Purpose: The objective of this study is to discover the existing reality in the luxury hotel sector in the central area of Madrid concerning the implementation of Olfactory Sensory Marketing techniques and strategies with the aim of revealing to what extent, where, who by and with what end such strategies are carried out. Design / Methodology / Approach: This is a quantitative study and has been carried out by means of an ICSC survey assisted by a Smartphone which navigates the questionnaire. The aforementioned survey had to be completed by hotel staff in possession of the required knowledge to be able to respond to the questions asked. Results: The results of the research confirmed three of the five hypotheses initially proposed for the study, which demonstrated that the luxury hotels in Madrid Centre used such strategies to differentiate themselves from the competition and create an olfactory brand. Likewise, it highlights that a small percentage of hotels do not use said techniques as well as their positive effects on levels of customer satisfaction, along with other results which will be presented later. Limitatios / Implications: Due to the responsibility and the workload which the functions of the people necessary to complete this survey incur, answers were not obtained from certain hotels. From the planned twenty-one hotels initially listed, fourteen replies were received, all of which were face-to-face. Originality / Contribution: It has been possible to define the reality of Olfactory Marketing in the luxury hotel sector in Madrid Centre, along with the implications involved and its contribution to creating a pleasant atmosphere for consumers and guaranteeing their acquisition and retention by means of aromas.