BOLATU LUGGAGE INDUSTRIAL LIMITED, DONGGUAN BOLATU

PT. JINLIN LUGGAGE INDONESIA

Henneway (Thailand) Co., Ltd.

KUNOX CO., LTD. 

Jiaxing Chuangying Travel Supplies Co., Ltd.

Ningbo Hongji Locks Industrial Co., Ltd.

Hangzhou Travelsky Co., Ltd

Guangzhou Turn Round Luggage Co.,Ltd

Eminent Luggage Corporation 

Travel Sentry Marks Fourth Year Sponsoring Tmall's Luggage Super Category DayTravel Sentry sponsored Tmall's Luggage Super Category Day for the fourth consecutive year on August 3, 2026, bringing 12 Chinese and international luggage brands together in Shantou, China, to highlight the Travel Sentry TSA lock as a mark of trusted, travel-ready luggage.Brands who took part in the 2026 campaign included TUMI, DELSEY, Crash Baggage, ECHOLAC, ITO, Diplomat, CECE, Ninetygo, KALA-Y, Hanke, DTA and Dream Traveler.The Travel Sentry exhibition stage at Tmall's Luggage Super Category Day, Shantou, August 2026. (Travel Sentry, 2026)What happened at the Shantou event?On August 3, 2026, Travel Sentry partnered with Tmall, China's leading e-commerce platform, to host the offline component of Tmall's Luggage Super Category Day in Shantou, Guangdong. The event, themed "Unbox the New World and Wherever You Go, You Are Travel Sentried," brought together 12 luggage brands from China and abroad alongside Travel Sentry's own exhibition space. The main messaging was that suitcases may change in shape, material and design over the years, but the wish for a loved one's safe travels never changes. That is part of Travel Sentry’s DNA and ongoing brand promise: securing peace of mind for travelers around the world, one lock at a time.Travel Sentry COO Tim Meade, Tmall's luggage category lead Yun Ran, Shantou Tourism Investment General Manager Cui Xiangyu and representatives from each participating brand opened the event together on stage.Travel Sentry, Tmall and brand representatives open the event on stage in Shantou. (Travel Sentry, 2026)Centered around the Sun Yat-sen Memorial Pavilion at the heart of Xiaogongyuan, the exhibition area, featuring all 12 partner brands alongside Travel Sentry's own display, was organized into three themed zones:&nbsp;Ultra-Lightweight Travel&nbsp;Tech-Enabled Travel&nbsp;Fashion &amp; Trend&nbsp;The Ultra-Lightweight Travel Zone. (Travel Sentry, 2026)The Tech-Enabled Travel Zone featuring DTA, Diplomat, and KALA·Y. (Travel Sentry, 2026)The Fashion &amp; Trend Zone featuring ITO, Crash Baggage, Delsey Paris and Echolac. (Travel Sentry, 2026)Xiaogongyuan is one of Shantou's most popular historic districts and it was incredibly busy on the event day. For the 12 participating brands, that elevated the sponsorship from being purely a B2B closed event like in previous years: it was also a significant consumer-facing brand awareness opportunity, putting each brand's name and products in front of a large volume of residents and visiting tourists passing through the district.Programming throughout the day included a musical performance and a performance by the Shantou Dongchi Yingge Troupe, a traditional Chaoshan folk art form. At the southwest entrance to the district, a 3D screen played a continuous loop of event highlights and brand visuals, drawing crowds throughout the day.Performers from the Shantou Dongchi Yingge Troupe at the Super Category Day event. (Travel Sentry, 2026)A 3D billboard at the Xiaogongyuan district entrance played event highlights throughout the day. (Travel Sentry, 2026)Singers opening the Super Category Day exhibition. (Travel Sentry, 2026)A display of Travel Sentry TSA locks at the Shantou exhibition. (Travel Sentry, 2026)A "Welcome to Swatow" installation greeted visitors at the Xiaogongyuan district entrance. (Travel Sentry, 2026)

Travel Sentry sponsored Tmall's Luggage Super Category Day for the 4th year on August 3, 2026, bringing 12 luggage brands together in Shantou.

Tmall's Luggage Super Category Day

EU261 Reform 2026: New Air Passenger Rules The EU has finalized its biggest overhaul of EU261 since 2004: airlines must now include one free personal item (40 x 30 x 15 cm) on every flight and show all-in fares upfront. Rules take effect roughly 12 months after publication in the EU Official Journal, which will be around September 2027. The reform guarantees one free personal item (a small bag or backpack, max 40 x 30 x 15 cm, roughly 18 liters) that fits under the seat, on every EU flight, regardless of fare or airline (European Parliament, 2026). It does not guarantee a free standard cabin bag. Airlines can still charge for that and each carrier continues to set its own dimensions and weight limits for it.Changes:Free personal item, unconditionally. One under-seat bag per passenger, at no extra cost, on every fare tier.Price transparency at booking. Airlines, travel agents and comparison sites must display a fare that includes a standard cabin bag from the first search results page ending the practice of showing a low headline price before adding baggage fees later in checkout.Fee-free family seating. Children age 14 or under (and anyone accompanying a passenger with a disability, reduced mobility, or a pregnancy) get a seat next to each other at no charge.No more no-show penalties on round trips. Missing the outbound leg of a two-way ticket no longer voids the return flight.Fee bans on small administrative charges. No charge for correcting a name-spelling typo or printing a boarding pass after check-in; digital boarding passes must be available without an app or account.Faster, clearer compensation. Airlines must proactively tell passengers about their right to claim, acknowledge claims within 7 working days and pay or explain a refusal within 30 days. Passengers get 9 months to file.Unchanged:No EU-wide cabin bag size standard. Ryanair, easyJet, Wizz Air, Lufthansa, Air France/KLM and British Airways will each continue to set their own trolley dimensions and weight limits (European Parliament, 2026; Council of the EU, 2026).Compensation amounts. Still €250 (under 1,500 km), €400 (1,500–3,500 km intra-EU) and €600 (longer routes), the same figures set in 2004, with airlines able to cut payouts by half on long-haul routes if they rebook passengers or the delay is under four hours.The three-hour delay threshold. The Council wanted to raise it to five or six hours; Parliament held the line at three.Why this matters for luggage sourcingThe reform doesn't set a new size standard to design around. Trolley dimensions stay fragmented across carriers, so there's no single “EU261-compliant” spec to chase. What it does change is demand:The personal item now has a real, stable spec. A guaranteed-free 40 x 30 x 15 cm allowance across every EU carrier and fare tier gives this category a consistent reference size for the first time. More travelers will pack personal-item-only. With fares now showing the true all-in cost, more people will skip the cabin bag surcharge and travel with just a personal item. Products positioned as a complete substitute for checked or trolley luggage on short trips stand to benefit.A Travel Sentry TSA lock adds real value on this category. As the personal item carries more of a traveler's essentials, including items they'd normally keep in checked luggage, a lockable, checkpoint-friendly closure becomes a useful feature. Trolley dimensions are still a constraint, not an opportunity. Suppliers targeting the standard cabin bag still need to design to the tightest common carrier limit (roughly 55 x 40 x 20 cm, per Ryanair) for a SKU to travel well across the EU.“Basic” fares are already reshaping the market. Legacy carriers like the Lufthansa Group and Air France/KLM introduced basic fares excluding the cabin bag in 2026, ahead of enforcement which is a sign airlines will keep monetizing the carry-on category even under the new transparency rules.TimelineBuyers and distributors have roughly a year from publication before the rules bind airlines operationally. That's enough time to track how individual carriers respond, particularly whether any move toward tighter, more uniform trolley dimensions voluntarily.Frequently asked questionsIs the cabin bag free now on flights in Europe?No. Only the smaller personal item (40 x 30 x 15 cm) is guaranteed free. The standard cabin bag remains chargeable at the airline's discretion.What size is the guaranteed free personal item under EU261?40 x 30 x 15 cm, roughly 18 liters, sized to fit under the seat in front of the passenger.When do the new EU261 rules take effect?The text was confirmed by Parliament and Council in July 2026. It enters into force 20 days after publication in the EU Official Journal (expected autumn 2026), followed by a 12-month transition, putting effective application at September 2027 at the earliest.Will cabin bag dimensions be standardized across EU airlines?No. Each airline continues to set its own size and weight limits for the standard cabin bag. The reform did not include a uniform dimension mandate.SourcesEuropean Parliament, “European Parliament achieves upgrade to air passenger rights,” July 7, 2026Council of the European Union, “Council gives final clearance for stronger air passenger rights,” July 13, 2026BEUC (The European Consumer Organisation), joint call to EU policymakers on air passenger rights, May 2026

Airlines must now include one free personal item (40 x 30 x 15 cm) on every flight and show all-in fares upfront. 

New Air Passenger Rules 

The Impact of Rising Sea Freight RatesUpdated August 2026Credit: Suphanat KhumsapSea freight rates have surged again, affecting many industries, including luggage manufacturing. Container rates are now approaching two-year highs, driven by renewed tariff uncertainty, tight capacity and the impact of the U.S.-Iranian war.The Drewry World Container Index has climbed to nearly $4,200 per FEU, up 40% year-over-year, while the Shanghai Containerized Freight Index has more than doubled compared to last year. The benchmark Shanghai-to-Los Angeles route jumped 12% in a single week, reaching $5,750 per forty-foot container.Why Are Rates Increasing?Tariff Timing:&nbsp;After the U.S. Supreme Court struck down the earlier IEEPA tariff regime, the White House introduced a blanket 10% import surcharge under Section 122 authority. Those tariffs expired as scheduled at 12:01 a.m. ET on July 24, 2026, and were immediately replaced by a new Section 301 tariff regime, this one tied to forced-labor import investigations rather than the earlier reciprocal-tariff logic.&nbsp;The new duties run 10–12.5% and apply to roughly 60–86 countries, covering the large majority of U.S. import volume. In the months leading up to the switch, importers rushed to move up holiday-season bookings to lock in the expiring rate, pushing demand and freight rates sharply higher. The new Section 301 tariffs are already facing legal challenges, so how long this regime holds remains an open question.Geopolitical Disruption:&nbsp;The U.S.-Iranian war has added further strain to global shipping routes, compounding capacity pressures that were already building from earlier Red Sea disruptions.Limited Capacity:&nbsp;Strong ex-China bookings and robust demand from American importers continue to outpace available vessel and container capacity, particularly on transpacific routes.Market Volatility:&nbsp;Freight market analysts note that container spot rate futures suggest the current spike may be short-lived, with a pullback now expected as the new tariff rates take hold and the pre-deadline rush subsides.How Does This Affect Luggage Manufacturing?The luggage manufacturing industry relies heavily on international shipping for raw materials and finished products and this renewed rate spike compounds existing supply chain pressures.Higher Production Costs:&nbsp;Higher shipping costs continue to raise the landed cost of materials and finished goods, squeezing manufacturer margins.Front-Loaded Demand: In the run-up to the July 24 tariff deadline, importers rushed holiday-season orders forward to beat the switch, leaving manufacturers with compressed lead times and greater competition for limited vessel space.Price Increases:&nbsp;Manufacturers may need to pass rising costs on to buyers.Production Strategy Changes:&nbsp;The tariff-driven uncertainty is prompting some manufacturers to accelerate plans to diversify production closer to key markets or across alternative sourcing regions, reducing exposure to any single tariff regime or shipping corridor.Unlike the more prolonged Red Sea-driven rate increases of the past two years, this spike was closely tied to a specific regulatory deadline. With the Section 122 surcharge now expired and the new Section 301 tariffs in effect, freight market experts expect the pre-deadline rush that drove rates higher to ease, though the timing and scale of any pullback remain uncertain, and the new tariffs are already facing legal challenges that could shift the picture again.Manufacturers should stay flexible: monitoring how the Section 301 litigation develops, booking capacity early where possible, and continuing to diversify shipping routes and sourcing locations will help mitigate the impact of this latest round of volatility.Source:&nbsp;Container Rates Near a Two-Year High Amidst Renewed Tariff Concerns, The Maritime Executive, June 26, 2026

Sea freight rates have recently surged dramatically, affecting many industries, including luggage manufacturing. 

Sea Freight Price Rates

How Is the U.S. Luggage Industry Performing in 2026?U.S. travel goods sales reached $6.4 billion in 2025, down 4% year-over-year but still nearly double 2020 levels, as growth shifts away from traditional suitcases toward backpacks, smart features and value-driven purchasing.This overview draws on retail sales data from&nbsp;Circana (presented by Beth Goldstein) and industry analysis from the&nbsp;Travel Goods Association (TGA), the&nbsp;Global Business Travel Association, and the&nbsp;American Apparel &amp; Footwear Association.U.S. Travel Goods Market 2026U.S. travel goods sales (luggage, backpacks, duffels, and chest/waist/fanny-packs) reached $6.4 billion in 2025, down 4% from 2024's $6.6 billion. The category has grown from $3.3 billion in 2020 and current sales remain nearly double pre-pandemic levels. The more recent 12-month trend (through April 2026) shows dollar sales down just 2%, with unit volume up 1% meaning consumers are still buying, just paying less per item on average (average selling price down 3%).What this means for sourcing:&nbsp;Demand hasn't collapsed, it's recalibrating around value. Suppliers who can hold quality while offering price flexibility or who can pivot to segments with unit growth, are better positioned than those competing purely on legacy price points.Are backpacks outselling suitcases in the United States?Backpacks now account for 46% of U.S. travel goods dollars, more than any other category, while traditional suitcases, sets and garment bags have slipped to 29% and are still declining. Circana's backpack category spans everything from everyday commuter and school backpacks to trekking and adventure packs, and backpacks generally have a much shorter replacement cycle than suitcases. They see daily wear, get replaced more often and are frequently owned in multiples (commute, gym, travel, hiking). Suitcases are a considered, infrequent purchase that can last for years.&nbsp;Here's the full category breakdown for the 12 months ending April 2026:Backpacks:&nbsp;46% of category dollars which is the largest and a growing shareSuitcases, sets and garment bags:&nbsp;29%&nbsp;Duffel bags:&nbsp;11%&nbsp;Travel accessories:&nbsp;7%&nbsp;Chest/waist/fanny-packs:&nbsp;7%&nbsp;Backpacks are also the top-selling travel goods category on&nbsp;TikTok Shop and other social commerce channels, reinforcing that this shift is being driven by younger, digitally-influenced buyers.Which luggage sub-segments are growing the fastest?Smart luggage and smart backpacks are growing fastest, with CAGRs as high as 11–21%, followed by eco-friendly designs and adventure backpacks.&nbsp;What this means for sourcing:&nbsp;When evaluating new suppliers or expanding an existing relationship, ask directly about capability in these areas: tech integration (charging ports, tracking hardware), sustainable material sourcing and modular/convertible construction.Are U.S. consumers buying luggage online or in stores?Both but the balance has shifted sharply: online's share of travel gear and luggage sales has grown from roughly 12–21% in 2019 to 30–36% in 2026, while offline retail still holds the majority.Circana checkout data shows total online penetration for travel goods at 25%, with Amazon commanding 73% share of online travel goods sales (third-party marketplace plus its own retail), far ahead of&nbsp;Walmart,&nbsp;Lululemon,&nbsp;Macy's and&nbsp;Target, each in the low single digits.Despite the online growth, offline retail remains preferred by most consumers for luggage specifically, largely because buyers want to physically test wheels, weight, durability and fit before purchasing, something harder to replicate online for a considered higher-cost purchase.What this means for sourcing:&nbsp;This isn't an online-vs-offline choice. The winning approach is omnichannel: suppliers and retailers that support buy-online-pickup-in-store, seamless cross-channel returns and consistent product information whether the customer discovers a product on social media or in a store aisle.How much does social media influence luggage purchases?74% of consumers use social media to discover luggage brands and 44% have bought a bag as a direct result of something they saw on social media.Of those social-driven purchases, 59% originated from a brand or retailer's own post, 47% from an influencer or content creator and 37% from a friend, family member or other userMost of those purchases (56%) happened via a linked website, though 44% purchased directly within the social platform itselfTikTok Shop is a growing but still small piece of this: total TikTok Shop sales reached $10 billion year-to-date in 2026, but travel goods represent under 1% of that total. Within travel goods on TikTok Shop&nbsp;specifically, luggage is the leading category at 40% share, driven heavily by multi-piece sets. The top-selling item being a 4-piece set averaging $179.Do buyers care more about quality or price when choosing luggage?Quality remains the top purchase driver at 27% in 2026, ahead of price and promotion at 17% but a growing share of buyers (28%) are comfortable buying&nbsp;luggage “dupes” instead of established brands.When asked what most influences their luggage and travel bag purchase decisions, consumers ranked quality as the top factor in both 2025 (26%) and 2026 (27%), ahead of price/promotion (down to 17%, from 21% the prior year) and overall value (18%). Versatility rose to 9%, reflecting growing interest in multi-use designs. Meanwhile, 60% of consumers report having purchased a “dupe” across fashion, beauty and luggage categories, and 28% have specifically bought a luggage or travel bag dupe, up 7% from 2024. Of dupe buyers, 57% purchased from Amazon.Will U.S. travel demand hold up through the rest of 2026?Yes, most signs point to continued resilience: 2025 TSA passenger volumes were up 6% versus pre-pandemic 2019, and most consumers plan to travel the same or more in 2026.According to&nbsp;TSA passenger volume data, 2025 screenings hit record levels and that momentum has held into 2026. Headwinds exist, continued cost pressures, uneven consumer sentiment and geopolitical uncertainty, but they're being offset by resilient premium bookings and the enduring priority consumers place on travel and experiences.What should sourcing teams take away from this data?Ask suppliers about smart and sustainable features.&nbsp;These sub-segments are small today but growing fastest so early supplier relationships here compound over time.Plan for omnichannel, not online-only or store-only.&nbsp;Buyers research online and often still want to test products in person; suppliers and retail partners need to support both.Build in flexibility for social-driven demand spikes.&nbsp;A single viral product can move volume quickly; supplier lead times and reorder flexibility matter more than ever.Don't assume quality requires a premium brand.&nbsp;Buyers want quality, but a growing share are open to sourcing it outside established brand names, which is a real opening for factory-direct relationships.Frequently Asked QuestionsHow much does social media influence luggage purchases?74% of U.S. consumers use social media to discover luggage brands, and 44% have purchased a bag directly as a result of seeing it on social media.Do U.S. consumers prioritize quality or price when buying luggage?Quality is the top purchase driver (27% in 2026), ahead of price and promotion (17%). However, 28% of consumers have bought a luggage “dupe” instead of an established brand, up from 2024.What is a Travel Sentry TSA lock, and does it affect luggage sourcing?A Travel Sentry TSA is a lock built to the Travel Sentry standard, letting authorized airport screeners open and re-lock a bag without cutting the lock off. It's identified by the red diamond Travel Sentry mark. For suppliers building to this standard (rather than an unrecognized lock) can be a meaningful differentiator for buyers selling into the U.S. and other markets where the standard is widely recognized.SourcesCircana — Retail Tracking Service, Checkout, Omnibus Consumer Survey, and Social Commerce/TikTok Shop data, presented by Beth GoldensteinTravel Goods Association (TGA)&nbsp;Global Business Travel AssociationAmerican Apparel &amp; Footwear AssociationU.S. Transportation Security Administration — passenger volume data

This review draws on retail sales data from Circana & industry analysis from the Travel Goods Association & the Global Business Travel Association.

State of the U.S. Luggage Industry 

Summer Travel 2026: What's Driving DemandSummer 2026 travel demand is being shaped by cautious optimism. Rising booking confidence paired with impulse bookings and cost-conscious trip choices, a redistribution of demand across new regions and climates and a spike in demand around the 2026 FIFA World Cup.&nbsp;Confidence &amp; Impulse Bookings on the RiseMore people intend to travel and they're deciding later and spending more cautiously than in previous years.Research by&nbsp;Travel Weekly, 2026&nbsp;tracking UK consumer data shows the share of adults planning a holiday in the next three months jumped to 42% in late May, up from 36% in April, with confidence to travel abroad holding steady at just over half of respondents.&nbsp;Separately, 64% of UK travelers say they're planning an overseas trip in the next 12 months. But that confidence isn't translating into early bookings: 30% of those planning summer travel intend to book just two to four weeks in advance and 10% expect to book less than two weeks before departure.&nbsp;Cost is the reason. A&nbsp;YouGov survey found the cost of living is the single biggest factor shaping summer travel decisions, by 42% of adults in the UK, ahead of accommodation costs (32%) and airfare (29%). To manage that pressure, close to one in five UK travelers are swapping international trips for domestic ones and 16% are deliberately taking shorter trips.&nbsp;At the same time, more people expect to spend more on travel this year - 36% expect higher budgets versus 21%, so this isn't a retreat from travel, it's a more deliberate, closer-to-home, later-booked version of it.Tripadvisor survey data shows a large proportion of travelers are planning trips under a week this summer, with a meaningful portion opting for one-to-four-night “micro trips” and staying within their own country rather than going abroad.Destination Demand&nbsp;East Asia remains the single largest region for international travel intent, but its share has slipped year-over-year, while&nbsp;Southern Europe is the fastest-rising major region, driven by good weather and strong air access. Greece, Spain and Italy are leading that growth, with Athens, Barcelona, Madrid and Rome in the crosshairs. North America is also popular, helped in part by the cities hosting the FIFA World Cup, with Vancouver and Calgary in Canada also seeing growth.&nbsp;Latin America and the Caribbean are growing faster than almost any other region and in Northern Europe, cities like London, Edinburgh, Dublin, Copenhagen and destinations in Iceland are seeing rising interest as cooler-climate, lower-crowd alternatives to traditional peak-summer heat, a pattern often described as the “coolcation.”Experience Spending Holds Firm&nbsp;Even as cost pressure shapes where and how people travel, spending on in-destination experiences is holding up.&nbsp;Tripadvisor data shows 81% of travelers would cut other parts of their travel budget before cutting experiences, 46% plan to spend at least a quarter of their total travel budget on activities and 54% already have three or more activities booked for the summer. Experiences are also increasingly the reason a destination gets picked in the first place, with 68% of travelers saying experiences factor into where they choose to go, not just what they do once they arrive.Booking timing matters here too. While 60% of travelers book experiences at least a week in advance, around 25% wait until they've arrived to book, especially when booking shopping excursions and other spontaneous, in-destination activities.&nbsp;Gen Z travelers are leading this shift most clearly: 65% say experiences matter more to them now than they did three to five years ago and 64% dedicate at least a quarter of their travel budget to experiences.The 2026 FIFA World CupBeyond broad seasonal trends, single events are driving short-term spikes, for example this summer is the 2026 FIFA World Cup.&nbsp;Fans attending World Cup matches aren't traveling only for the games.&nbsp;Research on activity bookings shows travelers now average 4.6 activities and 4.7 attractions per trip, the highest level since before the pandemic and major events like the World Cup intensify this pattern. Tour and attraction operators who can respond to same-day, impulse bookings around match schedules are reportedly seeing significant rise in bookings.Travel is increasingly being treated as an ongoing lifestyle rather than a once-a-year event, with more spontaneous, shorter trips triggered by everyday moments rather than fixed holiday periods. Summer 2026 travel data points to a traveler who is booking with intention but later and more cautiously, spreading demand across a wider range of climates and destinations and still spending freely on the experiences that matter most to them.&nbsp;

Impulse bookings, cost-conscious trip choices, new regions and climates and demand around the 2026 FIFA World Cup. 

Summer Travel 2026

The Luggage Industry After Covid: Recovery, RewiredAn industry pulse from Travel Sentry&nbsp;Five years on from the shutdowns that grounded global travel, the luggage industry has not so much bounced back as rebuilt itself around a different set of rules. Travel Sentry surveyed a range of professionals including owners, executives, sales, product and sourcing leaders in English, Chinese, Japanese, German, Italian, Spanish and French to understand what changed and where the category is heading. The picture that emerges is less "return to normal" and more about quiet ways to reinvent.&nbsp;Recovery has been unevenThere is no single recovery story. Compared with 2019, respondents split almost evenly three ways: 39% report higher sales today, 39% report lower and 22% are roughly flat. Workforces track the same pattern, with slight-growth and slight-decline businesses in near-equal measure. The pandemic didn't lift or sink the industry as a whole: it widened the gap between the brands that adapted and those that didn't.What's squeezing everyone is competition and cost. Fielded against a list of recovery challenges, competition (57%) and rising material costs (52%) top the list by a clear margin, ahead of supply-chain disruption (34%) and changing consumer demand (31%). More than one respondent described a market pushed toward commoditization "travel bags are almost disposable items after the first few uses," as one owner put it, with the strategic response being to escape price competition through quality and design rather than chase it.The channel map has been redrawnThe most decisive shift is where product is being sold. Growth is now concentrated in direct and digital channels: B2B / corporate (33%), direct-to-consumer own-website (31%) and online marketplaces such as Amazon (28%). Traditional travel retail and duty-free is a growth driver for just 9% of respondents. The write-in answers reinforce it bluntly: "reduce dependency on traditional retailers," "rely on your own distribution, not third-party resellers," "D2C marketplaces have outgrown all other sales channels."Investment has followed. The two areas businesses have put the most into since 2019 are product development (67%) and e-commerce / digital sales (59%), with marketing third (46%). The category is spending on what it makes and how it sells online, not on physical retail operations (12%).TSA locks: rising adoption, gated by priceSecurity hardware is quietly gaining ground. Over the past five years, 56% of respondents increased the share of their assortment featuring TSA-recognized locks and only 5% decreased it. The barrier to going further is almost entirely commercial: 55% cite cost or price point, far ahead of differentiation concerns (20%) or a perceived lack of consumer demand (13%). Adoption isn't blocked by doubt about the value of locks: the blocker is margin pressure at the entry level.Sustainability is now the baseline, not the differentiatorSustainability has crossed a threshold. Six in ten respondents (61%) say it matters more in their product development than it did in 2019; only 11% say less. On materials, the exploration is broad and evenly balanced: lighter-weight composites, recycled content and sustainable materials each land at 47%, with more durable fabrics (30%) close behind. Lighter, tougher and greener no longer constitutes a premium positioning, it's a baseline expectation.&nbsp;Gen Z moves up the target listLeisure travelers and business travelers remain the core audiences, as you'd expect, with leisure travelers a fraction ahead of business travelers in the survey result. The notable mover is Gen Z / younger travelers at 45% now ahead of luxury (25%) and budget-conscious buyers (16%) as an actively targeted segment. The industry is designing for the next generation of travelers, not just the returning one.&nbsp;Where the category is headingAsked what will shape the next two to three years, respondents point to personalization and customization (47%), smart / connected features (44%), sustainability demands (40%) and the durable rise of "bleisure" which is blended business and leisure travel (34%). The demand outlook is cautiously optimistic: 60% expect travel demand to grow, 23% expect it to hold steady, and only 17% foresee decline.The one-word lesson: agilityAsked for the single biggest change their business has made since the pandemic, respondents converged on one idea, phrased a dozen ways:&nbsp;agility.&nbsp;"Change is the only constant." "Don't put all the eggs in one basket." "Stay flexible." "No innovation, no future." "Quality over quantity." The businesses coming out of this period strongest describe themselves as diversified, digital-first, and unwilling to win on price alone.Five years on, the industry looks different than it did in 2019. Sales go direct now, budgets have moved online, materials are lighter and greener and the traveller everyone's chasing is younger and more concerned about security. No huge surprises there. The companies who identified those signals early and acted on them fast are the ones pulling ahead now.&nbsp;Based on a Travel Sentry industry survey across seven languages. Figures represent the share of respondents selecting each option and are intended as a qualitative read of industry sentiment rather than a statistically representative sample.

5 years on from the pandemic, we surveyed a range of industry professionals to understand what has changed and where the category is heading.

Industry Survey Results 2026

The Business of Belonging:&nbsp;How Licensing Creates Value in the Luggage Market&nbsp;Article by Travel Sentry's Chief Marketing Officer, Clara WoollerAn encounter at the recent Travel Goods Association show in Salt Lake City, Utah got me thinking about the role that licensing plays in the luggage industry. Given my background at entertainment brands like Disney, Marvel and Sanrio, it was interesting to me to consider whether licensing in this category is overserved or underserved. Certainly, it seems like there’s headroom to grow if we consider consumer motivations and how licensing is evolving overall.&nbsp;&nbsp;For a long time, the tip of the licensing iceberg was most visible in IP drawn from entertainment franchises, crudely speaking, cartoon characters. But licensing is far broader than that if we consider three broad consumer groups which are:&nbsp;&nbsp;Adults buying for children (parents, grandparents, carers etc)&nbsp;&nbsp;Adults buying for themselves because they identify with a brand or franchise.&nbsp;&nbsp;Collectors and enthusiasts (same as before, but taken to an extreme, think Disney adults, kidults, members of fandom communities)&nbsp;&nbsp;Kids’ Licensing&nbsp;&nbsp;I’m going to touch briefly on kids’ licenses here, as I feel that this is the least surprising part, before we peek below the waterline to examine the rest of the ‘iceberg’.&nbsp;&nbsp;Everyone knows that when little kids travel, whether that’s a road trip or through an airport, they have a tonne of precious stuff they need to bring with them. Arguably Trunki created the category twenty years ago with their iconic ride-on suitcase, but there are plenty of alternatives which encourage children to take charge of their luggage and belongings with a cute character that reflects their personality and fandom – and helps parents spot their kids in crowded environments.&nbsp;&nbsp;Kids’ luggage tends to be a parent-led purchase with a heavy influence of pester power. It’s often bought in response to an upcoming trip. The emotional appeal is high and makes the functionality an easier ‘sell’ to the kid. A spoonful of sugar and all that.&nbsp; &nbsp;&nbsp;The Rise of the Kidult Traveler&nbsp;&nbsp;Kidults are one of the fastest-growing demographics across consumer products, tapping into emotional drivers like nostalgia and self-expression. With disposable income to put towards reflecting identity and membership of a particular ‘tribe’, we’re talking about seeing existing IP adopted by millennials and Gen Z. Notable tribes include Disney adults, Potterheads, AFOLS (adult fans of LEGO), as well as lovers of Star Wars, Hello Kitty and Studio Ghibli.&nbsp;Super Mario Bros Bowser Adult Green Turtle Shell BackpackA tattoo is the ultimate status signifier, but they’ll happily pay more towards a lasting special piece of luggage which reflects WHO they are, as well as keeping their belongings safe on the move. Factor in travel trends like set-jetting – visiting locations featured in shows or movies or even key theme parks – and this creates a double whammy of showing your true colours through your belongings and your travels for this cohort.&nbsp;&nbsp;Lifestyle Brands&nbsp;Less obvious than entertainment IP, but equally desirable, this category of IP could include fashion labels, sports brands and clubs, outdoor brands, automotive brands and designer collaborations where the designer does not have a standalone line of luggage produced in-house.&nbsp;&nbsp;The Airstream line of luggage at the TGA Show caught my eye – inspired by the sleek aluminum lines of the iconic Airstream caravans, Brand Collective has applied the heritage and distinctiveness of the brand to a line of luggage pieces. The recent FIFA World Cup has also become a catwalk for luggage, with football stars parading branded luggage and luxury handbags on their journeys from home to the US and back again.&nbsp;&nbsp;Here consumers are buying into brands which meet them where they are as travelers – with the style, quality and values of the brands they wish to reflect as part of their travel wardrobe in shared social spaces like airports and hotels.&nbsp;&nbsp;Purchasing Behaviors&nbsp;&nbsp;In my previous piece about the rise of Dupe Culture, I spoke about pricing architecture and ownership as value creation. Licensed luggage splits into two categories in terms of purchase behavior.&nbsp;&nbsp;People are prepared to pay a premium when the license reflects part of their identity and luggage is intended to last. Exclusivity through collaborations and limited editions pull emotional levers but need to be backed by build quality which matches the brand promise.&nbsp;&nbsp;In contrast, licenses sold to consumers at lower prices need to trade on their familiarity, convenience, giftability and seasonal promotions. You’re not going to spend excessively on a license that the kid will have lost interest in by next year – although some exceptional licenses have notable multi-year appeal at certain ages and stages.&nbsp;&nbsp;I see a distinction between licensed branding as decoration (not necessarily what we used to refer to pejoratively as ‘label slapping’) and licensed branding as value creation.&nbsp;&nbsp;Why Manufacturers / Luggage OEMs Should Consider Licensing&nbsp;&nbsp;This emotional connection is precisely why licensing has become such a powerful commercial tool. The global licensing industry is worth $389.8 bn annually because licensed IP does something most marketing can't: it puts your product in front of people who already want it.&nbsp;That's a compelling proposition for any manufacturer. Rather than trying to build affinity from scratch, licensing allows brands to tap into communities that already exist: communities united by shared passions, nostalgia or aspirations.&nbsp;At its most commoditized, luggage is simply a box on wheels with a handle. It protects your belongings, but rarely says anything about who you are. There’s no clear imperative to select one over another if the functionality and the price is roughly equivalent.&nbsp;&nbsp;Licensing changes that equation. It transforms luggage from a functional purchase into a form of self-expression, helping products stand out at retail while reaching audiences who already feel emotionally invested. Fan communities can and do advocate for products, plus manufacturers can benefit from higher margins on premium collections and marketing support from licensors during key retail moments or promotional windows for a movie.&nbsp;&nbsp;Licensing undoubtedly sells. The greater challenge is selecting the right license: one where the values of the IP, the manufacturer and the end consumer align. The most successful partnerships don't just decorate a product; they amplify what the product already represents. A great primer on the topic if you’re new to it is this article from Born To License.Licensed luggage is no longer just about keeping children entertained on holiday. From nostalgic fandoms and Disney adults to premium lifestyle collaborations, today's consumers are choosing luggage that reflects who they are and increasingly, they're willing to pay for it.&nbsp;For luggage manufacturers and retailers, the opportunity is no longer simply to add a recognizable logo to a suitcase. It's to understand what that logo represents. Whether it's the excitement of a child's first holiday, the nostalgia of a lifelong Disney fan or the understated confidence of a premium lifestyle brand, successful licensing taps into identity before functionality.&nbsp;In an increasingly crowded marketplace, consumers aren't just buying something to carry their belongings. They're buying something that says something about them. That's why the future of licensed luggage isn't about characters or collaborations alone, it's about belonging.&nbsp;

In such a competitive market, consumers aren't just buying luggage to carry their belongings, but luggage that says something about them. 

How Licensing Sells Luggage

TSA Lock Training for Retail Staff: How the Travel Sentry Retail Buyers Program WorksResearch shows that 68% of travelers are willing to pay more for luggage featuring the Red Diamond logo, but that premium only converts if the people on the shop floor can explain why it's worth it. That's exactly why the Travel Sentry Retail Buyers Program has been designed.Travel Sentry has launched a dedicated TSA lock training resource for retail partners. This is a short, engaging video presentation that gives retail staff everything they need to understand the product, answer customer questions and communicate genuine value at the point of sale.Why TSA Lock Training Matters for Retail StaffTSA locks represent a globally recognized security standard that protects travelers in 800 airports across 80 countries and yet many retail staff are unsure how to explain that to a customer standing in front of a luggage display. The Retail Buyers Program educates staff to explain exactly why the lock is there and how it works. We can also supply or customize an instore talk-sheet for retail staff, alongside the video.Travel Sentry's role is straightforward: as the licensing company behind TSA locks, it acts as a hub connecting security agencies, the travel goods industry and travelers. The Red Diamond logo on a lock isn't just branding; it signals that the product has passed rigorous quality control testing and is supported by a global inspection system.&nbsp;What the TSA Lock Training CoversThe program walks staff through the full Travel Sentry system, from how a checked bag moves through airport security, to why a TSA lock makes that process smoother for everyone involved.Key areas include:How the system works. When a bag with a Travel Sentry approved lock is flagged for inspection, security agencies see the Red Diamond and know that they can use specialist tools, provided free of charge by Travel Sentry, to open, inspect and relock the bag without damaging it. A generic padlock, one without the Red Diamond, offers no such protection and may be cut off or left unsecured.&nbsp;The value beyond the airport. TSA locks aren't only for air travel. They act as a visible theft deterrent on trains, buses, in hotels and in any public setting where luggage is left unattended.&nbsp;The full product range. From built-in luggage locks and TSA padlocks, to combination, key, cable and smart locks, each type solves a different need. Knowing the differences allows staff to guide customers rather than simply pointing them to a shelf.The program also highlights the access to free marketing assets: hangtags, leaflets, and 'how to use your lock' videos, all ready to deploy in-store or online. For e-commerce teams, the&nbsp;CarryOK® widget offers a plug-and-play tool that lets shoppers check airline carry-on rules directly on a product page, reducing returns and increasing buyer confidence at the same time.The Retail Buyers Program reflects a broader shift in how Travel Sentry supports its partners. Rather than simply supplying a product and a logo, we have provided knowledge that sits behind the sale.&nbsp;With more than two billion passengers passing through airports implemented with the Travel Sentry system every year, the opportunity for retail partners is significant.&nbsp;To find out more about the Travel Sentry Retail Buyers Program or to access free marketing assets, contact your Travel Sentry account manager.FAQsWhat is a TSA lock? A TSA lock is a travel lock approved by Travel Sentry and recognized by security agencies worldwide. It allows airport security to open, inspect, and relock luggage without cutting or damaging the lock, using specialist tools provided by Travel Sentry.What is the Red Diamond logo? The Red Diamond is Travel Sentry's trademark symbol. It appears on all Travel Sentry-approved locks and luggage, indicating the product meets rigorous quality and security standards and is compatible with the global inspection system.Which airports accept TSA locks? Travel Sentry-approved locks are recognized at over 800 airports across 80 countries, covering more than half of all global air passengers annually.

This video gives retail staff everything they need to understand the product, answer customer questions and communicate genuine value at the point of sale.

TSA Lock Training for Retail Staff

Aluminum For All – Dupes, Democratization and Status Signifiers&nbsp;In the 1920s, Rimowa started experimenting with aluminum for suitcase manufacture, inspired by the early days of aviation. The modernity and resilience of the shiny finish made it an icon which Rimowa riffed on and refined for over a century. The material itself communicated premium quality because it was rare, expensive to manufacture and strongly associated with a single brand, now part of the LVMH Group.&nbsp;Today:Aluminum cases exist from Amazon brands and at High Street retailers for under £150.Mid-market players offer aluminum at £300–500.Premium brands still sell at £1,000+.The material has become democratized. Consumers are increasingly weighing up how willing they are to pay a premium for an aluminum case, now that pricing architecture offers a similar product at multiple accessible price points.&nbsp;By the way, this isn’t just happening in luggage, but across many categories - for example in cashmere, beauty products or noise-cancelling headphones.&nbsp;As premium attributes become accessible, brands must shift from selling&nbsp;features&nbsp;to selling&nbsp;meaning and story.&nbsp;If we look at the case of Rimowa, the material is the table stakes – what they’re selling is heritage, associations with luxury travel, repairability, patina and character acquired over time as proof of authenticity and craftsmanship. In short – status signaling where the luggage becomes a social object beyond a useful tool.&nbsp;The explosion of dupe culture&nbsp;Three forces converged to truly catapult dupe culture to the level of acceptance that it inhabits nowadays.&nbsp;Social media made discovery frictionless, when phrases like "Rimowa dupe", "Stanley dupe", "Lululemon dupe" became normalized on platforms like TikTok.&nbsp;In the endless scroll on social media, consumers no longer discover products through brands, instead pausing over aesthetics, functions and viral recommendations on their FYP before following through on a friction-free purchase. Brand can be part of the hype, sure, but often plays a more secondary role than it used to.&nbsp;Faced with inflation and rising costs of living,&nbsp;consumers became much more willing to explore whether they were more motivated by the object or the logo (brand) on it.&nbsp;The normalization of dupe culture means that even affluent consumers increasingly mix luxury items with budget basics, rather than being loyal to a specific price tier.&nbsp;Overall, dupes have become socially acceptable and consumers view buying dupes as evidence of being economically savvy and informed, rather than compromising on quality by buying a copy.&nbsp;Where consumers happily buy dupesGenerally, consumers are comfortable buying dupes where the purchase is primarily functional or aesthetic rather than symbolic. In these categories, consumers tend to focus on outcomes rather than origins.Le Creuset-inspired cookware, designer furniture lookalikes and supermarket own-brand kitchen ranges continue to thrive because consumers care more about appearance and utility than provenance. If a pan cooks well and looks good on the hob, the visual signifier and logo become less critical.Beauty is perhaps the strongest example of all. Consumers routinely substitute premium brands such as Charlotte Tilbury, Drunk Elephant and Sol de Janeiro for lower-cost alternatives that promise a similar experience. In many cases, the functional outcome feels close enough that the premium becomes difficult to justify. TikTok's countless "save versus splurge" comparisons have only accelerated this trend.Increasingly, luggage finds itself in a similar position. For many travelers, it’s about nailing the basics: whether the wheels roll smoothly, the zip closes securely and the case survives the journey. If a £250 aluminum case delivers those outcomes, many consumers struggle to see why they should spend four times as much.This presents a challenge for premium luggage brands, as materials, features and manufacturing techniques become more widely available. Leisure travelers and occasional travelers are more likely to view luggage as a utility purchase and therefore be receptive to dupes.Where consumers still want the originalThe categories where consumers continue to value originals are equally revealing it is where ownership itself creates value.&nbsp;Luxury handbags remain one of the clearest examples. A counterfeit Birkin does not deliver the same social meaning as an authentic Hermès Birkin. The craftsmanship matters, but so does the exclusivity, the waiting list, the story and the cultural cachet. In many respects, authenticity is the product.The same principle applies to watches. Buyers of Rolex, Patek Philippe and Audemars Piguet are not purchasing a way to tell the time, when they can do that perfectly already on their mobile phones. They are buying status, scarcity, craftsmanship and increasingly, an asset that may hold or increase its value. A dupe or collab can undermine much of what makes the original desirable, for example, if you look at the recent Swatch Audemars Piguet pile-on.&nbsp;Collectibles provide another example. Whether vintage luggage, limited-edition sneakers, Pokémon cards or art, ownership history often contributes directly to value. In these markets, provenance is not an added benefit; it is part of the product itself.The distinction is important because it reveals that consumers are not necessarily rejecting premium products. Rather, they are becoming more selective about where authenticity matters and where functionality is enough.The rise of "masstige"Between luxury and budget, there’s a growing middle ground that many brands are actively targeting.Sometimes described as "masstige" - prestige made more accessible - this segment appeals to consumers who want quality, design and a sense of aspiration without paying true luxury prices. Luggage brands like Away, July, Monos, Antler and Carl Friedrik have successfully positioned themselves in this space. They offer elevated design, strong storytelling and premium features, while remaining significantly more affordable than the top tier luxury brands.Their proposition is compelling because it addresses a question many consumers are inwardly asking themselves how to tap into the experience without the luxury price tag.&nbsp;For many shoppers, the answer is no longer to trade down to the cheapest option, but to trade across to a brand that feels premium enough.This is where pricing architecture becomes increasingly important.What luggage can teach us about pricing architectureHistorically, luggage sat within relatively clear pricing tiers. Budget products occupied the entry level, mid-market brands sat comfortably in the middle, premium products commanded a meaningful uplift and luxury brands operated in a category of their own.&nbsp;Today those distinctions are becoming harder to maintain.Consumers can buy polycarbonate cases at virtually every price point. Aluminum is no longer so exclusive. Smooth-rolling wheels, integrated locks and premium-looking finishes have become widely available.The result is a phenomenon often described as price compression. As product features become more similar, consumers become less willing to pay dramatically different prices for apparently similar outcomes.This does not mean premium brands are doomed: it means that they must communicate louder on dimensions like distinctiveness, service and emotional value, rather than differentiation in features, a crowded space in which it is harder to stand out.&nbsp;The strongest premium brands increasingly sell identity rather than functionality. They are selling what ownership says about the consumer and how that ownership makes them feel.The future of premiumizationPerhaps the most interesting aspect of dupe culture is that it does not necessarily weaken premium brands. In many ways, it forces them to become clearer about what they offer, both in the purchase moment and in the years to come.&nbsp;When aluminum luggage was rare, consumers paid for aluminum, despite the price.&nbsp;Now that aluminum is available at almost every price point, consumers must decide whether they are paying for craftsmanship, heritage, service, status and emotional connection - or simply for the shiny material.In a world where materials, features and even aesthetics can be replicated at every price point, lasting premium value comes from something harder to imitate: heritage, authenticity and the stories consumers tell themselves about ownership. The challenge is no longer avoiding comparison with a dupe but giving people a compelling reason to pay a premium for the original.&nbsp;

Dupe culture means that even affluent consumers increasingly mix luxury items with budget basics, rather than being loyal to a specific price tier. 

Find your suppliers

Ningbo Hongji Locks Industrial Co., Ltd.

Hangzhou Travelsky Co., Ltd

Guangzhou Turn Round Luggage Co.,Ltd

Eminent Luggage Corporation

BOLATU LUGGAGE INDUSTRIAL LIMITED, DONGGUAN BOLATU

PT. JINLIN LUGGAGE INDONESIA

Henneway (Thailand) Co., Ltd.

KUNOX CO., LTD.

Jiaxing Chuangying Travel Supplies Co., Ltd.

Interview with James Krueger of Travel Innovation

Interview with Advika Aggarwal of ROAM

Senz Interview at Ambiente 2026

Resources

How Licensing Sells Luggage

Resources

TSA Lock Training for Retail Staff

Resources

Dupes & Premiumization