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HOTEL Business Review
The Scent of Hospitality in the New-Normal By Vishesh Vijayvergiya
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t the risk of being repetitive, everyone will admit that the coronavirus p a n d e m i c h a s af fe ct e d eve r y industry, across every touch point in all the markets around the world. Technology and Automation are paving way for the “New Normal” to fuel demands for unprecedented innovation in all aspects of our lives! Growing digitalization and shrinking personalization goes against the central supply-and-demand tenets of the Hospitality industry – which is already suffering from over-regulation and hyper-sterility. The simplest thing that can be done to add to the comfort of the Guest is to present him with an ambience which has a pleasant & familiar aroma that reassures him of Hygiene and Safety. At the onset of the Covid-19 pandemic, Guest’s hygiene and cleanliness expectations have sky-rocketed. Unprecedented increase in the role of disinfectants, cleaners and sanitizers to give a sense of being protected and safe! Also gaining importance in present times are thoughtfully chosen Aromas – when selected and implemented by experts – can enhance the overall Guest’s feeling of being safe and comfortable. This is the need of the hour and Hoteliers must look into this aspect diligently. Gone are the
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days when any aroma will do the job – the Guests does not want a random fancy smell, he wants a functional aroma that conveys hygiene, sanitization and, relaxes and makes the guest feel relaxed and secured. Just like airing out an old holiday home for the season, reopenings after the pandemic might need to, in effect, clear the air and infuse them with aromas that envelop the guest in a sense of Escape (and Safety!). There are specific aromas that convey a sense of ‘well being’ –Cleanliness, Health and Safety should be communicated via Sight, Touch, and Smell. The guest must perceive the efforts put into sanitization, which is invisible, and its here that Aromas come to your rescue. Homo sapiens have long associated foul smell with illness. Even during the Bubonic Plaque (aka Black Death), it was a common belief that foul odours were the root cause of the disease. Doctors and other health workers used to wear Beak-shaped masks, stuffed with aromatic herbs to protect themselves from infection. In our collective consciousness, we have some mental association with scents of Thyme, Lavender, Rosemary for imparting protection against illness. Fragrance is of paramount importance in
the Hotel; since a good or a bad smell will decide how the guest is going to interpret the luxury, cleanliness, and credibility of the Hotel. The role of the fragrance starts straight away the moment they enter the Hotel through the gates, until the guests’ leave, through the gates! Haphazard selection and application of Aromas can have a daunting effect! Pleasant aromas a powerful way to evoke a sense of security; and Sanitation is the new security and good aromas are the best way to welcome your Guests back and comfort them! The sense of smell plays a significant role in the physiological effects of mood, stress and overall health. A remarkably interesting trend that we will see is the usage of outdoor scents – fragrances reminiscent of Rain Forests, Mountains, Forests, Beaches etc for travellers emerging after months of being stuck at home due to Lockdowns! These scents can evoke a feeling and awaken the senses. We naturally feel relaxed when we smell good aroma in our surroundings. The perception of odours nearly always causes emotional reactions. As value additions, Hoteliers may even stock “Smell Test Kits” as part of the amenities in the rooms. A lot of covid
