Industry: Travel Products and Accessories Fight or flight
What is the travel products and accessories market doing to keep business buoyant? David Pittman speaks to a cross-section of the market to find out.
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ravel products and accessories is a broad term that can cover a variety of interests and areas; from portable chargers and power adapters, to lightweight carry-on luggage and storage solutions, there is a huge selection of products from different manufacturers to suit almost every requirement.
However, for Keith Paxton, the new managing director at Nottingham-based outdoor accessories supplier Trekmates, it remains an area that is often overlooked when it comes to innovation.
Trekmates offers essential cooking and washing accessories, through to money belts and moisture absorbent balls designed to keep gloves and feet moisture-free when not being worn. Paxton says accessories are often viewed as a ‘stable product line’ that achieve consistent and average sales without the need to overhaul the market. He notes that Trekmates is launching new products at this month’s OutDoor tradeshow, one of which he describes as a ‘game-changer’, and says it wants to expand its accessories line by way of innovation. “Wholesale business responds to innovation, and we want to expand our product line to help grow our range and support the market.” Jerry Ranger, chief executive officer at portable power solutions supplier Powertraveller, says the power market has had to evolve to meet the changing requirements of its consumers. “20 years ago everything was plugged into the wall,” he says. “15 years ago the growing use of laptops meant we were all curling up leads to take with us. Five years ago people wanted power reserves in case they ran out, but now they want to be able to generate their own power supply off the grid.”
The new powermonkey-eXtreme is the latest Powertraveller device designed to meet the increasingly power hungry needs of the travelling community. “The big thing for us is helping people overcome power anxiety,” Ranger says. “Technology is always switched on and people want to blog, tweet and otherwise stay connected no matter where they are, from up a mountain to disaster and relief situations.”
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www.sgboutdoor.co.uk
The growing number of people taking up adventure sports and outdoor activities is also benefitting Powertraveller, as is the growing demographic of people constantly switched on. “It used to be about the 20-50 age bracket, but now you’re talking about children from six up to grandparents that need and want power on the go.”
However, it is the travel market that remains Powertraveller’s number one, with sales through airline British Airways still strong as an example provided by Ranger.
GoLite’s international general manager Mark Flanagan agrees that the travel market remains a very positive one for all the brands involved in products and accessories.
“The travel sector is growing, and is a very important space,” Flanagan says. “The ‘staycation’ market is of course relevant to the space, but in my opinion the proliferation of city breaks offers a huge opportunity to the market.” Lightweight luggage solutions are an area that GoLite has placed a great deal of emphasis on, with Flanagan saying that it is trying to educate people to the benefits of travelling light. This includes equipment that delivers on performance without being ‘over engineered’, new materials and ways of manufacturing and design concepts, such as the TravelLite wheeled carry-on case, that allow people to comfortably travel for extended periods with limited luggage. “Luggage is a silo we will continue to invest in, but it’s equally as important that we educate the retail community and customers to the idea of packing ‘everything you need and nothing you don’t’. When I go away I still see people taking huge amounts of luggage with them and they don’t need to.”
Snugpak sales director Darren Burrell says it too is working on developing small and light products that maintain a level of functionality, such as hammocks and emergency shelters. It has seen recent success with sales of small and light sleeping bags, which he says can be packed as a back-up so travellers are prepared for almost any eventuality.
“That way if people get caught out at an airport or on a plane they always have something to
throw over themselves. It can even be used in hotels if you need an extra duvet, and the sleeping bags offer protection against mosquitos with a built-in net so act as a last line of defence.” Burrell adds: “Everyone is looking for a boom in camping and ‘staycations’ but travel is still a growth market.
“And the key to success in accessories is that they are lighter, smaller and more versatile. The more features they have, the more people are inclined to take them with them. You need to make it easier for people to have them with them than not.”
Aquapac creative director Andy MacAuley says versatility is something which has also benefitted the waterproof product manufacturer in recent times, although historically it has been something that people criticised the brand for. “People like that our products are not form fitting and that they can use our products to protect different items, although this idea of a loose fitting bag was something we were criticised for previously. It’s an interesting development that it has now become an advantage for us.”
MacAuley says the travel products and accessories market has also been subject to cautious consumer spending, much like other vertical markets. However, instead of this being a negative, he says it has benefitted brands such as Aquapac, which is working to offer quality products.
Powertraveller’s Ranger holds a similar view, saying the portable power supplier is constantly working to develop the best products on the market while some of its competitors are replicating existing products to merely capitalise on the market.
MacAuley says: “People are seeing things more as an investment which is always the case when money’s tight. We’re are working to reassure them that with Aquapac they are getting the best value for their money, which is why we offer a five-year warranty. “And we’ve seen growth as people have started to realise the importance in protecting their valuables, and that we don’t live in a throw- away society anymore.”
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