Go Travel empowers global retailers with Dash

Challenge: With over 40 years of experience, Go Travel is a trusted name in travel accessories—think luggage locks, travel pillows, and adaptors seen in airports and department stores around the globe. But when it came to managing creative content for a fast-paced, global retail network, their legacy DAM just wasn’t cutting it.

Solution: Enter Dash: a modern, cloud-based digital asset management (DAM) platform that’s transformed Go Travel’s small (but mighty!) design team collaborates, creates, and supports retail partners worldwide.

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Who is Go Travel?

As the original travel accessory brand, Go Travel is synonymous with quality and innovation. Based in the UK and operating globally, they create smart, stylish products designed to make every journey smoother.

Ben, Go Travel’s Artwork Manager, wears many hats—from designing packaging to capturing product photography and producing marketing content. With team members and partners spread across the UK, USA, and Asia, Ben needed a simple way to manage assets across time zones.

The challenge 

First, let’s look at some of the challenges Go Travel were facing before they found Dash - and what sparked the need to move digital asset management systems. 

Internal servers were holding them back 

Before Dash, Go Travel used Asset Bank to manage their content. The problem was that Asset Bank was hosted on Go Travel’s own servers, which made updates tricky and limited the team’s ability to scale. As the team transitioned to remote work during the pandemic, it became even harder to access files and keep things moving. Ben says: 

“Our server-based system made it difficult to work remotely. Moving to Dash gave us one central place in the cloud,it just made sense.”

The shift to remote work wasn’t the only pressure. The pandemic reshaped the travel industry. As teams became leaner and budgets tighter, Go Travel needed a cost-effective solution that could flex with their changing needs.

That’s where Dash came in. ✨

Note: Asset Bank has now retired its self-hosted platform and is now fully cloud-based. It’s still a great option if you’re a large organisation with more complex needs.

A new brand direction

As consumer expectations evolved, so did Go Travel. With rising demand for sustainable products, especially from eco-conscious retailers, Go Travel completely overhauled their packaging.

“We moved away from plastic blister packs to mostly cardboard. Some categories are now 100% plastic-free, which cut our plastic use by 80–90%.”

Of course, new packaging meant a wave of new assets—designs, product photos, and marketing materials that needed to be reviewed, approved, and distributed quickly. Dash gave Go Travel the perfect platform to manage this transformation with confidence.

A fresh look for a growing market

Go Travel also refreshed its branding to better connect with today’s consumers. They kept their iconic brand mark but introduced a brighter colour palette and updated logo for more impact across all channels.

“Our new branding helps us stand out more with consumers, it’s a real step forward.”

With Dash, Ben had the perfect chance to start fresh. Rather than migrating everything from their old DAM, he built a clean, curated library of up-to-date, on-brand assets.

“I reviewed every asset and only uploaded what we needed. Dash makes it so easy to keep everything clean and consistent.”

The solution 

Luckily, Asset Bank and Dash are both owned by Bright - an independent software provider dedicated to helping brands and businesses make the most of their visual assets. Asset Bank is ideal for mid-market businesses in the travel, education and non-profit sectors. Dash, on the other hand, is perfect for growing ecommerce and retail brands like Go Travel. So Ben didn’t have to look far to find a better-fit DAM for his team. Plus, the Asset Bank and Dash team are easily able to work together to migrate assets between systems.  

A single source of truth for every asset type

Today, Dash is Go Travel’s go-to hub for all creative content. From high-res product photos to spec sheets and videos, everything is organised, easy to search, and ready to share.

Even better, the intuitive interface has encouraged the team to store a wider variety of content—and every asset is previewable, from videos to PDFs. No more digging around or downloading files just to see what’s inside.

“It looks cleaner, it’s easier to use, and people aren’t emailing around for files anymore.”

Find anything fast with auto-tagging

One of the key features of Dash is the auto-tagging feature.It detects objects and colours in your images, so you can find content without knowing the exact filename.

Search for “blue pillow” or “travel adaptor”? Dash will do the rest.

It means, when users  go to search for that image later down the line, they don’t need to know exact filenames to find what they’re after. They can simply type something like “blue pillow” or “travel adapter,” and Dash will do the rest.

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✨ Dash is about to release a suite of new AI features that includes smart tagging. With this enabled, Dash will be able to detect your specific product names and product lines, making it even easier to organise your content. 

Tailored access for every partner

Go Travel works with a diverse network of agents, distributors and retailers. Each one sells different products depending on the region. Dash allows Ben to control exactly who sees what.

“Retailers only see what’s relevant to them. They’re not overwhelmed and we save time.”

Plus, when a retailer downloads a product, they’re able to resize it in Dash according to their image requirements. 

This means external teams can self-serve assets in the formats they need, without having to ask Ben and his team. It’s a huge time saver—and a much smoother experience for everyone involved.

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Streamlined workflows, from photoshoot to launch

Launching new products is a global effort. Dash helps Ben manage every step, from photoshoots to distribution.

“I name the files, upload them to Dash, then delete the local copies. There’s one master version and it’s always up to date.”

Because Dash is cloud-based, the team can upload and access large files like instruction manuals and video content from anywhere. That means fewer duplicates, cleaner collaboration and quicker launches.

Ben’s recommendation to other brands 

When we asked whether Ben would recommend Dash to other brands, he didn’t hesitate:

“If they’re not using something like Dash, it’s a no-brainer. It’s quick to upload, easy to manage, and anyone technical or not can find what they need and download assets in the format they want.”