The first few months of 2023 have seen a huge surge in travel and tourism. With travel and hospitality well on its way to recovery, we break down some of the latest research and data to discuss the emerging hotel industry trends, and the role of scent marketing in it.
1. Sustainability
Hotels around the globe are introducing different sustainability initiatives in response to customers’ growing demand, as travelers are now more sensitive to the environmental impact of their vacations. According to the Booking.com Sustainable Travel Report 2022, “78% of global travelers intend to stay in a sustainable property at least once in the coming year.” Data from YouGov Travel and Tourism Practice echoes this by stating that 44% of consumers try to buy only from socially and environmentally conscious companies. As a result, it has become necessary for hotels to adopt environmentally-friendly processes and services, and ensure such efforts to be made visible to their guests. In fact, many hotels are collecting data to better understand their carbon footprint. According to Hospitality Net, 75% of accommodation providers say they have implemented at least some kind of sustainability practices at their property; however, only 1/3 of them actively communicate about that to potential guests, which is clearly not enough.
Beyond the origins of everything they buy, consumers demand to know where it is from, of what and how it is made, so they can measure the ecological impact of their purchase. They want businesses and companies to support the causes they believe in, and are willing to pay more in support of more eco-friendly businesses. According to research from Expedia + Skift:
“half of consumers would be willing to pay more for transportation, activities, and lodging if the option was more sustainable [...] on average, consumers are willing to pay 38% more to make their travels more sustainable.”
To conclude, hotels must show their customers that sustainable business practices are in place every step of the way, from corporate policy to third-party vendors. As the only scent marketing industry member of International Fragrance Association (IFRA), ScentAir is committed to capturing and delivering the essence of nature in a sustainable way. ScentAir fragrances meet all known global regulatory standards such as Occupational Safety and Health Administration (OSHA) and EU Reach, certificated and validated to be free of any toxins, known carcinogens or respiratory allergens and do not contribute to global greenhouse gas emissions from livestock management.
With the introduction of quarterly cartridge shipping schedules and smart volume selection processes, ScentAir manages to reduce annually:
2. Local Authenticity
A Booking.com survey reveals that 60% of respondents “want to have authentic experiences that are representative of the local culture” when travelling. Millennials in particular value such experiences that they want to dine on locally sourced food, drink locally made beer, and interact with local people.
By being part of the local experience, not only can hotels appeal to this group of travelers, but they can also make a positive impact on the local economy. In addition to providing locally produced hotel supplies, hotels can partner with small businesses such as boutique stores, tour-guide services, and restaurants in the local community. Moreover, hotels can partner with ScentAir to craft a local scent to emotionally connect with their guests. The scent can be based on anything authentic to the local culture – a signature flower, food, tea, or even a spirit and characteristic”. This distinctive, authentic scent can be further used to create fragrance products, allowing guests to bring this unforgettable local experience home.
3. Wellness Tourism
As the pandemic has led to an increased focus on health and well-being, the rise of Wellness Tourism is escalated. Defined by the Global Wellness Institute (GWI), wellness tourism is “travel associated with the pursuit of maintaining or enhancing one’s personal wellbeing”, and wellness encompasses “the proactive things we do to maintain a healthy lifestyle, reduce stress, prevent disease, and enhance our wellbeing.”
Wellness is a big business. ET Hospitality World points out that in the post-COVID era, travelers are embracing the opportunities to improve their physical, psychological, and spiritual well-being through travel. The GWI projects an impressive yearly growth rate of 11.5% for 2023 and the market size will reach 1.3 trillion by 2025. These wellness travelers are looking to continue their wellness lifestyle during travel, and this lifestyle may encompass self-care, healthy eating, fitness routines, mind-body practices, healing through nature, connecting with local people and so on. When traveling abroad, wellness travelers spend an average of 35% more than others.
To take advantage of this trend, hotels should consider offering yoga classes, gym facilities, massages, healthy breakfast options and a scented environment that boosts the guests’ mood. From ScentAir’s massive fragrance library, hotels can find a collection of “Mood Fragrance” designed to enhance mood and reduce stress. In compliance with all known safety and regulatory requirements, our fragrances are safe for even kids and pets, meeting the definition of “wellness” in every sense. These fragrances can also be turned into merchandise, giving guests the opportunities to extend this unique wellness tourism experience to their homes.
Contact us today to learn how ScentAir can help create an unforgettable guest experience for your hotel guests!
References:
1. Tatyana Tsukanova (2023). Hospitality Trends 2023: the future ahead. EHL Insights.
2. Hotel trends 2023: Five factors that will shape the hospitality industry this year. pressreader.
3. Wellness Tourism will gain precedence in the post-COVID era. ET Hospitality World.
4. Beth Mcgroarty (2022). Industry Research: New Data on Wellness Tourism: Projected to Hit $817 Billion This Year, $1.3 Trillion in 2025. Global Wellness Institute.
