XPLORA | Strategies to connect with the new generation of travelers

In the travel and leisure consumer market, new behaviors are constantly emerging, shifting the traditional rules of the game. There are several user segments, primarily young and digital-savvy individuals, for whom traditional travel agencies are not the top choice.

The change in how trips are planned and booked drives us to understand different lifestyles and life aspirations, such as the need to learn, explore new realities, and share experiences with others.

XPLORA is a brand under Eroski Viajes designed to appeal to a young audience, particularly those eager for surprising experiences, unique environments, and moments to share. Its mission is to energize people, inviting them to discover new places and experiences.

With a predominantly digital focus, XPLORA aims to establish a new relationship with its customers by gaining a deeper understanding of each individual, connecting authentically, and offering a personalized value proposition.

We crafted the brand manifesto and purpose based on the tensions we seek to resolve and the aspirations we want to activate within our target audience, thus creating a unique, inspiring and innovative identity for the XPLORA concept. Our focus is on evolving the idea of travel into the experience of living.

This new narrative not only establishes an emotional connection with users but also attracts other brands that share our purpose.

We have created a seamless and connected experience designed with users in mind. This digital experience unfolds both online and in the experiential store, where all interaction points are defined to activate the user’s energy to discover, explore, and travel. This way, users can find inspiration, plan, and travel with XPLORA.

XPLORA's new purpose has led us to design interaction points that go beyond the traditional ones found in travel agencies, generating value and being present during other important moments in people’s lives.

We designed each interaction point to capture users’ attention at various moments, utilizing innovative graphic and digital resources, as well as content that emotionally connects with them. Through these elements, we created a coherent brand aligned with its purpose.

Brand assets include the XPLORA manifesto video, the website, the My Xplorer quiz, social media content, newsletters and client documentation.

It is essential to design a seamless experience, allowing users to transition comfortably between the analog and digital worlds. Integrating all these brand assets into the physical store experience has been a significant challenge. To achieve the best possible outcome, it has been crucial to collaborate with other agencies involved in the project, such as Flow and Minube.

Continuously understanding our customers' behaviors is key to better comprehending their needs and offering personalized experiences tailored to their unique life moments.

Our goal is to be present in their lives, providing custom solutions for their Xplorer experience. In collaboration with Mondragon University and XPLORA, we have designed and automated recommendation and data collection systems, maximizing customer information to create value and personalize each interaction.