Cases no traveler can do without
By Franco Emman Von M. Cena
October 8, 2006
Page B3
IF YOU THINK TRAVEL BAGS would shave off your pockets, better think twice.
With the release of American Tourister’s newest collection, budget-tight travelers and bag freaks can now shop a piece or two sans the guilt of spending lavishly on bags and luggage.


True to its tagline, “Low Cost, First Class,” American Tourister addresses the needs of the growing number of value-conscious travelers via the introduction of its latest, sensibly chic, pieces aptly designed for business and leisure travelers.


The line includes the wheeled iLite, which comes in trendy candy colors; the masculine Airstop, usually hardcases; the sturdy Entry and the Special Edition; and MXT.


Each American Tourister product is backed and guaranteed by Samsonite, the brand almost synonymous to Tourister’s quality and durability. It is, after all, now under Samsonite’s line after it was acquired in 1993 by the Samsonite Corporation.


Although carrying the Samsonite label, American Tourister is primarily targeted at travelers who are in tight budget and those who would not like to shell out big bucks. It was, after all, American Tourister’s aim to offer products at a moderate price without compromising quality and functionality.


American Tourister is no beginner in the luggage industry. It was in 1993 when Sol Koffler started the company in Providence, Rhode Island with the high hopes of coming up with a tough suitcase that could sell for a dollar.


In the 1950s, the company started experimenting with new materials and modern designs with the growing population of travelers. As international travel soared the following years, the company continued to design hardside products while also responding to the shift in demand for softside but durable cases.


With innovation, Tourister eventually succeeded in breaking into the luggage industry.


Over 70 years later, the brand continues the tradition of quality and design at great value, coming out with a wide range of travel bags—from large multicolored suitcases and smaller carry-ons to backpacks and laptop bags.


To date, American Tourister is one of the most recognized brand names in the world, with 85 percent brand awareness in the United States.


Bent on providing quality, American Tourister submits its products to quality and tumble tests.
The bags, now in different colors, answer the demand of women seeking stylish and trendy bags. Bags are now part of the person’s fashion, said Me-an Santos, marketing and sales senior director.


Customer satisfaction is also one of the primary considerations of the company as it offers warranty terms for its goods. One will only need to surrender the product to any Samsonite service center worldwide, Santos said.


Last year, American Tourister started to reestablish its presence in the Philippines. Its products are now sold in over 60 outlets nationwide, including The Travel Club, Duty Free Philippines, The Landmark, SM Department Store and Robinsons Department Store.