Client

Vallestour

Period

2024 - Present

Sector

Tourism, Education

Vallestour is a family-run travel agency founded in Sabadell in 1980 by the Solsona family, with a clear vocation from day one: designing memorable, specialist experiences that exceed their clients' expectations and set themselves apart from conventional agencies. With a client base built on loyalty across generations, the agency maintains that pioneering spirit by combining accumulated knowledge with a constant drive for innovation and a team of travel professionals who know their destinations firsthand.

GOALS

Against a backdrop of post-pandemic recovery and rapid digital acceleration in the tourism sector, Vallestour faced a structural challenge: a minor online presence, a very limited digital community, and a communication strategy built almost entirely on word of mouth. With over four decades of experience behind them, the agency had valuable assets that the digital environment was not yet making the most of.

The project began within the framework of the “Última Milla” grant, a programme linked to the Recovery, Transformation and Resilience Plan (PRTR) funded by the EU, designed specifically to drive digitalisation and competitiveness across the Spanish tourism sector.

IDEA

The process began with a deep understanding of Vallestour’s reality: its genuine strengths, its current audiences and the opportunities that a shifting market was leaving open.

Through workshops with the team, client surveys, an exhaustive analysis of direct competitors and both national and international sector studies, we built a solid foundation for a strategy that was honest about what the agency is and ambitious about what it could become. This analysis allowed us to design a precise communications framework, with a differentiated tone of voice and a clear understanding of the cognitive biases at play in each purchasing decision.

IMPLEMENTATION

From research to action: a plan spanning identity to channels, with technology as the lever and people at the centre.

Four decades of expertise, accumulated judgement and a loyal client community deserved a digital presence to match. The process culminated in a comprehensive strategic roadmap that gave Vallestour a coherent digital identity, a conversion-optimised website, a sustainable content system and active advertising campaigns across search engines and social media.

The most transformative element of the project was the integration of artificial intelligence at the heart of the agency’s operations. We designed and implemented a digital assistant that combines the capabilities of a specialist travel chatbot with those of a digital concierge: available around the clock, able to guide each client profile according to their needs, connected to Vallestour’s catalogue and internal systems, and trained on the agency’s specific knowledge.

Alongside this, we automated key communication processes directly within the website’s CMS, from newsletter generation to the creation of client materials, reducing the operational burden on the team and freeing up time for what an agency like Vallestour does better than any algorithm: accompanying people on the journeys of their lives.

From LITW, we continue to support Vallestour’s decision-making through data analysis, campaign management and organic search positioning, ensuring every action is backed by sound judgement in a constantly evolving market.