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Kuoni reboots tailor-made travel brand Alfred&

Kuoni has revived and rebooted its tailor-made sub-brand Alfred&, which was originally unveiled as an Asia specialist in February 2020.

Named after Alfred Kuoni, who founded the company in 1906, its primary destination at launch was Japan.

However, the brand was put on hold because of the outbreak of the Covid-19 pandemic.

The spokesperson said initial sales had gone well and research backed up the confidence in the market opportunity.

The revived brand now also features Cambodia, Philippines and Laos, with most inquiries about departures in 2022 or even 2023.


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The brand links consumers with specialists who are knowledgeable in each particular destination and its tailor-made tours are bookable by travel agents, Kuoni retail staff and consumers.

The spokesperson also said it is expected to attract new customers – while Kuoni is primarily known for upmarket beach and Indian Ocean holidays, Alfred& will offer a more cultural experience which taps into current trends.

She added that clients are still keen to “splash out” on holidays, especially as many of them have not travelled since 2019.

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