Exclusive online program
Scent Marketing Strategies
For Hospitality Brands
In-depth practical program for hoteliers aiming to stand out and deliver sophisticated immersive experience.
In collaboration with
A global recognised leader in the Olfactory Branding Sector
About
the program
the program
Today the competitive environment of the hotel industry drives the search for new strategies and ways to differentiate itself from its competitors on deeper levels.
One of the core trends in this sphere is sensory marketing that can reach guests’ hearts and minds on a subconscious, instinctive level.
Olfactory language affects people’s emotional spheres, it is a real strategy and is no longer the exclusive playground of luxury hotels and resorts.
Today, every hotel can afford this tactic to create positive and lasting guest experiences and foster brand loyalty. It is also one of the most cost-effective interventions when it comes to enhancing the multi-sensory brand offering.
However as a tool it is still overlooked by many hospitality businesses.
This program presents an in-depth, unprecedented view of the scent marketing concept in hospitality. Moving beyond emotional notions of scent, it focuses on practical applications and how to make scent marketing an asset that can be leveraged in the hospitality business.
Program Details
FORMAT
Online Program
Start Date
Available on demand
Length
6 weeks
Language
English
Cost
$1450.00
01
Learn proven scent marketing strategies and review 25+ unique case studies, from the world leading hospitality brands.
02
Exclusively taught by Scent Company team — a globally recognized leader in Olfactory Branding with a long record of creating high-impact scent marketing projects for the most iconic hospitality names, both branded and independent.
03
An interactive learning experience designed for busy hospitality business owners, top-management, HODs, working full-time.
Practical Effects of Hotel Scenting
When done right, brand scenting conveys the sophisticated experience that translates directly to a bottom line
1.
ENCOURAGES
REPEAT VISITS
by creating a more stimulating, more memorable, more engaging and more enjoyable multisensory atmosphere.
2.
STRENGTHENS
BRAND AFFILIATION
by linking signature scents to memory and emotion.
3.
DRIVES ADDITIONAL REVENUE
through addition of scented products which also allows guests to recreate the experience at home, further cementing loyalty and affiliation with a hotel brand.
4.
CREATES A TOTAL IMMERSIVE EXPERIENCE
allowing guests to experience your brand in full, with all five of their senses.
5.
ENCOURAGES MORE POSITIVE REVIEWS
by improving overall guests satisfaction, e.g. on TripAdvisor, Booking.com, etc.
This program is designed for hospitality executives and managers responsible for strategic property development, marketing and value creation.
Hospitality properties
including lifestyle & wellness
Considering to use scent marketing
- take marketing strategy further by innovating and maintaining
advantage; - increase guest satisfaction &
influence guest perceptions; - provide total experience on-site and boost prestige;
- generate additional revenue
streams on-site and online.
Already using scent marketing to
- understand the difference between a simple scent marketing and a complete olfactory branding project;
- evaluate if the current project fits properly to the needs, expectations and values of the property, or if it is needed to re-evaluate it or change something;
- enhance and strengthen their scent marketing tools and strategies.
Titles
may include:
- hotel owners
- general manager
- marketing & communication director / manager
- brand director / manager
- strategy director/ manager
- development manager
- customer experience manager/representative
- spa manager / director
External consultants
within the hotel sector
To strengthen their understanding of strategic sensory marketing tool:
- marketing consultants,
- hotel management companies
- boutique scent marketing companies
- spa management companies
- communication agencies
- branding agencies
- events agencies
- wedding agencies
Program Impact
Join the program to get an exciting strategic view
on deploying a scent strategy:
on deploying a scent strategy:
- •adapt marketing and communication strategies for the subconscious, instinctive and irrational guests behaviours;
- •use the power of scent to tell brand stories and provide the perfect experience to the guests of your hotel;
- •deliver a super-addictive scent hit fit for your guests and in doing so, increase sales and improve brand perception;
- •use scent as a tangibles, enhancer and differentiator of service;
- •give your brand a prestige boost and reassure guests of the quality of your brand;
- •deploy the fragrance in the best possible way, using the latest technology to ensure that it is evenly dispersed, subtle and consistent;
- •accentuate and amplify the aesthetic of the hotel;
- •create a network of sensory touch points to trigger a unique set of emotions in guests.
What makes this course unique?
The only hospitality-focused scent marketing course
The one and only specialised course from a real-life, renowned practitioners with more than a decade of unique experience in scent marketing within the hospitality industry.
Self-directed learning
Bespoke activities including guided assessments and curated videos and readings – delivered in a flexible format to optimise your learning results.
Exclusive Insights
The course features exclusive industry executive interviews and case studies of some of the world’s most hospitality prominent brands, both branded and independent.
Live interactive sessions
Real-time interaction with world-leading organisational behaviour experts.
Program Authors
Learn from the world’s best experts in Scent Marketing
Scent Company is a global recognised leader in the Olfactory Branding Sector.
Established more than 20 years ago by Paolo Persico, based in Italy and with a network extending all over the world, the company has gained worldwide recognition for creating bespoke signature scents for leading brands worldwide.
Their absolutely unique wealth of experience holds a long record of creating high-impact scent marketing projects for the most iconic names, both branded and independent, in hospitality and wellness industries, including:
Sensorial experiences in the hotellerie world are changing the way guests perceive their stays and their emotional connections to the holiday places. We are happy to contribute to this experience with our Olfactory Branding know how and help the new generations of hotel management worldwide offer this enchanting services
CEO of Scent Company
Paolo Persico
Learn from the world’s best experts in Scent Marketing
This program is brought to you by an internationally recognised olfactive experts team behind some of the best olfactory sceneries globally:
Paolo Persico
Tatiana Bettoni
Valeria Panseri
Federica Noris
Alice Barboni
Arianna Poli
Elena Bettineschi
What You Will Learn
Syllabus
Sprint 1:
Introduction to hospitality scent marketing
The history of perfumes
How olfactory marketing started to gain popularity amongst hospitality brands
Why marketing doesn’t have to be only digital to be effective
Sensory marketing background & sector-specifics applications.
Specifics of Visual, Sound, Tactile, Taste and Olfactory marketing
Scent marketing as the key factor in the world of hospitality
Using scent to deliver complete branding message
Ambient Scenting vs. Scend Branding
Neuroscience behind scent marketing
Sprint 2:
Practical applications of hotel scenting
Tools and practices to apply scent marketing at your property to:
- Create a welcoming feel
- Establish and Enhancing a Branded Atmosphere
- Evoke Positive Emotions, Reduce Anxiety and Inducing Sleep
- Create a Sanitary Impression
- Promote On-Site Dining and Café Areas
- Influence guest perceptions
- Increase guest satisfaction
- Increase guest loyalty and repeat visits
- Create strong brand affiliation
- Offer a total experience
Case studies:
- Mandarin Oriental Wangfujing
- The Dedica Anthology Group
- Rome Cavalieri Hotel
- Ritz Carlton (Tokyo)
- Buddha-Bar (Monte-Carlo)
- The Four Seasons Hotel (Tunis)
- Hotel Danieli
Sprint 3:
How do hotels use scents to express different experiences and values? Neuro-marketing process and guest behaviours
Psychological Benefits of Ambient Fragrance
Physiological aspects of Scent Marketing
Mood Effect
Right Scent for the Right Space - harmonizing scent with surroundings
Using scent marketing to give your brand a prestige boost
Link between the brain’s emotional centers and how we interpret smells
Help your guests feel better and transforming how they see your brand
Sprint 4:
Generating additional incomes from sale of fragrance products in hotel shops
Types of products and their specifics
Marketing techniques to
Using scenting collection to:
- decorate your spaces
- complement the professional fragrance diffusion systems
- giving a gift to your guests to strengthen customer loyalty
Case studies:
- Park Hyatt Milano
- Forte Village (Leading Hotels of the World)
- Villa d’Este Hotel
- QC Terme Spas and Resort
Sprint 5:
Specifics of scenting in different areas of a hotel & potential pitfalls
Specifics and practical application of olfactory scenography within the hotel:
- The entrance
- Bathrooms and dressing rooms
- Meeting area
- SPA and wellness areas
- Dining areas
- Guest rooms
Potential issues to be considered:
- Safety & Standards
- Matching the scent with the space decor.
- Intensity
- Consequences when scenting not done properly and how to fix this
- Indicative rules and guidelines
Case studies:
- The Ritz-Carlton Tokyo
- Four Seasons Milano
- Royal Sanremo Hotel
- Riviera dei Fiori
- Abercrombie & Fitch
Sprint 6:
Events scent marketing (incld. weddings)
Scenting as the new essential element of event branding
Best ways of creating an inimitable and universally understandable olfactory scenery
Factors to take into account with events scenting
Practical examples of application (incl. wedding events, business meetings & conferences
Case study - wellness sector
- QC Terme Christmas Cocktail Event
Case study - hotel sector
- Hotel Nordis
- Romania
Sprint 7:
Olfactory marketing & seasonality
Olfactory notes and seasons collective imaginary
Enhancing festive atmosphere through Olfactory marketing
Specifics of Autumn/Winter vs. Spring/ Summer seasonal scenting
Combing a signature hotel’s scent with special occasions scenting
Case study:
- Hotel Rome Cavalieri
- Hotel Principe di Savoia
Sprint 8:
Pros & cons of creating a signature scent vs. purchasing developed one
The difference between a complete olfactory branding project and a simple ambient fragrance.
Criteria to define the suitable approach for your property.
Key Considerations: Memory Hooks, Unique Brand Signature, Aesthetic Design, Word of Mouth, Prestige, Break Down Walls, Generate Positive Emotions, Increase Dwell Time, Drive Sales.
Case study:
- Lario Hotels
- Tiffany Blue
Sprint 9:
The process and considerations for developing an olfactory brand
Developing an olfactory scent: steps & timelines
Issues to take into consideration
Strategic questions to ask yourself
What owners and management should know
How to define a team engaged into the process of scent branding
How to translate your brand statement into a scent
How to run tests properly
Case study:
- Villa D’Este Hotel
Sprint 10:
Scent marketing kpis
Importance of avoiding for the scent to be affected by passing fashions
Connecting the scent marketing the measurable, tangible metrics
Effect scent marketing has on a hotel’s bottom line
Case study:
- Four Seasons Hotel Dubai DIFC
- Apple
- Starbucks
Sprint 11:
How does luxury smell?
Creating a Luxurious and Sophisticated business experience
Idea of luxury in the Collective Imagination
Ingredients that transport guests to opulent, sumptuous and luxurious worlds
The combination of scent and space as the crucial factor
Tailored ambient fragrances to the guest’s identity
Budget ways of creating a luxurious guest experience
Case study:
- Palazzo Venart Luxury Hotel
- JW Marriott Venice Resort & Spa
- Hotel d’Inghilterra – Collezione Starhotels
- Hotel de Russie
Sprint 12:
Types of smell diffusers
Olfactory architectures & ways to spread perfumes
How Do Scent Diffusers Work
To to integrate the fragrances in the space to be perfumed harmoniously
How to identify the most effective type of installation ( incl. in relation to any architectural constraints)
Technical issues to be considered
Sprint 13:
Redefining the impact of 5 senses due to covid
New long-term trends resulted from COVID-19 pandemic
New fragrance needs: safety, cleanliness, serenity
Projecting a feeling of a safe space on a neuroscience level
Ozonation trend - a more effective and greener solution compared to chemicals
Sprint 14:
What’s next in hospitality scenting
Global trends and their impact on scenting preferences (incld. Climate change, use of plastic, Covid-19 pandemic)
Importance of eco-sustainability topic to the guests
Focus on making the formulas organic, vegan, with many ingredients of natural origin
Emerging trends
ADDITIONAL SELF-STUDY RESOURCES
X
Case Studies
& Industry
Leaders
X
A multiplier effect
to your guests
experience
X
Map of scents, their combinations and impact on guests unconscious perceptions
X
A comprehensive guide on products ideas
& strategies
to market them
Program case studies
25 exclusive insights on top-performing scenting projects from the world’ leading hospitality brands including
Learn How to
Use the Power of Smell to
Provide the Perfect Guest Experience
Length
6 weeks
Start
Available on demand
Cost
$1450.00
Your Learning Journey
Powered by industry
Our proprietary content is co-created with industry leaders, not academics, ensuring relevance. Each concept has a single course designed for exceptional quality, eliminating guesswork in selecting the right one.
Individual feedback
Individualized, line-by-line feedback on project work from mentors. Validate exactly which skills are successfully learned and identify opportunities for improvement.
Expert Instructors
Learn from the people who use the skills they teach in their own jobs.
The help you need when you need it
Reach out to our mentors 24/7 and have your coding questions answered quickly so you can keep learning
Relevant approach to education
Programs developed with a combination of best practices in best traditional hospitality education and most innovative e-learning approaches and technology.
Certificate
Learning goals are different for everyone. We understand this very well. For those who want to confirm their training with a certificate, we have two types of them — about listening and about passing the course (this is if you also completed the final task and received feedback from the curator).
To obtain the status of a successful student of the course, you must study the material and pass the tests. And to receive a certificate of completion, you will also need to complete the final task.
Testimonials
Join the Program
PROGRAM COST
$1450.00
Succeed with personalised services:
- Additional suggested resources to improve
- Technical mentor support
- Personalised feedback
Flexible payments available
Pay over 3 months using a bank transfer or debit card.
Please get in touch with us to arrange.
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Commonly Asked Questions
I work full-time. Do I have time to take this course?
We design programs for the busy, full-time hospitality professionals, but we also get that it can be tough to add yet another thing! One of our core features is flexibility: some students like to keep up day-to-day (expect to spend about 2-3 hours per sprint), others like to binge over a weekend.
Do I have to attend all of the live sessions in real-time?
You don’t! We record every live session with our professors and make it available for you to replay, at your convenience.
What if I can’t start the program on a specific date?
A major advantage of online learning is the flexibility it offers participants. Minor delays in participation are not a problem. Join the class activities as soon as you can as we will be happy to extend your access to the program.
Will I receive a certificate upon completion?
Every student who completes their course receives a certificate of completion. Completing the course means watching all course content videos and completing the final project. You can print out the certificate or add it to your LinkedIn profile — and feel free to tag @Kordie when you share it.
I’ve signed up for a program. What happens next?
You will receive an email containing your login information and all the other details on starting the programs.
So there’s homework then?
Not in the traditional sense. We provide a course workbook and additional self-study materials. You don’t have to go through all of them — but we hope you will, as it really expands your knowledge. You’re also not obligated to complete the final project unless you’d like to qualify for a certificate.
Will my projects and test answers remain confidential?
Yes! Upon submission, simply flag it as confidential, and we will not share your project beyond the Kordie team.
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