Not to be sniffed at

17 Jun 2008 by Mark Caswell

Travelodge has
launched its latest gimmick to woo new customers – sheets scented with “happy
and comforting” smells such as freshly-cut grass and chocolate.

Nicknamed “a-room-atherapy”,
the scented sheets can be placed inside the pillowcase, and are available at five
hotels on a trial basis, including the recently-opened Travelodge T5 (click
for our review of the property).

The scents were
chosen following feedback from a “Senses Census” of 5,000 people, with guests
being able to choose from fragrances including “The Sea”, “Freshly Cut Grass”, “Home
baked apple pie”, “Chocolate”, or “Baby Powder”.

“We have explored the power of smell
because it has a greater ability to raise an emotion of well being within an
individual, in contrast to seeing a picture or hearing a voice,” said
Travelodge sleep director Leigh McCarron. “Interestingly the ‘Senses Census’
identified the top smells that would help Brits to drop off to sleep easily are
scents associated with partners, children, home and holidays rather than the
traditional scents of lavender and vanilla.”

It’s not the
first time Travelodge has come up with the stunts to encourage more guests.
Over the last few years the budget chain has offered views of the Manhattan
skyline from London City Airport (see online news March 9, 2006), therapeutic
fishtanks in Birmingham (see online news May 16, 2007), and high-tech his and
hers pyjamas (see online news February 12).

For more
information visit

Report by Mark

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