Easter Travel 2026Easter has long been one of the most reliable peaks in the travel calendar, particularly across Europe, where school holidays and public celebrations drive strong travel demand.In 2026, that demand remains resilient. Inbound travel to the UK, for example, is up&nbsp;13% year-on-year for the Easter period, with&nbsp;hotel bookings increasing by 15%, highlighting continued momentum for European destinations.However, the combination of geopolitical tension, rising costs and operational disruption is reshaping how and where people travel.The ongoing conflict in the Middle East has created:Operational disruption: Airspace closures, rerouting and reduced capacity&nbsp;Psychological impact: Heightened safety concerns and shifting traveler confidenceThe rise of “safety-first” travel decisionsOne of the most important trends is the growing influence of perceived safety on booking behaviour.Travelers are no longer evaluating destinations purely on price or appeal. Instead, they are asking:Is the journey straightforward?&nbsp;Are there multiple connections or potential disruptions?&nbsp;Does the destination feel stable and predictable?&nbsp;This shift reflects broader findings that tourism demand is increasingly shaped by perceived risk and confidence, not just cost or accessibility.The shift toward short-haul travelEaster travel in 2026 has moved away from long-haul trips toward shorter, closer journeys.Several factors are driving this shift:Flight disruptions and longer travel times due to rerouting&nbsp;Rising ticket prices linked to fuel costs&nbsp;A desire for flexibility and&nbsp;easier travel planningInstead of long-haul holidays, many travelers are opting for:Short-haul breaks&nbsp;Domestic travel and staycations&nbsp;Regional destinations accessible by car or direct flightsThis reflects a broader shift toward regionalization, particularly in Europe, where travelers are increasingly staying within the region rather than travelling long-haul.Moving away from major citiesData and booking trends also show a noticeable shift away from major urban destinations.Traditionally, cities like Paris, Rome, and London dominate Easter travel. However, in 2026, many travelers are choosing:Coastal destinations&nbsp;Rural and countryside locations&nbsp;Smaller towns and regional hubs&nbsp;At the same time, demand is growing strongly in more affordable secondary cities such as Athens, Budapest and Krakow, reflecting a broader move toward value-driven destination choices.This shift is reinforced by wider travel trends showing consumers moving away from crowded urban centers toward more relaxed, experience-led destinations.Rising costsThe global energy shock triggered by the conflict is having a direct impact on travel pricing.Disruptions to energy supply and shipping routes have led to a sharp increase in oil, gas and jet fuel prices,&nbsp;driving up costs across the travel sector.For airlines, this translates into:Higher operating costs&nbsp;Increased ticket prices&nbsp;Reintroduction of fuel surcharges&nbsp; &nbsp; &nbsp;The challenge is also about increasingly about availability. While global fuel supply remains intact, disruptions to logistics and transport mean that jet fuel is not always available where and when it is needed. At peak periods this risk is amplified.A system under pressureAs the situation evolves, the travel industry is moving from a phase of disruption to one of limitation.&nbsp;Airlines are not only responding to higher costs but also adjusting operations to manage limited resources. This includes:Reducing frequencies on less profitable routes&nbsp;Prioritizing high-demand or strategically important destinations&nbsp;Early in the conflict, thousands of flights were cancelled globally due to airspace disruption, highlighting how quickly capacity can tighten.For travelers, this means fewer choices, tighter availability and greater competition for seats.Changing traveler profiles and booking behaviorBooking behavior is evolving:Early booking peaks around major holiday periods such as November and January&nbsp;Continued rise in last-minute adjustments due to uncertainty&nbsp;Increased reliance on cross-destination comparison when making decisions&nbsp;This highlights the importance of timing, targeting and flexibility in capturing demand.Travelers are still eager to go away. But they are making different choices:Choosing closer destinations over distant ones&nbsp;Prioritizing simple journeys over complex itineraries&nbsp;Opting for reassurance over risk&nbsp;At the same time, the industry is operating under new constraints where cost, capacity and even fuel availability shape what is possible.

The combination of geopolitical tension, rising costs and operational disruption is reshaping how and where people travel.

Easter Travel 2026

Tariffs in 2026We’ll continue to monitor the situation and will be updating the blog regularly.To understand where things stand in 2026, we need to understand what didn’t change. The current tariff system still rests on the foundations of the original US–China trade war. Between 2018 and 2019, the United States imposed tariffs on roughly $370 billion of Chinese imports under Section 301, a legal mechanism used to respond to trade practices identified by the US as unfair.These tariffs were introduced in four waves (Lists 1–4) and still cover a large share of Chinese exports to the US today. This is why, more than ever, working with reliable suppliers who understand HS codes, material breakdowns and compliance requirements is essential.2025: When Tariffs PeakedIn 2025, additional tariffs were layered on top of this existing structure.At one point, Chinese imports faced:25% Section 301 tariffsAdditional targeted dutiesTemporary IEEPA tariffsStandard MFN dutiesThe average effective US tariff rate reached around 27% in early 2025 which was the highest level in over a century. This is what accelerated the shift toward “China Plus One” sourcing strategies.What “China Plus One” Means for Buyers“China Plus One” refers to sourcing from China plus at least one additional country, typically in Southeast Asia.Common alternatives include:ChinaVietnamIndonesiaTaiwanThe goal is to reduce:Tariff exposureSupply chain riskOverdependence on a single marketHowever, this strategy is becoming more complex in 2026 as tariff scrutiny expands globally.2026: The Supreme Court ResetOn 20 February 2026, the US Supreme Court ruled that tariffs imposed under emergency powers (IEEPA) were unlawful.The result:One layer of tariffs was removedA new system was introducedSection 301 and Section 232 tariffs remained fully intactThe effective rate fell to 13.7% in early 2026, before stabilizing again. This was a legal reset not a reduction in complexity or cost pressure.10% on (Almost) EverythingFrom 24 February 2026, a 10% global tariff applies to nearly all imports under Section 122.According to the White House:It applies across nearly all sourcing marketsIt stacks on top of existing tariffsIt is temporary (up to 150 days, expiring around July 2026)Tariff Stacking Even after the reset, most products face multiple overlapping tariffs. A typical luggage product may include:Section 301 tariffs (China)Section 232 tariffs (metal components)10% global tariffStandard dutiesThis is why working with transparent, experienced suppliers is critical to accurately calculating landed cost.Why China Still Carries the Highest CostChina remains the most tariff-exposed sourcing market due to:Ongoing Section 301 tariffsAdditional duties layered on topBroad product coverageExpanding Risk: Tariffs Beyond ChinaIn March 2026, new Section 301 investigations were launched targeting:IndonesiaTaiwanVietnamMalaysia, Thailand, and othersCountry-by-Country SnapshotChinaChina faces the full tariff stack:10% Section 122 tariff~25% Section 301 tariffAdditional targeted dutiesStandard MFN ratesTaiwanNow subject to the 10% baselinePreviously negotiated tariff reductions remain politically relevantNew Section 301 investigations introduce future riskIndonesiaCurrently under the 10% baselineNewly targeted in Section 301 investigationsSteel and Metal ComponentsUnder Section 232, tariffs now apply to:Telescopic handlesFramesWheel housingsLock hardwareIn 2025, the US expanded coverage to hundreds of additional steel and aluminium products.These tariffs:Can reach up to 50%Apply regardless of country of originCan apply to components inside finished goodsThis creates split-duty products, increasing both cost and compliance complexity.The 150-Day Window: What Happens Next?The current 10% tariff expires around 24 July 2026.At the same time:New tariffs are being developedSection 301 investigations are ongoingEnforcement is increasingTariff Checklist for Buyers (2026)Use this checklist when sourcing luggage, locks, or travel goods:1. Check tariff stackingDoes the product face Section 301, 232, or both?Is the 10% global tariff also applied?2. Review material compositionDoes the product include steel or aluminium components?Are these components separately tariffed?3. Validate country of originWhere is final assembly done?Where are key components sourced?4. Compare sourcing scenariosChina vs. Vietnam vs. Indonesia vs. TaiwanShort-term cost vs. long-term tariff risk5. Ask suppliers the right questionsCan they provide HS codes and duty breakdowns?Do they understand US tariff classifications?Can they document component materials?6. Plan for policy changesWill pricing still work if tariffs increase?Can production shift if new tariffs are introduced?We’ll continue to monitor the situation and will be updating the blog regularly. 

Understanding tariff stacking, material impacts and shifting country risk is now essential to managing cost and supply chain strategy.

Tariffs in 2026

US Travel Goods Focus - retail and category development&nbsp;The US travel goods industry is undergoing a structural shift, shaped by both channel evolution and changing consumer expectations. While physical retail still accounts for the majority of sales (roughly 60-70% of sales), where consumers can touch test and feel potential purchases, online has nearly doubled its share since 2019 and is now the fastest-growing channel, driven by improved e-commerce tools, broader selection and a more seamless buying experience. The omnichannel dynamic influences not just how products are sold, but which types of products are growing fastest.Ranked in order of growth, the most notable growth is concentrated in a handful of emerging and evolving subcategories:&nbsp;Smart luggage and smart backpacks&nbsp;are the fastest-growing segment, with projected CAGR in the low-to-mid teens and in some forecasts exceeding 20%. The definition of smart in this category means features like outside pockets, pass throughs for cables and pockets for trackers, like Find My or Tile. Although still small in overall share, their growth is being driven by a broader consumer shift in the USA toward connected, functional products by tech-forward travellers.Sustainable and eco-friendly products&nbsp;are another high-growth area, expanding at around 9–10% annually. This reflects rising demand for recycled materials and repairable designs, particularly among Millennial and Gen Z consumers. Sustainability is moving from a niche feature to a mainstream purchase driver, influencing both product design and brand positioning.Travel and adventure backpacks continue to perform strongly, with growth near 9.5% and already accounting for a large share of the backpack category. Their momentum is tied to lifestyle changes - more digital nomads, increased “carry-on only” travel and demand for ergonomic, tech-enabled designs that support flexible travel patterns.Convertible and modular products&nbsp;are also gaining traction (8–9% CAGR), reflecting a desire for versatility. Hybrid formats, e.g&nbsp; duffel-to-backpack designs appeal to consumers looking to consolidate items and adapt to different trip types without buying multiple products.Meanwhile, lightweight hard-sided luggage&nbsp;remains a large and steadily growing segment (around 7–8% CAGR), driven by ongoing improvements in materials like polycarbonate and the continued dominance of spinner wheels. Here, innovation is incremental but impactful, focused on durability and weight reduction.Finally, business and corporate travel goods&nbsp;are rebounding at a more moderate pace (6.5–7.5%), supported by the return of work travel and the rise of “bleisure.” Demand is centered on organization, professional aesthetics and laptop-friendly features - there could be some crossover here with the smart luggage and smart backpacks mentioned earlier on, given that most business travelers are likely to travel with a laptop computer.&nbsp;Across all these segments, a common thread is the blending of functionality, lifestyle alignment and digital influence. Social media and creator-led discovery are increasingly shaping demand - particularly in fast-growing segments like smart, sustainable, and adventure products - while omnichannel retail ensures that online research and in-store experience work hand in hand.&nbsp;In short, growth in the US travel goods market is delivered through products adapted to modern travel behaviours: connected, flexible, sustainability-conscious and increasingly influenced by digital ecosystems with online and social research being pivotal to product purchase, whether that happens online or offline.&nbsp;Sources: Travel Goods Association, Circana, Global Business Travel Association, American Apparel Footwear Association

The US travel goods industry is undergoing a structural shift, shaped by both channel evolution and changing consumer expectations. 

U.S. Travel Goods Focus

Chinese New Year 2026 Travel Hits Record HighChina’s 2026 Spring Festival holiday has set new historical records for travel and tourism. According to the Ministry of Culture and Tourism, 596 million domestic trips were made nationwide during the nine-day holiday (February 15–23). Total domestic tourism spending reached 803.483 billion yuan (US$117.16 billion).Compared to the 2025 Spring Festival period, this represents:+95 million additional trips+126.481 billion yuan (US$17.5 billion) in spendingBoth traveler numbers and total consumption reached all-time highs.Aviation Traffic Breaks RecordsAir travel saw strong growth throughout the holiday:22.05 million passengers transported171,000 flights handledPassenger traffic up 7.7% year-on-yearFlight volume up 4.4% year-on-yearFlight regularity rate reached 95.8%February 23 alone set a new single-day record with 2.668 million passengers transported.The busiest airports included Shanghai Pudong, Guangzhou Baiyun, Beijing Capital, Shenzhen Bao’an and Chengdu Tianfu. Popular domestic routes connected major hubs such as Shanghai, Beijing, Shenzhen and Guangzhou.International Travel ExpandsOutbound travel was concentrated in destinations such as Thailand, South Korea, Singapore, Malaysia, Vietnam and Australia. Long-haul routes to Turkey, Spain, New Zealand and Russia also recorded strong growth.Inbound tourism continued to recover, with rising visitor numbers from South Korea, Vietnam, Russia and Mongolia.JD Campaign Activity Ahead of the HolidayIn the lead-up to the 2026 Spring Festival travel rush, Travel Sentry launched a campaign on JD.com timed to coincide with the peak booking and purchasing window ahead of the holiday. The activation extended beyond promoting Travel Sentry-approved luggage, with visibility across JD’s travel booking platforms as well, ensuring presence at every stage of the customer journey, from trip planning to luggage purchase and departure preparation.The 2026 JD campaign also featured a high-visibility activation at Beijing Daxing International Airport, one of the world’s most advanced aviation hubs. As a key gateway for both domestic and international travelers during the Spring Festival, Daxing served as a critical touchpoint for the brand. Daxing International has integrated the Travel Sentry system into its security infrastructure, allowing passengers departing from or transferring through the iconic “Starfish” terminal to benefit from non-destructive security screening when using Travel Sentry-approved luggage.China’s record-breaking Spring Festival travel season reflects the strong momentum of global travel, which aligns with the continued expansion of the Travel Sentry system. The system is now recognized by security agencies in more than 80 countries worldwide, and that number continues to grow.The growing demand for convenient, non-destructive security screening is particularly evident in China’s market, where travelers increasingly seek solutions that ensure their luggage can be inspected without locks being cut, especially during peak travel periods such as the Spring Festival.With 596 million trips and over 803 billion yuan in spending, the 2026 Spring Festival confirms the continued strength and momentum of China’s domestic and international travel market, setting a new benchmark for future holiday travel seasons.

596 million domestic trips were made nationwide during the nine-day holiday with domestic tourism spending reaching 803.483 billion yuan.

Chinese New Year 2026

U.S. Tariffs Update: What Luggage &amp; Travel Goods Buyers Need to KnowUpdated: February 24, 2026The U.S. tariff landscape has shifted again and sourcing teams in the luggage and travel goods industry need to recalibrate quickly.After the Supreme Court struck down the Trump administration’s emergency tariff authority, the White House introduced a new temporary global tariff. Meanwhile, trade negotiations, Section 232 expansions, and the possibility of new Section 301 investigations are reshaping risk exposure across Asia.Here’s what buyers, importers, and sourcing managers need to understand now.February 2026 Reset: IEEPA Tariffs End, Section 122 BeginsOn February 20, 2026, the U.S. Supreme Court ruled (6–3) that President Trump exceeded his authority under the International Emergency Economic Powers Act (IEEPA) when imposing global tariffs.As a result:All IEEPA tariffs were officially terminated.U.S. Customs ended IEEPA duty collection at 12:00 a.m. ET on February 24, 2026.However, the reset was immediate and strategic.On the same day, President Trump issued a Proclamation imposing a new:10% global tariff on all U.S. imports under Section 122 of the Trade Act of 1974.This new tariff took effect at 12:01 a.m. ET on February 24, 2026.Important:The 10% Section 122 tariff:Applies to imports from every countryIs applied in addition to normal HTS dutiesStacks on top of any existing Section 301 or Section 232 tariffsPresident Trump has publicly stated the rate could increase to 15%, but as of February 26, the enforced rate remains 10%.The 150-Day Clock: What Happens on July 24, 2026?Section 122 tariffs are temporary.They automatically expire after 150 days unless Congress approves an extension.That means:The current 10% global tariff will expire on July 24, 2026, unless extended.However, administration officials have indicated they may use this 150-day window to initiate new Section 301 investigations — potentially reinstating higher country-specific tariffs before July.For sourcing teams, this means the current 10% rate may not represent long-term stability.Refund Uncertainty: Will Importers Get Money Back?Although the Supreme Court ruled IEEPA tariffs unlawful, it did not address refunds.The case must now move:Back to the Federal Appeals CourtThen to the Court of International Trade (CIT)Where a decision on refunds will be issuedA ruling may not come until late Spring 2026 at the earliest.Key Refund RisksRefund eligibility may depend on procedural status.CBP may deny refunds for entries already liquidated.Administrative delays are likely even if refunds are ordered.Over $175 billion in duties across 300,000+ importers would need processing.Recommended Action for ImportersTo preserve potential refund rights:Protest the liquidation of all entries affected by former IEEPA tariffs.File protests even for entries already liquidated.Failure to file could jeopardize eligibility if refunds are later authorized.November 2025: U.S.–China Deal Eases PressurePrior to the February reset, the U.S. and China reached a trade agreement that lowered tariffs on Chinese travel goods.Effective November 10:Fentanyl-related tariffs dropped from 20% to 10%.Total tariffs fell from approximately 73% to 63%.Additional port fees on Chinese-operated vessels were suspended through 2026.The 10% reciprocal (IEEPA) tariff remained in place at the time.Now, with IEEPA removed and replaced by Section 122:China is subject to the same 10% global tariff — plus existing Section 301 and Section 232 duties where applicable.The deal marked the first meaningful tariff rollback since 2020.Section 232 Expansion: Metal Components Under PressureOn August 18, 2025, Section 232 tariffs expanded to cover 407 additional steel and aluminum products.For travel goods manufacturers, this affects:Luggage framesTelescopic handlesReinforced wheel housingsStructural metal componentsSteel and aluminum tariffs remain:50% for most countries25% for the United KingdomMetal-reinforced luggage designs may continue facing elevated input costs.India &amp; Other High-Risk MarketsOn August 27, the U.S. imposed a 25% tariff on certain imports from India related to Russian oil purchases.At that time, total duties on Indian travel goods reached approximately 50%.Under the February 24 reset:India now falls under the 10% Section 122 tariff (unless otherwise subject to 232 or 301).However, future Section 301 investigations could re-escalate country-specific rates.Compliance &amp; Enforcement RisksDespite tariff resets, compliance rules remain strict.Origin Rules“Substantial transformation” standards remain unchanged.Minor assembly or transshipment does not change country of origin.Transshipment PenaltiesTransshipped goods may face penalties up to 40%.Enforcement definitions remain vague — especially under prior Vietnam agreements.De Minimis EndedAs of August 29, 2025:All shipments are subject to duties.Low-value exemptions no longer apply.Supply Chain &amp; Cost Pressures in 2026Beyond tariffs, sourcing teams continue facing:$50/ton surcharges on China shipments (since October 2025)Container and chassis tariffs impacting freight ratesReduced Asia–U.S. route capacityOngoing port congestion volatilityEven as headline tariff rates fall, total landed costs remain elevated.Strategic Outlook: Tariffs Are Shifting, Not DisappearingWhile the Supreme Court eliminated IEEPA authority, tariff risk has not disappeared — it has evolved.The administration has demonstrated willingness to pivot between:IEEPASection 122Section 301Section 232For sourcing teams, this suggests:Tariff volatility may remain structural in 2026.Supplier contracts signed now may require flexibility clauses.Diversification is no longer just cost-driven — it is risk-driven.The next few months are likely to bring:New Section 301 investigationsPublic hearingsPossible re-escalation before July 24Strategic sourcing decisions should account for this uncertainty.Actionable Steps for Luggage &amp; Travel Goods BuyersTo reduce exposure in 2026:1. Review HTS ClassificationsMisclassification risk increases during tariff transitions.2. Protest IEEPA EntriesPreserve refund eligibility.3. Model Scenarios Beyond 10%Build contingency budgets for possible 15% or renewed 301 tariffs.4. Diversify ProductionExplore suppliers in lower-risk regions.5. Strengthen Supplier ContractsInclude tariff adjustment clauses.6. Monitor Section 301 AnnouncementsExpect investigations before July 24.Useful sources:Travel Goods AssociationThe Peterson Institute for International Economics (PIIEForbesReutersTariff checker

The 2025–2026 tariff escalation is transformative, driven by trade tensions, legal rulings and reduced reliance on foreign manufacturing.

U.S. Tariff Policies

Travel Is The Only Thing You Can Buy That Makes You RicherA few words from Yves Perrenoud, CFO at Travel SentryInternational Air Transport Association (IATA) reports that travel is increasing, and most experts concur that we want more of it. So, what exactly does that tell us for the year ahead?&nbsp;Let’s start with the recent past: air travel in 2025 was defined less by dramatic rebounds and more by stabilisation. Demand continued to grow, but the pace of growth slowed after the sharp post-pandemic surges of previous years.&nbsp;Industry-wide traffic expanded by 5.3% year on year. A key feature of 2025 was the divergence between international and domestic markets. International travel remained the primary engine of growth, rising 7.1% over 2024, while domestic markets increased by only 2.4%. The US domestic market drove that trend not only because of its maturity but also because of external shocks, including declines in consumer confidence and in government and business travel. This is a reminder that (a) travel is a resilient industry and (b) everything affects travel, whether at the macro or micro level.&nbsp;Looking ahead, 2026 is expected to be another year of recalibration rather than acceleration. The strong international momentum seen in 2025 is likely to continue, with IATA expecting 5% RPK growth, again driven by international routes. Airlines will focus on optimising networks rather than aggressively expanding them. Let’s not forget that Airbus and Boeing are still working through backlogs, and airlines are missing the aircraft needed to operate additional routes. Simply put, affordability will be harder to find in the short term, but investment in tech and simpler processes throughout could drive new efficiencies.&nbsp;Regarding luggage, the offer will continue to diverge between premiumisation and commoditisation. Innovation will drive the first, while the price will define the latter. Both categories are expected to grow in 2026; however, it is difficult to predict which will grow faster.&nbsp;In essence, 2026 will build on the normalisation of 2025: a year in which the industry moves from recovery to refinement, navigating constraints while adapting to a more complex and differentiated global landscape. The luggage industry will continue to grow, driven by demanding consumers seeking innovation or affordability. “Everything changes but change itself”, right?

IATA reports that travel is increasing, and most experts concur that we want more of it. So, what exactly does that tell us for the year ahead? 


Travel Insights: A Note From Our CFO

JD.com x Travel Sentry collaborate for the Spring Festival&nbsp;Travel Sentry and JD.com, China’s largest retailer, have collaborated for the spring festival holiday, the lead-up to the Chinese New Year, by emphasizing to travelers that they should look for the Travel Sentry red diamond when buying luggage on the e-commerce giant’s site.&nbsp;Chinese New Year is a peak travel period and luggage makes an excellent and lasting gift. Our online campaign features across JD.com’s travel verticals – from travel and hotel booking to luggage and accessories e-commerce – for a month, with fourteen of our luggage partners included.&nbsp;The offline part of the campaign launched on 24 - 26 January, with a luggage-shaped pop-up at the globally renowned Harbin Ice and Snow World, located between the main stage and the iconic snowflake Ferris wheel. The offline collaboration continues at Daxing Airport in Beijing from 3 – 7 February.&nbsp;Visitors were invited every hour to participate in games to win prizes including padlocks and to check out new luggage from Samsonite, Xiaomi, ITO, Diplomat and NinetyGO.On-site, KOLs broadcast the event to their followers, reinforcing the choose red diamond message.&nbsp;When night fell, guests looked up to the sky to enjoy a drone show, themed to mark the coming Year of the Horse. At the climax of the performance, Travel Sentry’s logo hung in the sky for over a minute on a drone-lit suitcase together with the message "Buy luggage on JD.com, choose Travel Sentry Red Diamond lock.”Dong Huarong, Head of the Luggage, Watches &amp; Accessories Business Department at JD.com's Big Fashion Group, said: "This collaboration marks the first partnership between JD.com and Travel Sentry. We are focusing on the emotionally resonant scenario of citizens returning home for the Spring Festival, creating a 360 marketing campaign that spans from scenario engagement and value communication to building brand trust.”Clara Wooller, Travel Sentry’s CMO explained “This initiative aims to strengthen the Chinese consumer perception of 'choose Travel Sentry Red Diamond when buying your luggage' and booking travel, further solidifying Travel Sentry's reputation for quality in the luggage sector and travel more broadly."Overall, why is our red diamond logo so important? It is a global safety standard that helps travelers pass through security smoothly and without damage at 750 airports in more than 75 countries. Wherever you're headed, keep an eye out for this red diamond—security is always free, and your luggage is safer because of it!

Travel Sentry and JD.com, China’s largest retailer, have collaborated for the spring festival holiday, the lead-up to the Chinese New Year.

JD.com x Travel Sentry Campaign

A few words from Maya Hall, CEOAs we enter 2026 after an unpredictable 2025, the world and our industry have now accepted uncertainty as part of our normality. The geopolitical and economical disruptions we have experienced have toughened us up in our strategy and pragmatism to achieve growth.The agility and adaptability our licensees have shown in the face of the trade war are a testament to their experience and resilience.&nbsp;While our licensed lock manufacturers remain primary in China, we have now licensed lock factories in Vietnam and in Thailand and more are in consideration in 2026 for a strengthened supply chain for our distributors.2025 also showed that our industry is evolving with more technology and innovation implemented. Most factories in China are investing in new equipment,&nbsp;automation&nbsp;and sustainability at lock manufacturer level, with this happening in India too now - but also seen globally at luggage manufacturer level. Our company trip to&nbsp;Indonesia&nbsp;substantiated the importance of emerging markets for our business, not only as manufacturing hubs but as consumer markets. This is why we intend to build upon the India safari industries campaign.The acceleration and increase in brand promotion and brand protection in the past years is really paying off. With outstanding&nbsp;premium campaigns,&nbsp;more online and offline presence, and&nbsp;new original research&nbsp;we are raising brand awareness and salience to new levels.While less talked about, the legal success that was achieved in civil and criminal courts as well as protecting consumers from counterfeits in partnership with customs and border control around the world demonstrated the strength of our brand. 2026 will not be straightforward. We expect the price impact of the tariff war to really start to show but we also know that the need for travel escapism will not go away in this uncertain world. This is why we are not surprised that IATA forecast 4.9% growth for 2026. We also know that the luggage bought as part of revenge travel will start needing replacement and should offer the whole industry the growth they have been waiting for.As we approach Spring Festival and a well-deserved rest and celebration for our Asian team and partners, I would like to thank our licensees for their commitment to quality, innovation and growth as well as offer a message of support, collaboration and success for 2026 to the lock and travel goods industry. We have exciting initiatives set out for this year that will continue to bring added value to our ecosystem. Watch this space.

As we enter 2026 after an unpredictable 2025, the world and our industry have now accepted uncertainty as part of our normality. 

2025 in Review: A Note From Our CEO

Travel Sentry’s Holiday Campaign at London Gatwick&nbsp;At the end of 2025, Travel Sentry ran a festive brand awareness campaign at London Gatwick Airport, one of the UK’s busiest travel hubs. The aim was straightforward: remind travelers that locking luggage provides peace of mind, particularly during the busiest travel period of the year.&nbsp;The story featured the much-loved Travel Sentry Guardian, who starred in our Christmas Campaign 2024. One message focused on integrated TSA locks built into luggage. The other highlighted padlocks, which are often purchased last minute at the airport.The campaign&nbsp;ran&nbsp;from mid-November through late December&nbsp;to coincide&nbsp;with the holiday travel rush. It was designed to reach&nbsp;travelers&nbsp;at a key moment in their journey, just before departure, when luggage security feels immediate and relevant.&nbsp;London Gatwick was selected for its scale and passenger flow. Serving over 46 million passengers annually, the airport offers consistent exposure to both domestic and international&nbsp;travelers.&nbsp;&nbsp;The campaign featured 20 digital screens positioned across departure areas in both terminals, including check-in and bag drop, security and queue zones, retail and food&nbsp;courts, and departure lounges and gate areas. This ensured repeated visibility as&nbsp;travelers&nbsp;moved through the terminal.&nbsp;&nbsp;&nbsp;The result was that the digital out-of-home campaign reached&nbsp;nearly 3&nbsp;million passengers at Gatwick over the campaign period and exceeded 1.5&nbsp;million&nbsp;video&nbsp;plays.&nbsp;Together, these messages&nbsp;reflect&nbsp;different&nbsp;traveler&nbsp;needs, from those who already own lockable luggage to those thinking about security just before flying.&nbsp;The digital screens featured QR codes, linking to a dedicated landing page designed for the airport environment. The page provided retail partner information, simple lock set-up&nbsp;videos&nbsp;and messaging around global airport acceptance. A separate landing page supported the campaign’s social media activity, allowing Travel Sentry to reach a wider international audience.&nbsp;The campaign&nbsp;emphasized&nbsp;the importance of engaging&nbsp;with&nbsp;travelers at the point of travel by using clear visual cues and straightforward messaging to promote luggage security.&nbsp;It also highlights&nbsp;Travel Sentry’s ongoing efforts to boost brand awareness,&nbsp;educate&nbsp;travelers&nbsp;and reinforce&nbsp;ways&nbsp;for keeping luggage secure, especially when packed with Christmas treats!&nbsp;

At the end of 2025, Travel Sentry ran a festive brand awareness campaign at London Gatwick Airport, one of the UK’s busiest travel hubs.

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