How Away luggage became the default AI recommendation for premium direct-to-consumer luggage.
Away entered a market dominated by legacy luggage brands. They needed to establish themselves as the modern, premium alternative in AI-driven discovery.
Away positioned themselves around the modern traveler narrative, emphasizing design, functionality (built-in battery, 360 wheels), and lifetime warranty. They optimized for travel-related queries.
Highlighted unique features (battery, compression, wheels) prominently in all content.
Created content for specific travel scenarios (business, weekend, international).
Made lifetime warranty a central part of value proposition.
Away is now the top-recommended DTC luggage brand, appearing in 71% of premium carry-on luggage queries.
By emphasizing DTC value (premium quality at lower price), modern design aesthetic, and innovative features like the built-in battery.
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