UNIQUED is betting on personalized luxury tourism to position Bariloche

In the context of the Destination Tour in San Carlos de Bariloche, Travel2Latam spoke with Federico Barcia, a graduate in Foreign Trade and director of UNIQUED, an inbound tourism agency specializing in tailor-made experiences.

How was UNIQUED created and what is its competitive advantage?

We started three years ago with the idea of ​​offering a personalized service and striving for excellence, something we felt was lacking in the region. We incorporated technology and a more modern vision of the market, with a new generation that sees tourism from a different perspective.

In which markets do they primarily operate?

Our main market is Russia, due to our history and the ties we've inherited with agencies in that country. It's a very demanding market with high purchasing power, which has defined our quality standards. We also receive passengers from the United States, Canada, and Brazil.

What kind of experiences are these travelers looking for?

They seek personalized experiences, an escape from mass tourism, and the feeling of being cared for. For us, luxury doesn't mean standardizing expensive services, but rather understanding each client's needs. The difference lies in the details and in making the passenger feel that there is a real person behind every decision.

You recently mentioned a shift in strategy towards B2B. Why?

Initially, we believed the focus would be more on direct clients, but we realized that travelers with high purchasing power still trust their travel agencies. This trust is built over time, so we decided to strengthen our relationship with agencies by providing them with materials and tools to present Bariloche as a top-tier destination.

From your perspective, what makes this destination so competitive?

It is Argentina's premier tourist destination thanks to its diverse landscapes, with four distinct seasons and moments of unparalleled natural beauty. Furthermore, it offers first-class hotels and restaurants, along with a wide range of activities to suit all tastes (sailing, mountaineering, skiing, and much more).

There are two major highlights: the lake and the mountains. Lake Nahuel Huapi and the mountain experiences allow you to enjoy a unique natural environment with little crowding. Privacy is a value in itself, and Bariloche offers breathtaking landscapes that can be appreciated in complete tranquility.

What are the goals set for 2026?

We want to enhance the winter season. We are developing unique experiences in partnership with two mountain lodges, offering customized skiing and off-piste access via snowmobiles. The goal is to make winter as exciting as summer.

They also plan for a greater international presence.

We are relaunching our website and constantly generating new content. The idea is to provide agencies with multimedia material — photos, videos, and information — so they can promote the destination throughout the year. We also plan to participate in several international tourism fairs this year.

What are the values ​​that define the company today?

We are part of a generational shift in the industry. We are committed to a way of working that is more focused on the customer experience. We don't seek volume, but rather to maintain close and personalized service. If we recommend a hotel and the guest has a problem, we feel the responsibility is ours. We don't want to lose that connection.

How do they guarantee the quality of their services?

Through a careful selection of suppliers, each hotel, restaurant, or experience we offer has undergone an evaluation process and years of partnership. This allows us to maintain a high and consistent standard throughout the network.