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Memories or Money? Which Would You Choose

December 14, 2017 OTA News No Comments Email Email

We asked members of the public at Christmas, Would you swap your most precious memories for cash?

During the experiment, which saw participants hooked up to brain activity measurement equipment, we asked them to recall a treasured memory. This included a first kiss in Italy, a romantic trip to Machu Picchu and watching exploding geysers in New Zealand.

The participants were then led to believe that the location of their memories have been pinpointed in their brains, and were offered the chance to delete it for a lump sum of money.

Check out the attached video to see their answers – the results might surprise you.

Reigo Eljas, Country Director at said: “We may not be able to see or touch them, but memories really are one of the most precious things we possess. So it’s no surprise a huge percentage of Brits would prefer a memory-making gift – like a trip away or experience with loved ones – over a physical gift this Christmas. With nearly a quarter (23%) of our best memories made on holiday, we’re proud to be a part of helping people make these precious memory-making experiences happen.”

To help you make your most treasured memories last just a little bit longer, has partnered with leading neuroscientist, Dr Hannah Critchlow, to reveal five ways to better preserve them:

  1. If you’ve just had a fantastic experience and want to preserve your memory, it’s essential to get a good night’s sleep that evening. Sleep helps to consolidate memories from the previous day and it also strengthens the emotions attached to them.
  2. There’s an old adage that rosemary is good for memory, and in fact, it’s scientifically valid. Carry a sprig of the rosemary to sniff at regular intervals – studies have shown that one of the herb’s compounds (1,8-cineole) causes an increase in neurotransmitters with memory-boosting properties.
  3. Exercise is also vital for memory-preservation, with studies indicating that it helps to boost the birth of new brain cells that are involved in forming new memories.
  4. We’re all told at school that talking out loud to people helps to cement revision – and it works with memories too, particularly when talking to new people. Interacting, and discussing your experiences, with new individuals helps brain cells form fully functional circuits in the brain, cementing experiences you want to remember
  5. Although a little stress can boost brain power, too much of it can damage connections and lead to the loss of memories. So perhaps it’s time to take a well-earned break from life’s stresses.

If you want to gift a memory this Christmas or book your own memory making trips and experiences, has a number of hand-picked packages and deals to help you do this. Just visit:

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