LONDON , England ( CNN ) -- When you are next in the lobby of a Westin hotel in North America , take a deep breath . It may not hit you at first , but if you 're careful you should detect a hint of geranium or a note of freesia . Branded scents of flowers are becoming a common feature in hotel lobbies . The fragrance is part of the hotel chain 's attempt to elevate the senses , transform the space and , above all , create a memorable experience for its guest . Westin are not alone in this approach . Other business travel environments including business class lounges and planes are filling their air with branded scents as companies cash in on the power of smell as a marketing tool . The idea is that the sense of smell is closely linked to the part of the brain that controls both emotion and memory . In fact , three quarters of our day-to-day emotions are thought to be influenced by what we smell . Brands for decades have created logos , and relied on their repeated use to build a visual association , and with that brand loyalty and engagement . But as Simon Harrop , executive director of Brand Sense Agency ( that is spearheading the concept of sensory branding ) says , vision goes to the part of the brain that controls rational thought . `` This means we tend to override the signals , '' he says . `` But because smell goes to the part of the brain linked to emotion , it creates a more direct and powerful response . If we can create associations with a fragrance , then it becomes a very powerful way to enhance the brand . '' Using smell as a branding technique is not new . Since the 1990s , Singapore Airlines has been using its own fragrance , known as Stefan Florida Waters . Flight attendants wear it as perfume , it is blended into the hot towels served before take-off and it wafts through the cabin during the flight . As outlined in the book Brand Sense my Martin Lindstrom , also MD of Brand Sense Agency , you may not necessarily remember the smell , but as soon as you step into the aircraft it has the `` potential to kick-start a kaleidoscope of smooth , comfortable memories , all reflecting the more obvious customer service and quality efforts of the Singapore Airlines brand . '' Harrop also founded The Aroma Co that specializes in providing aromatic solutions in marketing . Seven or eight years ago he worked with British Airways to develop a fragrance for seven the airline 's business class lounges . The idea was to bring `` the outdoors in '' , says Harrop , through the use of smell of running water . Unfortunately , this work coincided with British Airway 's tail re-branding exercise and the smell was literally drowned out . Other smells have lingered , however . Retailers and food service companies are increasingly using it as a technique and Starwood Hotels has pumping smells into its 400 Sheraton and 125 Westin Hotels & Resorts for over 18 months . Amalie Craig , UK spokesperson for Starwood says the scent in the Westin hotels has proved a hit with guests . As a result , they have now created their own line of candles and potpourris so guests can take the smell home with them . `` Hundreds of guests asked how to purchase the scent for their home prompting a waiting list for the exclusive collection months before its debut , '' she says . But for those who might have thought existing advertising techniques were sinister enough , this new multi-sensory approach may really get up your nose . Literally . Others have been concerned about the overuse of chemicals and the risk of exacerbating allergies . ( Starwood says its smells are natural and hypoallergenic ) . Other critics say smells are simply obtrusive . But Harrop is not deterred . This is not about bombarding people with a smell , he says . `` We are talking one or two parts of fragrance per billion molecules of air . Humans can detect tiny amount of air , so it should be done very subtly . '' And after all , he adds , when you go into a business lounge it 's going to smell of something . So rather than the whiff of a take-away burger or a sweaty traveller create the emotional response , why not use something a bit more refreshing ? E-mail to a friend .
Airlines and hotels use smell as a branding tool to create positive memories . Creating associations with a fragrance is a powerful way to enhance the brand . Comment: