From infusing the lobby with a light fragrance to playing a customized soundtrack that changes throughout the day, the goal is to create a memorable experience that guests can smell, hear and feel - not just bombard them with visual stimulation.

?The future of hotel branding is when there are no logos, no advertisements blasting, but I can just feel I?m there,? said Martin Lindstrom, author of ?Brand Sense,? which explores the notion of sensory branding.

Retailers were among the first to use music and scent to influence customer behavior ? diffusing a chocolate smell, for instance, to entice customers to buy candy - but the hospitality industry is pursuing a more subtle agenda.

Get the full story at The New York Times