Kuoni says trade growth reflects renewed focus

Kuoni says it has “turned a corner” in its relationship with third-party travel agents as it announced an increased focus on trade sales of Africa and southeast Asia.

Third-party agents – which exclude Kuoni’s own stores – are now the operator’s fastest-growing sales channel.

Head of trade partnerships Sarah Weetman said Kuoni had made “great strides” on third-party agent sales, which the operator had struggled to rebuild immediately post-Covid with fewer resources and staff focused on the trade. The change follows the expansion of Kuoni’s trade sales team to seven in the past two years.

Third-party agent sales for the operator are up 26% for the year to date on last year, with home-based agents now accounting for 40% of trade sales, up from 30% last year.

Weetman said: “We have been able to connect differently with agents, in a more personalised way. We have turned a corner in trust and confidence. I feel we are making great strides on that; we are getting better cut-through because of the size of the team and awareness.”

Managing director Mark Duguid, who launched the operator’s new identity and branding in January, added: “There was huge appetite from the trade [for premium tailor‑made worldwide product].”

The operator is now focused on increasing sales for destinations including southeast Asia and Africa by promoting multi-centre itineraries, while maintaining the Indian Ocean as its strongest-selling region.

Weetman said: “We now want to talk about other destinations where we have not been as proactive.” 

The operator has already introduced a more affordable range of itineraries in southeast Asia, particularly focused on Thailand, and it plans to hold two Passport To Africa trade events this month.

These will be held in Dorking and Newcastle for up to 25 agents, with interview-style sessions with Kuoni’s product managers and the chance to quiz its destination experts.

“For Africa we are being bold,” said Weetman. “We’re going back to Kuoni’s heartland – it was our first destination 60 years ago. Our ambition is to double our Africa sales in 2026 through the trade.”