How Travel Influencers Are Driving the Sustainable Luggage Movement

There is a great change in the travel industry, and especially how travellers pack. With conversations on climate change, over-tourism, and ethical consumption that have held intensely, a new generation of travellers is opting for gear that aligns with their values. Leading this charge? Travel influencers.

Using powerful platforms, relatable content, and curated aesthetics, travel influencers are accomplishing more than featuring dreamy destinations — they are leading the sustainable luggage movement with the way they change their audiences’ minds about travel gear.

From promoting eco-friendly brands to encouraging zero-waste packaging, digital trendsetters are shaping the way being a modern, responsible tourist should look like.

The Rise of Conscious Travel Content

In a space once dominated by luxury hauls and impulse travel shopping, there’s a growing focus on intentionality, and travel influencers are steering the conversation.

They're embracing:

• Minimalist packing

• Eco-conscious luggage brands

• Transparency around production

• Low-impact travel choices

With their reach spanning millions, influencers have the power to normalise sustainable habits, making eco-luggage not only accessible but aspirational.

When a popular content creator shares a sleek carry-on made from recycled plastic or a backpack produced with ethical labour practices, they spark curiosity, awareness, and action in their followers.

Redefining What “Luxury” Means

Luxury used to be associated with leather-bound trunks and designer logos. Today, luxury is being redefined to mean ethical sourcing, durability, and environmental responsibility.

Influencers are leading this rebranding by showcasing luggage that:

• Looks high-end, but is made from vegan or recycled materials

• Offers modular, repairable components instead of disposable designs

• It is lightweight and built for versatility, not excess

This modern take on travel gear is making it cool to be eco-conscious. In 2025, looking good isn’t just about aesthetics—it’s about values. And followers are paying attention.

Showcasing Circular Luggage Brands

Many influencers are ditching fast fashion and disposable accessories for luggage that’s part of the circular economy. One standout is Koora, a brand known for:

• Using 100% recycled plastic in construction

• Offering modular parts for easy repairs

• Offering a part of every bag they sold for afforestation

When influencers highlight brands like Koora in their packing videos, “what’s in my bag” reels, or travel gear reviews, they’re subtly educating their audience on how to travel better—and why it matters.

By emphasising the story behind the product—where it came from, how it was made, and what happens at the end of its life—they elevate a suitcase from object to movement.

Packing Light, Packing Right

Sustainable luggage isn’t just about the bag itself—it’s about how you use it.

Influencers are increasingly promoting:

• Carry-on only travel (to reduce carbon emissions)

• Reusable containers and low-waste toiletries

• Packing cubes and compression bags to avoid overpacking

• Neutral, multi-purpose outfits to reduce quantity

Through vlogs, Instagram stories, and packing tutorials, they demonstrate how to fit a month of travel into a single eco-friendly bag. This kind of content proves that conscious travel doesn’t mean sacrifice—it means smart strategy.

Authenticity Over Advertising

Today’s audiences are savvy. They can spot a sponsored post from a mile away. That’s why influencers who genuinely believe in and use sustainable luggage brands tend to resonate more.

Many travel creators are now:

• Only partnering with brands they trust

• Sharing unfiltered reviews

• Being transparent about brand partnerships

• Encouraging followers to buy less, but better

This authenticity makes their recommendations stronger and helps drive real change. When an influencer says, “I’ve used this recycled carry-on for three years and it still looks brand new,” that’s a powerful message. It encourages consumers to invest in gear that lasts, not just gear that’s trendy.

Elevating Small & Indie Brands

Sustainable luggage brands are often smaller operations without massive marketing budgets. Influencers help level the playing field by putting these brands in front of global audiences.

Instead of defaulting to major luggage companies, influencers now often highlight:

• Indie vegan brands producing small-batch collections

• Handcrafted luggage companies with transparent supply chains

• BIPOC- and women-owned sustainable gear startups

This shift in attention not only diversifies the industry, it also helps audiences make more informed and inclusive choices.

Educating Through Storytelling

Influencers are natural storytellers. And in 2025, stories matter. Rather than rattling off features, they explain why a sustainable choice makes a difference.

For example:

• A video detailing how leather tanning pollutes water sources can prompt a switch to vegan options.

• A reel showing how a recycled duffel bag is made from 30 plastic bottles can inspire more thoughtful purchases.

• A blog post comparing durability across traditional vs. recycled materials can debunk myths about quality.

By turning facts into stories, influencers help people understand the real impact of their buying decisions.

Influencer-Led Collaborations & Campaigns

As sustainability becomes a selling point, many eco-luggage brands are collaborating directly with influencers to co-create products, collections, or awareness campaigns.

Examples include:

• Signature lines designed in collaboration with eco-conscious creators

• Crowdfunded campaigns led by influencer advocacy

• Behind-the-scenes factory visits to show ethical production

• Challenges like #PackLight or #ZeroWasteTravel to engage audiences

These partnerships blur the line between content and activism, allowing creators to move from promotion to participation in the sustainable travel movement.

Final Thoughts: Influence for Impact

As of 2025, influence is not all about likes and clicks. It means responsibility. And travel influencers are rising to the occasion on their respective platforms to encourage a world where travel does not merely entail the destination; instead, travel should be, for most, about how you get there, what you carry, and what you bring to the destination.

Not only are influencers switching out the products people purchase, but they are also changing the way people look at things.

So when you come across a video of someone packing a suitcase on Instagram or YouTube, don’t focus solely on what’s inside the bag, but rather, what the big picture that they’re showing.

Thanks to them, sustainability is no longer an afterthought in travel—it’s the future.