Airport meet and greet and concierge transportation services exist to solve a specific problem: the exhausting, disorienting stretch right after a flight, when a traveler wants nothing more than to stop navigating logistics and just arrive somewhere calm. The actual product being sold is not transportation. It is relief, and the vehicle itself is a meaningful part of delivering that relief.
A traveler stepping off a long flight is operating at a low sensory tolerance: tired, possibly jet-lagged, often coming from a plane cabin with its own recycled air and mixed smells. The vehicle they step into next is the first genuinely private, controlled environment they encounter after hours of exactly the opposite, which makes its sensory quality disproportionately impactful relative to almost any other part of the trip.
A stale or neglected-smelling vehicle at exactly this moment undercuts the entire premise of the service, a jarring contrast to whatever calm the service was supposed to deliver. A considered, calming fragrance, something like NINE specifically, reinforces the sense of arrival the entire service is built around, rather than working against it.
For a service explicitly built on delivering a calmer, more controlled arrival, the sensory environment of the vehicle is not a minor operational detail. It is close to the core of the actual product, arguably more directly connected to the service's value proposition than almost any other single detail beyond punctuality itself.