Recently updated on January 20th, 2020 at 06:51 pm
Back in the 2000s, there was a British mantra – WWKMD – or, “What Would Kate Moss Do?” In the 2010s it was appropriated by the royals to, “What Would Kate Middleton Do?” The answer to any of life’s big questions could be found by walking a mile in their perfectly formed shoes. The Kates both understood one thing, the power of value – Moss in collaborating with TopShop and turning it into a global phenomenon almost overnight, and Middleton by championing the ‘affordable’ British designers.
No longer did your Average Joe or Jane have to stump up thousands of their hard earned pounds for a piece of instantly-regretted haute couture to be part of the in-crowd. They could get their hands on something far more elegant, and memorable, for less than a week down the coal mines.
The trend towards high-quality affordability for the savvy, value-conscious consumer really started in fashion. The big name, haute-couture designers released affordable ranges that were beautifully crafted and within reach – both aesthetically and financially. Ralph Lauren/Polo, Donna Karan/DKNY, Marc Jacobs/Marc by Marc Jacobs…the list is endless. They even started forming relationships with high street chains à la Moss, getting a limited range into the hands of a fashion-aware but financially challenged audience.
Two decades ago the no-frills, low-cost airline carriers began to democratise travel, making it affordable for all. Hotels then got in on the act by turning travel local. Traditional chain brands like Marriott, Starwood and Hyatt launched less expensive, hip spin-offs (EDITION, W Hotels and Andaz) that appealed to younger, more urbane travellers who valued experience over mod cons. Their in-house restaurants, bars and coffee shops were packed with the city’s bright young things and designed as much for the neighbours as they were for the guests.
Then came experiential travel. The real luxury of travel is no longer measured simply in vintage Champagne, four-figure thread-counts and Michelin stars. Value has been placed in the kind of travel that creates long-lasting memories and animated dinner party conversations. Backpackers have been travelling this way for years, but they often have time on their side and a willingness to ‘slum it’ in hostels and dorm rooms. But there’s no reason that travel can’t be stylish, packed full of experience and insights, and also be inexpensive.
CostSaver, our very own Trafalgar ‘spin-off’, is one of the first diffusion brands to hit the travel sector, making experiential, high-end travel cheaper by focusing on what you really want to get out of your trip. A more à la carte approach to travel tailored to your own personal WWKMD, whether that be Moss or Middleton. Pay for what you want and not what someone else thinks you want, take control of your life and become the trendsetter you’ve always wanted to be. The more people realise that they don’t have to compromise on the richness of the experience to get value for money, the better this world is going to be.
CostSaver’s wallet-friendly itineraries leave travellers with plenty of free time to explore, while removing the hassle of organising their trip independently. Most importantly, the focus is still placed on Trafalgar’s travel ethos of truly experiencing the best of each destination and making personal connections with locals. Cruise along the River Rhine, step inside an underground city in Cappadocia and hop between the Greek islands. WWKMD – well, Costsaver of course, darling!
Image credits: Cover image © iStock / DNY59. Photo of Kate Moss © Flickr / Guian Bolisay. The W Hotel in Boston © W Hotels. Cappadocia, Turkey © iStock / Ben Stevens.