Koozies and key chains and T-shirts, oh my!
Most travelers are familiar with the swag bag they receive on trips, usually consisting of a few small branded items. Unfortunately, many of these are destined to be left behind in hotel rooms or end up in a landfill. Whether they’re simply trying to watch the weight of their baggage or declutter their cupboards at home, many travelers are tired of swag. There’s also a growing awareness of the ills of overconsumption, leading to a spike in sustainability-minded customers and minimalist attitudes.
But trip swag isn’t dead — it’s just evolving. Here are some tips for turning your trip swag from something destined to gather dust to a true marketing asset.
Make It Functional
Travelers are more likely to use well-made everyday items than trinkets or decorative objects. They’ll use things like power banks, umbrellas and insulated travel cups when they return home. If you want to get creative for the frequent traveler, mini first-aid kits or a TSA-approved travel grooming kit with your logo on it could be great — travelers will reach for them for years to come. But here’s a word of warning: The items you give your travelers need to be high-quality to be considered truly functional. You don’t want to give them a pen that barely works or a cheap umbrella that will break with the slightest gust of wind. For items that are wearable, partner with high-quality brands to make sure customers will want to wear that hoodie or T-shirt; the same goes for cosmetic or edible types of swag, like lip balm, sunscreen or hand sanitizer.
Make It Relevant
Trip swag should be relevant to the trip’s themes and destinations, so when a traveler looks at the item, they can more easily remember where they got it. Examples include nice wine openers or stoppers in a premier wine region or a locally made souvenir. It’s even better if travelers can use their swag while on the trip. Great examples include a neck fan that your customers can wear on an outdoor tour in a hot and humid destination; an international power adapter for your trek around Europe; and a branded card deck they can use to play cards during your trip.
Prioritize quality, not quantity
A gift basket filled with cheap tchotchkes is less meaningful — and less useful — than a few curated, higher-dollar items. After all, any person who routinely travels doesn’t need another branded koozie or trinket, and if your customers aren’t using your gifts, you may as well be throwing your cash in the trash. So, spend your money wisely. One stylish or helpful swag item, like a quality sweatshirt or high-quality portable power bank, is equal to five trinkets. If you really want to get them something like a water bottle, spring for the higher-quality one that won’t melt in the dishwasher. These higher-quality items are going to be the ones your customers reach for again and again in their daily lives.
Sustainability Matters
In 2026, sustainability is common sense — and a priority. According to Booking.com’s 2025 Travel & Sustainability Report, sustainability is important to 84% of travelers. That means tour operators need to not only shift what they’re doing while they’re traveling, but also adapt other aspects of their business to reflect this. That includes choosing sustainable trip swag. Look for products made from natural materials instead of plastic, and focus on items that are reusable, like metal drinking straws, travel-sized bamboo cutlery, 100% cotton tote bags or silicone travel bowls. Environmentally focused items like seed packets of herbs or native flowers are a sustainable and fun DIY activity for when travelers return home. Another tip to make your swag more ethical and sustainable is to purchase it locally. Fly into your destination a day before to shop for locally made souvenirs for swag instead of getting something shipped to you — that way, you’re supporting the local economy while giving your travelers something to remember and avoiding the cost and waste that comes from shipping. You can also ask the tourism office or other local tourism partners for help in sourcing gifts.
Try Digital Swag
Another exciting trend in the world of travel is digital swag. To save space in your travelers’ luggage and to reduce your trip’s environmental footprint, try giving digital gifts instead of physical items. This can include things like online subscriptions to a travel publication, coupons for basic language-learning courses and access to interactive maps. Digital goodies to add to your digital swag bag can include things like a shared photo album app that lets all your travelers upload pics from their camera roll; shared music playlists; or social media templates. Even if the digital swag is one small component of all your trip swag, it can be a thoughtful, unique addition to what your travelers take home with them.
