Kuoni outlines new positioning
Kuoni is looking to reposition itself as a “more upmarket, value added and bespoke tailor made” operator following extensive research among the trade and consumers.
The operator’s managing director Nick Hughes said the tour operator was aiming to achieve an average sale price of £3,000 per person, per week.
“We already have a pretty good average ticket size, but that (£3,000) is what we would like to achieve,” he said.
Hughes, who took over after the departure of Sue Biggs last year, said although the operator enjoys double representation in the ‘wealthy achievers’ bracket of the UK population, it still needed to increase its visibility among consumers.
“We are a very strong trade brand and we’ve done a brilliant job of marketing to the trade, but we are not as visible as we would like to be among consumers,” he explained.
He said recent research showed only one in six people were aware of the Kuoni brand unprompted.
“I would like to see this double,” he said.
He said a rise in consumer awareness would also benefit the trade.
“It’s a win win situation for the element of the trade that is choosing to work closely with us,” he said.
*See separate story on the impact of the big four mergers on Kuoni’s business.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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