Kuoni has launched a new brand to accommodate the growing demand for adventurous holidays.

Discover focuses on the four regions the luxury operator deems to be the most memorable and rich with authentic experiences – Latin America, India, the Far East and Africa.

The brand was unveiled at the Dorchester last night with the help of Simon Reeve, presenter of BBC programs such as Equator and Tropic of Cancer. Reeve said the trips Kuoni had put together reflected the new type of experience seeker.

He added: “The experiences people want have fundamentally changed in the last 10 years. Back then it was about having a meal in a strange land dressed in local feathers and garb and dancing around. Now they want memorable and genuine experiences and the holidays on offer in this Kuoni brochure offer that.”

Travellers can choose between independent itineraries, small group tours, escorted tours, private tours, rail journeys, self-drive, cruises or safaris.

They can cherry pick options in the brochure or have Kuoni tailor-make a personalised itinerary in destinations such as Antarctica, Venezuela, Patagonia, Annapurna, Hampi and Kathmandu.

Marketing manager Sarah Beckwith said: “This collection represents extraordinary experiences for our travellers. They can explore the world and experience true adventure, all backed up with Kuoni’s unparalleled experience, insider knowledge and service. We can optimise your holiday time by tailor-making whatever experiences your heart desires.”

A dedicated sales team has been installed to work on Discover with agents and an online magazine has been created to support the product at i-travel.kuoni.co.uk.