The Travel B*tch
#zerofucksluxe
A straight-talking travel concierge partner for the 0.01% of the world’s travellers, delivering a #zerofucksluxe approach through bespoke experiences like never before.
A zero-BS brand with a passion for living life large wanted a brand overhaul that captured its unapologetic energy and unrivalled access to the world’s most exclusive travel experiences. With a client base where budget is never part of the conversation, the challenge was to launch Travel Btch* during a global pandemic in a way that would make people lust after a post-pandemic world of indulgence and exploration.
With clientele sitting firmly in the 0.01% of the global travel market — and still able to travel mid-pandemic — our approach put them at the centre of the brand experience. These are individuals who are time-poor, demanding, and expect everything handled from A–Z (bill included). The solution was to showcase a hyper-personalised, irreverent, and highly fashionable way of travelling that few others could deliver.
Key elements included:
Fashion-first experiences – rare access to Hermes, Chanel, LV, and other high-fashion collaborations woven into travel.
Access-all-areas attitude – from courtside seats at the Chicago Bulls to once-in-a-lifetime experiences that money alone can’t buy.
Instant gratification – a 24/7 concierge hotline giving clients a direct line for whatever, whenever.
Impeccably personal touches – from custom-designed travel packs and textured welcome cards to birthday cakes with inside jokes written in icing.
Subversive identity – even the business card played on exclusivity and discretion, offering only the essentials — IYKYK.
The brand’s tone of voice became a strategic tool in itself: blunt, unapologetic, and entirely anti-traditional luxury travel clichés.
By leaning into its unique positioning, Travel Btch* carved out a space as a leader in the ultra-luxury travel sector. The brand now thrives on a strong culture built around its values — not only recognised internally, but validated by clients and industry partners who are all clamouring to work with this disruptive force in luxury travel.
Emma at The Concept Distillery completely transformed our business and played a pivotal part in us surviving Covid as a travel Concierge by developing a new brand and implementing brand building strategies that not only kept our clients warm and ready to book when restrictions lifted, but in building a new, engaged clientele during this period.
~ Craig Stepnell, The Travel B*tch