新鲜烤面包。新切的草。咸海风。大多数人都有最喜欢的气味，可以唤起美好的回忆或舒适感。
This sensory appeal has long been harnessed by businesses to sell scented candles, expensive perfumes, andeven homes. Now it is increasingly being used in the travel industry—where airlines, hotels, and entertainment venues are deliberately incorporating scents into the “tourism experience.”
These businesses are seeking to benefit fromconsumer research这已经证明，宜人的气味比闻起来更美味。气味具有特定的能力充当信息来源。因为它们是无形的（我们看不到或触摸它们），我们的大脑会自动将它们与经验联系起来。
旅游业全都与体验有关。人们愿意在参观新地方花费大量资金的主要原因之一是通过新的景象，声音，口味和气味来刺激他们的感官，例如法国南部的芬芳薰衣草或意大利的阿马尔菲海岸。
A simple way to monetize this is for a hotel to sell its own signature shower gels or soaps so that customers can take a little part of their holiday home with them. Ideally, when they’re used in your own bathroom, they’ll be a reminder of a happy, relaxed stay—which you may consider repeating with another booking.
My research表明，主要的旅游经营者越来越雄心勃勃，将不同的气味作为他们提供的服务的一部分。现在，专业制造商现在提供数千种熟悉的气味，用于工业规模的商业用途。
One popular area of “sensory marketing” is where ambient scents are strategically emitted into the built environment to make it more appealing. Travel companies are alreadyusing this toolin everything from airplanes (rose, lavender, and citrus on Singapore Airlines, for example) to airport lounges (orange peel and figs at United Airlines) and even incustoms areas and car parks.
浴室和大厅通常是为了闻到柠檬（或柑橘类）的气味，由于其在清洁产品中广泛使用，现在与清洁度有关。
There are also scents that are considered “warm” (cinnamon and vanilla, for example) or “cool” (peppermint and eucalyptus). Myprevious researchshowed that these scents can have surprising effects on people’s perception of space.
温暖的气味会导致身体接近的感觉，使空间看起来更忙或更拥挤。在旅行世界中，这些世界不会明智地用于机场的升降机或安全线中。取而代之的是，这些区域的凉爽气味会使旅行者感到不那么局限。
气味和敏感性
Smell can also be used to influence customers’ behavior. For example, there are学习which show that those same warm scents can reduce people’s calorie consumption. Perhaps surprisingly, it seems the more we are exposed to the aromas of sweet treats like chocolate cookies, the less likely we are to want to eat them. In a hotel or spa, this could potentially be used to nudge tourists toward healthier food choices.
Studies havealso shownthat the smell of coffee makes people feel more energetic and alert, mimicking the actual effects of consuming caffeine. Hotels and airports could explore using coffee scent in business centers and conference rooms, potentially to improve the cognitive performance of business travelers.
与疲倦的乘客打交道的航空公司也可能会有好处。在长途飞行结束时散发出的咖啡气味可能会使乘客充满活力，最终导致更好的旅行体验和对航空公司的更积极的看法。
Those customer opinions matter a great deal for an industry that has been so badly hit by COVID-19. As tour operators seek to entice travelers back onto planes and into foreign countries, they need to find new ways to stand out.
For many of those customers, the desire to travel will already be strong. In a digital world, our ever-dominant screens have come to prioritize the visual and auditory sense at the expense of touch and smell. The pandemic exacerbated this situation with its limits on movement and social interaction.
Away from those screens, travel retains the potential to deliver valuable and invigorating multisensory experiences. Tapping into our sense of smell and recognizing its impact on perceptions and behavior brings huge opportunities for the industry to come out smelling like roses.
阿德里亚娜·马兹罗夫（Adriana Madzharov）is a senior lecturer in marketing at theUniversity of Bath.
本文从对话under a Creative Commons license. Read theoriginal article.
