Every guest deserves a great first impression and a pleasant stay, whether they’re arriving for vacation, a big conference or just passing through. What’s on your hotel property’s list? Clean linens? Check. Welcoming staff? Check. Comfortable bed? Check.

But wait…what’s that smell? 

As hotels look to create a comfortable and inviting environment, don’t forget about the essential role of indoor air quality (IAQ) in that process. Rooms that smell musty or overly chemical can leave guests with negative impressions. Even the signature scents used by many hotels can backfire if not managed properly. The biggest risk: Losing occupancy and the revenue that comes with it.

How can your hotel property assess IAQ, spot problems and correct them? Read on for research-backed insights, and learn how smart ventilation can deliver a guest experience that’s a breath of fresh air.

How IAQ impacts guest satisfaction

Scent plays a major role in our daily lives. It keeps us from eating spoiled food, lets us know when babies need their diapers changed and alerts us to dangers like fires or gas leaks. Of course, pleasant smells can also be triggering, like a fresh cup of coffee or your loved one’s perfume or cologne. 

Whatever the scent, “smell can instantly trigger an emotional response along with a memory,” says Rachel Herz, a neuroscientist who studies the psychology of smell. For hotel guests, that intrinsic scent-memory-emotion connection can ultimately determine where they book their stay — and who they avoid.

In its 2024 State of the Industry Report, the American Hotel & Lodging Association asked survey respondents to list the top three things that indicate a hotel room is clean. The most noted response, selected by 52% of respondents, was “no odor/pleasant fragrance,” followed by clean showers/tubs and unstained linens. Importantly, 58% of guests cite odors as a reason to leave a negative hotel review.

The facts don’t stop there:

 Other recent research has found:

• 77% of travelers say proof about a hotel’s IAQ would influence where to stay
• 52% of those travelers would pay more to stay at a hotel with better IAQ
• 68% of guests cite foul odors as a reason to check out without a refund

The data suggest that high IAQ isn’t a “nice to have” but is instead essential to a positive guest experience. 

Identifying IAQ issues at hotel properties

Indoor air quality concerns can originate from a variety of sources on hospitality properties. The constant flow of guests (and their germs) is just the beginning. Ken Nelson, an IAQ expert and ventilation group sales manager for Panasonic, says that issue and humidity management are the biggest contributors to poor IAQ in these types of buildings.

“Hotels are transitory spaces, so for guests, the two big concerns are the occupant in the room before you and any mold or mildew that may be growing in that unit,” he says. 

Humidity is the primary contributor to mold and mildew growth in hotel spaces, coming from a number of sources that property managers must monitor and manage, including:

• Guest room showers, bathing areas and cooking spaces in full-service rooms
• Lobby and exterior-facing guest room doors that frequently open and close, letting in humidity and outdoor air pollutants
• Kitchens and laundry spaces
• Hotel pools, which also contribute chemical smells to indoor air

In each scenario, warm and moist air introduced into guest rooms or common areas will condense on cooler surfaces such as wallpaper, shower curtains or wood furniture. This creates a breeding ground for mold and its distinctive musty smell, as well as a landing place for virus particles. Ironically, even the cleaning products that remove or prevent mold, mildew and virus spread can contribute to the issue. Cleaning supplies often give off volatile organic compounds (VOCs), as that “clean” smell represents contaminants being added to the air. 

Hotel staff are an excellent resource for spotting these IAQ problems early on, especially when trained to rely on sight and smell. As Nelson explains, we can become "nose-blind" to persistent odors. “We don’t always notice bad smells after a while,” he says. “But look for other signs, like mold and mildew. Even if you don’t smell it right away, it can still be there, especially in places like shower curtains.”​

Nelson encourages hotel properties to conduct routine inspections and maintenance of ventilation systems. Staff should regularly check for condensation on windows and mirrors — signs that excess moisture is building up — and change supply or recirculation filters frequently to prevent the recirculation of contaminants left by previous guests.

Smart ventilation solutions for hotels

Excess moisture and indoor contaminants not only affects the guest experience, but also the working environment for hotel staff. While some hotels have begun using signature scents to create a positive scent memory for guests, Nelson says that’s the wrong goal. “The best smell is clean air,” he says. “I think most guests and staff will tell you, ‘I don’t need a room to be perfumed, I just want fresh air.’”​

For hotel owners, addressing these issues comes down to proper ventilation. “The key is air exchanges,” Nelson says. “You need to make sure you’re bringing in fresh air and not just recirculating what’s already in the room.” While common portable terminal air conditioners can heat and cool guest rooms, Nelson says they may not provide fresh air. Indeed, they can recirculate viruses, bacteria and mold spores within guest rooms and public spaces. 

The better solution is ventilation systems that introduce fresh air while exhausting stale or contaminated air. Panasonic offers a variety of solutions ideal for hospitality properties:

• The ductless Whisper Air Repair has successfully eliminated odors in long-term guest rooms, while simultaneously neutralizing viruses and bacteria thanks to its nanoe™ X technology. 
• The efficient WhisperRecessed exhaust fan helped another hotel update all 174 guest room bathrooms to improve moisture management and IAQ without adding noise that guests found bothersome.
• Panasonic’s extensive line of hotel-rated ventilation products offers solutions for individual guest rooms, common areas and control units, making IAQ installation and monitoring easier for properties of all sizes.

The risks of ignoring poor hotel IAQ

Especially since the COVID-19 pandemic, hotel guests are acutely aware of air quality. While they might not smell a lingering virus in the air, the nose knows when a room hasn’t been well-cleaned, and their feet will walk them to the next property. In no uncertain terms, neglecting IAQ negatively affects guest satisfaction and the staff work environment, creating financial risk for hotel owners. 

With lower occupancy already contributing to shrinking hotel profit margins in recent years, property owners can’t give guests any more reasons to turn away. Neither can they risk losing staff to a poor work environment. The Occupational Safety and Health Administration says poor IAQ has been linked to health symptoms including headaches, fatigue, difficulty concentrating and respiratory irritations, as well as chronic conditions like asthma. While OSHA hasn’t set specific IAQ requirements, employers must meet OSHA standards for ventilation and air contamination. 

Clean air is good business for hotels

In the hospitality industry, a great first impression is everything. Guests are increasingly aware of IAQ and expect a fresh environment as part of their stay, which makes investing in smart ventilation and rigorous IAQ monitoring essential for guest satisfaction, staff health and productivity, and revenue. 

Research shows that guests prefer hotels that are clean and odor-free — and 52%  are willing to pay more for it.  With that in mind, consider the cost of lost revenue because of guest rooms afflicted with mold, mildew and related odors. Then consider the financial and reputational benefits of correcting the issue by investing in proper ventilation, improving guest satisfaction and gaining positive reviews.

Clean air isn’t just an operational goal; it’s a business imperative. For those ready to improve their indoor air quality, contact Panasonic today to explore innovative solutions that create a healthier, more inviting atmosphere for your guests and staff.