Coconut aroma woos holiday shoppers

Customers are met by a coconut smell in the store

A travel agency in Swansea has launched an all-out attack on the senses of its sun-seeking customers.

To get people in the holiday mood the store in Fforestfach welcomes visitors with a smell of coconuts, music, and displays filled with shells, driftwood and photographs.

The coconut aroma is to remind customers of holiday suntan lotion

Doug Glenright, Lunn Poly

The shop, which includes a Parisian-style cafe area, is the first of a wave of 10 similar Lunn Poly stores across the UK, which marks a new venture for the firm.

Lunn Poly spokesman Doug Glenright said the store was designed to trigger happy memories.

"What we are trying to do is make sure the customer feels in a holiday frame of mind when they walk through the door," he said.

"The coconut aroma is to remind customers of holiday suntan lotion," he added.

The coconut smell was designed by the firm behind the aroma of Kylie Minogue's breath for her Madame Tussaud's model - which speaks to visitors when they draw near.

Speaking about the new store, Mr Glenright said the early reaction from customers had been positive.

"We had people queuing outside the doors before they opened on the first day," he added.

The shop is located in Fforestfach

A spokesman for Lunn Poly said the way people were booking their holidays was evolving.

"Booking the holiday is an exciting part of the process and we want to make it as enjoyable as possible," she said.

Emma Waddell, Public Relations Manager for rival firm Holiday Hypermarkets, agreed that methods were changing.

"In travel, people are looking at newer and more interesting ways of marketing holidays," she said.

She added the importance of interactivity could be seen at Holiday Hypermarkets - which has branches in Cardiff and Newport.

In the stores, ski simulators, driving games and Cadillac cars all add to the relaxed atmosphere.

"Travel retailing has changed a lot, and we are constantly looking at new innovations," she said.

Popular destinations

The Lunn Poly outlet in Swansea will be officially launched on Saturday 11 January by the firm's managing director Chris Mottershead.

"We will be closely monitoring its success in order that we can replicate it in other locations throughout the UK," he said.

"January is the time of the year when the most holidays are booked so it will enable customers to take advantage of the great holiday offers that are available."

Figures released by Lunn Poly show that Majorca is the most popular holiday destination for people from the area, while Florida is the favourite location for long-haul breaks.