Travel essentials company Cabeau has appointed Objective TR as its strategic marketing partner to support the next phase of its travel retail expansion.
Under the partnership, Objective TR will support Cabeau’s travel retail-facing marketing activity across B2B industry events, trade media and strategic communications.
The collaboration will focus on clearly articulating the brand’s product performance credentials to retail and industry stakeholders.
Cabeau was founded to address a practical consumer need: improving comfort while resting during travel. The company designs travel pillows and accessories based on research-led development and consumer testing, with a focus on ergonomic support.
The brand is stocked across airport, inflight and travel retail channels worldwide and is positioned around product performance rather than design-led appeal alone.
Cabeau Founder & CEO David Sternlight said: “Prior to launching Cabeau in 2009, I was one of many consumers who struggled with discomfort when travelling. I tried numerous travel pillows on the market and, despite their bold claims, none of them actually worked.
“If you’re going to claim that a product improves comfort and support, you need to back it with scientific studies, research, data and consumer testing – which is precisely what we’ve done with Cabeau.
“Our design process has always been guided by research, testing and real feedback from travellers, and that evidence continues to drive our growth in travel retail. As the travel retail sector evolves and places increasing importance on the consumer experience, it has become more important than ever that this product truth is communicated clearly and credibly to our retail partners.
“Working with Objective TR enables us to take a more strategic, objective-led approach to how we share that story with the industry, ensuring our messaging reflects not just what our products promise, but what they demonstrably deliver.”
Objective TR is a B2B consultancy providing advertising, video production, event services, industry insight and creative support to companies operating in travel retail.
The company was founded in 2025 by travel retail media and events professional Ben Webb, formerly TR Business Managing Director. Its services include strategic campaign planning, media and event strategy, competitor and market analysis, media buying, creative alignment and performance tracking.
As part of its work with Cabeau, Objective TR will support how the brand is positioned and communicated across the travel retail channel.
Objective TR Managing Director Ben Webb remarked: “Objective TR is delighted to be working with Cabeau. I first met David at the Airline Retail Conference in Paris in 2013. As a fellow tall person, who has always found travelling uncomfortable, it was immediately clear to me that David wasn’t simply trying to sell travel pillows – he was focused on solving a genuine consumer problem.
“Given his determination to create products that provide comfort to travellers, it was no surprise to witness Cabeau’s rapid growth within the travel retail sector in the years that followed.
“Cabeau hasn’t succeeded by chasing trends; it has succeeded by backing its ideas with research, testing and real-world evidence.
“Supporting a brand that takes that approach, and helping translate that product truth into clear, compelling B2B marketing messaging for the travel retail industry, is exactly what Objective TR was set up to do.” ✈
