The next time you step into a five-star hotel, try taking a sniff. You might be surprised to find that the first impression is not just about what you see.

In the competitive landscape of luxury hospitality, hotels are increasingly seeking innovative ways to differentiate themselves and create memorable experiences for their guests. A burgeoning trend that has caught the noses of travellers is the partnership between hotels and renowned fragrance ateliers.

This collaboration not only involves offering branded toiletries but also occasionally creating a signature scent that permeates the entire property.

According to Mr Joe Escobedo, an adjunct lecturer from the Department of Marketing at NUS Business School, fragrances evoke emotional responses and create lasting impressions.

“A guest entering a hotel lobby infused with a signature scent like Le Labo’s Santal 33 can feel an immediate sense of luxury and comfort,” he says of the New York-based niche perfumery brand’s offering.

Instead of opting for renowned fragrances from established perfumers, some hotels are going a step further by choosing scents that capture the essence of their local surroundings, using notes reminiscent of indigenous flowers, spices and culinary aromas.

Mandarin Oriental, Singapore collaborated with home-grown bespoke perfumery brand Maison 21G to create a personalised fragrance that is, in the hotel’s words, exceptionally Singapore. The fragrance was unveiled when the hotel reopened in November 2023 following a six-month refurbishment.

“The sensory journey co-curated with a brand that originated and developed in Singapore elevates the experience we craft for our guests, creating a connection with the city in every aspect of their stay and leaving unique memories of (the hotel),” says Ms Jill Goh, general manager of Mandarin Oriental, Singapore.

Guests can look forward to a host of customised scent amenities, from reed diffusers to pillow mist sprays, as well as scent workshops during their stay.

Looking ahead, Mr Escobedo suggests that personalised scent experiences may soon become a reality.

“Guests will be able to personalise the scent in their rooms. This could be done through pre-arrival preferences, where guests select their desired scent, or through customer relationship management systems that remember a guest’s favourite fragrance from previous stays and automatically prepare their room with that scent,” he says.

Here are the fragrance brands used in some of Singapore’s top hotels:

Mandarin Oriental, Singapore