Hotel Announces Sensory Branding
BrandWeek reports today on Omni Hotels' newly announced "sensory branding" campaign. Omni is determined to make your upcoming stay more pleasant and memorable by placing soothing lavender, lemongrass and tea scents, as well as relaxing music, in your room.
Scents and sounds are no doubt an easy way to soften the often grueling experience of travel. And if a better customer experience is more likely to encourage a return visit, Omni will benefit indirectly from this effort.
Whether this would actually result in better branding for Omni, I'm not so sure. Sensory branding would require me to associate these specific sounds and scents with the Omni name, and I don't believe this is what the hotel chain is after. (Will they create a signature Omni Hotel room fragrance?) Perhaps Omni should call it a "customer experience elevation" campaign instead, and focus on the fundamental traits--such as overall quality of service--that make their hotel brand unique.