Luggage Replacement Cycle
Ready for the next luggage replacement cycle?
Remember the rush of freedom when the world finally opened up again? Travelers poured back into airports, eager to make up for lost time. 2022 was a banner year for the luggage industry, as millions upgraded their gear to match their renewed wanderlust. Those bags are still rolling through terminals today.
Despite tighter purse strings, per Deloitte’s study on the value seeking consumer, travel is one of the few discretionary categories that people are still spending on, backed up by growing IATA RPK figures and Boston Consulting Group (BCG) projects that by 2040, leisure travel presents a $15tn opportunity.
From a travel goods perspective, the luggage that carried us through revenge travel is wearing out - and savvy consumers are rethinking what 'value' means.
Travel Sentry commissioned consumer research from Attest to conduct a study on consumer behaviours influencing the luggage market. A panel of 5,000 respondents across the US, UK, France and Germany were polled on luggage purchasing habits and drivers and from the study, we learned that luggage has a typical lifespan of 3–5 years. This means that we’re entering a significant replacement wave.
The three reasons why consumers typically replace luggage are:
Wear and tear:
Outer shell damage (44.6%)
Wheel failure (42.7%)
Zipper breakage (30.4%)
Old age: 58% replace luggage simply because it has reached the end of its life, whether in terms of functionality or looking tired or outdated and no longer reflecting the image the owner wishes to project of themselves.
Trip needs: 25% buy for a different type or duration of travel.
You also have a wave of new travelers coming from emerging markets, positioned to explore the world and seeking luggage that will serve them reliably on their journeys.
So, what does "value" mean to the 2025 luggage buyer?
It's not about a race to the bottom to find the cheapest option. Today's value-seeking consumer is more sophisticated. They're asking: Will this last? Can it handle multiple trip types? What happens if something breaks? Is the brand transparent about materials and manufacturing?
Consumers want luggage that survives the baggage carousel AND looks good in the Instagram reel. They're deep diving reviews, comparing warranties, and considering cost-per-use rather than just sticker price. Sustainability credentials matter too, particularly among travelers who view quality products that last as inherently more responsible than disposable alternatives.
This shift represents a fundamental change in purchase psychology: investment over impulse. Travel Sentry locks are part of that story - protecting both the investment purchase and its contents. That red diamond is more than just a security feature; it's a quality indicator signaling a suitcase built to last.
What This Means for the Industry
Luggage brands and retailers face both challenge and opportunity. The replacement wave is coming, but winning these value-conscious buyers requires more than promotions and bargains. It demands transparency around product testing, robust warranty programs, accessible repair services and clear communication about what differentiates a £100 suitcase from a £300 one. Premiumization will also play a key role. Consumers cannot always stretch to top-tier luxury, but they increasingly seek products that feel premium—those with the design cues, materials, and functionality inspired by high-end brands, yet offered at affordable price points.
Brands that can articulate their value proposition clearly - demonstrating how quality construction, thoughtful design, and after-sales support deliver genuine long-term value - will capture this market.
The Time Is Right
The luggage industry is about to experience a significant replacement cycle, fuelled by worn-out revenge travel purchases and an expanding global traveler base. To win will mean understanding that today's consumer views their luggage as an investment in future experiences, not just a functional commodity