Why scent Is the new secret to success in Spanish hotels and shops
Why scent is the new key to success for Spanish hotels and retailers
Imagine stepping into a hotel or shop and, before you even look at the products, you suddenly feel different: more relaxed, uplifted, more at home. This is the subtle—and sometimes almost magical—power of scent marketing.
Scent marketing: much more than just a fragrance
In today’s competitive world, standing out isn’t only about beautiful décor or perfect service. Scent has become the secret ingredient for creating memorable experiences and genuinely connecting with your guests.
Recent studies show that most Spanish guests say pleasant scents help them remember a place, improve their mood, and make them more likely to return or recommend your business. *
For knowing what is pleasant en suits your company we give you a free expert talk.
Trends that make a difference in 2025
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Multisensory experiences: Hotels are increasingly choosing exclusive fragrances (“odotypes”) to reinforce their brand personality. In shops, scent acts as an invisible magnet, inviting customers in and encouraging them to stay longer.
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Well-being, health and comfort: More and more people are looking for spaces that feel clean, safe, and relaxing. Fresh, natural scents—especially on the coast—are popular for their ability to reduce stress and improve how guests feel.
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Memory and emotion drive sales: It’s scientifically proven that smell evokes memories much more powerfully than sight or sound. The right scent links your business to positive emotions and builds customer loyalty far beyond the first impression.
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Sustainability and personalisation: Spanish entrepreneurs are increasingly opting for natural, sustainable fragrances and refillable solutions. Tailor-made concepts—like those Hermozia creates for hotels and coastal businesses—stand out in today’s market.
Did you know?
A recent survey found that over 70% of Spanish hoteliers believe guests are willing to pay more for a room that “smells of well-being”.<sup>1</sup>
That’s how powerful scent memory is.
Planting the seed
Bringing scent into your business strategy isn’t just following a trend—it’s investing in emotions and memories, and making sure your customers leave talking (and dreaming) about your brand.
Scent marketing isn’t just for big chains; it’s now perfect for independent hotels, shops and innovative businesses that want to offer a total experience.
Make your brand memorable—from the very first breath.
Recommended reading *
You can read the Spanish academic study on scent marketing and memory in hotels here:
Marketing Olfativo y uso de Aromas como Refuerzo Experiencial en los Hoteles en España
Ready to turn your space into an unforgettable memory? Hermozia is here to guide you.