An attraction, an enticement, or a fascination: The allure of traveling to foreign countries tempted Steve to become a commercial pilot.

The rare books that the bookstore had recently acquired held a special allure for the bibliophile or book collector.

To attract, entice, fascinate, intrigue, etc.: Brian was allured by Maxine's sophistication and charm.

Promises of a quick way to make money often allures the unwary investor to gamble excessively and to lose a lot of money.

Lower hotel prices and transportation will allure more people to travel.