Everyone is scenting. Ritz-Carlton, Mandarin Oriental, Shangri-La, Marriott. When it comes to making an impression, a comfortable lobby and high-quality service are essential, of course, but among the more subtle cues, none is getting more attention these days than fragrance. “There is data that shows the power of scent to drive loyalty,” says Ziegler. “It brings people back to a place.” Ross Klein, president of the luxury brands group at Starwood, led the development of scent logos for W and St. Regis. W’s is called Bling. As for the St. Regis, “We like clients to feel they’re arriving at their own home, curated by Mrs. Astor, so the scent has the roses and sweet peas Mrs. Astor loved with a little bit of Mr. Astor’s tobacco.” The air in these hotels—as is often the case—is scented using candles.
