This is maximalist hospitality design, and it is having a real moment. But the most interesting properties working in this style understand something easy to overlook amid all that visual noise: a room this rich in pattern and texture needs an equally rich atmosphere to match. Without scent, even the boldest interior can feel like a stage set with the lights still off. With it, the whole space comes alive.

What maximalism actually looks like right now

Industry trend reporting from the past year points to a few consistent threads running through this style. Designers are layering plaid, florals and Memphis-inspired geometry against Art Deco curves and sculptural furniture, pairing crushed velvet and animal print with colored marble and jewel-toned finishes to create interiors that feel curated rather than decorated. The goal isn’t excess for its own sake. It’s a more expressive, guest-centric aesthetic that moves past neutral minimalism toward spaces that feel vibrant and genuinely lived in.

There’s also a strong undercurrent of nostalgia and storytelling. Many of the standout maximalist properties aren’t building from scratch. They’re reviving the bones of an older building and filtering its original character through a contemporary lens, mixing furnishings, eras and cultural references so guests encounter something that feels both familiar and entirely new. The result tends to be theatrical: a lobby that functions less like a check-in desk and more like a stage, designed to be moved through and discovered.

San Diego’s Lafayette Hotel: maximalism as a complete sensory world

Few recent projects illustrate this better than the LaFayette Hotel & Club in San Diego. Originally opened in 1946 as a Hollywood-era retreat for stars like Frank Sinatra and Ava Gardner, the property sat in decline for decades before hospitality group CH Projects and Brooklyn-based studio Post Company took it through a $31-million transformation that reopened in 2023, filtering the hotel’s old-world glamour through a lens of irreverent maximalism.

The results are exuberant by design. The main entry mixes tiger print and floral upholstery with checkered tile flooring and palm-tree shaped chandeliers, all sitting beneath the gilded wainscotting of the original structure. Beyond it, the lobby unfolds like a town square, anchored by a massive Atlas statue under a domed skylight, with a circular bar and a row of “storefronts” that includes a fully functional mid-century diner. In Lou Lou’s Jungle Room, the hotel’s former jazz stage, leopard print, feathers and forest-canopy patterns collide under green velvet drapery, with a shell-shaped stage framed by fringed animal-print seating. It’s a property built on the idea that hospitality at its most ambitious is theatre. CH Projects founder Arsalun Tafazoli has described a hotel as hospitality’s most complex canvas, a place where people can socialize and connect deeply. Every surface at the LaFayette was considered with that brief in mind, down to custom-sculpted furniture pieces and hand-drawn wallpaper made in collaboration with the design studio.

Scent was treated with the same intentionality. The LaFayette’s signature fragrance sits in an herbal, woody fragrance family, and feels spicy, sueded and warm. It’s built on bergamot, lemon and orange against nutmeg, cardamom, coriander and clove, settling into a base of jasmine, musk, amber and patchouli. It’s a profile that mirrors the architecture of the space itself: a bright, citrus-led opening that echoes the property’s sun-soaked, Old Hollywood energy, a spiced heart that brings the same warmth as velvet and brass and gilded detail, and a smoky, ambered base that gives the whole experience weight and permanence, the same way a domed skylight or a hand-carved bar gives a room gravity. The scent doesn’t sit on top of the design, but rather moves through it the same way the eye does.

Why maximalist spaces need scent more, not less

It would be easy to assume a maximalist room is already doing enough work on the senses, and that fragrance risks tipping it into overload. In practice, the opposite tends to be true.

A few principles seem to separate scenting done well in these spaces from scenting that feels like an afterthought.

Scent gives a layered room a single throughline. Maximalist design intentionally combines many visual ideas, eras, patterns, materials, in one space. Fragrance is one of the few elements that can move through all of those zones at once, giving a guest’s nervous system one consistent signal even as their eyes are taking in a dozen different things. It becomes the quiet organizing principle behind the visual abundance.

Warm, spiced and resinous notes read as “rich” the way pattern and color do. The same instincts that draw maximalist designers toward jewel tones, velvet and gilded brass tend to translate into fragrance through notes like clove, cardamom, amber and patchouli. These are not quiet, minimalist scent families. They carry weight, depth and a certain old-world opulence, the olfactory equivalent of a clashing pattern done with confidence rather than restraint.

It supports the nostalgia these spaces are built on. Much of today’s maximalist hospitality design draws on revived heritage buildings and mid-century or Art Deco references. Spice, resin and amber-forward fragrances carry that same sense of history and glamour, evoking old hotel bars, vintage perfumery and grand interiors in a way that clean, modern scent profiles simply can’t.

Citrus keeps it from tipping into heaviness. The brightness at the top of a composition (bergamot, lemon, or orange), does real work in a maximalist context. It keeps a richly spiced, resinous base from feeling overwhelming or dated, like the same balancing act the design itself performs by pairing bold pattern with confident editing rather than letting every surface compete for attention.

Scent supports the “stay and discover” experience these hotels are designed around. Maximalist hospitality spaces are built for lingering, for guests to move through different rooms and uncover new details. A signature scent that travels consistently through those spaces reinforces that sense of a single world worth exploring slowly.

Treating fragrance as a design material, not an amenity

The properties getting this right, the LaFayette among them, aren’t adding scent after the interior is finished. They’re treating it the way they’d treat a custom finish or a bespoke fabric: as a material with its own character that needs to be chosen in dialogue with everything else in the room. It’s considered early on in the conversation and planning process.

For a maximalist project, that means asking the same questions of a fragrance brief that a designer would ask of a color palette or a textile: Does it carry enough warmth and spice to match the richness of the visuals? Does it have a bright enough opening to keep that richness from tipping into heaviness? Does it tell the same story the architecture and the furnishings are already telling?

Get that right, and scent stops being something a guest notices in passing. It becomes one more reason the room feels inevitable, as though it couldn’t smell like anything else.

The post The Return of Maximalism: How Scent Anchors Hospitality’s Boldest New Design Era appeared first on Air Aroma.

Maybe it’s the instant dose of joy the color evokes, the sense of escape it promises, or the way it catches golden hour just right. Hotels with pink design capture something special that encourages a sense of escapism. Evocative of summer holidays, vintage glamour, and tropical daydreams, these thoughtfully designed properties blur the line between reality and reverie.

But not all pink hotels follow the same approach. Some lean into their pastel palette with maximalist flair; others let the color whisper across their walls, elegant and understated. Some favor the lightness of a seaside citrus scent, while others embrace the mystique with a rich, woody ambient fragrance. What they share is a certain softness, a charm that feels both nostalgic and refreshingly new.

Here, we celebrate four of our clients with pink hotels — each with its own personality, purpose, and perfectly curated scent experience.

Palm House Hotel – Palm Beach, Florida

Quintessential Palm Beach pink

Palm House is the newest addition to Palm Beach’s storied hotel scene, and already feels timeless. As Palm Beach’s first new hotel in four years and the first U.S. property for the Iconic Luxury Hotels collection, the vibrant, stylish property is making its mark. Wrapped in the iconic pink that’s synonymous with Palm Beach elegance, Palm House is a love letter to tropical luxury. The building’s blush exterior is the perfect backdrop for vintage cars, Aperol spritzes, and the languid pace of a long weekend.

Inside, every detail feels curated yet effortless, a dreamy blend of old-school glamour and modern sensibility. The fresh interior design blends nostalgia and modernity with iridescent seashell installations and glass chandeliers. We worked with Palm House to craft a scent that matches this balance: fresh, sunny, and refined, with subtle notes that linger like a memory. The Palm House hotel scent disperses softly through discreet diffusers and invites intrigue with floral notes of orchid and jasmine.

Sands Hotel & Spa – Indian Wells, California

Moroccan pink with a California soul.

Designed by the always-iconic Martyn Lawrence Bullard, the Sands Hotel & Spa is where desert chic meets maximalist magic. Tucked in the Coachella Valley, the dusty pink facade sets the tone of this alluring property; sultry, warm, and entirely transportive. Step inside, and it’s all arches, patterns, and jewel-toned velvet, a sensorial feast that’s equal parts Morocco and midcentury California.

Sands Hotel isn’t subtle, and that’s the point. Every corner was made to be seen (and Instagrammed), but it never feels forced. The Sands scent leans into the drama with heady florals and exotic woods that echo the layered visual textures throughout. Guests come looking for the enticing scent after staying here, hopeful to relive some of the transformative magic felt. The Sands scent is available to purchase in Air Aroma’s Havana fragrance, or through custom candles sold at the property.

The Vinoy – St. Petersburg, Florida

Historic pink, perfectly preserved.

Since 1925, The Vinoy has stood proudly in its salmon-pink splendor on the St. Petersburg waterfront. This is a hotel that knows who it is — timeless, elegant, and proud of its history; it’s one of the honored Historic Hotels of America. After a meticulous renovation, The Vinoy feels more relevant than ever, blending its iconic Mediterranean Revival architecture with fresh interiors and renewed energy.

The pink exterior, soft and sun-washed, is a visual reminder of Florida’s golden era charm and sunny idealism. The Vinoy’s hotel scent, Thé Vert Oriental, is a calming, light, green tea fragrance with a welcoming but subtle quality. Adored by guests, The Vinoy offers custom candles in this scent, complete with pink packaging for guests to take home as a sensory reminder of their stay. The scent is diffused using our patented cold air diffusion technology in Ecoscents and Aroscents in multiple areas throughout the hotel.

Esmé – Miami Beach, Florida

A pink hideaway with unexpected edge.

Esmé is a different kind of Miami hotel. Its pink walls hint at playfulness, but inside lies a moody, stylish retreat filled with texture, art, and attitude. Esmé is part Spanish village, part bohemian dream, with a pulse that’s equal parts relaxation and rebellion.

It’s not the pink of flamingos and cotton candy. It’s the pink of dusky skies and neon reflections, of secrets told over mezcal. For Esmé, the scent of Saffron Suede permeates spaces with notes of saffron, suede and sandalwood — unexpected, a little mysterious, and impossible to forget.

The Power of Pink

There’s a reason pink hotels feel like magic. The color carries with it a sense of fantasy and delight. It softens the edges, lifts the mood, and invites guests into a world that feels a little more beautiful than the one they left behind.

At Air Aroma, we believe scent plays a similar role; turning physical spaces into emotional experiences. And for hotels where color, character, and charm matter, the right scent is more than finishing touch. It’s part of the story.

The post Pretty in Pink: The Allure of Pink Hotels appeared first on Air Aroma.

In the article, journalist Tiffany Dodson Davis takes readers inside the world of hotel scenting, where fragrances tell a story, evoke emotion, and build brand identity. As pioneers in the world of scent branding, we were honored to contribute our perspective on how fragrance is redefining luxury hotel environments. Davis shares,

“Scent marketing company Air Aroma understands this concept better than most, having developed signature fragrances for buzzy establishments like the Four Seasons, Waldorf Astoria Beverly Hills, and the Standard Hotels over the past 27 years.”

We’ve long believed that scent is a subtle but transformative aspect of the guest journey. From boutique hotels to global hospitality brands, our mission is to translate the essence of each brand into a signature scent that speaks volumes without saying a word. That’s why some of the world’s most iconic hotels partner with us to craft signature scents that immerse guests from the moment they arrive.

“We create a scent logo for a brand, one that is instantly recognizable and memorable, says Alan van Roemburg, CEO of Air Aroma. “That scent logo becomes a powerful tool to increase brand loyalty.”

This concept of a scent logo, or olfactive identity, has become a cornerstone of luxury environments. Hoteliers understand its importance amongst coordinating design elements to achieve a cohesive brand message. Davis writes,

“A major appeal of personalized hotel scents is about more than just the aesthetic value they add to their respective spaces. These custom blends also provide guests with an immersive and full-circle hospitality experience while giving establishments another avenue to communicate their identities with the public.”

Thank you to Harper’s Bazaar for spotlighting the power of scent in luxury hospitality and the work we do at Air Aroma. We’re honored to share this story with our clients, collaborators, and fragrance lovers around the world, and proud to have our work recognized in one of the industry’s most iconic publications.

Read the full feature on Harper’s Bazaar.

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Intercontinental Luanda Miramar, an IHG Hotel, is Luanda’s first internationally recognized 5-star hotel, offering a refined combination of luxury and local charm. The hotel is the first in the region to implement HVAC scenting, an advanced method of scent diffusion technology commonly used in large and luxury hotels around the world. Working with global scent marketing firm Air Aroma, Ecoscent diffusers were installed to bring a luxurious and memorable ambiance to the hotel’s grand lobby. Installed at the end of 2024, these are the first HVAC connected diffusers used in Angola.

HVAC scenting, an advanced scent diffusion method created by Air Aroma, is the most effective way to scent large areas. The patented cold air diffusion technology allows for scent to travel evenly and consistently throughout a space by pushing a dry mist of scent with the airflow. This is ideal in areas like large atriums, such as InterContinental Luanda Miramar’s 24 story tall lobby, and spaces where technology is preferred out of sight. HVAC scenting seamlessly integrates an ambient scent into the space, forming a sensory layer of interior design. With built-in timers and customizable strength settings, Ecoscent diffusers are custom programmed for each space to diffuse the optimal level of scent and create the perfect ambiance. The Ecoscent is available globally through direct inquiry with Air Aroma.

An Oasis of Luxury in the Heart of the City

Luanda, the capital of Angola, is a vibrant port city on the west coast of Southern Africa. Situated in the lush Miramar district in the beachside capital, InterContinental Luanda Miramar overlooks Luanda Bay and offers the perfect West African retreat. Regularly hosting global politicians and leaders, the hotel’s prominence and prestige is a key feature for Angola. The hotel features contemporary amenities tailored for both business and leisure travelers, including an outdoor swimming pool, a full-service restaurant, and comprehensive meeting facilities. Guests can effortlessly explore the area, renowned for its upscale dining, rich local culture, and breathtaking wilderness.

“This is the most important hotel I’ve had the honor of working in. As the only luxury hotel in Angola, we often host global leaders so our property requires a certain level of prestige. I knew that incorporating a signature scent was an important aspect for our brand recognition. Air Aroma’s brand scent elevates our hotel providing that 5 star experience that guests enjoy with the InterContinental brand. We are proud to be working together to create a pleasant and memorable ambiance in our hotel.”

-Shankey Sehgal, Director of Rooms

The Ecoscent HVAC Scent System by Air Aroma

The Ecoscent is discreet, powerful and connects to your HVAC system, ideal for scenting large areas like hotels, casinos and fashion stores.

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In the world of luxury hospitality, every detail matters. From the design of a space to the lighting and décor, each element contributes to the overall guest experience. Among these, scent plays a crucial yet often subtle role in setting the tone for a stay, evoking emotions and creating lasting memories. At the forefront of the hospitality industry, Hilton is recognized globally for its excellence in service, luxury, and innovation. With properties in over 100 countries, Hilton’s brand presence is a symbol of prestige and comfort. There is a powerful, yet subtle element that enhances Hilton’s guest experience across many of its brands worldwide—signature scent design by Air Aroma. Hilton hotel scents captivate travelers with a range of specially designed fragrances for its portfolio of brands.

As the global leader in scent marketing, Air Aroma collaborates with Hilton to create custom fragrances for a variety of its flagship brands, including Waldorf Astoria, Conrad, DoubleTree, Curio, and Hilton Hotels. These partnerships serve to enhance the sensory experience of Hilton’s guests, leaving lasting impressions from the moment they step into a hotel lobby. By pairing high-end fragrance with Hilton’s unparalleled service, Air Aroma helps to solidify Hilton’s brand as one that is synonymous with luxury and sophistication.

Signature Scents for Hilton Brands

In the competitive world of hospitality, creating a unique and immersive environment is critical to building guest loyalty. For Hilton, a signature scent is a strategic brand asset, differentiating its properties and contributing to the overall guest experience. Hilton’s diverse portfolio requires tailored scent solutions that match each brand’s specific ethos and guest expectations. Working closely with Hilton, Air Aroma carefully crafts fragrances that reflect the identity of individual properties, creating a harmonious blend of olfactory luxury and brand narrative.

For instance, Waldorf Astoria, Hilton’s iconic luxury brand, features a signature scent designed to evoke elegance and refinement, subtly reinforcing its timeless, world-class reputation. The Waldorf Astoria Beverly Hills is an award-winning property often recognized for its sophisticated rose signature scent, like in Conde Nast Traveler Readers’ Choice Awards naming the 50 best hotels in the world. The fresh, floral scent exudes elegance with notes of blackberry and Damascan Rose.

Conrad Hotels feature a range of signature scents by Air Aroma that capture the impactful qualities of its spectacular locations. The brand is globally renowned, leading the industry in modern luxury accommodation. The distinct scents reflect the bold architecture and captivating settings of Conrad properties, all while creating a memorable and luxurious experience for guests. At Conrad Nashville, the arrival experience is bolstered with an inspiring scent that permeates via Ecoscent diffusers, hidden from sight and creating a seamless olfactory experience.

At DoubleTree, where the warm chocolate chip cookie welcome has become legendary, Air Aroma enhances the guest experience with a scent “Morning Meadow” that evokes warmth and comfort, complementing the home-like ambiance that guests have come to expect. Designed by Air Aroma in collaboration with Hilton Worldwide, the scent is inspiring, genuine, and welcoming, with uplifting notes of lemon, white tea, and freesia, and warm comforting notes of cedar and musk.

The Canopy fragrance takes a fresh-forward approach, with a lush green garden-like aroma that leaves guests feeling better. Cheerful citrus notes like bergamot are combined with enticing spices of fresh coriander and cardamom, resulting in a natural herbaceous blend. From global destinations Reykjavik to Toronto, Croatia to Portland, Washington DC to West Palm Beach and everywhere in between, the consistent Canopy brand scent carries an emotional memory.

Carefully selected, remarkable and up-scale, Curio Collection hotels offer unique luxurious experiences for the curious traveler. To enhance the individual character and personality of each Curio Collection property, Air Aroma designs a bespoke fragrance for the exclusive use of every hotel. The resulting scent is diffused throughout the hotel interior to connect guests with the culture and spirit of its surrounding locale. For example, The Starling, Curio Collection by Hilton is a buzzing hotel in the center of Atlanta’s cultural, innovation, and arts scene. A floral signature scent of ginger flower, orange, coriander, ivy, and lavender greets guests throughout multiple public areas, creating a vibrant upscale ambiance that amplifies the eclectic design.

In creating these unique olfactory experiences, Air Aroma’s cold air diffusion technology ensures that Hilton’s signature scents are delivered consistently and discreetly, without compromising the considered appearance. The use of carefully selected natural ingredients and advanced scent diffusion systems allows the fragrances to permeate seamlessly through hotel lobbies, elevator landings, and public spaces, establishing an unforgettable connection between guests and the Hilton brand.

Why Signature Scents Matter

At its core, a signature scent is a brand’s emotional signature. It goes beyond the aesthetic of a hotel, connecting with guests on a deeper level. Studies show that scent can increase emotional engagement, trigger memories, and enhance the overall perception of a brand. This is why leading global brands like Hilton partner with Air Aroma to design fragrances that reflect their identity and values.

Hilton’s commitment to offering world-class experiences is mirrored in every aspect of their hotels, and the use of custom scents amplifies this. The strategically designed fragrances evoke feelings of comfort, luxury, and relaxation, ultimately creating a sense of familiarity for guests who return again and again. Whether it’s the classic luxury of the Waldorf Astoria or the modern elegance of Conrad Hotels, with an enchanting lobby scent, custom candle, reed diffuser or room spray, Air Aroma’s signature scents are an essential element in Hilton’s world-renowned guest experience.

Discover more about how working with Air Aroma and implementing scent marketing can elevate your brand here.

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A Partnership Built on Expertise and Innovation

This expanded collaboration with IHG Hotels highlights Air Aroma’s global prowess as a trusted partner in the hospitality industry. Through the creation of bespoke fragrance profiles, Air Aroma has successfully infused sensory branding into these distinctive hotel brands, helping them create immersive guest experiences.

Hotel Indigo, renowned for its vibrant and dynamic atmosphere, celebrates the spirit of its surrounding neighborhood in every location. Air Aroma has crafted a custom scent “Curiosity” that mirrors this narrative, blending local inspiration with sophistication, adding an olfactory layer to Hotel Indigo’s immersive experience. Bright and confident, the illuminating aroma opens with citrus notes of grapefruit, lime, and tangerine for a cheerful first impression. A vibrant spice with nuances of rose and berry; pink peppercorn imbues confidence with an unexpected hint of playfulness, while a strikingly beautiful texture is unearthed in the base note of tonka bean. Each hotel now features a carefully developed fragrance that enhances the sense of discovery and cultural storytelling that is central to the Hotel Indigo brand identity.

Crowne Plaza Hotels are synonymous with modern elegance and relaxation. Air Aroma’s signature scent for Crowne Plaza “Black Tea & Bergamot” strikes the perfect balance between revitalizing freshness and calm sophistication, designed to energize guests while also promoting a sense of well-being. Bergamot and rosebuds offer a touch of sweetness and elegance. Combined with soothing black tea leaves, warm amber, and comforting cedarwood, the result is a fragrance that’s both uplifting and comforting with a nod to possibility. The fragrance captures the essence of Crowne Plaza’s commitment to being a haven for productivity and comfort, making every guest’s stay more memorable.

Elevating the Guest Experience with Signature Scenting

Air Aroma’s advanced scent diffusion technology will be seamlessly integrated throughout the public spaces and lobbies in both Hotel Indigo and Crowne Plaza hotels, ensuring that the fragrances complement the design elements of each property while remaining subtle and inviting. By partnering with IHG to roll out signature scents across their properties, Air Aroma continues to demonstrate its ability to meet the unique needs of high-profile hospitality brands on a global scale.

“Our collaboration with IHG Hotels further solidifies Air Aroma’s position as a global leader in scent marketing,” said Alan van Roemburg, CEO at Air Aroma. “We take great pride in designing and delivering high-quality, bespoke fragrances that reflect the ethos of each brand. The partnerships with Hotel Indigo and Crowne Plaza are a testament to the power of sensory branding and its ability to transform guest experiences in ways that go beyond visual design.”

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Waldorf Astoria Beverly Hills

Condé Nast Traveler is quick to acknowledge the hotel’s breathtaking signature scent:

“Just one deep breath of the lobby’s fresh scent and you’re in vacation mode.”

The classic elegance of rose is captured in the iconic Waldorf Astoria Beverly Hills‘ signature scent, capturing the aura and radiance in a way that reveals the flower’s romantic dreaminess. With a chic interior and iconic rooftop and a modern floral scent to match the vibrant energy of this Beverly Hills location, this property continues to top global and Los Angeles hot spots lists.

Fairmont Washington D.C. Georgetown

Our partnership with Fairmont Hotels created the world’s first certified sustainable fragrance tailored for ambient scenting within the hotel industry. United by a shared commitment to environmental conservation and community well-being, the project ensured that every ingredient in Fairmont’s signature scent was sourced from local farmers, fostering positive impacts on their communities. The scent imbues a beautiful sense of sophistication throughout properties globally, including at the Georgetown location near the Kennedy center and Lincoln memorial.

Sofitel Philadelphia at Rittenhouse Square

We created the Sofitel signature scent that is employed across locations globally, and it was one of the first brand wide scent programs. The French brand carries a sense of elegance and the signature scent reflects this with bergamot, white rose, and jasmine, evoking a sunny afternoon in Côte d’Azur. The stately and sophisticated presence of the Philadelphia location beautifully merges French elegance and American style.

InterContinental Washington D.C. The Wharf

With a dramatic tiered lobby featuring stone and brass, the IHG hotel brand’s signature scent with bergamot and maplewood provides an uplifting mood that entices guests in the bustling waterfront Wharf district. Discover the understated luxury emanating in the InterContinental Washington D.C. The Wharf.

Viceroy Washington DC

We’ve designed beautiful signature scents for the Viceroy brand that transform properties around the world. The DC property has a sleek residential feel with a distinguished sensibility; characteristics evident in their fresh, green scent that evoke a sense of nostalgia with notes of dewy greens, antique brass accord, and sandalwood. 

Hotel Zena

With a funky, future-is-female vibrant theme and energy, Hotel Zena offers a unique experience made more memorable by a signature scent with notes of fig leaf and frangipani.

Award-Winning Hotels around the Globe Proudly Choose Air Aroma for Scenting

The 2024 Condé Nast Traveler Readers’ Choice Awards received over half a million votes, spotlighting properties in different countries, regions, and cities. We’re proud to partner with a plethora of hotels featured on these collections, including Riad Botanica in the best hotels in Africa, Waldorf Astoria Maldives and Conrad Maldives in the Indian Ocean, Langham Jakarta and Conrad Bangkok in Southeast Asia, Park Royal Pickering, Four Seasons Tokyo Otemachi, The Temple House, and Waldorf Astoria Shanghai in Asia.  Four Seasons Resort Orlando at Walt Disney World, Four Seasons Resort and Residences the Pearl Qatar, Hyatt Centric Key West as part of our work with Hyatt Hotels, and Conrad Koh Sumai are named in the best resorts list.

The Global Ambassador and The Wort Hotel are named in the top hotels in the Southwest and West, while Parker Palm Springs and Kimpton Shorebreak are highlighted in the best hotels in Southern California. The best hotels in the south feature Conrad Nashville, The Starling, and The Candler. Favorite city Chicago features Londonhouse Chicago, Four Seasons Chicago, and Viceroy Chicago on their top hotels list, while the best hotels in Texas features Hotel Swexan, The Post Oak Hotel, Hall Arts Hotel, and Lancaster Hotel. Resorts World Las Vegas is named a top property in Las Vegas. Four Seasons New York Downtown and InterContinental Barclay are named top properties in NYC, while Viceroy Santa Monica and Sofitel Beverly Hills shine in the Best in LA list.

All of these incredible hotel properties deserve recognition and we are so proud to be providing hotel scents for these award winning properties globally, crafting custom signature scents that elevate their atmosphere and contribute to their distinctive appeal. Our fragrances don’t just enhance the space but create memorable, immersive experiences that guests carry with them long after their stay. Our extensive client portfolio showcases our work with luxury brands worldwide and why we’re the top choice for brands like Hilton, Four Seasons, Viceroy, Hyatt, Fairmont, IHG, and more when choosing a scent marketing agency.

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The World’s 50 Best Hotels 2024 list was released last week, a highly anticipated recognition of the top luxury hotels worldwide with properties selected by a global panel of travel experts. Hoteliers from across six continents gathered at London’s historic Guildhall for the second annual awards ceremony, where the latest list of vibrant destinations was unveiled, celebrating everything from bustling city escapes to remote, exotic getaways. Congratulations to all of the hotels on the list! We are especially proud to be working with a number of exquisite properties mentioned who embrace signature scenting as part of their overall branding strategy. Air Aroma is pleased to provide hotel scents that capture the essence of a brand and create positive memories for luxury brands worldwide. Read below about some of the winners on the coveted list and their signature scents by Air Aroma.

Capella Bangkok Comes in at #1

Earning the number one spot in 2024, Capella Bangkok is recognized for its riverfront location and exceptional Thai hospitality. Referred to as “a calming riverside oasis” and “a masterclass in serenity and calm, from the neutral-toned, clean-lined, Japan-esque design to the brilliant and seemingly semi-psychic service that anticipates your every waking need,” it’s easy to see why this property won the top spot (also giving it The Best Hotel in Asia 2024 title). Opened in 2020, Capella Bangkok blends contemporary style with the grace of a grand estate while maintaining the intimate feel of a boutique hotel. Nestled within lush gardens, its striking multi-tiered design ensures all 101 rooms offer water views. The riverside villas and suites also feature private pools, adding an extra layer of luxury. The hotel’s director of sales and marketing, Josephine Ping, shared: “We focus on giving guests a true Thai experience. It’s a great reward for everyone and their hard work. Our location is truly unique, local, authentic with a sense of place on the ‘River of Kings.’”

Another one of Capella’s locations also earned a spot on the list; Capella Singapore at number 33. Capella, an award-winning brand which is celebrated for its dedication to excellence, worked with Air Aroma to develop a unique scent that elevates each property and beautifully communicates the elegance of the brand. Through their meticulously curated signature scent, the Capella experience resonates deeply with guests. This attention to detail and dedication to creating unforgettable experiences solidifies Capella’s position as a leader in luxury hospitality.

The Lana Dubai

Opening its doors in February 2024, The Lana Dubai came in at number 23, offering quiet luxury in a city synonymous with a flashier atmosphere. As the first Dorchester Collection hotel to open in the Middle East, The Lana perfectly blends timeless elegance with a storied legacy of luxury, combining it with the modern glamour and opulence that define Dubai. Imbued with soft pinks and whites throughout the interior, and dual towers that glisten in the light on the exterior, there’s an understated elegance that’s echoed in the hotel’s signature scent. The Lana scent by Air Aroma, an elevated citrus floral fragrance that echoes the weightlessness of the waterfront structure, is unique amongst stronger, heavier scents more common in the Dubai region.  The impact of the Lana scent is delicately balanced to create a palpable feel of magnificence, connecting with guests on a sensory and emotional level. It’s an impressive feat to earn accolades in the same year of opening, and these accolades highlight Dubai’s rise as a premier global luxury destination and the esteem of The Dorchester brand.

The Calile Hotel

One of only two Australian locations mentioned in the 50 Best list, and earning The Best Hotel in Oceania, The Calile Hotel came in at number 25, lauded for its “laid-back, sun-soaked, chic Aussie hospitality.” The Calile serves as the centerpiece of Brisbane’s chic James Street precinct, a green oasis in the city’s heart. The hotel draws inspiration from the modernist aesthetics of Miami and Palm Springs, while also incorporating touches of 1960s Australian design. Its color palette is soft and pastel, featuring shades of peach, rose, and pistachio. The focal point is the pool deck, adorned with sage green umbrellas, cabanas, and a 30-meter pool where the hotel’s name gleams in gold tiles, embodying the laid-back, barefoot luxury The Calile is known for. The Calile co-owner Catherine Malouf, who attended the London ceremony, said: “To have been selected two years in a row marks a significant affirmation of The Calile’s place on the global hotel industry stage. This is a win for our team, our collaborators, our loyal guests and a win for Brisbane as a destination, and we are humbled to again represent Australia and be recognised as leading in the Oceania region.” The Calile Hotel collaborated with Air Aroma to create a signature scent that complements and enhances the hotel’s timeless elegance and striking design. Centered around a fresh accord, the fragrance embodies luxury, warmth, and invigoration. The Calile sells candles in their signature scent for guests to take home and relive their experience through the senses.

The World’s 50 Best Hotels list is curated by the World’s 50 Best Hotels Academy, an esteemed group of over 580 independent experts, guided by nine Academy Chairs who are leaders in the hospitality industry. These voters are chosen for their deep knowledge of the global hotel landscape, encompassing hoteliers, travel journalists, educators, and seasoned luxury travelers. Any hotel around the world can be nominated, with no specific criteria or requirements to meet for consideration. Importantly, the awards are not influenced by financial contributions, as hotels do not need to pay to be nominated or participate in the process.

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We’re thrilled about a recent article where Business Insider features Air Aroma; “I stayed in 5-star hotels for the first time after years of booking cheap Airbnbs. Here are 15 things that surprised me.”

The author described her experiences staying at five-star resorts and all the bonuses and amenities that came with an experience centered stay versus just accommodation. This included prime locations, exceptional and personalized customer service, and signature scents. We’re proud to see Air Aroma recognized for luxury five-star hotel scenting, including our signature scents for The Darling Hotel and Fairmont Chateau Lake Louise. It’s powerful to read about the positive and lingering effect a signature scent can have on a guest. The signature scents were moving, memorable, and elevated the overall brand impression.

“Now, when I step into any hotel lobby, I immediately sniff in hopes of discovering a welcoming, unique scent”

The author explained, “I learned that luxury hotels often have a scent that is unique to their brand. When my friend and I stepped into the Fairmont Lake Louise, we were hit with a woodsy, flowery smell. Initially, we assumed it was a waft of perfume from another guest. But after adventuring outside and returning to the lobby hours later, the delightful smell remained.

Nearly a year later when I stepped into The Darling, I was once again enamored by a scent. This time it was sweet orange, grapefruit zest, rose, green tea, honey, and cedarwood. The hotel pumps the signature smell through Air Aroma diffusion technology.

Before staying in five-star hotels, I never questioned a lobby’s smell, unless it was musty or damp. Now, when I step into any hotel lobby, I immediately sniff in hopes of discovering a welcoming, unique scent.”

Thank you for featuring Air Aroma, Business Insider! The piece captured the essence of what we aim to achieve in the industry, and it’s always encouraging to see our efforts resonate with such clarity. Read the full article here, but note the content is premium and requires a subscription.

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Holiday Inn Scent

The Holiday Inn scent aims to encapsulate the brand’s joyful and positive personality, capturing a sincerity that creates warm memories for guests of every kind – families, business travellers, and road trippers. Echoing the iconic bright green of Holiday Inn’s “H”, the uplifting scent aptly named “Bright Sunshine” features fresh, citrus, and green notes, including Green Apple and Bamboo. The vibrancy in the scent reflects the energetic and friendly vibe of the brand, which was recently modernized to include a more sophisticated style and bold look, flexible open spaces that cater to the needs of today’s traveller, a refreshed centralized welcome, and modern exteriors. The hotel signature scent by Air Aroma creates an inviting, memorable experience for guests, whether they’re looking to eat, relax, work, or have fun in one space.

Holiday Inn Express Scent

Holiday Inn Express ensures simple, smart travel essentials and efficient, seamless experiences for guests. The Holiday Inn Express signature scent invigorates with a sense of freshness through notes including Bergamot and Sage. Named “Express Energy”, the scent reflects the sense of flow and purpose that embodies the simple, smart traveller. Facilitating consistency across its thousands of locations, the custom scent makes a clean impression and leaves a positive mark. Diffused at entrances using Air Aroma’s patented diffusers to mark a sense of arrival and comfort, The Holiday Inn Express signature scent blends the familiar with the new.

Air Aroma and IHG

Holiday Inn Express has grown rapidly due to its value proposition, while Holiday Inn remains a strong, established choice for more full-service needs. This differentiation allows IHG to appeal to a wide range of travelers, from those seeking comfort and convenience at an affordable price to those looking for a full-service experience with more amenities.

Air Aroma is thrilled to be partnered with the beloved and trusted Holiday Inn brand, as we continue to bring positive experiences to guests through scent across the globe.

Trusted by IHG, one of the largest and most ubiquitous hospitality brands in the world and a leader in sustainability practices, Air Aroma’s expertise is valued for our global network, discernment in designing fragrances, environmentally friendly scent systems, as well as our tailor made approach to working with clients.

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