Kash Bhattacharya launched a blog called BudgetTraveller in 2013 focused on budget travel in Europe. He created guides on luxury hostels and cities which brought in sponsorships and fees from hostels. However, after 18 months he felt the content lacked a unique thread and memorable brand. He realized he needed a killer idea within the crowded budget travel niche. He developed the idea of "Luxury Hostels of Europe" by focusing on higher-end hostels and showing they could appeal to older travelers or travelers looking for more than a basic hostel. The guidebook and marketing campaign was successful in driving traffic and exposure for the hostels, demonstrating a return on investment. It also led to opportunities like his own