Consumer Willingness Survey on Customization Services for Travel Luggage and Bags

 

I. Market Scale and Demand Foundation

 

(A) Market Growth Momentum

 

The global market for customized travel luggage and personalised backpack products is expanding rapidly. In 2022, it reached RMB 150 billion (≈USD 21 billion), and is projected to surpass RMB 200 billion by 2025, growing at a compound annual growth rate (CAGR) of approximately 8%.

China has emerged as the core growth engine. By 2025, the customized segment accounted for 31.8% of China's total luggage and bags market-up from 21.5% in 2020-with a CAGR of 12.3%, significantly outpacing the industry average. This surge is driven not only by the post-pandemic recovery in tourism but also by rising consumer demand for personalized, high-quality travel gear.

 

(B) Core Willingness-to-Pay Data

 

Consumers show strong willingness to pay for customization:

70–80% of respondents explicitly stated they would pay a premium for customised luggage services.

Among premium travel trolley bags buyers, 65% ranked "personalized design" as their top purchase driver.

Demand for services like monogramming and modular assembly has surged by 72% year-over-year, becoming a key innovation catalyst.

Demographically, young consumers (aged 18–35) dominate, representing over 60% of the custom market. They prioritize self-expression and scenario-specific functionality in their custom luggage bags and personalised backpack choices.

 

II. Core Dimensions of Customization Demand

 

(A) Personal Expression Needs

 

Aesthetic Customization Preferences:
Consumers favor visual personalization, including:

Color combinations (58% selection rate)

Pattern design (46%)

Logo/badge customization (42%)

TraveRE's "Aurora" series uses 3D printing to deliver "one-case-one-design" travel suitcase solutions, achieving an 89% repurchase rate-demonstrating the powerful impact of exclusivity on purchase decisions.

IP and Thematic Customization:
Both corporate clients and youth segments show strong interest in IP collaborations. Examples include:

Tech firms ordering business travel bag with embedded brand mascots

Anime-themed travel luggage bag for Gen Z travelers

Such customised luggage commands 30–50% price premiums while maintaining high loyalty-a testament to emotional value creation.

 

(B) Functional & Scenario-Based Customization

 

Scenario-Specific Adaptation:
Over 80% of users prioritize durability, space efficiency, and portability-sparking demand for use-case-tailored designs:

Business travelers: Prefer business travel bag with laptop shock-absorbing compartments + USB charging ports (37% demand share).

Outdoor enthusiasts: Seek waterproof performance (ISO 4920 standard) and ultra-light materials in lightweight luggage case and rugged travel trolley bags (29% demand share).

Modular Design:
Demand for detachable wheels, expandable compartments, and interchangeable panels is accelerating. MCM's "Urban Explorer" personalised backpack series-featuring modular snap-on accessories-sold over 80,000 units in a single month in 2023, becoming a youth favorite.

 

(C) Material & Quality Customization

 

Premium Material Preference:
Upgraded consumption drives demand for high-end materials:

Aerospace-grade aluminum suitcase and magnesium alloy options now account for 48% of custom requests-surpassing traditional PC (35%).

Titanium alloy, with its ultra-low density (0.8 g/cm³) and high fatigue resistance, is the top choice for luxury customised luggage, yielding gross margins up to 58%.

Eco-Friendly Material Demand:
Sustainability is reshaping choices. Bio-based plastics and rPET recycled fabrics saw 45% YoY growth in customization requests. TUMI's PLA-material travel luggage line-certified with the EU Ecolabel-has gained strong market acceptance among eco-conscious professionals.

 

III. Current Pain Points in the Customization Market

 

(A) Demand-Supply Mismatch

 

68% of corporate clients report that manufacturers cannot fulfill complex requests (e.g., deep IP integration or specialized functional modules), with most offerings stuck at "standard product + logo" level.

35% of consumers complain about long lead times (>7 days), which fails urgent travel or event needs.

 

(B) Quality Control Gaps

 

A 2025 National Market Regulation Administration inspection found 15% of custom luggage bags exceeded formaldehyde limits (violating GB 21027-2007).

42% of complaints cite defects: stitching detachment, zipper jams, blurry logo printing-severely damaging user experience.

 

(C) Fragmented Service Chain

 

45% of customers wait >48 hours for initial responses.

28% face blame-shifting when quality issues arise.

Lack of dedicated coordinators forces an average of 5+ communication rounds to finalize specs.

 

(D) Pricing Opacity

 

No standardized pricing for customization (e.g., logo embroidery varies 2–3× across vendors).

32% of potential buyers abandon orders due to unclear cost structures-especially for aluminum suitcase or lightweight luggage case material upgrades.

 

IV. Industry Trends Driven by Evolving Demand

 

(A) Intelligent Customization

 

"AI + human designer" collaboration is becoming mainstream: AI generates base concepts in minutes; designers refine details. This cuts design cycles to <2 days with 85% accuracy.
3D printing enables mass-customized production of unique travel suitcase and personalised backpack units at lower batch costs.

 

(B) End-to-End Service Integration

 

Leading brands now offer closed-loop systems:

"Insight → Design → Production → After-sales"

With dedicated project managers providing:

24-hour response

3 design options within 72 hours

One-point accountability

This resolves legacy issues of slow response and miscommunication.

 

(C) Smart + Sustainable Fusion

 

53% of custom orders now include smart features (GPS tracking, weight sensors). Huawei's co-developed 5G smart travel trolley bags achieve 52% gross margins.

Eco-materials (bio-PC, recycled polyester) are becoming standard in customised luggage portfolios.

 

(D) Hyper-Targeted Segmentation

 

Custom solutions are increasingly scenario-specific:

Kindergarten-safe personalised backpack with non-toxic dyes

Vehicle-mounted emergency travel luggage bag kits

Executive business travel bag with RFID-blocking pockets and modular tech sleeves

Corporate gifting and employee welfare programs are also driving B2B custom luggage bags demand, projected to grow 15% annually.

 

V. Conclusion

 

Consumer demand for travel luggage customization has evolved from "basic personalization" to a holistic expectation of scenario adaptability, premium quality, and seamless service. With >70% willingness to pay and a 12.3% market CAGR, the opportunity is immense.

Young individuals and corporate clients are the twin engines of growth. The three core demands are:

Visual personalization

Functional scenario-fit

Premium/eco-conscious materials

Despite current challenges-supply-demand gaps, quality inconsistencies, service fragmentation-the path forward lies in four strategic directions:

Intelligent design

Closed-loop service

Sustainable materials

Precision segmentation

As innovation accelerates, customized luggage and bags will shift from niche preference to mainstream norm. By 2025, the global premium customization market is expected to exceed USD 2 billion, with China at the heart of this transformation-as both the largest market and the leading innovation hub for next-generation aluminum suitcase, lightweight luggage case, travel trolley bags, and personalised backpack solutions.