Thomson travel agency has been using its own holiday scent since 2002.
Using scent to create a holiday atmosphere in a store pulls on the emotional strings that motivate people to book a trip.
The high-street holiday firm pumps out a coconut aroma in three-quarters of its stores and believes offering a sensory experience pushes customers to book their summer vacation.
Glenwright says the coconut scent evokes the positive feelings of past holidays and puts consumers in the mood to book another getaway.
Thomson is keen to release the memory-enhancing aroma in all its shops. The tactic also puts the company ahead of its rivals, according to Glenwright. “It’s emotionally engaging in a different way and makes us stand out from other competitors on the high street,” he says.