The Domestication of

Travel By Sara Ecclesine

Adventure, excitement, the lure of ; sometimes it can feel like everyone but you is cliff diving in Australia, dirt biking in Baja, or bagging 14,000-foot peaks in the Canadian Rockies. Whether Millennials are staring in despair at their friends’ Instagram feed, or Boomers and Gen Xers are recalling past exploits, there is an experience gap between people’s self-image and their daily life. goods products are bridging that gap, crossing over from action sports, adventure and the outdoor industry to the travel goods industry. Featuring design cues and innovation from more extreme sports, these clever, stylish bags and accessories are making commuters, business travelers and family campers feel a little cooler.

58 Winter 2017 Travel Goods SHOWCASE ranz Wieshuber, SVP applies to an Osprey . Very jackets but no motorcycle, and subway sales and marketing for extreme, but my kid uses it for a school commuters tuck their laptop in a bike LCI Brands, sees this as backpack because it’s cool.” Consumers messenger bag. part of a larger authen- are voting with their wallet to get all the Other travelers remember an adren- ticity trend. “Consumers technology and authenticity they can aline-fueled life before family and work want to feel brand afford, rather than all the technology took priority, and have maintained a authenticity. I’m not they need. taste for brawny products and niche sure many people really In some instances, bags with a rug- brands. OGIO Marketing Manager need a Yeti ice chest that ged style and an aura of authenticity Nathan Adelman calls this a “moto keeps your beer cold for appeal to consumers who will never attitude.” Similarly, United by Blue a week. Nevertheless, take the road less traveled, just as kids customers have an outdoorsy attitude, that’s what they’re will- in the Midwest buy surf trunks, boom- whether they are “taking our backpack ing to pay for. The same ers own “Born to Be Wild” motorcycle or on the subway, or wear- ing our flannel for fly fishing or bar hopping,” shares United by Blue PR F Associate Ethan Peck. The adventure-crossover trend has spawned best-selling products for com- panies in the travel goods industry, as well as their retailers. Read on for products that are expanding the appeal of travel goods, and the specific market segments they address. Attainable Adventure DIY – GSI Outdoors and Wieshuber uses a term from the outdoor industry to describe the week- Outside Inside Games have all end-warrior market segment: “outsid- the supplies to bring the party esy.” He acknowledges that “the top of the outdoor/adventure pyramid is small outdoors, including partyware and extreme, but the middle/bulk of the market is vastly larger and more for a variety of adult beverages, moderate. These consumers are called a hand-cranked blender to up ‘outsidesy’ rather than ‘outdoor extrem- ists.’ We’re the car campers, weekend

PHOTOGRAPHS COURTESY OF THE MANUFACTURERS your mixology game, and a full warriors, etc. We love the extreme brands, but really don’t need the true selection of -weight extreme functionality of many of their games. products.” During weekend trips and active , the outsidesy consumer prac- tices a kind of do-it-yourself glamping. Their picnics and car camping trips get them out, but not that far out. And often they are taking all the comforts of home along with them. One key supplier of the DIY glamping set is GSI Outdoors and their sister company Outside Inside Games. As described by co-owner Don Scott, this fun-loving family business “began as a collection of enamelware Always Instagram ready: and has evolved to include everything LCI Brands WaterSeals™ needed for exceptional and drink in the outdoors as well as for fun camp- pouches and hard cases allow ground games. We consider ourselves to be at the forefront of glamping and consumers to bring all their hope our customers will enjoy raising electronics with them into the a GSI Outdoors Nesting Wine Glass as they play a fierce game of Outside great outdoors. Continued on page 60

Travel Goods SHOWCASE Winter 2017 59 Continued from page 59 intimately connected to their mission aimed at the motorsports industry. In Inside Backpack Bocce!” to remove a pound of trash from the the opinion of Adelman, “picking out Another key characteristic of the water for every product they sell. In a backpack is similar to picking out outsidesy consumer is that they see 2010, United by Blue hosted their first clothes. People have a style prefer- no need to unplug, and are always cleanup the same week they sold their ence, and they value a sense of style. Instagram-ready. LCI Brands has devel- first T-shirt. In the seven years since Bags such as the OGIO Rebel Pack LE oped a comprehensive collection of then, they’ve planned 202 cleanups in Benjamins Backpack (with a $100 bill WaterSeals™ pouches and hard cases, 27 states, removing 1,039,456 lbs of printed fabric exterior) is an example allowing their customers to bring all trash. The mission of United by Blue has of a strong style statement. It’s a moto their electronics with them into the become a way to engage with custom- attitude that can be carried over into a great outdoors. Wieshuber shares that ers. “We are focused on building rela- person’s daily life, whether they’re going “our new WaterSeals magnetic water- tionships with consumers by facilitating to a business meeting or out with the proof pouches have really taken off incredible experiences through the lens family on the weekend.” and we’re expecting a big year next of sustainability and conservation,” says While many bags designed for year.” The cell-phone size WaterSeals Peck. “Our pledge to remove one pound extreme sports and outdoor applica- Floating Waterproof Zip Pouch is touch- of trash per product sold means rallying tions are more than adequate for work screen, camera and video usable. And our team and like-minded volunteers to day and commuter use, the workweek the tablet-size WaterSeals Magnetic pick up plastic bottles, tires, appliances, is also enhanced by accessories crossing Waterproof Phablet Pouch allows your and even abandoned trucks from riv- over to the travel goods industry from tablet to function as an underwater ers, streams, creeks, and beaches. Our the outdoor industry. GSI Outdoors camera, with the addition of voice and commitment has really resonated with has taken the evolution of adventure audio functions. So you can record and our customers, both consumers and travel products from classic camping share video and images and also take a retailers who also feel strongly about and hardcore backpacking to glamping, break from your boating or swimming responsible, durable goods.” and one step further to daily lifestyle to watch the latest lol cat video. OGIO is known for overbuilt bags items like the stainless commuter java The Weekday Style of Weekend Warriors The outsidesy consumer doesn’t change their identity when they go from the weekend to the weekday. They still think of themselves as adventurous, rugged or attuned to , and they want workweek accessories that fit both their sense of self, and have the techni- cal features they’ve come to expect. The United by Blue 30L Base Backpack comes in a variety of colors that reference the outdoors, especial- Not just a pretty pattern: The United by Blue 30L Base Backpack in ly a topography print that specifically evokes (for topography grey appeals to the outdoorsy traveler with its visual the former girl scouts and boy scouts reference to topo . The volume and organizational features who remember learning to count con- tour lines). Peck describes United by (like a laptop sleeve) make it the perfect commuter backpack. Blue packs as being “durable, func- tional, and the perfect size to take you In their seven years from the office to the outdoors” and the 30L Base Backpack is all of that. in business, United Voluminous enough to use as luggage by Blue has organ- (for an experienced packer) and sturdy enough to be a day pack, it also has tech ized 202 cleanups features like a laptop sleeve. And like all in 27 states, remov- United by Blue packs, it’s made from recycled polyester and vegetable tanned ing 1,039,456 lbs of leather covered by a lifetime guarantee. It’s a great multi-use bag for someone trash. Along the way, whose self-image (but not their full- they’ve forged incredible relationships based on shared values time occupation) is adventure. United by Blue’s bags are also with their customers who have come out to help.

60 Winter 2017 Travel Goods SHOWCASE Compact, smart, press. This coffee press can be used to make French press-style coffee while fast: what’s good camping or backpacking, but you can for backpacking is also drink out of it in the car like a travel mug. This means the very same, also great for your very personal product can be used for morning commute. a weekend of backpacking as well as a week of commuting. Save a step during While LCI has found success with WaterSeals waterproof pouches and the morning rush cases for electronics, Matador is sell- with the GSI ing out of the Droplet XL, a fully func- tional drybag that protects 20 liters of Outdoors Stainless gear, but stuffs down into a palm-size silicone carry bag attached to an alu- Commuter Java Press, minum carabiner. While the Droplet a grab-and-go French press XL would function perfectly well on a serious white-water expedi- coffee maker that doubles as a tion, it also works in everyday life to hold damp clothes or a wetsuit after a commuter coffee mug. gym visit or a pre-work surf session. A drybag is an adventure staple, and by making a drybag this small, light and convenient, anyone can have a Droplet XL clipped to their daily briefcase or laptop bag in case of an emergency. Adventure to Travel Crossover When the outsidesy consumer does go on a work trip or family , they choose luggage, carry-ons and per- sonal items with innovative outdoor- capable features and an adventurous appeal. One example is the Matador Not just for white water rafting anymore: the Matador Droplet XL Hydrolite hydration pack, a feature- scrunches full-featured drybag technology down to a lightweight, rich, packable 8L bag which includes a 2L bladder, in-line Sawyer® MINI water packable size that’s perfect for travel or daily use. Clip onto your filter, and a fully-waterproof main com- partment with sealed seams. The water bag with the attached carabiner and go – you now have the per- filter is in the tube of the hydration fect emergency bag to keep necessities dry in inclement weather, bag, so after you fill up the bladder, the water is filtered automatically as you or isolate wet things in your luggage. drink through the tube. Instead of tak- ing a small daypack and buying an end- Exploring Cuba with less number of bottles of water while exploring a new city, many travelers are the Matador Hydrolite – choosing the Hydrolite. Tamara Keller, Matador reimagines an director of sales for Matador believes that “travelers want high-end and will adventure staple, the pay for quality products, with new tech- mountain bike hydra- nology – and that’s where Matador exceeds. The consumers have spoken, tion pack, as a sporty, and the travel industry is changing and morphing into a new generation of packable daypack that high-end, amazing quality, hip bags.” delivers filtered water Eagle Creek also excels at devel- oping travel goods versions of out- on demand. Continued on page 62

Travel Goods SHOWCASE Winter 2017 61 While still showing its A moto attitude and the dura- backpacking heritage, bility to match – the overbuilt the Eagle Creek Deviate and voluminous OGIO Rig 9800 Travel Pack 60L is smart- Travel Bag in Special Ops is ened up for urban travel with the addition of clever a must-have carry-all for the features like the Check-in Fly, a rain fly that can zip avid, discerning user with a lot up into a protective duffel. of gear to haul.

Continued from page 61 pack straps, and two handles to turn gear to the track. With a completely door industry staples. As an example, it into a duffle. This feature protects solid hard-shell bottom called The Sled, where Matador reimagined the hydra- the bag from snagging and damage by and a 7500-cubic-inch capacity, the Rig tion pack, Eagle Creek took an internal airline baggage handlers. 9800 tips the scale at 14.2 lbs. But for frame pack for backpacking and turned Of , some of the bags con- those who need to take many trips a it into the perfect piece of luggage. The sumers choose for vacations and work year and haul a lot of gear, the overbuilt, Deviate Travel Pack 60L is available trips are truly designed to be used for voluminous Rig 9800 is the way to go. in a men’s and women’s fit, as well as a completely different purpose, like a Adelmann reflects on success bred in a larger-volume model. The Deviate hike through the Himalayas or schlep- from authenticity: “Between Callaway unclips to become a carry-on size 45L ping motorcycle gear. But the fact that and OGIO we are involved in a lot of travel backpack with a 15L clip-on day- they are over-built for an extreme user sports that have a really avid, loyal fan pack. The bag has an obvious backpack- makes them appealing to the average base. We are known for golf and moto ing lineage, so it’s going to appeal to a outsidesy traveler, who is attracted sports such as dirt biking, but also traveler with an outsidesy self-image, to a bag with serious durability and triathlon: we make a bag for Ironman as well as the need or desire to carry authenticity. with wet/dry pockets and space for their own stuff. However, the Deviate is Adelman believes this is a prime water bottles and a helmet. Discerning, not a dumbed down expedition piece, strength of the OGIO brand. “OGIO avid users are the best customer base it’s been smartened up for urban trav- has always resonated with Moto GP because they will pay more to buy a el. Urban-travel features include the and non-traditional 2-wheel and 4-wheel superior product, either because they Check-in Fly™, Digital Safe-Zone and sports. OGIO is for the on-the-go adven- need the features, it fits their self-image, RFID pocket, as well as full integra- turer, whether they are , dirt bik- or both. That is where we win.” tion with the Eagle Creek’s Pack-It™ ing or on a trip to Paris, they are all Adelmann’s statement applies to the System. The Deviate is also lockable, adventures for the person who is doing many travel brands selling products with reflective accents for nighttime vis- it. It’s a state of mind, that carpe-diem for adventure-minded consumers. The ibility while through a city. The attitude, it’s not an age or an activity. We combination of outdoor and adven- Check-in Fly requires explanation: it’s a see OGIO bags as your partner in crime.” ture style, and authenticity and features rain fly of the type found on some seri- A perennial favorite in the OGIO form a compelling reason to buy – a ous hiking , but it includes a collection is the Rig 9800 Travel Bag, benefit all of us can appreciate in the zipper which zips it up over the back- designed primarily for hauling moto travel goods industry. b

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