Signature Scents: The Power of Olfactory Branding in Hospitality

In today’s hospitality landscape, a beautiful lobby or five-star linen thread count is only part of the story. To truly stand out, hotels must craft experiences that resonat emotionally, tapping into all five senses—especially the one most deeply tied to memory: smell.

From Paris to the Maldives, the world’s most iconic hotels are investing in signature fragrances—bespoke olfactory identities that don’t just enhance ambiance but become part of a guest’s emotional memory.

At GroupG, we help hotels harness this powerful branding tool in partnership with legendary Swiss fragrance house Luzi, delivering custom scent design that is immersive, sustainable, and unforgettable.

 Why Scent Matters to Hospitality More Than Ever

Scent is scientifically proven to be the most emotionally evocative of our senses. A distinctive hotel fragrance can:

• Enhance brand identity – Guests remember a space not just by how it looked, but how it smelled.

• Elevate the guest experience – A carefully composed scent can suggest luxury, serenity, intimacy, or energy.

• Foster loyalty – Memorable fragrances encourage guests to return, or even bring the scent home via retail candles, sprays, or oils.

  
  

As Verena Haller, Global Head of Design at Hyatt Lifestyle Group, explains: “We don’t take a standardized approach to scent. Each fragrance is designed to reflect the soul of the space—grounded, honest, never overly floral. It’s part of the greeting process.”

How GroupG & Luzi Help You Craft a Signature Scent

At GroupG, we specialize in translating your hotel’s soul into an olfactive experience that enhances every touchpoint—from the lobby to the spa, from guest rooms to retail spaces.

Together with Luzi, one of Europe’s most innovative fragrance houses, we offer:

Customized Fragrance Development

We work closely with your brand and design team to develop a completely unique scent aligned with your architecture, location, and guest journey.

Sustainable, Safe Innovation

Using Luzi’s cutting-edge green technologies—including Lupearls, a biodegradable, alcohol-free scent delivery system—we help hotels offer immersive scent without compromising health or environmental values.

• Full-Spectrum Scent Integration

• We support scent strategy across:

• Air diffusion systems

• Bath amenities

• Candles & gift merchandise

• Hair & body care

• All harmonized under a single olfactory identity.

Scent as Memory, Brand, and Story

As Dianna Cohen, founder of Crown Affair, recalls about the Miami Edition:

“To this day, the smell of that black tea scent brings me right back to our wedding weekend. Scent is memory in its most visceral form.”

Incorporating scent into your brand is more than ambiance—it’s emotional architecture. It’s how luxury spaces linger in the hearts and minds of your guests.

The future of five-star hospitality is sensorial and strategic. A signature scent doesn’t just enhance—it defines. Let GroupG and Luzi guide you in crafting a fragrance that embodies your story and travels with your guests long after checkout.

Contact GroupG today to begin your scent branding journey.

Read More

• How a Hotel Gets Its Signature Scent – Condé Nast Traveler

• Scents of Success: Olfactory Marketing in Hospitality – HFTP Blog

• Why Do Hotels Smell So Good? – Cvent Hospitality Blog

• How to Create an Olfactory Signature in Hospitality – EHL Insights

• Hotel Scent Branding: Trend Watch – Majestic Hospitality