What defines a product as a luxury offering? That question has long been debated, and answering it requires more than a brief abstract. But recent trends in the demand for and sale of high-end luggage offer some insights about what might be required to differentiate luxury from conventional versions of the same product. 

The means that people use to transport their belongings when they travel can range from a plastic garbage bag to a massive steamer trunk. More commonly, luggage can serve a primarily functional purpose, or it can offer a symbol of status and wealth. For the post-pandemic resurgence of travel and tourism, these diverse objectives and functions appear increasingly evident and relevant for marketers. In particular, international bookings recently surpassed pre-pandemic levels. In support of their long-haul flights, both business and leisure travelers are demanding more functionality from their luggage, prompting many of them to turn to reputable brands that are known for creating products that can withstand years of rough handling, jostling journeys, and tumbles down baggage claim turnstiles.

Luxury brands like Briggs & Riley have responded actively to such demands, such as by instituting lifetime warranties for all their products. The promise represents a commitment to customer service, such that the brand explicitly markets its repair services as a viable solution to eventual wear and tear. Customers appear swayed by these sorts of appeals: Within the larger luxury goods market, which is forecast to generate $392.40 billion in revenue by 2030, the luggage sector specifically is predicted to account for $61.9 billion of that value.

Frequent fliers also prioritize convenience, so smart luggage has enjoyed a boost in sales too. Furthermore, a broader embrace of adventure travel has generated demand for specialized luggage that can accommodate the adherents and tools required for certain activities, like skiing or snowboarding. Yet another segment of customers appear driven largely by the visual appeal and design elements of the products they carry through airports and train stations. For those travelers, brands that embrace a streamlined, minimalist style currently have emerged as the most-sought after options. Among these consumers, some of whom include famous names like Kendall Jenner and Lewis Hamilton, brands such as Tumi and Rimowa are enjoying a particular boost. These suitcase makers are renowned for their lightweight, hardshell luggage lines, which come in range of neutral and metallic colors. 

Meanwhile, for customers interested in reputation, exclusive heritage brands offer the most compelling option. One such company, Globe-Trotter, still makes suitcases by hand, employing many of the same techniques that its artisans originally developed and applied back in 1897. The suitcases also have a decidedly vintage look to them, though the company has integrated more modern color and customization options.

Finally, for aspirational tourists, who seek to mimic or obtain the feeling of a certain lifestyle or aesthetic, there is inspiration to be found in pop culture and storytelling. Designs by the Swedish designer Carl Friedrik have made their way into today’s cultural zeitgeist, with its growing sense of yearning for an old-money aesthetic. The designer’s suitcases feature in multiple popular series whose content embraces many of the trappings of wealth, such as Succession, The White Lotus, and The Gentleman. Their presence in these series reflects their aesthetic appeal; these suitcases are both sleek and practical. 

Thus, consumers have a wealth of reasons to invest in high-quality and luxury luggage. All those reasons have come together to produce a renaissance of demand for really great bags.

Discussion Questions

1. Is a focus on functionality, heritage, or aesthetics (or some other feature) most likely to lead to long-term success for designer luggage brands? Why?
2. Is targeting wealthy customers an effective approach, or should luxury brands also introduce more cost-effective options?

Sources: Katie Hardcastle, “Luxury Beyond Just Label: Leaders in the Billion Dollar Luggage Boom,” Forbes, January 30, 2025; Jada Jones, “Luxury Luggage Seen in TV’s The Gentlemen Praised by Shoppers as ‘Worth Every Penny’,” Mirror, June 18, 2024; “Luggage Strategic Business Report 2024: Growth in Smart Luggage Market, Rising Popularity of Adventure Travel, Adoption of 3D Printing Technology Drives Customization–Forecast to 2030,” Research and Markets, August 2, 2024