Scenting an entire building is the latest ambition in a growing business that has, for years, gone unnoticed by most consumers. Roger Bensinger, executive vice-president for scent marketing company Prolitec, estimates there are now 20 companies worldwide specializing in ambient scent-marketing and dispersion technology. While many of these companies are privately held, industry executives value the business at roughly between $80 million and $100 million.

— From Scent Branding Sweeps the Fragrance Industry, a nice summary of the latest trends in the scent marketing field, at Business Week.

Holiday Inn is updating everything from its lobbies to its logo (formerly written out in cursive, it has been edited down to a cleaner, modern “H”). It even has created a piped-in signature scent that isn’t a byproduct of a highly chlorinated pool. The smell: citrus and white tea, with subtle undercurrents of perilla leaf, woods and herbs.

— From Motels Boost the Thread Count at the New York Times, with many thanks to Fleur for the link! Apparently they have a separate scent for the Holiday Inn Express hotels — with sweet grass and green tea.