Kuoni has announced a new look for January 2025, following a complete review of the business, which has seen it cut prices, introduce more affordable destinations, and drop its sub-brands to focus on its core business.
UK Managing Director Mark Duguid, confirmed that sub-brand, Alfred&, has been ‘retired’, and Breeze has been removed from its US programme.
Mark said Kuoni will ‘look and feel really different’ from January, as it tries to broaden its appeal. “This is more than a logo refresh, we’ve done a huge amount of research over the past year,” he added. “We’ve looked at the whole business and how we retain our ‘specialness’ whilst appealing to a wider range of customer types, particularly doing more to target families.”
He said Kuoni has been lowering prices since January, cutting its margins to make sure it’s competitive, renegotiating offers with suppliers, and adding more affordable destinations such as Turkey, Dominican Republic, Orlando and Jamaica. More Turkey product, such as Istanbul and beach twin centres, for example, will be added soon
A Kuoni spokesperson said it is ‘continually monitoring competitor prices’ so it remains competitive, and, in some instance, it is undercutting. “We want to be seen as less exclusive, offering quality holidays that are affordable,” added Mark, who took over as MD two years ago. “I think some people might have not considered Kuoni in the past because of the perception that we were expensive.”
Kuoni said travel agents will ‘remain central’ to Kuoni’s sales strategy under the leadership of Sarah Weetman with flexible commissions, training, educationals and joint marketing all on the agenda for 2025.
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UK Managing Director Mark Duguid, confirmed that sub-brand, Alfred&, has been ‘retired’, and Breeze has been removed from its US programme.
Mark said Kuoni will ‘look and feel really different’ from January, as it tries to broaden its appeal. “This is more than a logo refresh, we’ve done a huge amount of research over the past year,” he added. “We’ve looked at the whole business and how we retain our ‘specialness’ whilst appealing to a wider range of customer types, particularly doing more to target families.”
He said Kuoni has been lowering prices since January, cutting its margins to make sure it’s competitive, renegotiating offers with suppliers, and adding more affordable destinations such as Turkey, Dominican Republic, Orlando and Jamaica. More Turkey product, such as Istanbul and beach twin centres, for example, will be added soon
A Kuoni spokesperson said it is ‘continually monitoring competitor prices’ so it remains competitive, and, in some instance, it is undercutting. “We want to be seen as less exclusive, offering quality holidays that are affordable,” added Mark, who took over as MD two years ago. “I think some people might have not considered Kuoni in the past because of the perception that we were expensive.”
Kuoni said travel agents will ‘remain central’ to Kuoni’s sales strategy under the leadership of Sarah Weetman with flexible commissions, training, educationals and joint marketing all on the agenda for 2025.
The post Kuoni ditches brands and lowers prices to widen appeal appeared first on Travel Gossip.
Continue reading...
