There's this conventional wisdom that holds that scents are the most powerful memory trigger. That must have been the main point in the planning session for the new campaign by Sheraton Hotels for their Four Points chain. The smell of cinammon apple pie will waft through the lobby and other points in the hotel. White Tea scent will be noticable in the Westin chain. Finally, Sheraton will get, like, a whole bunch of twigs and stuff. The smell factor is part of an overall effort to incorporate more homespun Americana-type things into the hotels to make them feel more comfortable.