The Vienna Secession was used as inspiration for the booklets theme, both visually and conceptually. Being the center of one of the greatest art movements in Vienna's history, the Secession Building provided the iconic image perfect for the cover. Similar to the movement, the catalog reviews the past on one side and looks to drastically change it on the other. Each spread involves a category of travel activity and compares two very different options, each at the top of their genre. The book then appeals to a wide variety of travelers and especially to those open for any new experience.