Brands Briefing: 40-Year-Old Travelpro Invests in Video, Creators to Compete with Béis, Away and Other Digitally-Native Players

Why It Matters

By shifting from traditional airline‑crew loyalty to a digital‑first strategy, Travelpro seeks to capture a younger, high‑spending travel segment and stay competitive in a market dominated by tech‑savvy luggage brands.

Key Takeaways

• Travelpro launches “Made to Move” video campaign on TikTok, Instagram, YouTube
• New ambassador program targets Gen Z and millennial travelers
• Investment includes Snapchat ads and connected TV placements
• Focus shifts from airline‑crew loyalty to digital‑native audience
• Short‑form content aims to boost brand relevance against Away, Béis

Pulse Analysis

Travelpro’s pivot reflects a broader industry trend where legacy brands are forced to meet younger consumers where they spend time—online video platforms. After decades of relying on word‑of‑mouth among pilots and flight attendants, the company now recognizes that Gen Z and millennials prioritize visual storytelling and influencer credibility. By allocating budget to TikTok, Instagram Reels, and YouTube Shorts, Travelpro can showcase product durability in bite‑size, shareable formats that resonate with a mobile‑first audience.

The "Made to Move" campaign is more than a hashtag; it integrates creator partnerships that produce how‑to packing guides, travel hacks, and behind‑the‑scenes footage of the luggage’s engineering. Coupled with a forthcoming ambassador program, these efforts create a community‑driven ecosystem, encouraging user‑generated content that amplifies reach without proportional ad spend. Snapchat and connected TV placements further diversify the media mix, ensuring the brand appears across both social and over‑the‑top channels where younger travelers discover new products.

Competing directly with digitally native luggage startups like Away and Béis, Travelpro’s strategy aims to reclaim relevance and capture a share of the premium travel‑goods market, which is projected to exceed $30 billion in the U.S. by 2028. Success will hinge on the brand’s ability to translate its heritage of durability into compelling digital narratives that drive both awareness and conversion among a demographic that values experience as much as functionality.