Travel essentials specialist Go Travel has launched a 3-tier strategy for its travel pillows as the brand seeks travel retail expansion.
With a focus on ‘right product, right place, right price’, the brand hopes to meet the needs of every level of customer within the channel.
Go Travel Vice President Sales Denz van der List said: “We have three core travel pillows at three key price points. Our mission for the global travel retail market is to maximise opportunities to sell the right product, in the right place, at the right price.”
Go Travel’s travel pillow offer includes:
- Memory ZZZs – affordable, entry-level product focused on value for money
- Memory Dreamer – mid-level, contemporary design, comfort product
- Ultimate 3.0 – premium product, luxurious feel, high-end design details, ultra-comfortable.
Go Travel will have American versions of the pillows – ZZZs, American Dreamer and Ultimate 3.0 – and supplied from its US production facility.
“Our 3-tier range allows us to work with travel retail partners on delivering the best possible product offering in the right location,” van der List added.
“We are 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,” said van der List.
He said Go Travel’s regional focus is paving the way for stronger partnerships. “We have seen how successful our American Dreamer product range has been in the USA 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 noted. 
