Social media and influencers help make the world more visible than ever, making consumers more inclined to fulfill their travel goals. Couple that with budget-friendly airfare deals and more people are planning their next vacation.
With the uptick in travel comes the need for good luggage, an item that was once merely functional and meant to transport belongings but has now transformed into a style statement and marker of innovation and convenience.
Luggage can make or break people’s travel experience.
Does this mean travel accessories sell themselves?
Sadly, no.
Keeping travelers engaged enough to complete the checkout process is still a challenge. It still requires a lot of marketing effort to respond to the travel market’s wide array of needs.
Marketing luggage and travel accessories requires a well-thought-out plan to stay ahead of the competition.
In this article, we've packed up seven key ways to effectively showcase your unique selling points and target the right customer segments.
Let's go!
Effective Ways to Market Your Travel Accessory Brand Through Email
- Highlight the variety and colors of your products
- Offer travel sets for convenience
- Highlight your commitment to the environment
- Send informative content about your products
- Promote collaborations and special editions
- Shine a spotlight on unique features and their benefits
- Offer free personalization services
Highlight the variety and colors of your products
Some people love to travel in style. Their sense of fashion when traveling extends from the clothes they wear up to their choice of luggage.
Some travelers prefer neutral colors like black, white, and grey while others want something a bit flashier.
The main argument for bright-colored luggage is that it will stand out from other bags, making it easier to identify. There's less time scanning the luggage carousel and mistaking someone else's bag as your own.
Travel pros also recommend colors like light blue, light pink, and light green as they're more catchy to the eyes and match more outfits.
Baboon to the Moon is an excellent example of a brand that aims to achieve a universal appeal by offering a variety of styles and colors.
By doing so, they ensure that the customers can purchase a suitcase they can instantly identify in a color they love.
They send a series of emails about new products in a diverse range of styles and colors beyond the standard primary hues.
In this email example, they share the entire range of their new collection featuring different styles and new colors.
To create more focus on each product, they follow up with several emails about individual products they've mentioned in the previous email. Check out the email below.
This type of email strategy effectively appeals to different preferences. It encourages the customers to find something in your catalog that suits their unique style and needs.
The more colors you offer in the collection, the more chances people will find their favorite color and buy. Presenting them with effective channels like a series of email newsletters will also increase your probability of conversion.
Offer travel sets for convenience
Having the right luggage and travel accessories makes the journey more enjoyable. That's why some people are very particular with the stuff they bring, whether for short trips or long vacations.
As a company selling various travel essentials, you want to offer a way for your customers to pack their things conveniently while promoting your array of products.
Travel sets are one of the best ways to provide a worry-free trip. Paravel sets a good example by sending emails focused on giving a compact and stylish travel solution.
They curate travel sets featuring combinations of their bestselling products.
This appeals to customers who want their luggage to match with each other or those who have decision fatigue and just want to buy a complete set without agonizing over which ones to choose.
Luggage sets offer the freedom to travel light without compromising on style and functionality.
In this email, they present travel set luggage and bags for different occasions like mini getaways, week-long trips, and family visits with a pet carrier set.
They're able to provide convenience for shoppers who want complementary items.
Highlight your commitment to the environment
One of the main reasons why people travel is the pleasant experience nature can provide, especially for those in cities.
For some, their best adventures take place when they connect with nature. On this note, some travel enthusiasts are drawn to nature and its preservation.
It is therefore good for travel brands to show their efforts toward sustainability and eco-friendly practices to be able to engage environmentally-conscious consumers.
To resonate with eco-conscious customers, Horizn Studios regularly highlights their care toward the planet.
This email serves as a statement of how Horizn Studios embraces its mission to sustainability while detailing the materials used to manufacture its bags.
In the email body, they specify the different materials used for each item, along with their durability, quality, and purpose.
They also offer refurbished products with marked-down prices, as seen in the email below.
Send informative content about your products
Sharing informative emails helps customers understand your products’ features, quality, and use cases better.
Having a good grasp of your amazing offer can eventually bring the audience closer to a purchase.
In essence, informative emails enhance the buying process and develop trust in your brand.
Baboon to the Moon does this by sending emails with details their customers might miss.
We can also notice how they make the email more engaging by stating what it’s all about with the banner text “Informative Email”.
Going through the email body, you won’t miss a single detail about the parts of the bags compared, thanks to the illustrations.
Here's another great example of an email positioning the brand as a go-to expert in traveling.
They make the customers feel confident in choosing a bag from the 3 size options by clearly describing each weight capacity, size and dimension, and ideal usage.
Of course, they have convenient CTAs for each so the subscriber can check out their preferred item right away.
Promote collaborations and special editions
One of the highly effective approaches to fashion and accessories is the having special or limited editions of an item.
This strategy has gained significant traction as it not only helps create a sense of scarcity and exclusivity but also promotes creativity and uniqueness of style.
For instance, this collaboration between RIMOWA and Palace, a UK-based skateboarding and clothing brand, showcases creativity and commitment to delivering innovative and exceptional products.
Additionally, limited-edition items often have a collectible value that speaks to a group of audience who eagerly await these types of releases. They don’t want to miss out on a unique item so they’re more inclined to buy quickly.
Shine a spotlight on unique features and their benefits
It is important to share content about the features of your products and how they will benefit users.
If applicable, show how your products are multifunctional and versatile and how they'll enhance the travel experience of your customers.
Here's an excellent email from Solgaard highlighting details of their travel packing solution.
This email is hyper-engaging as it targets specific personas– the people who are always on the go and gadget lovers.
The illustrations show how the suitcase and backpack can cater to their unique needs. It increases the value of the brand’s products and makes them a compelling choice.
Offer free personalization services
People love customizing their items. You can tap into this behavior by offering this additional service for orders reaching a certain threshold.
July encourages its customers to have personalized texts and illustrations of their pets printed on their bags and suitcases.
These customization options can help broaden their audience because they appeal to pet lovers and people looking for unique gift ideas.
There are many ways to promote your travel accessory business.
We hope the above insights have helped you explore winning ideas to make your products contribute to your customer’s memorable travel experience.
Frequently Asked Questions
What have been the influences in the travel market's evolving landscape?
The travel market is considered an ever-evolving landscape and is directly influenced by changes in travel habits, technological advancements, and customer preferences.
What marketing strategies can you incorporate in sending email newsletters to promote travel bags?
Some of the best email marketing approaches are showcasing products' color variants, travel convenience sets, special or limited editions, personalized designs, and innovative features.
