7. Asia: The Fragrance Factor
Asia is leading the world out of the economic downturn. Arrivals are predicted to top pre-downturn levels by 2011, aided by pro-active government tourism initiatives. The Asian travel market is taking scent-branding by storm, in order to offer guests a unique experience. Examples of hotels embracing ‘scent delivery’ technology include the Scent Hotel in Koh Samui, Thailand which transformed from its origins as a scent market stall into a boutique hotel with fragrance at its core.
Shangri-La has customised its own branded scent ‘Essence of Shangri-La’. Fragrance and air care sales in Asia are predicted to increase in value to $3 billion and $1.5 billion respectively. Customisation is the king with different scents for different hotels, while finding the right balance between natural aromas and manufactured scents will be a key challenge for travel players, such as hoteliers, airlines and tourism boards.
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