• Brandweek, Friday, June 23, 2006 11:30 AM

A hotel chain is adding a new element to its marketing mix that it hopes will capture the hearts, minds and even the noses of its customers. The chain, Starwood Hotel & Resorts, has assigned signature scents for its hotels and is making sure the aromas waft through their lobbies and other public areas. It's part of what the company calls its sensory marketing strategy, and the scents vary from hotel to hotel. For example, at the Four Points by Sheraton, guests will be greeted by the scent of America's favorite pie--apple cinnamon. At the Westin, it's White Tea and the Sheraton offers a scent called Welcoming Warmth (with fig, bargamot, jasmine and freesin). In a Russell Research online survey of 1,097 adults, 47% of participants said the thought of pie conjures the word "comforting" and 39% said the smell of pie produces happy memories. Apple pie was the favorite for 17% of adults surveyed followed by pecan pie (11%).

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