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.
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