Current trends in scent marketing for shops, hotels and B&B's in Spain

Scent marketing has become an essential tool for creating memorable experiences that connect emotionally with customers. In Spain, businesses—especially shops and hotels—are increasingly investing in innovative and personalised scent strategies. Here are the most relevant trends for 2025:

Personalising scent for brand identity

More and more businesses are choosing exclusive fragrances that reinforce their identity and values, creating a unique olfactory signature. In coastal destinations like Salobreña or Nerja, this personalisation helps bring the local essence into the customer experience, increasing brand recall and loyalty.

Advanced diffusion technology and service

Modern scent systems offer remote control, scheduling by time and area, and can adapt diffusion based on the type of customer or time of day. On top of this, subscription-based services with regular maintenance are gaining popularity, giving hotels and businesses peace of mind and optimal performance with no hassle.

Multisensory and emotional integration

Scent isn’t just about perfuming the air—its power lies in triggering memories and emotions. Recent studies show that exposure to specific aromas can improve wellbeing and concentration, a benefit many businesses are now using to enhance the customer experience.

Sustainability and natural fragrances

Environmental awareness and the preference for eco-friendly products mean natural scents and sustainable formulas are becoming increasingly important. Refillable packaging and reduced waste are now seen as competitive advantages in the industry.

Scenting outdoor spaces

As more businesses open up to outdoor spaces, there’s a growing trend of using fresh and floral aromas for terraces and gardens. This creates welcoming, unique environments that encourage guests to stay longer.

At Hermozia, we offer comprehensive solutions to help your business stand out with tailor-made scent marketing backed by scientific research. From reed diffusers and room sprays for unique spaces to advanced systems with full maintenance service, we’re ready to support you.

Want to know how scent marketing can transform your shop or hotel on the Costa Tropical or Costa del Sol? Contact us and discover the power of scent for your business.