Sound, Smell, and Space: The Overlooked Elements of Guest Experience Design

While sight and service often dominate guest experience planning, other sensory inputs like sound, smell, and spatial layout play a profound role in shaping guest perceptions. These "invisible influencers" can elevate a brand, create emotional resonance, and drive guest satisfaction. Let's explore the science behind multisensory design, practical audit techniques, and best practices for optimizing overlooked experiential elements across hospitality and entertainment venues.

The Experience Beyond Sight

Guests may not always remember what they saw—but they almost always remember how a place made them feel. Much of that emotion is tied to senses beyond sight. The right background music can make a lobby feel vibrant or relaxing. A subtle scent can signal cleanliness, luxury, or warmth. A spacious, intuitive layout can reduce stress and increase guest flow.

These elements are often the difference between a good experience and an unforgettable one.

Why Sensory Design Matters

• Emotional Engagement: Sensory cues tap into memory and mood

• Brand Differentiation: Unique sensory signatures can become part of brand identity

• Behavioral Influence: Music tempo affects dwell time; scents can increase retail sales

1. The Role of Sound

• Music: Volume, tempo, and genre should align with time of day and brand tone

• Acoustics: Echoes, noise bleed, and unclear PA systems reduce clarity and comfort

• Soundscapes: Natural sounds (waves, birds) enhance spa and outdoor environments

Audit Tips:

• Is music too loud or inappropriate for the setting?

• Are announcements clear and intelligible?

• Are transitions between zones (lobby to hallway to dining) smooth in sound quality?

2. The Power of Scent

• Scent Branding: Custom fragrances reinforce identity (e.g., luxury vs. beachy)

• Cleanliness Cues: Guests associate fresh scents with hygiene and quality

• Scent Zones: Use different aromas for spas, lobbies, rooms, and F&B areas

Audit Tips:

• Any unpleasant odors near trash, restrooms, or HVAC?

• Are diffusers working consistently in guest-facing zones?

• Is the scent appropriate for season or brand positioning?

3. The Impact of Spatial Layout

• Wayfinding: Confusing layouts frustrate guests and increase staff dependency

• Flow: Congested zones (buffets, bars, entrances) reduce perceived comfort

• Scale & Openness: Spaciousness contributes to perceived luxury

Audit Tips:

• Can a first-time visitor intuitively find their way?

• Are key areas (restrooms, exits, info desks) easy to locate?

• Is there visual clutter or furniture that interrupts flow?

Best Practices for Sensory Optimization

• Create a Sensory Playbook: Document preferred music, scent levels, and layout flow

• Use Seasonal Adjustments: Rotate scent and music playlists with seasons or events

• Train Staff on Sensory Awareness: Encourage attention to background noise, smell, and flow

• Pilot-Test Changes: Try sound or scent changes in a single zone before rolling out

• Survey Guests on Comfort & Atmosphere: Include questions on ambiance in post-visit feedback

Case Study: Arena Enhances Fan Experience Through Sensory Design

An urban sports arena partnered with a guest experience consultant to overhaul its concourse experience. Key upgrades included:

• Genre-based music by zone (pop near merchandise, ambient near VIP)

• Branded citrus scent in main entry tunnel

• Clearer directional signage and widened walkways

Results:

• 30% increase in positive ambiance mentions in post-game surveys

• Improved merchandise sales in areas with upbeat music

• Shorter congestion times due to better spatial design

Conclusion: Design the Feeling, Not Just the Look

Sound, smell, and spatial flow are subtle but powerful forces in guest experience. These sensory elements shape how people feel, what they remember, and how likely they are to return. By incorporating sensory design into audits and operational planning, venues can unlock deeper emotional connections with their guests.

Next Steps

• Add sensory evaluation to your next guest experience audit

• Build a sensory brand guide for your property or venue

• Engage frontline staff in daily checks of scent and sound quality

• Review floor plans for guest movement bottlenecks and comfort zones

Want to uncover hidden experiential opportunities at your venue? BG&T Consulting offers sensory-focused guest audits designed to elevate every aspect of your brand.