Market Overview

Custom Fragrances Coming To An Airline Near You

Custom Fragrances Coming To An Airline Near You
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Using custom scents to make customers feel a certain way has become a popular way to lure in buyers and make clients feel more comfortable.

Retailers use scents like cinnamon to try to get customers to spend more, while hotels use pleasant smells in their lobbies to leave their clientele with a positive memory; and now airlines are the latest industry to test the effects of custom fragrances on the passenger experience.

The Scent Of Spain

In the spring of 2014, Iberia was the first Western airline to introduce a custom fragrance in its VIP lounges and airplanes. The company said its scent, a blend of citrus, flowers and wood, was an effort to enhance its brand experience and give customers a more pleasant experience in the air. 

U.S. Companies Invest In Fragrances

Iberia’s foray into in-flight smells paved the way for several other airlines, which have slowly been incorporating their own custom fragrances into their service.

Delta Air Lines (NYSE: DAL) and United Continental Holdings Inc. (NYSE: UAL) also incorporate a unique fragrance into their passengers’ experience by lightly scenting airline cabins, lounges and the towels distributed in premium classes.

Not Everyone Sees A Rosy Future For Fragrance 

While the incorporation of pleasant scents was meant to enhance airline travel, critics say that in today’s world of low-cost, bare-bones travel, a scent will do little to offset cramped seating and few amenities. 

Others say airlines that incorporate scents could end up with complaints from passengers suffering for asthma or multiple chemical sensitivity.

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Some Airlines Opt Out

Not everyone is jumping on the fragrance train. British Airways began researching the benefits of adding scents to its flights, but has since abandoned plans to implement a fragrance.

Qantas Airways similarly decided to rely on the scent of its fresh meals after briefly experimenting with a signature scent in its lounges.

Posted-In: British Airways Qantas AirwaysTravel Top Stories General Best of Benzinga


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