Sunglasses are a staple you’ll find in the suitcase of anyone who loves to travel. Providing both form and function, they can protect the eyes from the sun and are versatile enough to accessorize outfits for any vacation. Despite how vast the sunglasses market is, however—the countless brands that occupy this space are expected to generate more than $25 billion in 2024 alone—arguably, only one brand does travel eyewear best: Ray-Ban. 

 

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Known for its sunglasses and eyeglasses, this industry leader is the biggest global household name in eyewear. Ray-Ban currently boasts the most significant individual market share for sunglasses alone. That’s probably because it upholds innovation as its primary objective. Rather than sticking to tried-and-tested designs like its iconic Aviator sunglasses, it always strives to find new ways to meet consumer needs and preferences—with many of its efforts aimed at providing solutions for specific segments of its customer base. 

Given how many people consider sunglasses a vacation essential, it’s thus no surprise that Ray-Ban directs several of its initiatives toward the travel enthusiast. Here are a few ways the eyewear giant appeals to this particular niche: 

Adaptive eyewear solutions for travel

Refractive errors, such as nearsightedness (myopia), farsightedness (hyperopia), and astigmatism, are the most common vision impairments in the world. More than 150 million in the US alone experience blurred vision because of them, which undoubtedly includes many travel enthusiasts. Unfortunately, their need to wear corrective aids can hinder their ability to enjoy the benefits of a good pair of sunglasses on vacation—especially regarding convenience and ease of use.

 

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Ray-Ban’s solution to this particular hurdle lies in expanding its Optics line. The brand’s range of eyeglasses, which includes frames inspired by bestsellers like the Clubmaster, added the more cutting-edge Ray-Ban Change collection to its roster in September 2024. 

The models here leverage photochromic technology from Transitions Optical, resulting in Ray-Ban’s first-ever light-responsive frames. The brand’s Change eyeglasses thus boast the ability not just to accommodate prescription lenses, but vary in frame design and lens tint depending on UV exposure, allowing them to transform from regular glasses indoors to effective sunglasses under the sun.

When worn with moisture-wicking tees and sun-shielding hats, adventurous travelers can protect themselves from the sun on their backpacking trips. The launch of this collection provides an easier and more convenient way for glasses-wearing travel enthusiasts to benefit from vision correction and UV protection on their trips—without having to pay more for separate eyewear and switch between them depending on their environment. In doing so, it removes potential barriers to accessibility and allows a larger group of potential consumers to try its eyewear. 

 

Innovative frames for streamlined journeys  

Though rewarding, traveling can be challenging. Language barriers and a lack of familiarity with new places can particularly impact one’s ability to navigate various destinations and enjoy their experiences. Though a smartphone can quickly address these issues, safety concerns in certain locations may make it difficult to use them publicly without risk of loss or damage.

 

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Ray-Ban’s latest collaboration with Facebook’s parent company, Meta, can solve these issues. Their Ray-Ban Meta smart glasses package multiple smartphone functionalities into what looks like a regular pair of popular frames like the Wayfarer—allowing users to call, text, and take photos and videos hands-free. 

As such, these innovative specs already appeal to travel enthusiasts, including those who want to communicate with loved ones on vacation or directly share their experiences on social media. However, the two brands go even further by constantly updating these smart glasses. Adding an AI assistant that works like ChatGPT is among the most notable rollouts.

Travelers can use the “Hey, Meta” voice command to streamline their journeys in real-time by getting directions, finding the best spots to eat, and translating menus and signs in other languages.

The most recent update to the Ray-Ban Meta includes a live translation feature that helps navigate conversations with locals as they happen. With the majority of their functionalities useful for directly addressing the most common pain points that come with traveling, these smart glasses significantly help Ray-Ban appeal to a customer niche bitten by the travel bug.

 

Bringing choices directly to consumers

The last—and probably the most important—way Ray-Ban appeals to travel enthusiasts is by taking steps to let them know about the various eyewear options available to them. The brand invests a significant amount of money into maintaining retail outlets at transportation hubs, especially airports, where customers can peruse its many travel-friendly options.

 

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That includes any new product launches that the brand feels may benefit this demographic. In 2023, for example, it partnered with duty-free company Dufry to promote the release of its Ray-Ban Reverse sunglasses collection—which uses lenses that uniquely curve inward—with retail installations in Swiss and Italian airports. These installations allowed passing travelers to try the new specs before hopping on their next flight, motivating them to purchase a pair in time for their next trip. 

These initiatives work so well because Ray-Ban thoroughly researches travel retail trends before designing them. “The traveling customer values engaging experiences as much as the products they are buying, recognizing that memorable interactions and immersive encounters not only enhance their shopping journey but also contribute significantly to the overall value they derive from a purchase,” Gianmarco Montesano, a regional director for Ray-Ban’s parent company, EssilorLuxottica, explained.

That’s why, upon discovering growing preferences for sustainable eyewear among travelers, the brand saw fit to promote the Ray-Ban Reverse at various airports specifically. The collection’s lenses and frames are made of renewable materials and come with 100% recycled packaging and accessories. By pairing these in-demand features with the interactive display cubes from Dufry, Ray-Ban was thus better able to directly present eyewear choices to travel enthusiasts—the kind that immediately appealed to their changing preferences. 

 

Planning your next trip?

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 Already reserved your hotel or hostel? If not, our article with The 6 Best and Cheapest Websites to Find & Reserve Accommodation can help you out. You’ll also find some promotions and discount codes.

 

 Still haven’t booked your plane ticket and want to save big? Take a look at our page with 16 Tips to Save on Flights where you’ll also find the 4 best websites to buy your plane tickets. 

 

And finally, will you need to rent a car during your trip? Then surely our page with The 5 Best and Cheapest Websites to Compare and Rent Cars Around the World will help you choose the best rental car and find a good deal.