Ever wondered what was behind the 'Luxury for Less' travel brand? Recorded at MAD//Fest this July, Stephanie Trivass, Head of Brand for Secret Escapes, talks about tone of voice, being bold and toothbrushes.

In the competitive world of luxury travel, the secret isn’t just in the destinations—it’s in the details. Stephanie Trivass, Head of Brand at Secret Escapes, revealed the real trick to standing out at Mad Fest 2024: personality. "We always try to inject a bit of sparkle into our communications," she says. "Travel is fun, and we want that to show in everything we do."

In a market flooded with deal-seekers, Secret Escapes has found a way to stand out by offering "luxury for less." But it’s more than just price—it’s about creating a memorable experience. "People want to get more for their money. This is their one holiday of the year, and we want to make it count," Travass explains.

This balance between exclusivity and value also carries through in their marketing. Secret Escapes’ cheeky ads, often humorous and abstract, create a brand identity that feels both accessible and aspirational. "We don’t take ourselves too seriously," she adds. "We like to poke fun at ourselves and bring a smile to our customers."

Interestingly, Trivass draws inspiration from an unlikely source—a toothbrush. "I love the way a brand like Suri focuses on the product itself—its sustainability and durability—without relying on the usual gimmicks," she says. "No fake smiles, just real quality." This philosophy resonates with how Secret Escapes builds trust: by focusing on authenticity, not just the glossy image of luxury.

When it comes to luxury travel, it turns out, the secret might just be in the brushstrokes—and the toothbrushes.