S E RV I C E / S E N S O RY
with management from each Omni
Sensory Branding
Omni’s sensory exploration.
by Stephen Rosenstock
T HERE’S A BUZZ ABOUT SEN-
sory branding that stim-
ulates a relationship with a
brand, cultivates an emotional connec-
tion, and optimizes brand loyalty.
At Omni Hotels, we seek to create
authentic guest experiences at 45 dis-
tinctive luxury hotels and resorts in
business gateways and leisure destina-
tions. Our brand has ranked highest in
quality of service and guest satisfaction.
In 2006, we were a pioneer in offer-
ing sensory branding with the use of a
green tea and lemongrass infused
scent in our lobbies and cappuccino
and mochaccino-infused scenting in
our Morsels coffee cafes.
We invited leaders in scent market-
ing to deliver a scent branding pro-
gram to provide an even dispersal of a
subtle, fresh scent evocative of plants.
We sought a signature scent that evoked
subtle freshness. We want guests to re-
cognize the fresh scent in the lobby, as
perhaps, stemming from the lush green-
ery. Our goal is to positively engage the
senses of our guests at every opportunity.
Just as Muzak had helped us create
memorable aural experiences for guests,
we wanted our scent branding compa-
ny to be our olfactory partner. Each
hotel in our portfolio has a distinct
profile in keeping with the essence of
the destination which demands differ-
ent sensory elements. It was important
that each hotel determine the scents
that best reflect their unique property.
When Ambius met with us, we were
already confident with what scent
branding could offer our guests. Omni
is recognized for using an innovative,
sensory approach to ensure an engaging
and comfortable environment for guests.
We engaged Ambius to customize the
scents in our properties based on the
destination’s particular ambience.
“We presented Omni with an exten-
sive test run of the Microfresh system,”
said Daria Snyder, Design Consultant
for Ambius. “We demonstrated a vari-
ety of scent offerings and sized units
to cover areas of the hotel. We deter-
mined our HVAC/duct work system
provided the Omni properties with
optimal brand scenting in their lob-
bies, elevator banks, guest corridors
and conference rooms.” Ambius became
our new scent branding partner.
14 J U L Y 2 0 1 0
Daria Snyder and her team visited
available to members of Omni Hotels’
property to determine their unique
scent profile and how each hotel could
optimize scent branding. “Working
with each hotel’s budget and unique
local profile, we made scent recom-
mendations. Each property needed to
have scent autonomy as an optimal
scent brand.” Each hotel determined
their favored scents via in-house focus
groups testing a variety of scents.
Many of the hotels also employ a
seasonal scent branding program, with a
special holiday scent in December,” adds
Snyder. “Plus, the Microfresh systems
we installed are completely behind-
the-scenes. As scenting lifts morale
and creates a sense of well-being, some
hotel patrons want to indulge in their
favorite scent that promotes relax-
ation or alertness. So, Ambius is mak-
HIRING/BRAND
Land the Big Job
Brand your job interview!
by John Tantillo
S O YOU HAVE A BIG JOB INT-
erview. Congratulations.
You know the job interview
basics: You have the right clothes; give
a firm handshake; look the interviewer
in the eye; send a thank-you note; and
your resume is crisp and letter perfect.
Great, but before any of this—
you need to brand yourself!
You need the branding edge
to ace the interview.
Branding isn’t just about
setting yourself apart—it is
also about figuring out what
sets you apart from the com-
petition. It’s about figuring out
who you are (and who you’re
not) and how to best express your brand.
You need to figure this out before the
interview. Getting to know your brand
takes a little market research.
Here is my four-point inventory:
1. What one word do I think best
describes my brand? Are you creative,
detail-oriented, on-time, friendly, reliable?
Come up with that one word that cap-
tures your brand. Go for the “bigger”
word. Example: Are you just punctual
or detail-oriented? I’d pick detail-oriented
because it applies to more things and
says more about your solid work ethic.
2. How do people close to me describe
my brand? Ask family, friends, and col-
leagues to describe your brand, and lis-
ten. There’s real treasure to be found in
W W W . L E A D E R E X C E L . C O M
ing individual scent branding units
Select Guest® loyalty program.
Of the five senses, smell is the most pow-
erful trigger of emotions and memories.
Since implementing the Ambius Micro-
fresh scent branding program, we’ve
received positive feedback from guests
who comment on the cleanliness and
freshness of our lobbies, hallways, and
meeting rooms. Some attribute the fresh
aroma in our lobbies to the lush foliage.
Our ambient scenting system results
in a holistic, inspiring, and memorable
atmosphere that complements and
reinforces Omni’s mission to exceed the
expectations of guests. Scent plays a vital
role in creating a unique experience. SSE
Stephen Rosenstock is Senior Vice President of
operations for Allegiance Hospitality Services.
Visit www.allegiancehospitality.com.
ACTION: Try sensory branding in your company.
this real-life focus group.
3. What one thing do I like (and dis-
like) about my brand? Again, target the
right like and dislike about your
brand. Why do you like or dislike it?
4. What one thing do people close to
me like (and dislike) about my brand?
Here you’re likely to get some real sur-
prises. People will say things you’d
never expect, good and bad. Take notes.
Now that you know your brand,
you need to use it. Here’s how:
1. Put the one word that describes
your brand into a sentence in a way
that applies to the job you seek. If
your word is “goal-oriented”
and the job is sales: I’m goal-
oriented, and I won’t be satis-
fied until we hit our numbers.
2. Refer to what people say
that they like about your
brand. Let it guide you on
how to present yourself.
Weave their observations
into your interview.
3. Use what you like and dislike
about your brand to your advantage.
Emphasize the positives, but acknowl-
edge some negatives. They don’t want
perfect. They want real.
4. Use what others like and dislike
about your brand to your advantage.
Talk about a positive that you might
not have recognized on your own. Use
everything to strengthen your brand.
Like it or not, you have a brand. Learn-
ing more about that brand and harness-
ing its power gives you a real edge. SSE
John Tantillo, aka The Marketing Doctor, is president
of The Marketing Department of America and a mar-
keting professional. Visit www.mdaltd.com.
ACTION: Identify your personal brand.
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