Unpacking Success: AWAY's Journey to Dominating the Travel Accessories Market

Away is a remarkable narrative spun by two former professionals who once worked for industry giants, Warby Parker and Casper, both seasoned experts in the world of eCommerce.

The story unfolds when one of the founders experiences a suitcase mishap and reaches a turning point. Driven by this incident, the co-founders embarked on a mission to revolutionize the somewhat stagnant luggage sector, marking their journey by eliminating the term "luggage" from their vocabulary.

Inside Away's Winning Strategy:

1. Building a Brand with Purpose:

A brand needs to have a demand that depends on the purpose of the product. But, how to create demand?

Luggage is often unremarkable. Many individuals struggle to recall the appearance or colour of their luggage, as it is typically purchased and promptly forgotten. What truly leaves a lasting impression is the journey itself, and the memories created along the way. This is precisely the perspective embraced by the co-founders of Away. Rather than positioning Away as a mere luggage company, they chose to establish it as a travel company, emphasizing the significance of the travel experience and the memories it generates.

2. Navigating E-Commerce Excellence:

For a D2C company, navigating the marketing the correct is essential. AWAY had a completely different take on how to enter the market and it still stands out in the startup world.

When Away's initial production run faced delays, the founders used their free time wisely. They interviewed 40 community members, including photographers and travel writers, compiling their tales into a travel book named "The Places We Return To."

They then launched a campaign offering the book for pre-order, bundled with an Awinay product gift card. The book exceeded expectations, selling 1,200 copies. This success prompted a significant shift in their focus. Away decided to prioritize storytelling, establish a long-term content strategy, and redefine their brand beyond luggage. Their goal was to inspire people about travel. They fostered a lively online community on Instagram and began producing diverse content pieces.

3. Influencer and Community Engagement:

Influencer marketing plays a vital role in Away's strategy, as they deliberately create content to convey their brand story and showcase travel experiences.

For instance, they collaborated with influencers like Marlene Lee, based in Bali, who beautifully captured the essence of travel in a hotel room, featuring an enticing view with the signature red Away suitcase cleverly hidden under a straw hat.

Another successful example is Hegia de Boer, a self-described "visual storyteller and occasional traveller," whose post garnered 10,000 likes and an impressive 11% engagement rate. Additionally, macro influencer Phil Cohen, a 2017 Shorty Awards nominee, contributed by showcasing his travel wardrobe, a departure from the usual traveller or destination-focused content in Away's influencer campaign.

In the fiercely competitive world of travel brands, only a few manage to stand out and reach extraordinary heights. This is a tale of one such brand that not only survived but thrived, thanks to a carefully crafted strategy that yielded astonishing results.

As you can already see, a significant traffic rate for AWAY was the power of social media in the 21st century. From magazines to mega screens, AWAY established a business of $ 1.4 billion with a straightforward social media strategy.

The Strategy

The brand, whose name we shall keep anonymous for confidentiality, embarked on a journey to revamp its presence and appeal to a broader audience. Their strategy was rooted in a multi-faceted approach that incorporated digital marketing, social media, and user engagement.

1. Leveraging the Power of Instagram

Recognizing the growing influence of Instagram in the travel industry, the brand dedicated significant resources to building a captivating presence on the platform. They curated visually stunning content that showcased breathtaking destinations, unique experiences, and the thrill of exploration. Consistency, high-quality imagery, and relatable storytelling became their cornerstones. The result? Over 500,000 devoted followers eagerly anticipated each new post.

2. A Website That Beckoned Travel Enthusiasts

The brand's website underwent a massive transformation. It was revamped to offer comprehensive travel guides, insider tips, and captivating narratives. The content was not only informative but also inspired wanderlust. With over 2 million annual visitors, it became a trusted resource for travel enthusiasts worldwide.

3. A Brand Worth $1.4 Billion

The culmination of this strategy was nothing short of remarkable. The brand's ability to connect with its audience, provide valuable information, and inspire wanderlust translated into tangible success. With time, the brand's value soared to an impressive $1.4 billion, solidifying its position as a major player in the travel industry.

Lessons Learned

1. Engage Your Audience: The brand's success was fueled by a genuine connection with its audience. Engaging storytelling and valuable content kept followers coming back for more.

2. Visual Appeal Matters: Instagram's visual nature was harnessed to perfection. High-quality visuals made the brand's posts stand out and captured the essence of travel.

3. Website as a Resource: A well-crafted website can be a treasure trove of information for your audience, establishing your brand as an authority in your niche.

4. Patience and Persistence: Building a thriving brand takes time and consistent effort. The brand didn't achieve its $1.4 billion valuation overnight; it was the result of years of dedication

Quoting Jen Rubio from her interview with The Industry.Fashion:

In conclusion, this success story is a testament to the power of strategy and creativity in the digital age.

By recognizing the potential of platforms like Instagram, creating valuable content, and nurturing their audience, this travel brand not only survived but thrived, leaving a mark on the travel industry that is hard to ignore.

The D2C Book Suggestion for the Day- D2C Growth Revolution

Recommended Reads:

1. Further Insight into AWAY’s The Industry Interview article 

2. Top 9 Killer Automation for Your eCommerce Store

3. Travel Accessories Market Snapshot from 2023-2033