B
the travel brand

We are the most traveller generation in history. The world has never been so small, and the possibilities of visiting and enjoying all its spaces, so diverse. The global travel industry has undergone unprecedented development and transformation: few environments have suffered the shock of modernity so severely.

From a technical perspective, the great responsible for this development has been that sum of new capacities that we call digitalization and globalization. But that is just the framework: an unproductive approach for brands seeking to generate significant advantages and relevance in this environment. A fertile vision that puts the focus on the real disruptive agent that has led this transformation: the traveler. A change catalyzed by technology and omnicanality, but led by him.

Travelers have made the travel industry the paradigm of the new universe of contemporary consumption: “Living” is the new “Having”. Property has been reformulated under the new logic of experience. In the still picture of personal development and self-image, it is no longer just possessions, titles, houses and cars that appear: it is us, living, learning, connecting with other places. Generating memories, identity. And nothing seems to be as “living” as traveling.

This perspective, centred on the human dimension, has been a key factor in the strategic evolution in which Nadie guided Barceló Viajes in the creation of its new identity as B the travel brand: a new leading culture, capable of capturing and interpreting the demands of the new traveller towards the tourist ecosystem and its actors.

B the travel brand operates from a total openness to the leadership of its clients and to the enormous complexity it generates.  It is the omnicanal response to a consumer who has migrated to the digital environment, but for some trips and decisions still demands a physical environment, which uses, doses and combines with digital environments. With the help of Nadie’s Service Design and Experience, B the tavel Brand is your multiplatform travel companion: always in touch, from inspiration to return, far beyond the mere transaction.

But today, within each traveler there are many different traveler profiles. The brand generates relevance for each of them by introducing a deep segmentation in its innovation process. Creating large poles of travel culture such as the B the travel Brand Xperience stores: large flagship spaces in Madrid, Barcelona and Palma, leaders, with a clear impact on the sector and on the creation of community. And superior environments, such as B the travel brand Catai, where the reputation of a leading tour operator supports a segment of superior prestige, where everything is designed for travel and extraordinary occasions.

Company website: www.bthetravelbrand.com