Multisensory Communication in Hospitality Branding: Developing Olfactory Brand Identity Using Tropical Essential Oils in Indonesia
This paper demonstrates that integrating tropical essential oils into Indonesian hospitality branding through multisensory communication effectively fosters affective brand loyalty and distinct local identity by leveraging olfactory stimulation to connect emotions, meaning, and experiences.
Original paper licensed under CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). This is an AI-generated explanation of the paper below. It is not written or endorsed by the authors. For technical accuracy, refer to the original paper. Read full disclaimer
Imagine walking into a hotel lobby. Your eyes take in the lobby's design, your ears hear the hum of conversation or the soft chime of a bell, and perhaps your tongue tastes a welcome drink. For decades, hoteliers have relied heavily on these visible and audible cues to build their brand. But there is a sense that has long been overlooked in this sensory mix: smell. While we often think of scent as merely a way to make a room smell fresh, researchers are now exploring how specific smells can act as a silent language, telling a story about a place and creating a deep, emotional bond with a guest. This field, known as multisensory communication, suggests that our brains process a brand not just through what we see, but through a holistic experience of all our senses working together. When a scent is carefully chosen to match a location's unique character, it can trigger powerful memories and feelings, turning a simple stay into a memorable experience that guests want to return to.
In a recent study focused on the hospitality industry in Indonesia, a team of researchers set out to test whether this invisible language could be used to build a stronger brand identity. They worked with Hotel Mesra, located in Samarinda in the East Kalimantan region, a place rich in tropical biodiversity. The team wanted to see if they could use the local environment itself—specifically, the essential oils found in the region's unique plants—to create a signature scent that would distinguish the hotel from its competitors. Instead of using generic air fresheners, they treated the scent as a strategic tool, a way to communicate the hotel's personality and its connection to the natural world without saying a word.
To do this, the researchers began by gathering the raw materials of the region. They identified thirteen different prototypes of scents derived from endemic plants native to Kalimantan. These were not random mixtures; they were carefully developed to capture the essence of the local flora. The team then put these scents to the test, asking guests and experts to evaluate them. They measured how these smells made people feel, looking for connections between the scent and the hotel's desired image. Through this process of testing and refinement, they narrowed the thirteen options down to four distinct "signature scents." These final choices, named Agulata, Champora, Citratus, and Elliptica, were selected because they best matched the hotel's personality and resonated with the guests' perceptions of nature and comfort.
The results of the study showed that this approach worked. The researchers found that when guests were exposed to these tropical essential oil scents, it triggered a specific type of memory known as an emotional recall. This is the phenomenon where a smell instantly brings back a feeling or a memory, much like how a specific song might remind you of a past summer. In the case of the hotel, the scent acted as an "invisible logo," reinforcing the idea that the hotel was a "Nature Sanctuary." This connection was not just a feeling; it had a measurable impact on behavior. The data showed a clear link between the use of these scents and increased customer loyalty. Guests who experienced the scent were more likely to feel a strong emotional attachment to the brand and were more inclined to return.
Perhaps most importantly, the study demonstrated that this strategy helped the hotel change how it was perceived in the market. Before the scent campaign, the hotel was viewed by many as a standard, perhaps slightly dated, business hotel. After introducing the tropical essential oils, the perception shifted. The hotel began to be seen as an "urban sanctuary," a unique retreat that offered a blend of classic comfort and natural escape. This repositioning allowed the hotel to stand out in a crowded market. The researchers identified a specific group of travelers, called "Sanctuary Seekers," who made up nearly half of the hotel's potential market. These guests were particularly drawn to the emotional and sensory experience the hotel provided, and the scent played a key role in attracting and retaining them.
The study concludes that scent is far more than just a pleasant background detail; it is a powerful communication tool that can shape a brand's identity. By using local resources like tropical essential oils, hotels can create an authentic experience that feels unique to their location. This approach does not rely on expensive visual overhauls but instead uses the natural environment to tell a story. The research suggests that when hotels embrace their local biodiversity and translate it into a sensory experience, they can build deeper relationships with their guests. In a world where travelers are increasingly looking for immersive and authentic experiences, the ability to communicate through smell offers a quiet but profound way to make a lasting impression.
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