Nestled in the mountains of Leogang, almost a little hidden and as sheltered as a treasured gem, lies PURADIES. The resemblance between “PURADIES” and “Paradies” (German for paradise) is no coincidence. Stylish suites and exclusive premium chalets on a 500,000 m² feel-good estate offer a magical retreat for guests of this four-star hotel. Pampering for body and soul awaits in the wellness area with saunas, experience showers, fitness and yoga areas. The mountains do the rest. Young guests enjoy the creative childcare and an exciting adventure playground. The hotel’s own organic farm with a petting zoo rounds off the experience for the whole family. A true paradise, in other words.
Besides all the features that turn a stay into a genuine Tyrolean experience for every guest, there’s also an invisible secret in the air… and marketing manager Sarah Hampf told us exactly what it is:
Question: Targeted scent marketing makes the PURADIES experience unforgettable. Why did you choose Airdesign by AROMEA?
Hampf: AROMEA scent marketing and PURADIES are two brands that fit together very well in their concept and creative thinking. AROMEA quickly understood that we didn’t want any run-of-the-mill fragrances for PURADIES, and was thinking along the same lines as we were.
Question: For the lobby and bar area you use the AROMEA nano fragrance “Blue Wood”. “Green Tea” is used on the way to the wellness area. Why exactly these places and fragrances?
Hampf: We want our guests to feel safe and at ease from their very first step into PURADIES. The sense of smell plays a very important role here. “Blue Wood” brings our guests closer to nature and to our forest, and evokes a feeling of freedom and nature. The bar often creates smells of alcohol, which we can now neutralise with “Blue Wood”. We want our guests to be able to unconsciously memorise the PURADIES scent we’ve created.
On the way to the wellness area, we want to create a feeling of relaxation and recovery even before guests reach our bathhouse. “Green Tea” therefore suits PURADIES well as a pure, fresh and natural scent.
Question: PURADIES also uses two different scenting methods: evenly via the ventilation and with pinpoint precision via a wall-mounted diffuser. What are the advantages?
Hampf: Via the ventilation, the fragrance “Blue Wood” is evenly distributed at reception, the bar and the library on the first floor. For this large area, scenting via the ventilation is of course an advantage. In our corridor with the fragrance “Green Tea”, a floor-standing diffuser is entirely sufficient, as the area to be scented isn’t nearly as large.
Question: Ambience through Airdesign: what effect and associations should scent marketing create for guests in your scented areas, and what has the feedback been like?
Hampf: We’ve already received positive feedback. But it always takes a little time to gather a wide range of guest feedback. As mentioned, the scents are meant to make the unconscious and conscious memories of a holiday at PURADIES more vivid. We want guests to feel at ease from the moment they enter the hotel and to feel relaxed as quickly as possible. The fresh and special fragrances from AROMEA are just right for that.
Sarah Hampf on the fragrances from AROMEA
