With over four decades of history, Bancorbrás continues to innovate and adapt its operations to meet new consumer demands. In this interview, Claudio discusses tourism trends in Latin America, the influence of digital marketing on the company's strategies, and reveals innovative projects underway.
Travel2Latam: How has Bancorbrás stood out in the tourism and services market, and what are the main strategies adopted by the company to continue growing in this sector?
Claudio Roberto: With 41 years of history and experience, Bancorbrás Group values the well-being and comfort of its customers, while at the same time valuing seriousness and commitment to its partners, staying connected to market trends and new technologies. Focused on the behavior, desires and expectations of our customers, we are constantly improving and developing new products and services to offer a more fluid journey.
One of our main strategies is to integrate the physical world with the digital world, offering the convenience of online shopping combined with consulting from a specialized team. This ensures that our customers have access to the best opportunities and can enjoy memorable experiences, further enhancing Bancorbrás solutions.
Travel2Latam: What are the main challenges that the tourism sector has faced in recent years, and how has Bancorbrás adapted its operations to overcome them?
Claudio Roberto: After the pandemic, the sector faced challenges such as the increase in hotel and airline rates, for example. Customer profiles and behaviors have changed significantly, making them more demanding and focusing more on the experience and not just the destination. Quality has become as important as price.
This has led us to constantly seek new partnerships, adopt technologies and innovate. Pillars such as service curation, a fluid and intuitive purchasing journey, and the provision of differentiated content, adapted to different customer profiles, have become fundamental. Strengthening the entire tourism chain is essential, as collaborative work, where everyone wins, from the supplier to the customer, strengthens the sector as a whole.
Travel2Latam: What are the main trends that you identify in tourism in Latin America, and how is Bancorbrás preparing for these changes?
Claudio Roberto: When tourists plan their vacations, they look for more than just flights and accommodation; they want to create memories and live new experiences, often in destinations and tours that are little explored. We have seen an increase in the demand for immersions, such as gastronomic tourism, wine tourism, civic tourism and sustainable tourism. Travelers seek authentic experiences.
In addition to new forms of tourism, technology has become a great ally, providing faster service and an expanded range of products and services. Today, customers have greater access to the internet and information, which makes them more decisive about what they want on their trips.
The various tourism channels on both free-to-air and cable TV offer a world of possibilities. We are ready to offer our clients what they are looking for, with a specialized team prepared to put together the best itineraries and negotiate the best deals.
Travel2Latam: How has digital marketing influenced Bancorbrás' strategies, and how has the company used new technologies to connect with its customers?
Claudio Roberto: Bancorbrás has always reinvented itself, including in the way it promotes its products and services, wins new customers and, most importantly, interacts with the public.
Today, our campaigns integrate the physical and digital worlds, allowing us to be present throughout the consumer journey. We seek out the media our customers consume to get closer and deliver the desired message. We work with sponsorships of major events and merchandising actions on TV programs, and we enhance these actions in the digital world, with influencers focused on our niches and segmented campaigns.
Our focus is always on respecting the customer, and we work to ensure that they perceive the value of our solutions and become brand promoters, recommending our products.
Travel2Latam: Could you share any innovative projects or partnerships that Bancorbrás is currently developing to strengthen its presence in the market?
Claudio Roberto: Bancorbrás Group has been working strategically to expand its presence in the market. We are undergoing a rebranding, strengthening the Group and facilitating multi-brand positioning.
To accelerate the structuring of our tourism ecosystem, we have implemented a new business development and monitoring and prospecting of market solutions for M&A.
Currently, the Bancorbrás Group ecosystem includes: Tour Operator, Corporate, Travel Agency, Tourism Club, Travel as a Benefit, Reward Program, Travel Groups, Hotel Units, Zarpo (OTA - Online Travel Agency) and Moblix (Travel Tech), all connected to a fundamental pillar of Governance, which is ESG, through our Bancorbrás Institute.
Interview: Mary de Aquino.
Photo: Divulgação.