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  • New Survey Unpacks Americans’ Travel Luggage Habits | Travel Unpacked Newsletter

New Survey Unpacks Americans’ Travel Luggage Habits | Travel Unpacked Newsletter

PLUS: Gucci Unveils Exclusive Sunglasses Collection for Global Travelers

Author

Zihan Lyu
April 23, 2025 • Estimated Reading Time: 7 minutes

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Welcome to Travel Unpacked, your essential newsletter for dominating the digital marketplace landscape as a travel accessories brand.

Sector Spotlight 🎥

TRAVEL CONVENIENCE TRENDS

LugLess’s 2025 survey reveals 69% of Americans continue to check bags at airports, while awareness and interest in luggage shipping services have climbed to 45% and 58% respectively. Marketers should note consumers’ strong preferences for convenience, cleanliness, and cost-effective alternatives, signaling emerging opportunities in travel logistics.

TRAVEL LUXURY ESSENTIALS

Thirteen travel accessories, curated by ELLE editors and vetted through personal experience, are highlighted as must-haves for smoother, more efficient trips—ranging from versatile totes and compact garment steamers to practical tech tools like AirTags.

Marketers should note the editorial approach—expert endorsements, product functionality, and actionable travel hacks—reflect best practices in product positioning for eCommerce and content marketing. This reveals the value of leveraging authentic user insights and clear use cases to drive engagement and purchase intent among discerning, experience-driven consumers.

TRAVEL TRENDS SHIFT

Google search data reveals a marked shift, with travelers increasingly seeking checked bags over carry-on options as airlines restrict free carry-on sizing and introduce new fees, complicating packing decisions. This trend highlights shifting consumer priorities and presents a strategic opportunity for marketing professionals targeting travel, luggage, and related eCommerce segments to reevaluate product positioning and messaging. Despite the Google search trend, actionable business insights require validation through direct airline data to accurately assess evolving customer behaviors.

LUXURY RETAIL INNOVATION

Kering Eyewear’s launch of travel retail-exclusive Gucci sunglasses, supported by immersive campaigns in major travel retail locations, demonstrates a channel-oriented marketing approach targeting international travelers. Diverse frame designs and in-store “retailtainment” experiences cater to premium consumer preferences, signaling opportunities for marketers in personalized luxury and experiential eCommerce activation.

BRAND ELEVATION

Mondelez WTR’s Toblerone brand launches exclusive travel retail packaging with a modern, gold-toned redesign targeting international travelers’ demand for distinctive gifting and premium quality. Backed by consumer insight data, this packaging refresh enhances on-shelf impact and leverages recognized Swiss heritage to drive conversion.

Influencer Corner 📢

🚨BRANDS…PLEASE stop doing this.

Too many marketers stop describing their solution 𝘤𝘭𝘦𝘢𝘳𝘭𝘺 once they understand it. 🤣 (Which, I totally get. Once you’ve mastered the solution you no longer act, speak, or teach like a newbie anymore...)

But that’s exactly where the trouble starts.

𝗜𝗳 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗿𝗲𝗮𝗰𝗵 𝗺𝗼𝗿𝗲 𝗮𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 𝗹𝗲𝘃𝗲𝗹 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀, 𝘆𝗼𝘂 𝗴𝗼𝘁𝘁𝗮 𝗦𝗣𝗘𝗔𝗞 𝗹𝗶𝗸𝗲 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 𝘄𝗵𝗼 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗸𝗻𝗼𝘄 𝗮 𝘁𝗵𝗶𝗻𝗴 𝗮𝗯𝗼𝘂𝘁 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗼𝗿 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻.

B2B marketers are eating your lunch. And they’re doing it with an ad…

DTC brands, B2B marketers are crushing it with an ad format you’re missing. The trick? Founder-first LinkedIn posts.

Forget the fluffy brand talk—share real product-building insights: prototypes, feedback, debates, and decisions. It sparks genuine engagement, builds community, and drives top-of-funnel traffic.

When founders speak directly to the audience, they convert. Why isn’t your brand doing this yet?

Optimization Hub ⚙️

PERFORMANCE MARKETING

Setting up a Google Ads campaign that delivers measurable ROI requires marketers to focus on precise keyword research, tightly themed ad groups, conversion tracking, and disciplined budget management. Effective campaigns prioritize search intent and avoid wasted spend by excluding broad match and vague keywords. This approach grants actionable clarity, making it essential for professionals aiming to maximize efficiency in eCommerce and service-based lead generation.

CTV MARKETING STRATEGY

CTV advertising is gaining traction as marketers react to tariff-driven economic uncertainty by reallocating budgets from linear TV to measurable, performance-focused channels. With 81% of U.S. advertisers prioritizing accountability, CTV’s advanced targeting and real-time optimization ensure both reach and ROI without sacrificing visibility. This shift offers marketers actionable ways to make every media dollar more effective in uncertain conditions.

DELIVERY INNOVATION

Walmart’s adoption of geospatial data science technology expands delivery coverage to 12 million more U.S. households, offering improved accuracy and real-time logistics that facilitate same-day service and consolidated order fulfillment. Marketers should note this as a critical shift in last-mile delivery capabilities, redefining consumer access and expectations in eCommerce fulfillment.

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