Premiumisation in focus for Go Travel with new Ultimate 3.0 travel pillow

By Faye Bartle |

Go Travel Ultimate 3.0 travel pillow.

The Go Travel Ultimate 3.0 travel pillow.

Go Travel has unveiled a new deluxe travel pillow, the Ultimate 3.0, signalling the company’s wider focus on premiumisation and innovation, which will be in the spotlight at TFWA World Exhibition in Cannes.

The new travel pillow is made from ‘soft luxurious fabric’, boasts hypoallergenic properties and has a multi-close setting, as well a non-slip rear panel designed for maximum comfort.

It will be available to view at the Go Travel stand (Yellow Village B24) at the TFWA World Exhibition and Conference (3-6 October), as part of the company’s broad offer of travel pillows, travel accessories and adaptors.

Go Travel is also taking the opportunity to launch its brand redesign and advertising campaign to the travel retail industry at the major industry event.

“The Ultimate 3.0 is the result of extensive redesign, consumer research and our focus on product innovation over the last 12 months,” said Stephen Worden, General Manager Go Travel.

“We are delighted with this hero product, which is set to launch into the marketplace in January 2023.

“This laser focus on our core travel pillow ranges is due to customer feedback and the need to build our ranges based on traveller needs,” he added.

“We now have a wider offer with a price-point and product to suit different customer groups.”

You can view a teaser video for the new pillow below…


An expanded offer of Dreamer Colours within the travel pillows range will also be on display, with matching eye masks now available.

The Dreamer range extension is a pre-curser to rolling out a premium offer of pillows, eye-masks, blankets and carry cases over the next year, as dedicated ranges for the company’s travel retail partners.

Go Travel Memory ZZZs pillow.

The Memory ZZZs 485 travel pillow is targeted to Gen Z and millennial travellers.

Another new novelty on the radar is the redesigned Memory ZZZs 485 travel pillow (part of the comfort range), which features a more contemporary edge to its functional design, with new colours aimed at Gen Z and millennials.

The Go Travel stand itself has undergone a design refresh to feature its new branding and graphics identity.

There’s a dedicated travel retail media advertising campaign schedule in place for its core products, following on from the new brand advertising campaign that launched in May, which the company says underscores its ‘commitment to expanding its ranges based on targeted growth in the travel retail market’.

Go Travel travel adaptor.

Go Travel’s is targeting a 90% reduction of plastic in its core adaptor range, for roll out in 2023.

The company is championing four pillars for category growth: comfort, luggage accessories, electricals, and everyday essentials.

Each of these will see expanded ranges showcased in Cannes.

“Right now, comfort and electricals are where we are seeing demand for newness,” said Worden.

“Comfort and premiumisation in our travel pillows has been a real focus for development and we’ve responded with more luxurious products and regional variations as per our travel retail partners’ requests.

“Electricals is also a key area where we have been updating and strengthening our product offer – now featuring the new Go Travel branding.

“This category is where we are doing the most to innovate and reduce our plastic usage in packaging.”

Go Travel is targeting a 90% reduction of plastic in its core adaptor range, for roll out in 2023.

New products, such as the four-in-one device charger and plug socket, will be shown in Cannes.

Visitors to the stand will be able to meet new appointment Timea Gyongyi, who joined Go Travel as Sales Executive in July 2022 to further strengthen the global travel retail new business and sales team.

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