Scented Hotels help wary travellers relax
“Borrowing a scented page from its hip young corporate sibling W Hotels, Westin Hotels recently began a test of White Tea, its new signature fragrance, in eight cities around the world. “We think scent is a pretty exciting element of the whole guest experience,” says Sue Brush, senior vice president, Westin Hotels & Resorts. “It’s one of those subliminal things you don’t necessarily advertise, but we hope it can help guests decompress after the rigors of the road.” In developing the scent, Westin rejected florals as too traditional and citrus as too harsh. The fragrance also had to have international appeal. The company’s designer, DB Kim, chose White Tea for its simplicity and its ability to both relax and energize. Westin expects to roll out the fragrance to the entire chain by the fourth quarter, deploying scent in the hotels’ public spaces via a diffusing machine.
Excerpt from http://www.fastcompany.com/magazine/97/brand-spirit.html
