Smell is the sense most linked to memory. A single aroma can instantly transport us.

To deepen emotional connection with travellers, Cathay Pacific partnered with Air Aroma to create a signature scent inspired by Hong Kong. It’s greenery, spices, incense, jasmine, tea leaves and Cedarwood, deployed across 220 global locations.

Using geo-location and social media data, we created personalised scent profiles for passengers. Each received a bespoke Parfum de Voyage, reviving powerful memories of their travels. Just as Cathay Pacific moves people across the world, these scents took them back through temples, teahouses, and markets, on a return journey through scent.