Thalys' 'Scents of the City' Uses Aroma to Inspire World Exploration
Laura McQuarrie — May 19, 2017 — Marketing
Travel agencies typically rely on vivid descriptions and enticing images to capture the essence of popular destinations, but Thalys decided to take a different approach to inspiring world travel with 'Scents of the City.'
Thalys set up a pop-up travel agency in a gallery-style space that featured vials suspended from the ceiling. Rather than relying on their eyes, visitors were invited to smell scent-infused beads inspired different places, such as cut grass from Cologne or even latex from Amsterdam's famous Sex Museum. Guests were then invited to instantly book their next trip on the spot via a tablet.
Thalys is no stranger to multi-sensory marketing. Previously, it launched 'Sounds of the City' to entice those with wanderlust to explore the rich audio environments of different locations around the globe.
Thalys set up a pop-up travel agency in a gallery-style space that featured vials suspended from the ceiling. Rather than relying on their eyes, visitors were invited to smell scent-infused beads inspired different places, such as cut grass from Cologne or even latex from Amsterdam's famous Sex Museum. Guests were then invited to instantly book their next trip on the spot via a tablet.
Thalys is no stranger to multi-sensory marketing. Previously, it launched 'Sounds of the City' to entice those with wanderlust to explore the rich audio environments of different locations around the globe.
Trend Themes
1. Scent-based Travel Agencies - Opportunity for travel agencies to incorporate scent-based experiences to enhance customer engagement and inspire wanderlust.
2. Multi-sensory Marketing - Exploration of innovative ways to engage customers using multiple senses to create immersive travel experiences.
3. Instant Booking Experience - Development of technology-driven solutions that allow customers to instantly book trips while experiencing sensory stimuli.
Industry Implications
1. Travel Agencies - Integration of scent-infused experiences to differentiate travel agencies and attract customers seeking unique travel inspirations.
2. Hospitality and Tourism - Integration of multi-sensory marketing strategies to enhance guest experiences and create memorable travel destinations.
3. Technology and Travel - Development of innovative booking platforms and mobile applications to provide seamless and instant booking experiences for travelers.
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