Are you ready for winter? For ski bunnies, piste junkies and snow fans, Tyrol is a true paradise during the cold months. If you want to discover an Alpine natural gem for yourself, pay a visit to the Ötztal. Craggy rocks, high peaks, glaciers, ski areas, hiking routes and mountain bike trails make the valley a year-round outdoor action playground that’s new every time you experience it. So that holidaymakers can enjoy the perfect mix of relaxation, sport, nature, culture and tradition, Ötztal Tourismus, the regional tourism organisation, is always on hand for guests and tourism businesses. And to make the Alpine experience a truly holistic one, the organisation relies on scent marketing at its headquarters. Bianca Plankensteiner, assistant to the destination management in Sölden, tells us how that came about.
Question: The Ötztal in Tyrol instantly brings unspoilt nature, mountains and freedom to mind. What does the Ötztal stand for?
Plankensteiner: The longest side valley in Tyrol, with more than 250 peaks over 3,000 metres, two glaciers, six ski areas, kilometres of hiking trails, bike routes and much more, lives for the Alpine lifestyle. Whether it’s winter activities on or off the piste, or summer high up on the mountain or down in the valley. We love our mountains, with all their obstacles and chasms, nature’s loud and quiet sides and all the moments of happiness, at whatever altitude. And that’s exactly the feeling we want to share with other people. Above all, the Ötztal stands for nature, tradition, authenticity, friendship and freedom.
Question: How does Ötztal Tourismus look after guests, and of course the hotel industry and tourist areas in the region?
Plankensteiner: Basically, we’re the first point of contact for our guests, but also for stakeholders, accommodation providers, restaurants, sports schools and mountain lifts.
One of our main tasks is marketing the Ötztal with the brands Sölden, Gurgl & Ötztal, and building the image that goes with them. We’re also responsible for setting up infrastructure, such as mountain bike trails, hiking options and off-piste winter sports. Then there’s information and reservations, with ten information offices spread throughout the Ötztal. We advise guests on planning their holiday, from booking a room and making reservations through to the host coaches, who go from house to house to support the businesses, and the registration department, which takes care of billing the levies and visitor tax behind the scenes.
Question: How did the partnership with AROMEA come about? What was the thinking behind it?
Plankensteiner: We came across AROMEA because one of our employees was at a wellness hotel, and the scent there left a lasting impression. We asked the hotel which company they worked with, and that’s how the partnership came about. Our idea was to round off the overall impression as part of the new build for the Ötztal Tourismus headquarters.
Question: Definitely a good idea! What scent is now wafting past the noses of guests and staff? And how are these aromas going down?
Plankensteiner: Two AROMEA POWER diffusers are in use on the ground floor and in the 360° lounge. We chose “Blue Wood” for those. In the toilets, we get olfactory support from seven AROMEA FLEX diffusers. The gents’ smells of “Forest Therapy”, the ladies’ of “Marsala”.
So far, we can say that the scents are going down VERY well. Staff and customers alike are delighted.
Question: To what extent does scent marketing make the decisive difference in tourism?
Plankensteiner: With the new build for the Ötztal Tourismus headquarters in Sölden, we took care to work with high-quality materials. The feel of our building is great. But what was still missing was “smell”, to round off the overall impression and leave a lasting one.
Thank you for talking to us!
Bianca Plankensteiner on how scent marketing perfectly rounded off a project.
