Fragrance of flight planned to improve cabin experience
Thursday 25 August 2011
That faint waft of chemicals, body odor and bacon rolls that hits as soon as you step on a plane could soon be a thing of the past for passengers on board Britain's flag-carrier.
British Airways confirmed this week that it is considering introducing a new 'brand' fragrance across its entire fleet to ensure the customer has a uniform experience when flying.
The airline, one of the world's largest international carriers, confirmed to British newspaper The Sun that it was considering using scent to replicate the experience customers have when walking into expensive department stores.
The hope is that passengers maintain the association between the nice smell and the BA experience - although it's unclear how the airline intends to handle the problem of passengers sitting close to smelly galleys.
It also aligns with a forthcoming marketing campaign aimed at "Making Flying Special" and replicates the strategy used in BA's executive lounges.
British Airways won't be alone with its scented cabins though - Singapore Airlines has used its own fragrance for years to welcome passengers as part of a mix of services that have repeatedly earned it the title of "world's best airline."
Singapore's fragrance, Stefan Floridian Waters, is worn by the airline's famous 'Singapore Girls' flight attendants and is infused on the hot towels handed out during the flight.
The use of the aroma has since been cited by branding experts such as Martin Lindström as a classic example of building brands through all the senses.
The Independent travel offers: Discover a world of inspiring destinations
- 1 Nigel Farage: Me vs Russell Brand on Question Time – he's got the chest hair but where are his ideas?
- 2 Harry Potter fans can apply to the Hogwarts-inspired College of Wizardry
- 3 Jessica Chambers: 19-year-old woman 'doused with lighter fluid and burned alive' in the US
- 4 Russell Brand calls Nigel Farage 'poundshop Enoch Powell' in BBC Question Time debate
- 5 Orange Wednesdays are no more
Nigel Farage: Me vs Russell Brand on Question Time – he's got the chest hair but where are his ideas?
Disgruntled RBS worker writes hilarious open letter to Russell Brand after anti-capitalist publicity stunt leaves him hungry
Shock poll shows voters believe Ukip is to the left of the Tories
New era of cheap oil 'will destroy green revolution'
Nigel Farage's approval rating hits record low as popularity suffers in wake of Ukip sex scandal
Ukip founder Alan Sked and Nigel Farage 'begged Enoch Powell to stand as a candidate'
£240 - £275 per day: Investigo: Support the global business through in-depth a...
Negotiable: Ashdown Group: Data Manager - MySQL, Shell Scripts, Java, VB Scrip...
£27000 - £32000 per annum: Ashdown Group: Application Support Analyst - near S...
£23000 - £27000 per annum: Recruitment Genius: This successful group of compan...