Why So Many Travelers Love Away Luggage | Travel Unpacked Newsletter

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New Research 🧐

Brands Doing This are Growing 32% Faster

Google's YouTube and Demand Gen are soaring as the fastest-growing Google Ad channels year-over-year. Why are brands betting big on them in 2025?

Fospha's analysis of over $500M in ad spend across hundreds of brands reveals why. From accelerated revenue growth, to boosted Amazon sales and higher AOV - brands going full-funnel in Google are winning big.

For the full research and a step-by-step guide to maximizing these channels, download the free resource now!

Sector Spotlight 🎥

INNOVATIVE MARKETING TECHNOLOGIES

AI in travel marketing: Personalization, performance, and the future of growth

AI is fundamentally reshaping travel marketing by powering hyper-personalization, predictive analytics, and real-time optimization, which together drive higher user engagement, retention, and booking conversions.

For marketers, AI enables efficient, data-driven acquisition and performance campaigns with measurable ROI. Embracing these capabilities is essential for staying competitive in today’s dynamic travel industry.

MARKETING CAMPAIGN

Paper Moose Unveils Klook’s First Major Australian Campaign With John Pearce

Klook’s inaugural Australian campaign, executed by Paper Moose, leverages cultural immersion and curated experiences to differentiate itself in the travel market. Featuring John Pearce, the campaign targets travelers seeking unique, meaningful journeys and uses bold visual storytelling, signaling new opportunities for marketers aiming to connect emotionally through locally resonant content.

BRAND DISRUPTION

Claim to Fame: Why So Many Travelers Love Away Luggage

Away’s direct-to-consumer model, digital branding, and focus on innovative travel product design have rapidly established it as a leader in premium luggage, generating strong loyalty among frequent travelers and influencers.

For marketers, Away’s integrated media strategy and tailored customer engagement exemplify effective modern brand-building and market disruption.

BRAND EXPERIENCE INNOVATION

Burberry Unveils First Cross-Category Luxury Outpost at Singapore Changi Airport

Coty Travel Retail's launch of Burberry’s first cross-category outpost at Singapore Changi integrates beauty, fragrance, and fashion within an interactive, multi-sensory retail space. The initiative delivers exclusive products, personalized services, and immersive digital experiences, underscoring global trends in luxury brand engagement for travel retail marketers.

Still at The Lead Summit? Don’t miss this 👇

The Lead Summit is underway—and our exclusive drinks reception is happening tomorrow.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 Wine Bar just 15 mins walk from TLS conference venue – exact location shared upon RSVP Confirmation

Have a look at some of the brands that joined us before:

Influencer Corner 📢

Optimization Hub ⚙️

INNOVATIVE AD STRATEGIES

Performance Max Gains Asset Testing, Expanded Negatives, and Precise Search Term Reporting

Google’s Performance Max updates provide marketers with in-campaign asset AB testing, support for up to 10,000 negative keywords, and a comprehensive Search Terms Report—transforming campaign optimization and control. These features are essential for eCommerce professionals seeking granular campaign management and actionable data-driven decision-making.

DIGITAL AD PREFERENCES

UK And US Digital Ad Preferences Highlight Video, Humor, And Influencer Impact

Adobe’s survey reveals that UK audiences are more skeptical of influencers and less responsive to emotional ads compared to the US, yet video remains the most effective ad format in both markets. US consumers have a higher propensity to act immediately on ads, while ad blockers are primarily used to minimize pop-ups. Marketers targeting these regions should prioritize video content and humor, and adjust influencer and emotional messaging based on regional trust levels.

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