I think it totally depends on the therapist and to some degree where they trained, as their tutors may be more open minded to incorporating different techniques. Each treatment I do varies, depending on the client and what they want, but generally I use quite a bit of acupressure, neuromuscular and lymphatic drainage, along with deeper tissue work as in Swedish. If I have a client who has sporting injuries or is a competitive athelete, I also take this into account and the massage is usually more invigorating. My aromatherapy tutor also teaches us to use chakras, Indian head and reflexology, so I guess we create our own style.
Personally I find a basic aromatherapy routine quite boring to receive.