Travel Sentry’s Team Meeting

News from Travel Sentry’s Team Meeting in Indonesia 

At the start of December, the Travel Sentry team came together in Jakarta for a rare, in-person global meeting. Colleagues from different continents, countries and time zones gathered in one place to review 2025, discuss future priorities and spend time learning from one another. 

With much of our work happening remotely, being together in person gave us space not only to reflect on the past year, but also to connect as a team and look ahead at how we can continue supporting brands and manufacturers in a rapidly changing luggage market. 

Alongside our internal sessions, we took the opportunity to explore Indonesia’s luggage industry firsthand. We visited several licensed factories and spent time with the team at Bag City, gaining valuable insight into local production and how manufacturers in the region are responding to evolving market needs. 

But the trip wasn’t just about research. It was also about connecting with people, building relationships with our team and partners, learning together and planning for the future.

What We Did as a Team 

During our week in Jakarta, we combined internal meetings, factory visits and team-building activities. 

We shared business and regional updates, an AI workshop and discussions focused on refining our 2026 strategy. We also shared insights on IP protection, marketing plans and emerging markets, with colleagues from different regions offering local perspectives and lessons learned. 

Outside the meeting room, we explored the ITC Mangga Dua wholesale market, visited retail locations and spent time getting to know the city together.  

We visited key partners including the President factory, Merit, Crown and Azko Living World. Seeing these environments firsthand added important context to our conversations and strengthened our partnerships. 

What We Learned About the Indonesian Luggage Market 

Our factory visits were paired with a presentation on the local luggage market, which helped us place what we saw on the ground in a broader context. 

Bags City prepared a presentation for us which highlighted how the Indonesian luggage market continues to grow steadily and is expected to reach USD 4.0 billion by 2028.  

Growth is supported by travel recovery, a growing middle class, rising consumer spending, and the continued shift toward online shopping. Younger consumers are also shaping demand, with greater interest in modern features and innovative designs. 

Soft luggage currently dominates the market, accounting for around 70–75% of sales, largely due to its affordability and flexibility. Hard luggage makes up 25–30% of the market and is growing gradually as travelers upgrade to more durable and design-led options.  

Purchasing habits are split between offline and online channels: 

• Offline: ~60% (department stores, malls, specialty shops)  
• Online: ~40% (Shopee, Tokopedia, Lazada and other platforms) - the fast growth of online retail mirrors global trends. 

The presentation broke the market into clear price tiers:  

• Budget (USD 25–65): Large volume, value-focused buyers.  
• Mid-Range (USD 70–250): Growing fastest thanks to an expanding middle class seeking high-quality products without luxury pricing.  
• Premium (USD 350–1000+): A smaller but rising segment driven by style, durability, and international branding.  

The slides also highlighted a few ongoing challenges:  

• Government & trade policy: Import rules and tariffs affect pricing.  
• Economic pressures: Inflation affects consumer spending.  
• Logistics: Freight costs and shipping delays impact stock planning.  

Still, the long-term outlook remains strong due to steady traveler demand. 

Bringing our global team together allowed us to see challenges from different perspectives and to exchange ideas openly. 

We returned home with a stronger understanding of the Indonesian market, stronger relationships with our partners and a renewed focus on how we can continue supporting brands, manufacturers and travelers worldwide. 

And above all, we’re grateful to everyone who welcomed us, shared their time and insights, and helped make this trip such a meaningful and memorable experience.