When booking a vacation rental, most guests check for amenities like WiFi, pools, or smart TVs. But what lingers in their memory long after check-out isn’t always the luxury bedspread or the size of the hot tub. Increasingly, research shows that travelers remember smells more than amenities. The power of scent in shaping travel memories is deeply rooted in science, psychology, and even marketing strategies. Here are seven compelling reasons why scents outshine amenities when it comes to guest experience.
1. The Science of Scent and Memory
According to studies from the Harvard Gazette (read here), the human brain processes smell in the olfactory bulb, which has direct links to the amygdala and hippocampus—areas tied to emotion and memory. This explains why travelers remember smells more than amenities like WiFi or kitchen gadgets. A whiff of fresh linen, sea salt, or even a unique candle can transport a guest back to their stay, creating an emotional memory far stronger than a feature list ever could.
For more, see the Cleveland Clinic’s article on the power of smell (link), which confirms how scent is one of the strongest triggers of recall.
2. Smells Create Emotional Anchors
While a coffee machine is convenient, the aroma of freshly brewed coffee at sunrise leaves an imprint on the senses. Scents are emotional anchors that allow guests to relive the experience long after they’ve returned home. Vacation rental owners who understand that travelers remember smells more than amenities can use signature scents—such as lavender for relaxation or citrus for energy—to leave lasting impressions.
A study from Frontiers in Behavioral Neuroscience (link) supports this, showing that smells can trigger stronger and more vivid emotional memories compared to other senses.
3. Smells Define the “First Impression”
Guests often make snap judgments the moment they walk through the door. According to Psychology Today (link), scent is processed instantly, influencing perceptions before guests notice furniture or decor. A clean, pleasant aroma signals comfort and care, while a stale or musty smell can overshadow even the most high-end amenities. That’s why travelers remember smells more than amenities—the scent sets the emotional tone for the entire stay.
Further research by Verywell Mind (link) explains how certain scents can immediately impact mood, shaping the way guests perceive their environment.
4. Scent Branding in Hospitality
Luxury hotels like Westin use signature scents such as “White Tea” in their lobbies to craft a recognizable identity. This practice, known as scent branding (Forbes article), shows that travelers remember smells more than amenities when associating positive feelings with a brand. Vacation rentals can replicate this by introducing consistent, signature scents across properties—helping guests link a specific aroma with their getaway.
The Hospitality Net (link) also highlights how fragrance strategies increase guest satisfaction and brand loyalty.
5. Scents Outlast Visual and Digital Memories
While travelers may forget how strong the WiFi was or how modern the kitchen appliances looked, the fragrance of a cedarwood candle or freshly laundered sheets can last for years. Science shows that smell-based memories are more durable than sight or sound memories (NIH research). This is why travelers remember smells more than amenities, turning fragrance into a long-term marketing tool for hosts.
Additional insights from Scientific American (link) reinforce the idea that scents bypass typical memory pathways, making them unusually enduring.
6. Smells Evoke Cultural and Local Connections
Beyond comfort, scents also connect travelers to local culture. A seaside property infused with notes of salt and driftwood instantly connects guests to the ocean. A mountain cabin with pine or campfire aromas reminds guests of nature’s embrace. Amenities alone can’t provide this cultural immersion. By curating scents that match the destination, hosts ensure that travelers remember smells more than amenities when recalling their experience.
For example, Lonely Planet (link) explores how unique scents—from street food to natural landscapes—become defining elements of a traveler’s memory.
7. Smells Inspire Repeat Bookings
A guest may not return because of a specific kitchen gadget, but they’ll remember the calming lavender scent that greeted them every night. Emotional recall from smell makes guests nostalgic for a destination and more likely to rebook. When vacation rental owners realize that travelers remember smells more than amenities, they can use signature scents as part of their brand identity, encouraging loyalty and repeat stays.
Marketing research from Entrepreneur (link) suggests that smell is a subtle but powerful factor in customer loyalty.
How Vacation Rental Hosts Can Apply This
- Choose a signature scent: Pick a scent that aligns with your property’s vibe—lavender for relaxation, citrus for vibrancy, or vanilla for warmth.
- Keep it consistent: Use the same scent in diffusers, soaps, or candles across the property.
- Match the destination: Beach homes might emphasize ocean-inspired scents, while cabins could highlight woodsy aromas.
- Prioritize cleanliness first: A scent should enhance, not mask. A fresh-smelling, clean home always takes priority.
Pro Tip: Turn Scent Into Social Proof
Prioritize scent touchpoints—entryway, bedrooms, and bathrooms—because travelers remember smells more than amenities at those first and last moments. Encourage guests to take a small “scent souvenir” card that lists the diffuser or candle you use; when travelers remember smells more than amenities, they’ll mention it in reviews and referrals. And design your cleaning checklist around fragrance longevity; travelers remember smells more than amenities when freshness lasts through check-out.
Final Thoughts
Amenities matter—they provide comfort, convenience, and value. But when it comes to what truly stays with guests, travelers remember smells more than amenities. Smells connect with emotions, trigger powerful memories, and often become the deciding factor in whether a traveler feels a lasting connection to a property. For vacation rental owners, investing in the right scents may just be the most powerful upgrade they can make.
