Miami, FL  – As hotels look to deepen emotional connections with guests, many are discovering what fashion houses, wellness brands, and luxury retailers have long understood: fragrance shapes identity through memory, making it one of hospitality’s most powerful tools. At this year’s Independent Hotel Show Miami, Groupe GM invites hoteliers to reimagine their amenity experience, not just as a utility, but as a scent-driven extension of their brand story.

Through exclusive collaborations with some of Europe’s most sought-after fragrance houses, Groupe GM USA is bringing that European expertise to the U.S, to help craft memorable olfactory experiences that are as intentional and layered as their design, service, or culinary philosophy. Whether it’s a shower gel, or a pillow mist, scent has the power to define space, evoke emotion, and inspire loyalty.

Among the newest introductions to the U.S. market is Memo Paris, a fragrance house celebrated for its poetic compositions and evocative sense of place. Groupe GM now offers a curated amenity line built around one of the brands top selling scents, Irish Leather: a bold scent that fuses juniper berries, green maté, and leather accords. Earthy yet refined, it’s perfectly suited for design-led hotels that blend tradition with edge. And like all Memo’s offerings, it’s available only to select properties, ensuring exclusivity for operators seeking a sensorial signature that’s truly their own.

Also making waves is Éditions de Parfums Frédéric Malle, a brand revered among fragrance connoisseurs. With two amenity collections available exclusively for five-star properties, the experience feels more like an encounter with art than a traditional hotel product. These fragrances are rare, expressive, and undeniably personal.

For those embracing new-world minimalism, Mine Perfume Lab offers a clean, contemporary take on fragrance, developed with a focus on simplicity and substance. And for a multisensory upgrade, Cereria Molla, a Spanish heritage house known for its handcrafted candles and home fragrance, is now entering the U.S. market through Groupe GM, bringing with it a tradition of artisanal luxury that transforms not just rooms, but entire guest moods.

Each brand is available in select luxury retailers in the U.S., giving hoteliers the opportunity to turn guest curiosity into a core memory, especially when gifting mini-sized bottles to VIPs. The gesture delivers high perceived value, and the scent becomes a lasting trigger for memories of their stay

“Boutique hotels have a rare opportunity to create something deeply personal,” said Guillaume de Beco, General Manager, Groupe GM USA. “With scent, you’re not just providing a product, you’re leaving an impression that lingers long after checkout.”

At a time when luxury is increasingly defined by intention, exclusivity, and emotional resonance, Groupe GM’s fragrance collaborations offer independent hoteliers a powerful way to differentiate through subtle, sensory branding that guests will remember long after their stay.

Visit Groupe GM at Booth 326 at the Independent Hotel Show Miami, September 17–18, to discover how fragrance can define your hotel’s identity in the bathroom and beyond.