Airports often see a lot of mixed emotions. Whether it is the ecstasy of a newly wedded couple going for their honeymoon or the sorrow of an NRI returning back to work, Airports witness a turmoil of feelings. But one thing everybody notices is the heavenly smell throughout the interiors of the Airport which helps the passengers to relax. It is due to the fragrance diffusers strategically placed across the airport interiors. This is one of the most successful venues for Scent Marketing to work its magic. So read along to further understand the positive impact of scent marketing on airports.
Heathrow Airport allows customers to experience ambient scenting from around the world by creating a ‘scent globe’ in Terminal 2. Whether that’s the lemongrass- ginger & coconut scent of Thailand, the jasmine-tobacco & coffee fragrance of Brazil, the globe certainly makes for a unique customer experience. Automatic fragrance diffuser in Dubai is placed at various airports in the UAE to maintain a pleasant ambience.
There are higher chances of getting the air unpleasant whenever there is a closed space with limited scope for ventilation. Aeroplanes have a limited scope for air ventilation. Managing the ambient smell on board an aircraft is for sure a tough task for airlines when combined with mixed odours from various passengers as well as from the food served on board. When it comes to Airports and their lounges, in particular, there is a similar problem of keeping up the standards considering the huge number of footfalls. For air travellers, the airport is the touchpoint before and after a trip. The mixed smell of the facility is what most often passengers are welcomed with, which is most often people packed.
Today, Airlines and service providers are competing to attract and retain their loyal customers. Brand advocacy and retention is the new gold. Scent Marketing has turned out to be one of the best ways to achieve this much-needed brand advocacy and retention. Scent marketing for airports and airlines ensures the pleasant experience they have will linger in their memories longer than any other marketing activity you do because smell connects emotions and influences decisions. Done properly, it creates a positive impression of your brand.
Airports and aeroplanes hold a very captive audience with thousands of flights taking place around the world every single day. Business travellers, Holidaymakers, and personal travellers stay in the airport for a few hours before the flight as well as potentially hours on board, and each experience counts gravely.
Sometimes when flying with a particular airline, something may put you off, making you not want to fly with them again. Poor food, cramped seating, crying children or foul smells are top of the problem lists. Now we must accept that not all of those issues are directly caused by and out of the control of the airline. What they CAN control is the scent of the plane that affects the overall ambience onboard.
Scenting in the transport industry started in the late ‘50s. The Parisian metro introduced the scent of carnations into their trains to accentuate comfort and well-being. Today, taking into account the value of customer loyalty and brand awareness, scenting has become increasingly important to many airlines and other travel businesses.
Whether your aim is to create a relaxing environment for anxious and stressed travellers, establish an added sense of luxury to your brand, or promote a hygienic, clean, and inviting space for passengers, ambient scenting can offer the right solution.
Finally, the pandemic has been devastating for the travel industry including Airlines. Ensuring a safe and secure environment in Airports is crucial. The positive impact of scent marketing on airports can help to make the airports and planes smell fresh and clean.
The best scents for aeroplane cabins and airports would be light and clean fragrances with uplifting elements such as jasmine, lavender, and magnolia, as these scents are powerful enough to be noticed but unlikely to offend.
A unique fragrance was introduced by Japan’s All Nippon Airways, which is a blend of 12 natural aromas, including rosemary, mint, traditional Yoshino Japanese cedar and Japanese umbrella pine.
Notes of rose, lemon, vanilla and essential oils such as eucalyptus and lavender were included in a scent called “Air” created by British scent designer Rachel Vosper for Virgin Atlantic.
Cathay Pacific’s unique scent, designed by Air Aroma, is a mixture of subtle woods, white florals, and fresh green tea notes, while Delta’s “Calm” scent was created with lavender and chamomile.
Alaska Airlines’ “Ocean Citron” scent was custom made by Seattle-based Antica Farmacista. It was used in hand lotions and lounge soaps to invoke the feeling of the cool blue ocean, with notes of soft jasmine, California lemon, lavender, green tea, etc.
United Airlines created its signature scent called “Landing”. The final product, used in the airline’s lounges and warm towels onboard, includes a blend of bergamot, cypress, orange peel, fir balsam, black tea, violet wood, black pepper, sandalwood, cedar, amber, leather and patchouli.
In conclusion, humans are known to have almost a thousand odour receptors within the olfactory system, enabling us to identify over 10,000 individual scents. Our sense of smell is processed through the limbic system which is the part of the brain that’s in charge of our emotions, perceptions, and memories. Scent marketing is able to create the desired reaction from the consumer by instilling a pleasant smell into the customer’s scent memory and emotional core.