Kuoni has unveiled its brand “revitalisation” to broaden its family appeal as it hails a significant hike in trade sales.
The tour operator aims to grow its share of the family market and widen its reach beyond special occasions, such as honeymoons and weddings.
The new branding, trailed last month, includes the return of a travel globe to its logo after a 15-year gap – a deliberate move to highlight its worldwide holidays range as it shelves sub-brands Alfred&, which offered tailormade Africa and India holidays, and North American by Kuoni, to bring all product under the main Kuoni brand.
Its updated ‘Travel Kuoni’ logo – rather than just Kuoni – has ditched blue for new colours including yellow to add a more contemporary feel as well as a range of other colours including terracotta and black in a bid to retain its heritage but offer a more contemporary feel.
The new look, created with branding agency ODA which has clients including Costa Coffee and Which?, will be rolled out from January 2025 across the business, including its 27 branches on the high street and in John Lewis department stores. The company said adding the word ‘travel’ before Kuoni would make it clear it was a travel company to those unfamiliar with the its brand.
Its Manchester store, which is relocating to a smaller site on the same street, will act as the pilot. The fascia will feature the Travel Kuoni logo on a black background while its window will have a yellow frame and yellow door furniture, including a contemporary globe ‘bus stop’ sign.
Managing director Mark Duguid said the changes were “much broader than a rebrand” as part of a strategy to ensure Kuoni “stands out from the sea of sameness” among travel brands.
He said “extensive research” had shown Kuoni scored “exceptionally well” on quality and reputation but was seen as expensive and out of reach to some consumers. The brand
“On the value metric feedback, the feedback score is challenging,” he said, stressing: “We’ll remain a very special brand, still very much premium.
“We are seen as exceptional at special occasions. It means we dominate in that category but it’s also limiting. We need to be seen as more accessible and in the consideration set for families. We’re looking for growth, especially in the family market.”
Kuoni has already expanded its holiday range, with more competitive price points and bespoke family resorts and plans to launch more long-haul destinations next year.
As part of the new approach Kuoni “substantially decreased” its 2024 peak season prices and introduced a flexible trade commission structure allowing agents to scale commission earnings up or down to complete a sale.
It has also increased its trade sales team from two to six over the last year.
Duguid described trade sales as enjoying “phenomenal growth” this year, with double-digit, and in some weeks, triple-digit, growth year on year.
“We have seen a difference in terms of conversions and in feedback from agents; they are finding us sharper on price and really value our service,” he said, adding Kuoni aimed to reduce reliance on its own shops for sales.
“We are reaching more agents and encouraging them to revisit us and give us another go. Agencies are also coming to us in their droves.”
More: Kuoni hopes to make product ‘more accessible’ with rebrand [October 24]
