Aug 6th 2018
The summer travel season offers an abundance of opportunity for businesses in tourism to drive revenue. As more airlines cramp up their baggage policies, consumers work to get smarter with their luggage planning during travel. According to Statista, last year the United States had the largest luggage and bags market compared to other countries, with a revenue of $24.35 billion. Estimated 2018 online flight booking revenue is also highest in the United States, with a market value of approximately $114 billion. To understand what correlation, if any, exists between luggage and flight purchase patterns, Edison Trends examined how many online shoppers of popular luggage brands this year have also purchased first and business class flights.
Figure 1: Data shows the estimated order volume among online shoppers across Tumi, Away, Delsey, Samsonite, and American Tourister products and average product price by brand between January 1, 2017 - June 30, 2018, based on the Edison Trends dataset.
Edison Trends analyzed the average order volume among several popular luggage brands and found that 14% of flights purchased by people who bought Tumi luggage were first or business class. About 10% of flights for Away luggage purchasers were first or business class, compared to nearly 9% for Delsey buyers. American Tourister shoppers were the least likely to buy first and business class flights in the comparison, with only 5% of their flights being upper-class.
A look at the average product price paid online by consumers for the various luggage brands indicates that American Tourister sees the lowest price of its products sold at $70, followed by Samsonite at $103. Away garners the highest average item price at about $221.
Tumi and Away, the highest priced luggage brands in this analysis, also had the customers most likely to fly business and first class.
*Figures on graphs have been normalized. A conversion factor has been applied so that the highest sales day for each graph is given the value of 100, and all other days are adjusted by that factor, maintaining the same relationship to each other as before. e.g. 20% in a chart means ‘20% of the sales of the peak period’ (100%).
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The data shown is based on a sample of anonymized and aggregated e-receipts from millions of consumers in the United States.