Luggage giant Samsonite has named Luxury Escapes as its official travel partner in a new collaboration spanning social content creation and broader marketing initiatives.
The partnership will see the two brands work with Australian travel content creators to document the premium travel experience end-to-end – from initial inspiration through to arrival at the destination. Joint content will cover destination guides, packing tips and travel hacks, distributed across both brands’ channels.
Samsonite vice president for Australia and New Zealand, Ari Priester, said the tie-up was a natural fit. “This partnership allows us to elevate our customers’ travel experience from initially dreaming and planning, right through to take-off,” he said. “We’re making it easier than ever for Australians to experience travel that feels seamless, stylish, and unforgettable.”
Luxury Escapes CEO and co-founder Adam Schwab said Samsonite’s reputation made the decision straightforward. “Samsonite is a premium brand with a reputation for stylish, sturdy and smart luggage, so partnering to showcase their extensive range to our discerning travellers is a no-brainer,” he said.
Both companies said the partnership aimed to reach new and younger audiences while reinforcing existing brand positioning among loyal customers.
The announcement comes ahead of Luxury Escapes LIVE, the company’s first large-scale consumer travel event, taking place at Melbourne’s Royal Exhibition Building this weekend. More than 10,000 travellers are expected to attend alongside 50-plus premium travel partners, with representatives travelling from as far as Hong Kong and the Maldives. The event will feature destination showcases, exclusive offers, giveaways and appearances from Melbourne personalities including Miguel Maestre, Jane Hall and Shane Delia. Schwab will also address attendees on the current travel landscape and the hottest destinations for the second half of 2026.
