychology. She said that fragrance "can give the indoor environment corresponding emotional experience", which will remind us of some places and experiences and trigger our association.

Fragrance service has penetrated into hotels, clubs, high-end residential centers, retail industries and other consumer places, and has become a high-end consumption to improve the quality of life. Consumers are mainly middle-and high-income groups. These people's requirements for fragrance are still based on health, and some inferior flavors that may cause headaches will not have a market. Therefore, when choosing fragrance products, the brand is very important and the health of customers is very important.

It is understood that Four Points by Sheraton Hangzhou Riverside Hotel has recently launched a brand-new fragrance system. In the past, guests would smell apple pie when they walked into the hotel, but now they will smell a more distinctive smell as long as they step into the Four Points by Sheraton Hangzhou. Fresh and natural, a bit like the fresh grass smell on the grass after a heavy rain in the summer afternoon.

This is the perfume marketing method of the hotel. Nowadays, many businesses trip consumers' footsteps with aroma, making them willing to pay for bags. Four Points by Sheraton Longxi is not the only hotel that has changed its taste. Sheraton Hotels Group manages 65,438+042 Four Points by Sheraton hotels in 24 countries around the world. Many Four Points by Sheraton hotels also introduced this new flavor. The fragrance tailored by Four Points by Sheraton Hotel,

This Four Points by Sheraton perfume has a nice name, "windmill in the wind", which translates into "windmill smell" in Chinese. "It feels like the fresh outdoor air in spring." "Windmill smell" is the unique smell of Four Points by Sheraton Hotel. Sheraton Hotels Group owns many brands such as St. Regis, Luxury Select, W Hotel, Westin, Le Meridien International, Sheraton and Four Points by Sheraton. Each hotel has its own unique flavor, customized according to the hotel's style and positioning.

In summer, the effect will be more obvious, and it is also the best time to attract guests and leave the deepest impression. At present, olfactory marketing has been widely used in high-end hotels in the Yangtze River Delta and Pearl River Delta, especially chain hotels, which will achieve better results and better shape corporate image.