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 here 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).

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Report by Mark Caswell

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