El Camino Travel

Building a brand by changing perception of group travel

El Camino Travel is a curated travel company designed for bold women seeking authentic, off-the-beaten-path experiences rather than traditional tourism. They offer small-group trips focused on cultural immersion—such as cooking, dancing, and local art.

The travel start-up had just received another round of funding and needed to hone positioning and better understand conversion motivators.

Through a rigorous discovery process including focus groups and executive interviews, we crafted audience personas and customer journey maps to guide brand and campaign strategy.

Brand Insight and Strategy:

To El Camino Travel’s target audience, travel is a verb, not a noun.

The most impactful insight uncovered was that El Camino Travel has a perception issue – core potential audience groups viewed group travel as something lame. We knew the truth was quite the opposite. We honed overall strategy and positioning, and created paid and organic assets for the company to prove that El Camino Travel is the ultimate cool partner for real travel…not just vacation.