Initial Context and Business Challenges
Travel Rock and Multitravel are part of the same group, yet for years they operated independently.
Travel Rock organizes Argentina's traditional graduation trips, supported by a sales team distributed across regions throughout the country. Multitravel, on the other hand, sells travel packages, flights, and hotel stays, with a different sales and post-sales model. Although both brands are part of the same group, for years they evolved independently.
That independence had a very practical consequence: Grupo Travel's leadership had no consolidated view of the two businesses. Each unit managed its opportunities and service cases on separate platforms, with no information shared between them.
The challenge was especially visible in customer service. The Contact Center, branch offices, and WhatsApp operated as separate channels: a traveler could reach out through different touchpoints, while the teams on the other side lacked a complete view of the customer's case, account, or sales opportunity. Travel Rock's branches also relied on headquarters even for simple service tasks.
Building the Solution
The result is a single platform—Sales Cloud, Service Cloud, Experience Cloud, Agentforce, and Marketing Cloud—supporting two brands with distinct business models.
EDSA's work began at the core of the business: the sales operation. Using Sales Cloud, Travel Rock structured its sales territories and the full journey of each opportunity, from the first contact with a school through contract signing. In parallel, Multitravel organized its own sales and post-sales processes, with security rules tailored to its management structure.
For customer service, Service Cloud gave every case a defined workflow, with specific rules for Travel Rock and Multitravel so that each request could reach the right team without having to go through headquarters. Travel Rock's branches also gained their own Experience Cloud portal, allowing them to manage cases and accounts independently.
One of the most visible improvements came through WhatsApp: Meta's official channel was enabled for both brands, with every conversation automatically linked to the corresponding account and sales opportunity.
At this stage, Agentforce was added as the virtual agent that now interacts with customers from both brands. Drawing on the Group's knowledge base, it answers frequently asked questions, identifies the purpose of each conversation, and routes it to the appropriate team. When it cannot provide an answer, it hands the conversation over to a person or automatically creates a case, helping ensure that no customer request goes unanswered. Agentforce has played a key role in reducing the workload of both customer service teams.
To complete the journey, Marketing Cloud was used to send a satisfaction survey at the end of each case.
Impact and Business Benefits
Early results are promising: cases are being resolved faster, and Agentforce is already handling more than half of all inquiries without human intervention.
The impact is already clear in day-to-day operations. A traveler who reaches out through WhatsApp no longer has to repeat the same story twice. A Multitravel or Travel Rock case now goes directly to the team best equipped to resolve it. And for the first time, Grupo Travel's leadership can see the complete operation of both brands from a single place.
"The solutions developed for Travel Rock and Multitravel addressed the specific needs of each company while also considering how they operate as part of an integrated ecosystem, with all the challenges that entails. We especially value EDSA's ability to understand our business and translate our needs into practical solutions."
With this foundation in place, Grupo Travel is already evaluating the integration of Travel Rock's ERP and the addition of its other business units—One Five, Super Futbol Tour, Super Tour, and Samba—on the same architecture, without having to start from scratch for every new brand.