The Business of Belonging:&nbsp;How Licensing Creates Value in the Luggage Market&nbsp;Article by Travel Sentry's Chief Marketing Officer, Clara WoollerAn encounter at the recent Travel Goods Association show in Salt Lake City, Utah got me thinking about the role that licensing plays in the luggage industry. Given my background at entertainment brands like Disney, Marvel and Sanrio, it was interesting to me to consider whether licensing in this category is overserved or underserved. Certainly, it seems like there’s headroom to grow if we consider consumer motivations and how licensing is evolving overall.&nbsp;&nbsp;For a long time, the tip of the licensing iceberg was most visible in IP drawn from entertainment franchises, crudely speaking, cartoon characters. But licensing is far broader than that if we consider three broad consumer groups which are:&nbsp;&nbsp;Adults buying for children (parents, grandparents, carers etc)&nbsp;&nbsp;Adults buying for themselves because they identify with a brand or franchise.&nbsp;&nbsp;Collectors and enthusiasts (same as before, but taken to an extreme, think Disney adults, kidults, members of fandom communities)&nbsp;&nbsp;Kids’ Licensing&nbsp;&nbsp;I’m going to touch briefly on kids’ licenses here, as I feel that this is the least surprising part, before we peek below the waterline to examine the rest of the ‘iceberg’.&nbsp;&nbsp;Everyone knows that when little kids travel, whether that’s a road trip or through an airport, they have a tonne of precious stuff they need to bring with them. Arguably Trunki created the category twenty years ago with their iconic ride-on suitcase, but there are plenty of alternatives which encourage children to take charge of their luggage and belongings with a cute character that reflects their personality and fandom – and helps parents spot their kids in crowded environments.&nbsp;&nbsp;Kids’ luggage tends to be a parent-led purchase with a heavy influence of pester power. It’s often bought in response to an upcoming trip. The emotional appeal is high and makes the functionality an easier ‘sell’ to the kid. A spoonful of sugar and all that.&nbsp; &nbsp;&nbsp;The Rise of the Kidult Traveler&nbsp;&nbsp;Kidults are one of the fastest-growing demographics across consumer products, tapping into emotional drivers like nostalgia and self-expression. With disposable income to put towards reflecting identity and membership of a particular ‘tribe’, we’re talking about seeing existing IP adopted by millennials and Gen Z. Notable tribes include Disney adults, Potterheads, AFOLS (adult fans of LEGO), as well as lovers of Star Wars, Hello Kitty and Studio Ghibli.&nbsp;Super Mario Bros Bowser Adult Green Turtle Shell BackpackA tattoo is the ultimate status signifier, but they’ll happily pay more towards a lasting special piece of luggage which reflects WHO they are, as well as keeping their belongings safe on the move. Factor in travel trends like set-jetting – visiting locations featured in shows or movies or even key theme parks – and this creates a double whammy of showing your true colours through your belongings and your travels for this cohort.&nbsp;&nbsp;Lifestyle Brands&nbsp;Less obvious than entertainment IP, but equally desirable, this category of IP could include fashion labels, sports brands and clubs, outdoor brands, automotive brands and designer collaborations where the designer does not have a standalone line of luggage produced in-house.&nbsp;&nbsp;The Airstream line of luggage at the TGA Show caught my eye – inspired by the sleek aluminum lines of the iconic Airstream caravans, Brand Collective has applied the heritage and distinctiveness of the brand to a line of luggage pieces. The recent FIFA World Cup has also become a catwalk for luggage, with football stars parading branded luggage and luxury handbags on their journeys from home to the US and back again.&nbsp;&nbsp;Here consumers are buying into brands which meet them where they are as travelers – with the style, quality and values of the brands they wish to reflect as part of their travel wardrobe in shared social spaces like airports and hotels.&nbsp;&nbsp;Purchasing Behaviors&nbsp;&nbsp;In my previous piece about the rise of Dupe Culture, I spoke about pricing architecture and ownership as value creation. Licensed luggage splits into two categories in terms of purchase behavior.&nbsp;&nbsp;People are prepared to pay a premium when the license reflects part of their identity and luggage is intended to last. Exclusivity through collaborations and limited editions pull emotional levers but need to be backed by build quality which matches the brand promise.&nbsp;&nbsp;In contrast, licenses sold to consumers at lower prices need to trade on their familiarity, convenience, giftability and seasonal promotions. You’re not going to spend excessively on a license that the kid will have lost interest in by next year – although some exceptional licenses have notable multi-year appeal at certain ages and stages.&nbsp;&nbsp;I see a distinction between licensed branding as decoration (not necessarily what we used to refer to pejoratively as ‘label slapping’) and licensed branding as value creation.&nbsp;&nbsp;Why Manufacturers / Luggage OEMs Should Consider Licensing&nbsp;&nbsp;This emotional connection is precisely why licensing has become such a powerful commercial tool. The global licensing industry is worth $389.8 bn annually because licensed IP does something most marketing can't: it puts your product in front of people who already want it.&nbsp;That's a compelling proposition for any manufacturer. Rather than trying to build affinity from scratch, licensing allows brands to tap into communities that already exist: communities united by shared passions, nostalgia or aspirations.&nbsp;At its most commoditized, luggage is simply a box on wheels with a handle. It protects your belongings, but rarely says anything about who you are. There’s no clear imperative to select one over another if the functionality and the price is roughly equivalent.&nbsp;&nbsp;Licensing changes that equation. It transforms luggage from a functional purchase into a form of self-expression, helping products stand out at retail while reaching audiences who already feel emotionally invested. Fan communities can and do advocate for products, plus manufacturers can benefit from higher margins on premium collections and marketing support from licensors during key retail moments or promotional windows for a movie.&nbsp;&nbsp;Licensing undoubtedly sells. The greater challenge is selecting the right license: one where the values of the IP, the manufacturer and the end consumer align. The most successful partnerships don't just decorate a product; they amplify what the product already represents. A great primer on the topic if you’re new to it is this article from Born To License.Licensed luggage is no longer just about keeping children entertained on holiday. From nostalgic fandoms and Disney adults to premium lifestyle collaborations, today's consumers are choosing luggage that reflects who they are and increasingly, they're willing to pay for it.&nbsp;For luggage manufacturers and retailers, the opportunity is no longer simply to add a recognizable logo to a suitcase. It's to understand what that logo represents. Whether it's the excitement of a child's first holiday, the nostalgia of a lifelong Disney fan or the understated confidence of a premium lifestyle brand, successful licensing taps into identity before functionality.&nbsp;In an increasingly crowded marketplace, consumers aren't just buying something to carry their belongings. They're buying something that says something about them. That's why the future of licensed luggage isn't about characters or collaborations alone, it's about belonging.&nbsp;

In such a competitive market, consumers aren't just buying luggage to carry their belongings, but luggage that says something about them. 

How Licensing Sells Luggage

TSA Lock Training for Retail Staff: How the Travel Sentry Retail Buyers Program WorksResearch shows that 68% of travelers are willing to pay more for luggage featuring the Red Diamond logo, but that premium only converts if the people on the shop floor can explain why it's worth it. That's exactly why the Travel Sentry Retail Buyers Program has been designed.Travel Sentry has launched a dedicated TSA lock training resource for retail partners. This is a short, engaging video presentation that gives retail staff everything they need to understand the product, answer customer questions and communicate genuine value at the point of sale.Why TSA Lock Training Matters for Retail StaffTSA locks represent a globally recognized security standard that protects travelers in 800 airports across 80 countries and yet many retail staff are unsure how to explain that to a customer standing in front of a luggage display. The Retail Buyers Program educates staff to explain exactly why the lock is there and how it works. We can also supply or customize an instore talk-sheet for retail staff, alongside the video.Travel Sentry's role is straightforward: as the licensing company behind TSA locks, it acts as a hub connecting security agencies, the travel goods industry and travelers. The Red Diamond logo on a lock isn't just branding; it signals that the product has passed rigorous quality control testing and is supported by a global inspection system.&nbsp;What the TSA Lock Training CoversThe program walks staff through the full Travel Sentry system, from how a checked bag moves through airport security, to why a TSA lock makes that process smoother for everyone involved.Key areas include:How the system works. When a bag with a Travel Sentry approved lock is flagged for inspection, security agencies see the Red Diamond and know that they can use specialist tools, provided free of charge by Travel Sentry, to open, inspect and relock the bag without damaging it. A generic padlock, one without the Red Diamond, offers no such protection and may be cut off or left unsecured.&nbsp;The value beyond the airport. TSA locks aren't only for air travel. They act as a visible theft deterrent on trains, buses, in hotels and in any public setting where luggage is left unattended.&nbsp;The full product range. From built-in luggage locks and TSA padlocks, to combination, key, cable and smart locks, each type solves a different need. Knowing the differences allows staff to guide customers rather than simply pointing them to a shelf.The program also highlights the access to free marketing assets: hangtags, leaflets, and 'how to use your lock' videos, all ready to deploy in-store or online. For e-commerce teams, the&nbsp;CarryOK® widget offers a plug-and-play tool that lets shoppers check airline carry-on rules directly on a product page, reducing returns and increasing buyer confidence at the same time.The Retail Buyers Program reflects a broader shift in how Travel Sentry supports its partners. Rather than simply supplying a product and a logo, we have provided knowledge that sits behind the sale.&nbsp;With more than two billion passengers passing through airports implemented with the Travel Sentry system every year, the opportunity for retail partners is significant.&nbsp;To find out more about the Travel Sentry Retail Buyers Program or to access free marketing assets, contact your Travel Sentry account manager.FAQsWhat is a TSA lock? A TSA lock is a travel lock approved by Travel Sentry and recognized by security agencies worldwide. It allows airport security to open, inspect, and relock luggage without cutting or damaging the lock, using specialist tools provided by Travel Sentry.What is the Red Diamond logo? The Red Diamond is Travel Sentry's trademark symbol. It appears on all Travel Sentry-approved locks and luggage, indicating the product meets rigorous quality and security standards and is compatible with the global inspection system.Which airports accept TSA locks? Travel Sentry-approved locks are recognized at over 800 airports across 80 countries, covering more than half of all global air passengers annually.

This video gives retail staff everything they need to understand the product, answer customer questions and communicate genuine value at the point of sale.

TSA Lock Training for Retail Staff

Aluminum For All – Dupes, Democratization and Status Signifiers&nbsp;In the 1920s, Rimowa started experimenting with aluminum for suitcase manufacture, inspired by the early days of aviation. The modernity and resilience of the shiny finish made it an icon which Rimowa riffed on and refined for over a century. The material itself communicated premium quality because it was rare, expensive to manufacture and strongly associated with a single brand, now part of the LVMH Group.&nbsp;Today:Aluminum cases exist from Amazon brands and at High Street retailers for under £150.Mid-market players offer aluminum at £300–500.Premium brands still sell at £1,000+.The material has become democratized. Consumers are increasingly weighing up how willing they are to pay a premium for an aluminum case, now that pricing architecture offers a similar product at multiple accessible price points.&nbsp;By the way, this isn’t just happening in luggage, but across many categories - for example in cashmere, beauty products or noise-cancelling headphones.&nbsp;As premium attributes become accessible, brands must shift from selling&nbsp;features&nbsp;to selling&nbsp;meaning and story.&nbsp;If we look at the case of Rimowa, the material is the table stakes – what they’re selling is heritage, associations with luxury travel, repairability, patina and character acquired over time as proof of authenticity and craftsmanship. In short – status signaling where the luggage becomes a social object beyond a useful tool.&nbsp;The explosion of dupe culture&nbsp;Three forces converged to truly catapult dupe culture to the level of acceptance that it inhabits nowadays.&nbsp;Social media made discovery frictionless, when phrases like "Rimowa dupe", "Stanley dupe", "Lululemon dupe" became normalized on platforms like TikTok.&nbsp;In the endless scroll on social media, consumers no longer discover products through brands, instead pausing over aesthetics, functions and viral recommendations on their FYP before following through on a friction-free purchase. Brand can be part of the hype, sure, but often plays a more secondary role than it used to.&nbsp;Faced with inflation and rising costs of living,&nbsp;consumers became much more willing to explore whether they were more motivated by the object or the logo (brand) on it.&nbsp;The normalization of dupe culture means that even affluent consumers increasingly mix luxury items with budget basics, rather than being loyal to a specific price tier.&nbsp;Overall, dupes have become socially acceptable and consumers view buying dupes as evidence of being economically savvy and informed, rather than compromising on quality by buying a copy.&nbsp;Where consumers happily buy dupesGenerally, consumers are comfortable buying dupes where the purchase is primarily functional or aesthetic rather than symbolic. In these categories, consumers tend to focus on outcomes rather than origins.Le Creuset-inspired cookware, designer furniture lookalikes and supermarket own-brand kitchen ranges continue to thrive because consumers care more about appearance and utility than provenance. If a pan cooks well and looks good on the hob, the visual signifier and logo become less critical.Beauty is perhaps the strongest example of all. Consumers routinely substitute premium brands such as Charlotte Tilbury, Drunk Elephant and Sol de Janeiro for lower-cost alternatives that promise a similar experience. In many cases, the functional outcome feels close enough that the premium becomes difficult to justify. TikTok's countless "save versus splurge" comparisons have only accelerated this trend.Increasingly, luggage finds itself in a similar position. For many travelers, it’s about nailing the basics: whether the wheels roll smoothly, the zip closes securely and the case survives the journey. If a £250 aluminum case delivers those outcomes, many consumers struggle to see why they should spend four times as much.This presents a challenge for premium luggage brands, as materials, features and manufacturing techniques become more widely available. Leisure travelers and occasional travelers are more likely to view luggage as a utility purchase and therefore be receptive to dupes.Where consumers still want the originalThe categories where consumers continue to value originals are equally revealing it is where ownership itself creates value.&nbsp;Luxury handbags remain one of the clearest examples. A counterfeit Birkin does not deliver the same social meaning as an authentic Hermès Birkin. The craftsmanship matters, but so does the exclusivity, the waiting list, the story and the cultural cachet. In many respects, authenticity is the product.The same principle applies to watches. Buyers of Rolex, Patek Philippe and Audemars Piguet are not purchasing a way to tell the time, when they can do that perfectly already on their mobile phones. They are buying status, scarcity, craftsmanship and increasingly, an asset that may hold or increase its value. A dupe or collab can undermine much of what makes the original desirable, for example, if you look at the recent Swatch Audemars Piguet pile-on.&nbsp;Collectibles provide another example. Whether vintage luggage, limited-edition sneakers, Pokémon cards or art, ownership history often contributes directly to value. In these markets, provenance is not an added benefit; it is part of the product itself.The distinction is important because it reveals that consumers are not necessarily rejecting premium products. Rather, they are becoming more selective about where authenticity matters and where functionality is enough.The rise of "masstige"Between luxury and budget, there’s a growing middle ground that many brands are actively targeting.Sometimes described as "masstige" - prestige made more accessible - this segment appeals to consumers who want quality, design and a sense of aspiration without paying true luxury prices. Luggage brands like Away, July, Monos, Antler and Carl Friedrik have successfully positioned themselves in this space. They offer elevated design, strong storytelling and premium features, while remaining significantly more affordable than the top tier luxury brands.Their proposition is compelling because it addresses a question many consumers are inwardly asking themselves how to tap into the experience without the luxury price tag.&nbsp;For many shoppers, the answer is no longer to trade down to the cheapest option, but to trade across to a brand that feels premium enough.This is where pricing architecture becomes increasingly important.What luggage can teach us about pricing architectureHistorically, luggage sat within relatively clear pricing tiers. Budget products occupied the entry level, mid-market brands sat comfortably in the middle, premium products commanded a meaningful uplift and luxury brands operated in a category of their own.&nbsp;Today those distinctions are becoming harder to maintain.Consumers can buy polycarbonate cases at virtually every price point. Aluminum is no longer so exclusive. Smooth-rolling wheels, integrated locks and premium-looking finishes have become widely available.The result is a phenomenon often described as price compression. As product features become more similar, consumers become less willing to pay dramatically different prices for apparently similar outcomes.This does not mean premium brands are doomed: it means that they must communicate louder on dimensions like distinctiveness, service and emotional value, rather than differentiation in features, a crowded space in which it is harder to stand out.&nbsp;The strongest premium brands increasingly sell identity rather than functionality. They are selling what ownership says about the consumer and how that ownership makes them feel.The future of premiumizationPerhaps the most interesting aspect of dupe culture is that it does not necessarily weaken premium brands. In many ways, it forces them to become clearer about what they offer, both in the purchase moment and in the years to come.&nbsp;When aluminum luggage was rare, consumers paid for aluminum, despite the price.&nbsp;Now that aluminum is available at almost every price point, consumers must decide whether they are paying for craftsmanship, heritage, service, status and emotional connection - or simply for the shiny material.In a world where materials, features and even aesthetics can be replicated at every price point, lasting premium value comes from something harder to imitate: heritage, authenticity and the stories consumers tell themselves about ownership. The challenge is no longer avoiding comparison with a dupe but giving people a compelling reason to pay a premium for the original.&nbsp;

Dupe culture means that even affluent consumers increasingly mix luxury items with budget basics, rather than being loyal to a specific price tier. 

Dupes & Premiumization 

The Gold Standard in Physical Retail for Luggage While much of the world has shifted online drawn by increasingly frictionless e-commerce experiences, physical retail still dominates luggage sales in the US. According to recent figures from the Travel Goods Association, offline channels account for roughly 64-70% of total sales. Why does brick-and-mortar remain so resilient in this category? And what does “best in class” look like for physical luggage retail today? The answer starts with the nature of the purchase itself. Luggage is a high-involvement decision: it’s expected to last for years, reflect the owner’s personality and values and crucially, protect their belongings throughout a journey. Functionally, customers want to get hands-on: to test the wheels, extend the handle, assess the weight and explore features like external pockets or cupholders. These are tactile, sensory checks that are difficult to replicate online. But leading brands go beyond simply enabling product trial. What truly differentiates the strongest players is how they “eventise” the retail experience. As Monos co-founder Victor Tam puts it, the goal is to “facilitate the experience of travel before customers go travel.” Most people who walk into a luggage store have a trip on the horizon: a moment charged with anticipation and emotion. Winning brands design around that energy, creating environments that tap into the excitement of travel rather than just showcasing products. The store becomes a destination, not merely a point of sale, engaging all five senses: touch, smell, taste, hearing and sight. In this model, retail spaces evolve into more than stores. They become knowledge hubs and community centers, offering workshops, repair services, events and opportunities to connect with like-minded travelers. These experiences deepen engagement, increase “stickiness,” and ultimately build stronger, more enduring brand affinity. Although people might not purchase luggage regularly, they can visit an upscale cafe to hang out with friends – and absorb many of the micro signals that means a luggage brand features higher in their consideration set when the right time to purchase arrives. Here are some of the brands that understand this customer journey particularly well.   Monos Postcard Next door to Monos’ Chicago store sits Postcard, their first cafe concept, a modern lounge at the intersection of music, design, and hospitality. Inspired by the liminal spirit of travel, Monos describes the store as “a new chapter…a place of gathering and exploration that bridges design, culture, and community – inviting guests to arrive as they are and depart a little changed”. Calpak  Calpak’s first physical location in Westfield Century City in Los Angeles, the store hinges on one big idea: celebrating both everyday and faraway adventures. The brand worked with design and architecture firm Gensler to bring this concept to life by creating various visual windows or pathways throughout the store. “These are windows into different spaces, windows of opportunity and windows of your life,” Calpak Marketing VP Jeannie Shin said. “There’s a front window display, but behind that there is a wall with another window that peeks into the store. And then when you walk into the front of the store, there are all these different areas of products - different windows of different stages of your life, or moments of your life that you’re entering.” The final window, which leads to the luggage area, emulates the feeling of being in the air, almost like shoppers are looking out of an airplane window. The store also has distinct spaces where shoppers can touch, feel and test products. For example, there are two packing stations that feature Calpak’s various luggage sizes and organizational offerings, so customers can see how much they can pack in a single bag. Rimowa  Rimowa’s physical offering blends the aesthetic and the practical, meeting their customers where they are, with architect designed stores which feel more like elegant art galleries. In their London store, there is an entire floor dedicated to client care, providing immediate onsite repairs and access to replacement parts. This service is part of the lifetime guarantee introduced in 2022, ensuring that each RIMOWA suitcase remains a trusted companion on every journey. The service also includes product customisation, whether that’s stickers commemorating destinations visited or creating a truly unique case through selecting colours for body, wheels, handles and luggage tag.   We’re always keen to hear which brands are driving additional value for their current and future customers through outstanding physical retail, so please let us know who else deserves to be featured in this article.  

According to recent figures from the Travel Goods Association, offline channels account for roughly 64-70% of total luggage sales in the US. 

Inside Modern Luggage Retail

What Luggage Brands Need to Know About the Next Era of TravelIn March, Travel Sentry partnered with Promostyl to host a private trend salon in Paris, bringing together leading names from across the luggage and travel goods industry.Held just off the Champs-Élysées at Hôtel Napoléon, the session welcomed representatives from Delsey, Eastpak, Echolac, Elite Bagages, Goyard, GYL Bag, Jump, Kipling, Louis Vuitton, Rimowa and Stratic. Together, we explored a set of emerging signals shaping the future of travel and what they may mean for the products that accompany it.A Shift in How Travel Is MeasuredLed by Alain-Edouard Antoine of Promostyl, the session drew on insights from adjacent sectors including fashion, automotive, streetwear and well-being. While the influences were diverse, a consistent theme emerged: expectations around travel are shifting in more nuanced ways than before.One of the key takeaways was a subtle but important reframing of performance in mobility. Where speed once defined a successful journey, there is now growing emphasis on how seamless, intuitive and low-friction that journey feels.&nbsp;Travel as ExpressionAt the same time, travel continues to evolve as a form of personal expression. Journeys are more visible, more curated and more closely tied to identity. As a result, luggage is being reconsidered not only for its function, but for the role it plays within a broader travel experience.Reassurance in an Unpredictable SystemThe discussion also touched on the idea of luggage as a source of reassurance, something familiar and dependable within an otherwise unpredictable system. In this context, trust, simplicity and thoughtful integration are becoming increasingly important, particularly as technology shifts towards a more invisible, supportive role.Alongside these themes, the session explored emerging travel behaviors like slower, more intentional journeys to hybrid travel patterns and how these may continue to influence expectations over time.The morning concluded with an open discussion over coffee, offering partners the opportunity to reflect on how these signals are already beginning to surface in their own work.We would like to thank Promostyl for curating the session, and our partners for taking the time to join us in Paris.If the themes explored resonate with your current thinking or if you would like to learn more about how these insights could translate into product or passenger experience, please email marketing@travelsentry.org. Travel Sentry works closely with partners across the industry to support a more seamless and trusted travel ecosystem.We will be holding another workshop in the UK in May - contact marketing@travelsentry.org if you are interested.&nbsp;

We recently explored a set of emerging signals shaping the future of travel and what they may mean for the products that accompany it.

Promostyl on Future Trends

Canton Fair How-to-GuideThe Canton Fair, held twice a year in Guangzhou, China, provides a key venue for global business networking. This guide covers essential information on session dates, registration, transportation and practical tips for a successful visit.1. Canton Fair DatesThe 139th Canton Fair Spring 2026 is scheduled to take place in Guangzhou, China, with three phases: April 15–19, April 23–27 and May 1–5, 2026. The fair is the 139th China Import and Export Fair and will showcase a wide variety of goods across its different phases.&nbsp;Phase 1 (April 15–19, 2026): Electronics, electrical appliances, machinery, tools, new energy, and vehicles.Phase 2 (April 23–27, 2026): Home products, furniture, gifts, decorations, and building materials.Phase 3 (May 1–5, 2026): Consumer goods, textiles, personal care products, medical supplies, toys, and food.2. Fair Location and LayoutThe Canton Fair Complex, located at 380 Yuejiang Zhong Lu Road, Hai Zhu, Guangzhou. The space is 1,100,000 square meters, with 338,000 square meters indoors and 43,600 square meters outdoors. The luggage category exhibits during Phase 3.3. Preparation Before the FairVisa RequirementsApply through the Visa for China website for detailed instructions. Required documents include:Registration for the Canton Fair Options:Pre-register to save 200 RMB (about 30 USD) on the on-site registration fee. First-time attendees should pre-register to receive an invitation letter, which is beneficial for obtaining a business visa.Important dates:Pre-registration runs from August 12 to November 4, 2025 (throughout the entire Fair period). To make the most of your visit, we recommend completing pre-registration before arriving in Guangzhou.Verify Your Canton Fair Buyer AccountBefore attending the Canton Fair, make sure your buyer account is fully verified and your information is up to date. This helps ensure full access to the buyer platform and avoids delays when collecting your badge onsite.Buyers should log in to the Buyer Service System or the Canton Fair App and confirm the following details:Email verificationPersonal identification information (such as passport details)Company name and job titleContact details and sourcing interestsIf you have attended the Canton Fair before, your account may already exist. Simply log in and update any outdated information before registering for the upcoming session.Completing these steps in advance helps streamline badge collection and ensures exhibitors can better understand your sourcing needs.Registration Steps for Overseas Buyers:Visit the official Canton Fair website, choose the "Buyer" tab, and create an account.Submit your passport and business card to request an invitation letter.Complete registration after approval.More options to pre-register:For Returning Buyers (who have attended the Fair before)You have three options:Option 1: Pre-register via the Canton Fair AppDownload the Canton Fair App.Open the app, tap “My”, then “Login/Register” in the top left corner.Click “Buyer Badge”.Select the phases you plan to attend.Your pre-registration is complete.Option 2: Pre-register via the Buyer Service System (Official Website)Go to the Canton Fair official website and log in to the Buyer Service System with your account.On the homepage, select the phase(s) you plan to attend.Submit your choice to complete pre-registration.For New Buyers (first time attending the Fair onsite)You also have two options:Option 1: Pre-register via the Canton Fair AppDownload the Canton Fair App.Open the app, tap “My”, then “Login/Register”.Click “Buyer Badge”.Select the phases you plan to attend to complete your registration.Option 2: Pre-register via the Buyer Service System (Official Website)Go to the Canton Fair official website and log in to the Buyer Service System with your account.On the homepage, select the phase(s) you plan to attend.Submit your choice to complete pre-registration.For Chinese mainland citizens, register here.Pre-registration BenefitsFirst-hand updates: Pre-registered buyers receive highlight news, exhibitor/product info, and event notices by email.Exclusive gift: Overseas buyers who pre-register can collect a commemorative gift (e.g., Canton Fair pin, felt bag) at the Complex.Onsite Badge Collection:Your Buyer Badge (IC Card) is valid for multiple sessions. Pre-registered attendees can use express channels at registration offices at the main complex and 40 designated hotels.Additional offices are at key points in Areas B, C, and D of the Canton Fair Complex.Two overseas buyer registration offices are at Area B of the Canton Fair Complex (Exit A/B, Pazhou Station, Guangzhou Metro Line 8).One overseas buyer registration office is at Area C of the Canton Fair Complex (Exit C, Pazhou Station, Guangzhou Metro Line 8).One overseas buyer registration office is at Area D of the Canton Fair Complex (Exit A, Xingangdong Station, Guangzhou Metro Line 8).Customer Service Telphone: (852) 2877 1318 | Email: cs@cantonfair.org.cnIf you plan to bring an assistant or interpreter to the Canton Fair, applications must now be submitted in advance by the buyer via the official website.Key requirements:Apply at least 2 days before attendanceMax per phase: 1 assistant + 1 interpreterInterpreters must provide qualification proof (e.g. CATTI, NAETI, or relevant degree)Cost: RMB 300/day + RMB 50 fee (non-refundable once used)Important restrictions:Assistants/interpreters cannot apply themselvesThey must not hold other badges (e.g. exhibitor badges)Misuse of badges may lead to confiscation or blacklisting4. Transportation to the Canton FairAir Travel: Fly into Guangzhou Baiyun International Airport, with international flights from major airlines, including American Airlines, Air China, China Southern, and Delta.Metro: Take Line 3 from the airport to Tiyu Xi Station, then transfer to Line 8 to reach Xingang Dong or Pazhou Station. The journey takes about 43 minutes.Taxi: Fare is 2.6 RMB/km, with a 50% surcharge over 35 km. Ask for "Pa Zhou" or "Canton Fair."Shuttle Bus: The Guangzhou Airport Express shuttle runs directly from the airport to the fair complex every 30 minutes between 13:00 and 18:00.5. Tips for Attending the Canton FairStay Hydrated and Bring Snacks: While food options are available, bringing water and snacks is helpful, especially for extended meetings.Dining Options: Restaurants in Areas A, B, and C offer Cantonese and Western cuisine. To avoid long waits, plan to eat outside peak lunch hours.Scheduling Meetings: Use the Canton Fair website to prioritize booths and schedule meetings in advance. The complex is extensive, so planning saves time.Connectivity Essentials: WiFi is available onsite, but a VPN is needed to access Google and other restricted sites. WeChat is essential for communication.Business Cards: Bring both physical and digital business cards, as some suppliers prefer physical cards.Attire and Essentials:&nbsp;Wear comfortable shoes and smart casual clothing. A light sweater may be needed indoors. A carry-on bag is ideal for storing brochures and supplies, including a power bank, chargers, and a notebook.Exploring Guangzhou: Take time to explore Guangzhou’s top attractions. For inspiration, visit our Guangzhou attractions guide.Access our Canton Fair checklist here for final preparations.6. Handy AppsCategoryApps you might normally useChinese app equivalentNavigationGoogle Maps, Apple MapsAmap (Gaode)Ride hailingUber, Grab, GoJekDiDi / Amap RideChat &amp; ContactsWhatsApp, Line, Kakao, TelegramWeChatPaymentsGoogle Pay, Apple PayAlipay / WeChat PayFood reviewsYelp, BurppleDianping (大众点评)Food deliveryUberEats, Deliveroo, GrabFoodMeituan (美团)Short-term rentalsAirbnbTujia (途家)Hotel bookingBooking.com, Trivago, AgodaQunar (去哪儿)TranslationGoogle TranslateBaidu Translate

This guide covers essential information on session dates, registration, transportation and practical tips for a successful visit.

Canton Fair How-to-Guide

Hard vs. Soft Luggage: Which Is Better for Wholesale Buyers?&nbsp;Recent research has shown that global leisure travel is on track to triple in value from about&nbsp;$5 trillion now to a $15 trillion by 2040. This growth is driven by the middle classes in emerging economies, increasing travel frequency and appetite for immersive experiences.&nbsp;With travel demand rising worldwide, luggage collections must be designed to meet diverse traveler requirements across different markets. Some travelers prioritize flexibility and light packing, while others look for maximum protection and durability when checking luggage.For wholesale buyers and luggage brands, understanding the strengths and trade-offs of hard-shell and soft-side luggage helps guide product development, sourcing strategies and product positioning across different price tiers.OEM InsightsInsights from product testing and real-world travel conditions often guide buying decisions.Hard ShellPolycarbonate and polypropylene hard cases are excellent for protection. They are also water-resistant and durable against drops, which is important when transporting fragile items.In airline baggage operations, suitcases are typically stacked tightly inside aircraft cargo containers known as Unit Load Devices (ULDs). These containers may hold dozens of bags at once, meaning luggage often experiences compression and pressure during transit. In these conditions, hard-shell luggage maintains its shape and distributes force more evenly across the case, helping protect the contents inside.&nbsp;Hard shell cases give the best protection to belongings but can be heavy.Hard shell design options are limited, mainly in surface texture or printed films laminated on the shell. Any changes to the shell structure require costly new molds.Hard cases also cannot be compressed when shipped, meaning fewer units per container load compared to soft-sided luggage. This can increase shipping costs per piece.However, hard-shell luggage also performs well in wet travel environments. Bags are often transported across airport tarmac and exposed to rain or humidity. A solid shell creates a barrier that helps keep moisture away from packed items.Soft SideFabric cases (like nylon or polyester) provide better flexibility, packing adaptability, and external pockets that aid organization and convenience.Soft side luggage offers much more flexibility, with options for new colors, pocket layouts, and design variations at lower development costs. Textile construction also allows brands to experiment with new designs without investing in expensive mold tooling.Common materials used in soft-side luggage include:Ballistic nylon, known for high abrasion resistanceHigh-denier nylon, often used in premium luggagePolyester, widely used for affordable luggage collectionsBeing flexible also allows some compression and higher packing density per shipment, which can reduce transportation costs for wholesale buyers.Compared to hard shell luggage, fragile items are somewhat less protected when handled roughly by baggage staff during boarding and deplaning.Fabric luggage may also be more susceptible to heavy rain or humidity exposure, although many modern designs use water-resistant coatings or treated fabrics.Both types now commonly include 360-degree spinner wheels, improving maneuverability in airports and urban environments.Hard shells impress with their sleek design and clean exterior, while soft side models stand out with external compartments and more room for stuffing belongings.Why Buyers Choose Hard ShellEnhanced protection – great for fragile or high-value inventory.Water resistance – solid shells create a protective barrier against rain and wet airport conditions.Cleanability – smooth surfaces wipe clean easily after travel.Premium positioning – modern aesthetic helps support higher price points.Security – many models feature built-in TSA-accepted locks.Structural durability – rigid shells help maintain shape when luggage is tightly packed with other bags in aircraft cargo holds.&nbsp;Some premium hard-shell luggage also uses frame closures instead of zippers. Frame systems add rigidity and can improve both security and water resistance, although they increase manufacturing complexity and cost.Why Buyers Choose Soft SideFlexibility &amp; adaptability – can squeeze into overhead compartments and tight spaces.Lightweight options – ideal for travelers with strict airline weight limits.External storage – multiple exterior pockets add quick-access convenience.Expandable design – often allows packing a little more without sacrificing closure capability.Design flexibility – easier to experiment with new looks, colors, and pocket layouts, helping brands refresh collections quickly.Shipping efficiency – soft luggage can compress slightly, allowing more units per shipment compared to rigid cases.Security – some models may feature a built-in TSA-accepted lock, but lock options are usually an after-market padlock purchase.Sourcing Tips for luggage-factories.comWhen evaluating suppliers, look for:High-quality materialsPolycarbonate, polypropylene, nylon, Cordura, and other durable fabrics.Clear testing or certificationImpact resistance, wheel durability, and zipper stress testing.Advanced featuresExpandable compartments, smooth 4-wheel systems, and ergonomic handles.Customization optionsBranding, color customization, shell finishes, and compartment design.Reliable warranty termsEspecially for hard-shell cracks or long-term wear in fabric luggage.Production scalabilitySuppliers capable of supporting growing demand as global leisure travel expands.What to ask a new supplier - 5 Questions Every Buyer Should Ask&nbsp;Both hard shell and soft side luggage offer legitimate value in wholesale sourcing.Hard-shell luggage delivers strong protection, water resistance, and a premium appearance, making it ideal for travelers who prioritize durability and security.Soft-side luggage provides flexibility, lighter weight, and versatile design options, which appeal to travelers who want adaptable packing and easy access to belongings.For luggage brands and wholesale buyers, the most successful product strategies often include both categories, ensuring collections meet the needs of different travelers, markets, and price segments.

With travel demand on the rise, luggage collections must be designed to meet diverse traveler requirements across different markets. 

Hard Shell & Soft Side Luggage

The Space Under Your Seat: Why Under-Seat Luggage Is Changing A few words from Clara Wooller, CMO at Travel SentryOne emerging trend we observed at the last Canton Fair in November was luggage manufacturers significantly increasing their assortment of under seat cabin baggage on offer, in response to airlines enforcing cabin baggage rules more stringently and, in some cases, only allowing travelers an under-seat item, without paying to upgrade their basic fare. What we saw at the Fair was quite basic, entry level priced and with a lack of features – almost certainly aligned to frequent travelers taking advantage of low-cost fares. What’s interesting to observe from a market sweep just a few months later is how many under seat bags or cases now on sale feature Travel Sentry TSA locks as standard, clearly showing retail assortments quickly responding to behavioral shifts in traveler needs.  Let’s explore what’s driving the shift in traveller needs and how this might evolve. Travel Sentry’s consumer research conducted in 2025 showed that the items travelers locked most often were electronics like phones, laptops and cameras, as well as travel documents, jewelry and medication. The most logical place for these to go, if not in an overhead compartment, is on their person or if too big, under the seat in front, raising demand for locks. Originally, TSA locks were marketed for checked luggage. Their increased presence on under-seat bags shows travelers expect secure storage at all times, including in the cabin, as they become more aware of theft risks posed on airplanes – whether that’s because they’re traveling solo or just seated apart from friends and family. It is human, after all, to need to visit the bathroom occasionally on a flight! These lockable under-seat bags recognize a need for security features without sacrificing ease of access, useful during the flight as well as the onward journey.We also know that travelers are continuing to fly frequently, despite straitened circumstances. That suggests they are looking for ways to economize: flying low-cost carriers, avoiding checked baggage fees, and consolidating belongings into micro carry-ons such as under-seat pieces.And both luggage brands and retailers see that there’s value in offering premium safety features on lower price products. Retailers updating assortments to include TSA locks on under-seat luggage is likely a response to competitive pressure and consumer expectations. This allows them to compete on features, which in turn, allows them to increase perceived product value, justify price tiers and basket spend. TSA locks are now table stakes, even in very economically priced luggage.Alright, but if the core function of a TSA lock is to allow security staff to perform damage free inspection, why are we starting to see it on carry on and under seat luggage, which goes through a different set of security procedures? Glad you asked… It seems that travelers don’t see a huge distinction between check in and carry-on luggage BUT, they recognize that a Travel Sentry TSA lock is an approved, safe and airport compatible lock. It feels like the right sort of lock for travel and that red diamond is a symbol of brand reassurance. TLDR: TSA locks function as a quality and trust marker, even when inspection access isn’t required.For luggage manufacturers, there’s a benefit in using the same lock system across product lines which reduces complexity through standardization, which can be leveraged all the way from sourcing through to end consumer marketing (“all our luggage includes TSA locks”). Finally, everyone has experienced the anxiety of what I’m going to call a real-world separation scenario; whether that’s through gate checking or no overhead bin space (although you’d be hard pressed to find a scenario where the space under the seat in front is not available). In these cases, a carry-on becomes checked baggage and better for it to be locked than not, just in case, right? Because when space is shrinking, expectations aren’t. Security and peace of mind now fit neatly under the seat in front of you.

Looking at how many under seat bags now on sale feature Travel Sentry locks as standard, showing retail shifts responding to traveler needs.  

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