With a sleek new look and streamlined logo in a variety of colors, Go Travel is launching a serious effort to communicate its industry-leading position for travel accessories when it comes to quality, selection, and sustainable supply chain solutions.
The family-owned and operated company created the world’s first travel accessory collection in 1978 and since then has expanded and evolved into a multi-category travel company with a global footprint. Go Travel has sold more than 250 million products since the start of the company. With more than 200 products in the assortment, Go Travel products are sold in 150 countries, through a supply chain of warehouses and production facilities that span the world.
Denz Van Der List, Go Travel VP of Sales, with Les Roner-Hansen, VP, Sales Latin America and Caribbean, at the ASUTIL Conference in Buenos
Aires in June.
In January of this year, in a move to further strengthen its global presence, the company appointed travel retail specialist Denz Van Der List to the position of VP of Sales. Van Der List joins Cynthia Mitchell, Go Travel Senior Sales Manager for the U.S., and Les Roner-Hansen, VP, Sales Latin America and Caribbean, with their respective teams, both of whom have been with the company for the past ten years, during which time they have built the brand into a powerhouse in the Americas.
Go Travel has a multi-category range of products, which the company divides into Comfort (including pillows sleep masks, and blankets), Luggage Accessories, Electricals, and Everyday Essentials. Each category sports complementary packaging which unifies the brand.
“From the beginning, Go Travel has the vision to create a coordinated range of travel accessories for each category; that was the premise on which the company was built. And it is still the vision today,” explains Mitchell.
“We’re focusing on the demographics of customer groups, whether they be Gen Z, Millennials, Gen X or the Baby Boomers,” continues Van Der List. “With our four product categories we have a full assortment that we can offer our customers.”
Go Travel is presently sold in 18 of the top 20 airports in the world (2022). The quality and integrity of every product are assured through rigorous compliance with an intensive ESG program. The company supply chain is focused on optimizing transportation and logistics networks, so it can respond quickly to changing market and customer needs.
“We view this supply chain as a major element in our business,” says Hansen. “These facilities combined with a significant investment in stock enable us to give unrivaled service, even in challenging conditions.”
The product journey
“Every one of our products takes the same journey, from CAD drawing to delivery to the distribution center,” says Van Der List. “The journey starts with the design team in London – we have more than 50 patents granted around the world and some 300 design registrations. We research all the latest global registrations, and all new products are tested to be in compliance with all the regulatory bodies where the products are sold. Our products are manufactured in socially compliant factories through long-term partners. Quality Control inspections are regularly reviewed, and reports are audited to ensure safety. Then they are distributed globally, using data-driven analysis. Go Travel has warehouses – in the UK, Poland, USA, and the Far East.”
“Go Travel products are safety first and certified, which you can see by the check on our packaging. We follow testing regulations from the UK, Europe and Australia since those are some of the toughest ones. Our adaptors and cables are also certified by Apple,” adds Hansen.
Go Travel’s tiered travel pillow offer comprises Memory ZZZs, Memory Dreamer and the premium Ultimate 3.0.
Ensuring sustainability
“Environmentally, we have started to redesign all our packaging to ensure it can be fully recycled by the end of 2025. In the past year, we have reduced the plastic packaging for our travel pillows by 99%. The plastic packaging in more than 50% of the products in our electrical category has been reduced by 100%. All Single Adaptor plastic packaging will be reduced by 80% to a PET Pin Cover and recyclable FSC card by 2024. The goal is to reduce single-use plastic by 85% throughout our product packaging range by 2025,” says Van Der List.
Market-wise, Van Der List says that Go Travel will target growth in Asia, the Middle East and continue to expand in the Americas in the coming year.
While the duty free market is key for the company’s more premium product lines, duty-paid operators might opt for the basic line. Go Travel has introduced a tiered strategy for its travel pillows to further expand its presence in the global travel retail marketplace.
“We have three core travel pillows at three key price points. Our mission for the GTR market is to maximize opportunities to sell the right product in the right place at the right price,” says Van Der List.
The current line starts with Memory ZZZs – an affordable, entry-level product focused on value for money; Memory Dreamer – a mid-level, contemporary design, comfort product; and Ultimate 3.0 – a premium product, luxurious feel, high-end design details, and ultra-comfortable. Go Travel also has American versions of the pillows: ZZZs, American Dreamer, and Ultimate 3.0 supplied from its U.S. production facility.
The team look forward to showcasing Go Travel’s environmentally sustainable package updates made across the product portfolio in Cannes.
Go Travel will be exhibiting in Cannes at Yellow Village B24.
