The document discusses Kash Bhattacharya's idea to create a guide called "Luxury Hostels of Europe" to rebrand the image of hostels. The plan was to visit 50 hostels over 6 months in 43 cities, securing sponsors. Key elements included real-time blogging, blog posts, and compiling posts into a free e-book guide since none existed. The impact was visiting 31 hostels in 27 cities and distributing 10,000 postcards. The #Luxuryhostels hashtag received 12 million impressions. Travelzoo UK will send the e-book to their 2.2 million subscribers in April 2013.