Go Travel unveils three-tier travel pillow strategy to drive category

By Kristiane Sherry |

Go Travel is set to unveil a three-tier strategy to drive the travel pillow category

Accessories brand Go Travel has shared its three-pronged strategy to develop the travel pillow category: ‘right product, right place, right price’.

The focused strategy was developed to ensure it is relevant to every customer demographic as they travel through airport retail.

Currently Go Travel offers three travel pillows in line with the strategy. Memory ZZZs is an affordable, entry-level product which focuses on delivering value for money. Memory Dreamer is a mid-priced model with contemporary design and comfort-based key messaging. Ultimate 3.0 is the premium product in the line-up, focusing on a luxurious feel with high-end design details.

“We have three core travel pillows at three key price points,” said said Denz van der List, VP of Sales for Go Travel.  

“Our mission for the GTR market is to maximise opportunities to sell the right product in the right place at the right price.” 

He continued: “Our 3-tier range allows us to work with travel retail partners on delivering the best possible product offering in the right location.

“We’re looking at a number of metrics, such as terminal, airline and passenger demographics. These elements give us opportunities to be flexible with our SKUs and feature different tiered products side by side accordingly.” 

In addition to the core line, Go Travel will release American versions of all three products, supplied from its US production facility.

The brand, which is attending the upcoming IAADFS Summit of the Americas, is focusing on forging stronger partnerships across the region.

“We have seen how successful our American Dreamer product range has been in the US since we launched it in 2019 and we plan to build on this by developing exclusive options with our travel retail partners,” van der List added.

Go Travel first launched its luxury Ultimate 3.0 pillow at the TFWA World Exhibition in Cannes in 2022, where it unveiled a wider focus on premiumisation.

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