Scent Marketing at the Holiday Inn
References: business.timesonline
Trend Hunter has featured quite a few scent marketing posts in the last few months, but this is the first time we've seen the hospitality industry incorporate the advertising tactic.
Though there isn't much information available yet, the Holiday Inn hotel chain has revealed their latest marketing tactic.
The hotels are owned by InterContinental Hotels Group, the CEO of which, Andy Cosslett, revealed their "scent and music strategy" which is geared at enhancing overall customer satisfaction.
"We're creating a Holiday Inn scent. It's going to be very subliminal. You're not going to walk in and find it hits you between the eyes. It'll be very subtle," Cosslett said.
The hotel is looking at redoing the entire brand image, and even has plans to redo the classic logo which has remained the same since its debut in 1952. Cosslett is hoping for a "refreshed and contemporary brand image" and is doing a lot of market research to figure out how best to meet customer demands.
Well, he's definitely onto something about the smell. No one likes staying overnight in a smelly, musty, smokey or sweat-scented hotel room... no body!
For more on scent marketing, check out the Trend Hunter top list:
Though there isn't much information available yet, the Holiday Inn hotel chain has revealed their latest marketing tactic.
The hotels are owned by InterContinental Hotels Group, the CEO of which, Andy Cosslett, revealed their "scent and music strategy" which is geared at enhancing overall customer satisfaction.
"We're creating a Holiday Inn scent. It's going to be very subliminal. You're not going to walk in and find it hits you between the eyes. It'll be very subtle," Cosslett said.
The hotel is looking at redoing the entire brand image, and even has plans to redo the classic logo which has remained the same since its debut in 1952. Cosslett is hoping for a "refreshed and contemporary brand image" and is doing a lot of market research to figure out how best to meet customer demands.
Well, he's definitely onto something about the smell. No one likes staying overnight in a smelly, musty, smokey or sweat-scented hotel room... no body!
For more on scent marketing, check out the Trend Hunter top list:
Trend Themes
1. Scent Marketing in Hospitality - The incorporation of scent marketing in the hospitality industry presents an opportunity for hotels to enhance customer satisfaction and create a unique brand experience.
2. Subliminal Scent Advertising - The use of subtle scents in advertising allows brands to create a memorable and immersive customer experience without overwhelming the senses.
3. Redesigning Brand Image Through Scent - Hotel chains can refresh and modernize their brand image by incorporating a signature scent that aligns with their target audience's preferences.
Industry Implications
1. Hospitality - The hospitality industry can take advantage of scent marketing to differentiate their brand, create a memorable experience, and attract more guests.
2. Advertising - The advertising industry can explore the use of subliminal scent marketing as a unique and engaging advertising tactic that captures consumer attention.
3. Market Research - Market research firms can assist hotels in identifying customer demands and preferences related to scents, allowing them to develop effective scent marketing strategies.
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