Our most asked question
Last year, more than a dozen hoteliers asked us some version of the same question: "Can you help us create something that smells like santal? Like hinoki? Like tobacco?"
That kind of consistency got our attention. There’s a principle teachers are taught: when one student raises their hand, assume half the class has the same question and just isn’t asking. In customer or guest feedback, the ratio is even more striking.
If you've had this thought, you’re not alone. And it means the question is worth answering properly.
There’s a reason scents like santal, and hinoki come up. They are widely recognized and associated with popular masstige fragrances. At various times, they have practically been secret handshakes of the fashion elite. And that’s exactly the issue.
This isn’t about whether a scent is good or bad. It’s about whether it’s right for your guest experience.
And with something this recognizable, we’d generally steer you away for a few reasons.
Your most discerning guests will recognize it.
The guests you most want to impress are often the same ones who have encountered it elsewhere. When that happens, the association isn’t with your property. It’s with wherever they’ve experienced it before.
At best, that’s neutral. At worst, it reads as borrowed.
Your most valuable guests aren’t looking for something they already know.
They’re looking for discovery. Something that feels specific to where they are. To a guest paying $1,000 per night, luxury is often defined by what cannot be found on the way home.
Recognition doesn’t create that feeling. In many cases, it works against it.
You've seen this story before.
A detail that once felt distinctive becomes widely adopted. Over time, it stops signaling identity and starts to feel interchangeable.
Trends move. Your bath amenity collection doesn’t have to.
So what should you do instead?
The instinct behind the question is the right one. You want a scent that feels considered. That signals curation. That tells guests something meaningful about where they are.
There are a few ways to get there.
For some properties, that means developing something custom. A scent that reflects the setting, the landscape, or the character of the property. Something that, years from now, a guest catches a trace of somewhere unexpected and is immediately transported back.
For others, it’s about selecting a collection that already exists but still feels aligned, intentional, and not overexposed. When curated thoughtfully, even a stock program can feel distinctive and elevated.
The goal isn’t to chase recognition. It’s to create something that feels like it belongs to you.
There is also an important ingredient dimension worth considering. Many widely distributed fragrances rely on synthetic aroma compounds designed for strength and longevity. At LATHER, we’ve long prioritized natural fragrance and essential oils, reflecting our belief that the products your guests use on their skin should align with the same wellness standards upheld throughout your property.
Fragrance is not just a branding decision. It’s an ingredient decision. And for many properties, that distinction matters.
Of course, custom development isn’t the right fit for every property or brand structure. But when identity is a priority, the opportunity is significant.
Think about the hotels and brands you most admire. The ones with a truly distinct identity didn’t get there by aligning with what was already recognized. They made something their own.
Your amenity collection is one of the most intimate brand moments in the guest experience. No one from your team is in the bathroom coaching it. The product speaks entirely for itself.
When it’s original and intentional, guests feel it even if they can’t name it. When it’s borrowed and identified, the guests who notice are exactly the ones you most wanted to impress.
That’s worth more than any duplicate.
Something to consider
Where else in your guest experience might recognition be quietly replacing originality? We'd love to hear your thoughts, whether about scent, food, decor, or any other guest touch point.
With appreciation,
Rob Hoyt
PRESIDENT, LATHER Custom
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