BackLuggage brands occupy a unique space in retail. Unlike fashion, beauty, or tech, where frequent purchases and trends drive engagement, luggage is considered an investment, often purchased only once every few years. This dynamic makes it challenging to maintain lasting relationships with customers, particularly for legacy brands facing competition from knockoff manufacturers and premium newcomers leveraging influencer culture to attract younger buyers.
Given this context, how can strategy leaders at luggage retailers keep their brands relevant over time? The answer may lie in an unexpected place: travel rewards. When you offer loyalty members access to travel discounts, booking services and exclusive travel experiences, you can create sustained engagement that extends far beyond the point of purchase.
The Business Case for Travel Rewards in Luggage Loyalty Programs
The connection between luggage and travel is undeniable. Our recent survey, Travel Rewards in Retail, found that 89% of luggage consumers would book travel through their preferred brand’s loyalty program if given the option. This signals a clear opportunity: customers aren’t just looking for a great suitcase; they want a cohesive, rewarding travel experience. Even more compelling, 75% said they would reinvest points earned from travel bookings back into the brand, purchasing more luggage or travel-related accessories, reinforcing the idea that travel rewards can accelerate sales and long-term loyalty.
Beyond engagement, travel rewards create a direct revenue stream. Brands that integrate booking into their loyalty program can earn income through negotiated discounts with travel providers. For instance, if a hotel partner offers a 30% discount, the brand can pass a portion of the savings—say, 25%—to the customer while retaining a margin. This transforms the loyalty program from a cost center into a strategic growth engine.
However, success hinges on offering incentives beyond traditional discounts. These must align with brand identity and provide genuine value to travelers. Personalization is crucial, as is ensuring rewards remain relevant to the product category. A well-designed partnership—such as an airline collaboration that offers loyalty members free checked bags for flights booked through the program—creates an affiliation between the luggage purchase and the broader travel experience.
Rethinking Travel Rewards for a Low-Frequency Purchase Category
Traditional points-based loyalty models aren’t well suited for luggage brands and retailers because customers are unlikely to purchase frequently enough to accumulate meaningful rewards. Instead, you should explore alternative structures that deliver immediate value.
One effective approach is to provide instant travel perks with a purchase, such as exclusive hotel discounts, waived baggage fees, or airline partner benefits. These rewards establish an immediate connection between the brand and the customer’s next trip, underpinning its relevance.
Flexibility is also key. Travelers have different priorities, and a strong loyalty program should allow members to redeem rewards in diverse ways, from priority boarding to airport lounge access and travel-related gift cards. Everyday essentials such as grocery discounts could also be an option—a perk that 50% of luggage loyalty members would welcome, according to our shopper survey.
Brands that integrate booking services directly into their loyalty programs can create further differentiation by bundling luggage purchases with curated travel offers—such as exclusive airfare and accommodation deals—turning their loyalty program into a full-service travel companion.
Building Trust in a Competitive Market
Premium and legacy luggage brands face an ongoing challenge from counterfeit and budget alternatives. Competing on price alone isn’t sustainable, but a loyalty program that incorporates travel rewards can provide you with an advantage.
High-quality luggage is an investment, and savvy travelers understand its value. By offering exclusive travel perks, brands communicate their worth beyond the product itself. Additionally, loyalty programs build brand trust by ensuring customers return to a known, reputable brand rather than pushing consumers toward unverified, lower-cost alternatives.
Long-Term Value: From One-Time Buyers to Lifelong Customers
A well-executed travel rewards program is more than a marketing gimmick—it’s a way for you to redefine customer relationships. Research shows that 28% of luggage consumers are more likely to book travel if it earns them discounts on the brand’s products. This insight underscores how travel rewards can directly influence purchasing behavior, keeping customers engaged within the brand’s ecosystem.
Beyond that, travel rewards can serve as an effective customer acquisition tool. Consumers who might not have initially considered a brand’s luggage may be drawn in by a loyalty program that offers valuable perks. Over time, this drives increased market share and higher customer lifetime value.
You have an opportunity to redefine loyalty by integrating travel rewards into your program. Rather than relying on occasional purchases, you can encourage ongoing engagement through meaningful incentives, keeping customers connected long after their initial purchase.
Offering flexible redemption options, seamless booking experiences, and exclusive travel benefits strengthens customer relationships, encourages repeat business, and creates a more holistic travel experience. In an industry where differentiation is crucial, travel rewards provide a convincing reason for consumers to stay loyal.
Download our study Travel Rewards in Retail: An Overlooked Strategy for Building Stronger Loyalty, to learn how arrivia can help your brand drive revenue, higher customer lifetime value and sustained engagement through travel.