To transform the Barceló Group’s travel section into an international brand.
It is now a strong and flexible brand, with an international presence, capable of encompassing all the group’s business areas, as well as[g1] its vision.
Promoting a vision of an innovative journey, in constant evolution, able to coordinate evolution and growth.
Going beyond branding, establishing an authentic group culture.
In the last decade, the travel sector has experienced a profound transformation. This transformation was caused not only by an evolution in services, technology and communication, but mainly by a change in travellers themselves and their own concept of travelling: their attitudes, emotions, habits and resources.
The old, simplified notion of tourism has expanded and branched out into a complex variety of profiles for both travellers and trips alike. In a hyper-connected world, where people are constantly on the move, different types of people look for different types of experiences, but increasingly, they are all converging on one same traveller. It’s not just about visiting places, but getting to know and experiencing them, in the search for authenticity and individuality. A change in paradigm which is constantly developing: the travel sector finds itself in a permanent state of change, driven by the globalisation.
Through nearly one hundred years of experience in the travel sector, the Barceló Group has grown and evolved at the hands of its clients, developing an innovative offer of services to satisfy the demands of the contemporary traveller.
When a brand experiences large-scale growth, it goes through a very complex transformation process. On one hand, it must unite the identity it has built and the progress it has made, with the need to confront new challenges and offer a broader variety of products and services, without losing its values and its soul. On the other, this transformation implies leading its own vision of the future, and a flexible structure that allows sustained growth over time.
Through these premises, we provided consultancy and strategic work for Barceló on a large scale. We needed an umbrella brand with an international ethos to provide a name for and unite its travel section. This brand would cover a wide range of services found in all areas of the business, from tour operators and an airline, to specialised agencies. This is how Ávoris was founded. A new name for a new organisation that would permit the vertical integration of all its brands, whilst bringing solidity and flexibility to the group’s exponential growth.
But a brand is much more than just a name and a visual identity. Above all, the creation of Ávoris defined a Brand Culture in which Barceló’s values and vision were crystallised, crossbred and hybridised with a crucial element of the large-scale growth brought about by the group: innovation.