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The “ Exceptionally Singapore ” fragrance products for the Mandarin Oriental , Singapore , crafted by Maison 21G . |
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Decoster , master perfumer at HD Fragrances , said the company works in close partnership with its clients to create a custom fragrance and signature scent best suited to the building style , décor , geography , clientele and more . “ A hotel in a large , urban city will not have the same wishes as an establishment located in the mountains ,” he said , adding that the process begins with a thorough assessment of the premises , “ where we identify how the use of fragrance can improve the ambiance of the hotel .”
HD Fragrances is headquartered in France and partners mostly with luxury French boutique hotels . In 2020 , they were selected by Stéphane Vilar , general manager of the Anantara Plaza Nice , to create a collection of guest toiletries , each with its own fragrance to fit the hotel ’ s heritage and the Anantara
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brand identity . A total of four unisex fragrances were created over a six-month period inspired by the French Riviera .
A SPACE FOR EVERYTHING Each space within a hotel has its own rhythm and energy and , naturally , a type of scent to go with it . A lobby may require inviting warmth , a spa might call for calming serenity , a gym thrives on invigorating zest . The mood shapes the direction of the scent , said fragrance company Maison 21G , which collaborates closely with expert perfumers to curate a palette of natural ingredients that embody the hotel ’ s unique narrative and draw inspiration from its location . Whenever possible , it incorporates locally sourced ingredients to deepen the connection to the destination .
Another approach to scent marketing involves
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implementing a custom fragrance according to the season . Consider the collaboration between Integra and Rome Cavalieri , A Waldorf Astoria Hotel . Integra crafted four distinct fragrances to reflect the essence of each season , complemented by a special Christmas scent to enchant guests during the holidays .
A sleep kit by Maison 21G for Raffles Sentosa Singapore , slated to open in March 2025 .
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MONEY ON MY MIND The strategies to maximize revenue with scents can range from subtle to bold . Fragrances that generate positive emotions in guests can encourage them to linger longer in common areas , such as lobbies , lounges or restaurants , which could lead to increased spending on F & B or spa treatments .
There ’ s also a retail
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44 hotelsmag . com Mar / Apr 2025 |