Scents brings exclusive fragrance experience to Botanic Sanctuary Antwerp

In the world of premium hospitality, scent is more than just a pleasant addition; it is a crucial element in the overall guest experience. Botanic Sanctuary Antwerp, a prestigious five-star hotel, understands this like no other. In collaboration with Scents, the Belgian specialist in scent marketing, the hotel created a unique scent experience that enhances its exclusive look and welcomes guests with open arms. "Having your own scent is crucial for a high-end hotel. It completes the experience and makes guests feel truly welcome," says Patrick Castelain of Scents.

Scent marketing not only sets the mood of a room, but also influences guests' emotions and memories. A thoughtful scent experience can create a sense of well-being and leave a lasting impression. Botanic Sanctuary Antwerp knocked on the door of scent marketing specialist Scents to develop a fragrance that both reflects the hotel's style and exudes a warm and inviting atmosphere. "Because we were involved in the project at an early stage, we were able to help think about the integration of the fragrance appliances from the construction phase onwards," says managing director Patrick Castelain.

Cooperation from day one

The collaboration between Botanic Sanctuary Antwerp and Scents began even before the foundation stone was laid. Castelain and his team walked through the building project to strategically determine where the scent devices could be placed. "It is important that these devices are integrated invisibly, for example in cupboards, hollow walls or ventilation grills. That way, they don't stand out, but do their job," Castelain explains.

Locations such as the lobby, reception, toilets, key corridors, bar and spa were carefully selected. The toilets in particular were a challenge, as standard fragrance appliances often emit a typical 'toilet smell' that does not match Botanic Sanctuary Antwerp's luxurious look. "In the spa, we chose a specific wellness scent, while we developed a unique scent for the other rooms," he continues.

Complex development process

Developing a unique fragrance is a complex process that requires the expertise of a 'nose'. These are experts who, like sommeliers, master the intricacies of fragrance composition. Castelain: "When we develop the fragrance, we involve a nose who talks to the owners of Botanic Sanctuary. What do they want to radiate? What is important for the hotel? These conversations can last up to three to four hours."

The goal is to create a fragrance that not only meets the client's needs but also aligns with their marketing objectives. The nose then creates three fragrance samples that are further refined in collaboration with the client. Features of Botanic Sanctuary Antwerp's fragrance include bergamot, jasmine, white tea, amber and musk. "We have received many positive comments from guests praising the fragrance," says Castelain.

From exclusive fragrance to home experience

With 15 scented appliances spread throughout the hotel, scent experience is an important aspect of the guest experience at the five-star Antwerp hotel. There are plans to convert Botanic Sanctuary's scent into scented candles and scented sticks, so guests can take a piece of the hotel experience home with them. "However, we are strict about the look-and-feel of these products. They have to be as high-end and exclusive as the fragrance itself," Castelain stresses.

"Having its own scent is very important for a luxury hotel. It reinforces the hotel's identity and creates a lasting impression on guests," he continues. Besides developing exclusive fragrances, Scents incidentally also offers a fixed range of standard fragrances, allowing hotels to choose what best suits their style and target group. "With a strong focus on quality and experience, we want to be a valuable partner for hotels looking to invest in scent marketing."