Qantas and Australian luggage brand July have joined forces to create a collection of suitcases with built-in tracking. The collaboration integrates July's CaseSafe technology directly into the suitcases' TSA lock system, allowing travelers to monitor their belongings through Apple's Find My network or Google's Find Hub. This tracking solution offers extended battery life and maintains connectivity across global travel networks, addressing a persistent pain point for frequent flyers.
Available in two distinct designs (a midnight black standard edition and a dark blue premium version for Gold status and above Frequent Flyers), the range includes both carry-on and checked baggage sizes. Each piece features distinctive Qantas branding and an integrated luggage tag holder. As July's co-founder Athan Didaskalou points out, the embedded tracking technology creates a "set and forget" experience that provides complete peace of mind throughout someone's journey.
TREND BITE
These new suitcases sit at the convergence of two consumer trends. First, the rise of 'invisible tech' — solutions that solve real problems while fading into the background of our experience. The Qantas x July partnership exemplifies this SAPIENT SYSTEMS approach, where tracking capability is embedded into existing hardware rather than requiring separate management.
Second, the collaboration reflects what we've described as EMPATHY ENSURANCE, where brands extend support well beyond the point of sale. By addressing the anxiety of lost luggage — a significant post-purchase concern for people who've booked flights — Qantas can build customer loyalty through an ongoing service that anticipates travelers' needs throughout their journey.
Spotted by Pablo Riquelme
