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.