Transforming the Guest Experience: How Crown Resorts and ScentAir Bring Brand Identity to Life

Crown Resorts has established itself as a premier destination for luxury entertainment and leisure in Australia, providing guests with unforgettable experiences through its immersive amenities. To enhance its brand identity, Crown Resorts partnered with ScentAir to curate a signature fragrance for its properties to elevate the sensory experience and reflect the brand’s refined image.

As one of Australia’s top hospitality brands, ensuring a consistent guest experience is the highest priority. Crown Resorts offers travelers and locals a unique combination of luxury hotels, casinos, dining, and retail experiences. With large-scale properties in Sydney, Melbourne, and Perth, Crown Resorts needed a fragrance partner to match their scale and scope.

In ScentAir’s 30-year history, it has proven success developing scent marketing programs for thousands of hotels and resorts, restaurants, and retail brands worldwide. Our expert team is prepared to tackle each business's unique challenges and help achieve its brand identity and guest experience goals.

Crown Resorts aimed to create lasting guest impressions by developing a signature scent. This scent would serve as a sensory anchor for their brand, ensuring that every visit feels luxurious and familiar.

ScentAir's custom fragrance development process allows brands to create a scent identity that aligns with their brand image. For Crown Resorts, ScentAir crafted Crown Mahogany, a luxurious fragrance featuring rich citrus and floral notes anchored by a warm oriental base. This scent is designed to evoke an atmosphere of indulgence and relaxation, reflecting the refined and inviting ambiance that guests expect from Crown Resorts. The fragrance is diffused throughout the properties, inviting guests into the hotel lobby, VIP gaming areas, and retail shops.

During curation, ScentAir explores a brand’s values, market positioning, strategy, design and decor, energy and vibe, customer aspirations, and more. Our team goes beyond the surface through immersion and understanding, creating a fragrance that brings the brand to life.

Discover the process here.

Crown Resorts uses ScentAir’s advanced ScentConnect technology to simplify scent management across all its locations. This system enables the Crown Resort team to manage fragrances remotely, making adjusting settings at multiple sites easy. It has proven particularly useful in allowing the team to respond to adjustments even during travel restrictions quickly.

“ScentAir's patented ScentConnect technology ensures rapid response times for any issues or system adjustments. With remote connectivity, we can instantly modify settings from any internet-enabled device, providing enhanced control and visibility across all three Crown properties.”

Crown Mahogany has evolved beyond being just a fragrance; it has become an integral part of Crown Resorts' identity. This signature scent has created a lasting sensory memory for every guest, enhancing their connection to the brand and making each visit feel unique and unforgettable.

Interested in enhancing your brand identity and creating a memorable guest experience? Contact us to explore custom scent marketing solutions to support your brand’s goals.