CONCIERGE SCENT OF PROFIT Hotels have long


made an effort to alter guests’ moods by piping specially made scents into common areas. But the industry is increasingly turning smell’s ability to instantly cue memories into a branding opportunity, with


scented candles and room diffusers sold in lobbies or online. Scent Marketing Institute, charged with developing


Mandarin Oriental’s scent, unsurprisingly took a cue from the name and included a note of orange. Le Bristol Paris’s fragrance is designed to remind guests of the hotel gardens. New York City-based bespoke fragrance creator Le Labo concocted the Gramercy Park Hotel’s scent while construction was still underway. With not much more than the lobby fireplace to go on, the firm formulated one that


MAKING SPACE FOR WELLNESS


BY CHERYL-ANNE STURKEN Maintaining a healthy routine


on the road is a growing concern for travelers. To capture the loyalty of these wellness-minded travelers, hotels are rolling out a number of creative initiatives.


Earlier this year, the Malta-


based uber-luxury hotel chain Corinthia hotels teamed up with British nutritional specialist Jeannette Hyde, who worked with the chain’s nine executive chefs to create new gluten-free Food for Thought menus, which emphasize locally sourced proteins, grains and vegetables, eliminate processed sugars and refined carbohydrates, and showcase super foods such as avocados, blueberries and dark chocolate. Westin Hotels & Resorts launched a $15 million campaign earlier this year dubbed the Westin Well- being Movement, touting the brand’s commitment to a healthy lifestyle at its 200 properties globally. Meeting break


menus feature healthy options such as wheat grass shots and a blend-your- own trail mix station. What’s more, for $5 a day, guests can rent workout clothes and shoes — including socks, which they get to keep — thanks to a partnership Westin forged with retailer New Balance. Individual hotels are encouraged to add their own options. While Sin City doesn’t exactly spring to mind as a wellness destination, that hasn’t stopped the 5,044-room MGM Grand, Las Vegas from taking up the banner. Last year it converted an entire floor, 171 rooms in all, into


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Stay Well rooms. Among the features, a Vitamin C infused shower, air purification system, blackout shades, and a mini- bar loaded with energizing snack food. Despite a $30 price point above regular rooms, the hotel says demand is so great, they are considering converting another block of rooms. This year, it took the concept into the boardroom with the launch of Stay Well Meetings. The 13 meeting rooms designed by wellness guru Dr. Deepak Chopra feature creativity-enhancing colors, air- and water-purification systems, and healthy meeting break menus.


suggested wood and hints of leather. Five years on, The scented candle is still a gift-shop best seller at $100. While signature blends are intended to be unique, are popular,


many share common notes. Tea and citrus


and fig is “very hot” according to ScentAir, a company that matches scents to hotels from Sheraton to Shangri-La. Some hotels want to waft reassurance. Guests at every Langham hotel, for example, experience Ginger Flower. All Le Meridien hotels feature cedarwood, frankincense, iris absolute and musk in LM01, used in candles and diffusers throughout the lobby.


Others want individuality. The Park Hyatt Milan works with local perfumer Laura Tonatto to offer a mix of amber, vanilla extract and orange blossom that is different from other Park Hyatts. Guests can buy body milk, “ambiance spray” and eau de parfum only in the hotel. Ritz-Carlton South Beach recently took a different tact by launching a Mango Guava scented candle that specifically reminds you of the hotel spa’s new Taste of the Tropics treatment. Of course, you have to book the treatment to get the candle.- BF


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