Informe correspondiente al ejercicio 2013 elaborado por el operador suizo Kuoni, en el que aporta su visión sobre las tendencias e informa sobre su nueva estructuración del portafolio de productos.

1. kuoni
travel trends report 2013

2. Table of Contents
Introduction & Destination Trends……………….
Holiday Trends………………………………………………
Top 10 Destinations………………………………………
Top 10 Wedding Destinations………………………..
Top 10 Honeymoon Destinations…………….........
Top 5 Holidays for Singles……………………………...
Top 5 Tours……………………………………………………
Holidays by emotional needs…………………………
Future Trends…………………………………………………
Conclusions……………………………………………………
About Kuoni…………………………………………………….
Kuoni’s retail network…………………………………….
Report Credentials
Figures in Kuoni’s 2013 Travel Trends Reports are based on
multiple sources, namely statistics from booking patterns made
between January to December 2012 for holidays during 2012 and
2013, actual passenger numbers, customer behaviour and
feedback. All this data is then analysed by Kuoni’s market
manager’s global insight.
The Report’s 2013 figures are based on holiday bookings made up
until December 2012.
Kuoni has been undertaking this annual Travel Trends Report
since 1980.

3. Introduction
There is no doubting the power of a holiday. It refreshes the parts that other
remedies do not reach, and in these strained times, holidays are needed more
than ever.
Where you book is only part of the decision-making process; the other
decision is what you want to do once there. Do you want an exotic beach
getaway, a family break, an adventurous safari perhaps or a pampering spa
break? Do you want world-class luxury or something more wallet friendly?
Some want to relax; others crave adventure and excitement while time-poor
couples need to re-connect while others go away to make life-changing
decisions.
One thing is for sure, and that is romance is alive and well. Kuoni‟s Top 10
tables on Weddings and Honeymoons reflects that Kuoni customers are
booking hand-picked hideaways, secluded villas, pampering hotels and
private islands spanning the exotic Far East and Africa, magical Indian Ocean,
and colourful USA, Caribbean and Mexico.
But the one destination that scores above all others, regardless of reason for
holiday, is the Maldives. This is currently Kuoni‟s top-selling destination for
2013, as it was for 2012. And one can understand why: the warm Indian
Ocean is home to 1,200 islands that make up this magical archipelago of
idyllic islands.
The Maldives is not only No 1 in our Top 10 Destinations this year but also No
1 in the Top 10 Honeymoons 2013 (as it was in 2012), and No 2 for Top
Holidays for Singles.
These are just some of the top-line results from leading tour operator Kuoni‟s
annual Travel Trends Report 2013. The Report tracks the changing
preferences of the holiday-going public and not only where they book for
weddings, honeymoons, family breaks, or as solo travellers, but also the inside
track on emerging trends.
Destination Trends
The ten top selling destinations for 2013 are the Maldives,
Thailand, Sri Lanka, the USA, UAE, Mauritius, Malaysia, Barbados,
Singapore and St Lucia.
Many destinations have stayed the same in our annual trends report,
reflecting the constant appeal of the exotic countries and vibrant cultures
of the Far East, the Indian Ocean and Caribbean that absorb many of these
2013 slots.
The fact that Thailand occupies the No 2 slot in our Top 10 Destinations is no
surprise. The country offers holidays for everyone from captivating cities such
as Bangkok with its floating markets to small island hideaways to languish in,
overlaid with a friendly, open culture.

4. The USA - in No 4 position - offers a vast range of disparate experiences
within its borders from adventures in Alaska, to breathtaking road trips,
flexible adventures, world-class hotels, iconic cities, sumptuous spas, value
home stays, motor home experiences, fabulous dining, vineyard
experiences and so much more!
The Caribbean takes up two slots in our Top 10: Barbados in 8th place and
St Lucia in 10th. With a minimum 80 plus degrees each day and little
rainfall for most of the year, it‟s no wonder that British holidaymakers
flock to the tropical paradise that is the Caribbean.
Vietnam is definitely the one to watch in 2013. Still outside our Top 10
Holiday destinations chart, it nonetheless has great potential, fuelled by a
greater choice of flights and some exciting new beach options for those that
love the Far East.
Holiday trends
Without doubt, holidaymakers are looking for different types of holidays.
Crashing on a sunbed for two weeks is fine for some, but the more
adventurous want to brew coffee at ancient fazendas, track chimpanzees in
the wilds of Tanzania, salsa in Havana, scale Mount Kenya, watch brown
grizzly bears in the wilds of Canada, or soak up knowledge from an Eco
Conservationist in Costa Rica.
Kuoni offers an extensive range of authentic experiences to satisfy the
increasing number of travellers who want to touch and taste the local
culture.
All Inclusive deals are also emerging as an important trend. Kuoni is helping
holidaymakers stretch their travel budgets with a greater percentage of All
Inclusive holidays across all 14 of its 2013 holiday brochures.
The Caribbean and Indian Ocean, in particular, are generous in their All
Inclusive offers but holidaymakers can also find them in Kenya, Zanzibar,
Egypt, the UAE, Thailand, Malaysia and Europe. The deals may include meals,
soft drinks, sports, kids‟ club and entertainment options.
Social media has made everyone a holiday expert, the upshot of which is a
far more knowledgeable traveller. Kuoni‟s Personal Travel Experts can match
and exceed this knowledge, thereby living up to its tagline, „Crafted by Kuoni‟.
Holidays are also being driven by emotional need, less so star rating, and
Kuoni has created nine icons to denote the different styles of holiday
available, from those for families to holidays suited to sun and socialising, for
example.

5. Top 10 Destinations
2012 2013
1. Maldives 1. Maldives
2. Thailand 2. Thailand
3. Sri Lanka 3. Sri Lanka
4. USA 4. USA
5. United Arab Emirates 5. United Arab Emirates
6. Mauritius 6. Mauritius
7. Barbados 7. Malaysia
8. St Lucia 8. Barbados
9. Italy 9. Singapore
10. Malaysia 10. St Lucia
The popularity of long-haul destinations hasn‟t diminished over the last 12
months, with no change in the top three positions. Ten-hour-plus flying time
has been no deterrent when the destinations are as alluring as the Maldives,
Thailand and Sri Lanka.
The Maldives is the perfect beach and diving holiday destination and has
consistently scooped Kuoni‟s top destination slot. Kuoni offers
accommodation to suit all budgets, from three-to-five-star properties. The
smart by Kuoni value properties such as the 3.5-star Velidhu and Chaaya
Lagoon Hakuraa Huraa hotels offer fantastic value. Velidhu‟s air conditioned
beach and water bungalows offer every comfort, while the six-acre island
paradise that is Chaaya Lagoon offers glass-bottomed water bungalows for
your very own aquatic show.
At the other end of the spectrum is the Kuoni exclusive resort of Maafushivaru
that provides sublime luxury, including an overwater spa, new sushi and
Teppanyaki restaurant with theatre kitchen and an uninhabited island nearby
for a secluded Robinson Crusoe-style adventure.
Thailand retains its second spot. Synonymous with excellent value and
outstanding service, in 2013 Kuoni is offering ten exclusive properties, from
Trip Advisor‟s top choice – Rocky‟s in a private location on the lush island of
Koh Samui – to the new, laid back charm of Let‟s Sea in Hua Hin and the
family friendly Holiday Inn Mai Khao in Phuket, which offers Kids Suites
including play corner, games console, iPod docking station and so on.
The fabulous beach, culture and touring adventures in Sri Lanka have kept
this Indian Ocean jewel in third position. In 2013 Kuoni is predicting the
emergence of two new resorts, Trincomalee on the north east and Passikudah
on the east coast, and for the two Kuoni exclusive properties - the four-star
Jetwing Sea in Negombo with its rooftop spa, and the three-star-plus Club
Bentota, with extensive watersports, beachfront location and ayurvedic spa –
to continue to be among travellers‟ first choice of places to stay.
The USA retains 4th position in the chart, unsurprisingly for its amazing
breadth of things to see and do, from iconic cities such as New York, Las
Vegas, San Francisco and LA, to breathtaking scenery perfectly suited to self-
drive escapes, flexible adventures and tours.

6. The UAE in 5th place, again, offers something completely different: a touch of
exotic Arabia mid-haul and with the bonus of little jetlag. Dubai is still the
driving force of the region but Abu Dhabi is catching up and this year Kuoni
has introduced the brand new five-star Park Hyatt Abu Dhabi Hotel & Villas
on the cultural enclave that is Saadiyat Island. It‟s an exclusive sanctuary
stretching along a nine-kilometre beach, with landscaped gardens, nearby golf
club, balconied or terraced guest rooms or private villas, a wide selection of
authentic cuisines and a luxurious bi-level spa.

7. Top 10 Wedding Destinations
2012 2013
1. Sri Lanka 1. Sri Lanka
2. Mauritius 2. Mauritius
3. St Lucia 3. USA
4. Antigua 4. St Lucia
5. USA 5. Antigua
6. Jamaica 6. Thailand
7. Thailand 7. Jamaica
8. Barbados 8. Barbados
9. Seychelles 9. Kenya
10. Kenya & Italy 10. Italy
With the exception of Seychelles, the same ten fabulously inspirational
wedding destinations make up our 2013 chart as they did in 2012.
Sri Lanka and Mauritius top the table, offering sun-kissed weddings in
stunning locations, coupled with excellent service.
The USA has risen two places, to third, fuelled by the popularity of New York
for weddings, including civil partnerships.
St Lucia in fourth spot is another sun baked wedding destination that also
offers good value for money. Some hotels even offer free weddings.
Thailand in sixth place is another great value destination. Hotels such as the
secluded Centara Villas on a private beach offers a „Just the two of us‟
packages for approximately £450 that takes some beating.
Kenya in ninth place, having moved up one spot, offers unconventional
weddings a la „walk on the wild side‟ with wedding ceremonies on the Maasai
Mara‟s open savannah plains or on a tranquil beach, or a combination of both.
Italy has also moved up one spot. It is the only short-haul destination in
Kuoni‟s Top 10 table but is unsurprising because of its well-deserved
reputation as a romantic destination. The likes of Rome or Venice are the ideal
backdrop for somewhere to tie the knot, coupled with culinary delights, great
beaches and glittering lakes.
Lake Como, the Amalfi coast, the beaches in Sardinia and Sicily, unspoilt
Puglia in the south and rural countryside in Tuscany; they are all just a short
flight away. Visit castles in Puglia, chic boutiques in Milan, picture postcard
villages on the Neapolitan Riviera, marvel at Rome‟s stunning Sistine Chapel,
sail to the idyllic island of Capri, visit great artistic treasures in Florence and
Sienna, or people watch on Sardinia‟s glitzy Costa Smeralda.

8. Top 10 Honeymoon Destinations
2012 2013
1. Maldives 1. Maldives
2. Sri Lanka 2. UAE
3. UAE 3. Thailand
4. Thailand 4. Sri Lanka
5. Mauritius 5. USA
6. USA 6. Mauritius
7. Malaysia 7. Indonesia
8. Indonesia 8. Malaysia
9. St Lucia 9. Singapore
10. Italy 10. Mexico
Once again, the Maldives reigns supreme in the honeymoon stakes, coveting
the top slot as the ultimate honeymoon destination. Its superlative resorts,
many with luxury water villas, join with the year-round sunny climate,
fantastic beaches, romantic experiences such as candlelit dinners on the beach
and sunset cruises, and hotels to suit all budgets, to make these islands simply
aspirational.
Amazing offers, such as an exclusive overnight luxury yacht cruise when
staying at the luxurious Four Seasons resorts of Kuda Huraa and the remote
island hideaway of Landaa Giraavaru, make the Maldives even more
appealing. Water villas and beach bungalows make the most of the sublime
surroundings.
The UAE has jumped two spots to close in behind the Maldives. Getting there
is easy for this mid-haul destination, plus there are over-the-top hotels to
languish in, cultural excursions such as the gold souks and romantic nights
under the stars to enjoy, the pulse of a city location and the major draw of
endless high-end shops.
Thailand in third place excels in smaller hideaway resorts perfect for
honeymoons. Places such as Six Senses Yao Noi, Koh Lanta, and Kao Lak are
making their mark alongside Thailand‟s excellent beach and city-based
resorts. At Yao Noi, Mountain View villas are elevated above lush, tropical
forest while at Koh Lanta each of the 55 hideaway villas have private pools and
are set into the hillside that is part of a mature rubber tree plantation.
The USA moves up one place to 5th place, and two iconic cities account for
America‟s increasing popularity. San Francisco wins hands down as the most
popular US destination and travellers gravitate to the affordable luxury of
Handlery Union Square Hotel downtown. It‟s followed closely by the five-star
Bellagio resort and casino and the entertainment-rich MGM Grand resort and
casino in the pulsating city of Las Vegas.
No surprise that Mauritius is in the Top 10 – in sixth place – echoeing its
second slot in the Top 10 Weddings Destinations table. The island offers
enticing honeymoon offers, romantic Champagne dinners and pampering
spas.

9. Bali‟s perfect weather in June, July and August is one factor in Indonesia‟s 7th
place, but the magic of the island – its green terraces, colourful festivals and
ceremonies, lively bars and trendy beaches - offer still more reasons to
honeymoon here.
Singapore and Mexico are the two new entrants, at ninth and tenth spot
respectively. The mega successful island nation of Singapore is the perfect
base for a multi-centre honeymoon, with Borneo or Australia. Singapore
typifies the „big trip‟ type holiday booked a long way in advance, in contrast to
Italy – ousted from the Top Ten in 2013 – which is booked closer to date of
departure.
Mexico, meanwhile, in at No 10 spot, is growing as a more adventurous
honeymoon destination, helped by the increased number of flights from
Gatwick, good value packages including All Inclusive deals, and resorts such
as the romantic, adults-only resort Secrets, with its gourmet restaurants and
plentiful activities. Jungle safaris effortlessly mix with luxury beach-based
stays in this increasingly popular honeymoon destination.

10. Top 5 Holidays For Singles
2012 2013
1. Thailand 1. Thailand
2. Sri Lanka 2. Maldives
3. Maldives 3. Sri Lanka
4. Switzerland 4. India
5. Egypt 5. Switzerland
Carefree singletons are booking their holidays to an almost identical list of
Top 5 destinations this year as they did last. Long-haul destinations dominate
the list, and those synonymous with a friendly culture, that are safe, with a
surfeit of activities and offering high service levels.
Thus Thailand stays firm in the Number 1 slot, with a host of tours to choose
from, renowned personal service, iconic sites and fabulous food. Single
travellers can choose between a volunteering holiday in Chiang Mai, unspoilt
beach resorts to languish in, rich cultural traditions to dip in and out of and
unparalleled landscapes to marvel at.
Marvellous Maldives needs no explanation. This island paradise is the perfect
destination for those who want to get away from it all and absolute nirvana for
watersports enthusiasts.
Sri Lanka boasts plentiful iconic sights and Kuoni is one of the few tour
operators to explore Sri Lanka‟s unspoilt East Coast, with three new beach
resorts. There are lots of tours that appeal, including the back-to-nature
option of the socially-responsible Nature & Culture tour.
India is an interesting addition to the Top 5. Straight in at fourth position, its
pull is partly the fantastic touring opportunities around the iconic sights
across the length and breadth of the country. Beautiful palaces and temples –
not least the majestic white marble Taj Mahal inside the Golden Triangle –
charming cities, exotic cultures, the world‟s highest mountain range and some
of the world‟s most glorious white-sand beaches, the deserts of Rajasthan,
sacred rivers and Keralan backwaters to cruise, India has it all. Tours of all
these fanstastic sights and experiences provide safety in numbers and instant
travelling buddies.
Switzerland in fifth spot is the only short-haul destination. It scores highly for
safety and it is also dotted with family-run establishments that are more
comfortable for solo travellers to stay in. Moreover, it offers the Big Outdoors;
its snow-capped peaks and ice glaciers form a stunning backdrop for activities
such as cycling, trekking and mountain biking around its scenic mountains
and lakes. But that‟s not all: Switzerland also offers Chocolate Box villages,
cultural cities, aerial cableways, healing thermal springs, Alpine golf and
contemporary architecture.

11. Top 5 Tours
2012 2013
1. Ceylon Tour 1. Taj Tour
2. Taj Tour 2. Ceylon Tour
3. Vietnamese Discovery 3. Vietnamese Discovery
4. Safari Experience 4. Borneo Adventure
5. Borneo Adventure 5. Enchanting Cuba
It is clear that serious culture vultures are thriving, keen to discover the
maximum from their holiday destination. There has been very little movement
in the Top 5 Tours between last year and this but some clear jostling of
positions.
2012s top Ceylon Tour – taking in the major archaeological, historical and
scenic sights of Sri Lanka over 11 nights - has been pipped to the post by the
six-night Taj Tour this year. The latter soaks up all the colourful sights of
India, including the white marble Taj Mahal, the pink palace of Jaipur, the
Amber Fort, Old Delhi and Lutyen‟s New Delhi.
Vietnam‟s popularity continues apace and this nine-night escorted tour mixes
Mekong Delta and Halong Bay cruises with land-based sights, including Hoi
An, Ho Chi Minh City and a cyclo tour of Hanoi‟s Old Quarter.
Borneo Adventure moves up one slot to 4th position while Enchanting Cuba
enters the Top 5 for the first time as an intriguing part of the Caribbean with a
very different culture worth getting to know on this 11-night tour.

12. Holidays driven by emotional needs
For a long time Kuoni has realised that holidays are not booked exclusively
on the star rating of a resort but chosen to satisfy a particular emotional
need. Perhaps a couple wants to have some quality time together, or
explore and discover a new destination, or simply pamper their body.
To meet these very different needs from a holiday, last year Kuoni created
nine icons that depict these different needs and labeled each holiday, in all
their brochures, accordingly.
The nine icons help take some of the guesswork out of the holiday
decision, and reflect the type of holiday it would create. The nine are:
1. Mind, Body & Soul: A holiday that will rest mind, body and soul.
These are probably the most popular style of holiday, where holidaymakers
re-charge their batteries in places such as the tiny jewel that is Sarojin
Khao Lak in Thailand, or in Malaysia‟s best spa, at Pangkor Laut, or the
luxurious Qualia hotel on Hamilton Island, home to the Australia‟s Great
Barrier Reef.
Other examples include Fusion Maia Hoi An in Vietnam, Song Saa in
Cambodia, Jumeirah Zabeel Saray in Dubai, Shangri-La in Oman, Hilton
Luxor in Egypt, Ananda in the Himalayas and Manaltheram Goa in India.
2. Away from it all: A relaxing escape where holidaymakers can really
unwind.
Keyonna, the all-Inclusive and Exclusive property on a secluded beach in
Antigua, sums up this category, so too Maafushivaru in the Maldives, and
Cape Panwa on a secluded beach in Thailand.
Other examples include Rasa Ria in Borneo, the Sugar Cane Club in
Barbados, Anse Chastanet in St Lucia and Astroea Beach in Mauritius.
3. Time together: A holiday of uninterrupted time together and where
relaxation and rejuvenation are the order of the day.
The child-free Layana Resort in Thailand‟s Koh Lanta typifies this style of
holiday, with its simple, stylish and outstanding service.
Another example is the luxurious beach resort and environmentally
friendly hotel of Andaman Langkawi in Malaysia. Nature walks to view the
abundant wildlife, pampering at the V Botanical Spa, an evening nature
walk together or a day cruise around the islands of Langkawi make for a
relaxing time just for the two of you.
4. For Families: somewhere that will keep the kids happy for hours.
Our Top 5 family-friendly places are Kuramathi in the Maldives, Atlantis
the Palm in Dubai, St James Club on Morgan Bay in the lush Caribbean isle
of St Lucia, the Verandah Resort & Spa in neighbouring Antigua, and Long
Beach in Mauritius. All provide a wide choice of activity along with the
natural element of sand and sea.

13. One to watch is the Holiday Inn Mai Khao in Phuket. Exclusive to Kuoni, it
offers quiet, unspoilt beaches with plenty of activities, plus superb kids
suites and rooms designed specially for families.
5. Holiday with Friends: A holiday that offers extensive leisure
facilities, from sun terraces to a gym and a variety of sports, as well as
entertainment and friendly accommodation.
The social resort of Bandara in Thailand‟s Koh Samui perfectly blends day-
time activities with the lovely restaurants and bars of nearby Fisherman‟s
Cove. Alternatively, the adult-only Body Holiday in St Lucia crammed with
activities or, for the more adventurous, a road trip in Canada to see
everything from grizzly bears to glaciers.
A note here about trends between men and women travellers. We have
noticed more groups of women travel together than men and it‟s mostly for
shopping weekends and pampering wellness breaks. On average women are
34% more likely to travel as a group than men.
In terms of where they book, it‟s the n0-expenses-spared Maldives that comes
out as the number one „girlie‟ destination.
6. Sun & Socialising: a holiday offering the perfect place for catching the
rays, while, in the evening, offering party lovers a lively area of bars and
restaurants within walking distance.
The sunset bar at the Shangri-La Tanjung Aru in Malaysia is the place to
be. The hotel also offers regular entertainment. Ocean Two in Barbados
and Rendezvous in St Lucia are other great Sun & Socialising venues, so
too Bandara in Thailand. The Bandara Suite Hotel Bangkok seamlessly
combines comfort and refuge from bustling downtown Bangkok while its
resort and spa in Samui is a quick jaunt away from Chaweng Beach.
7. I want it all: As the name suggests, a holiday that has it all, from
exciting activities, cultural diversions, shopping, spas and a great place to
stay.
The wonderful beach, half dozen swimming pools, plentiful restaurants
and bars and much more make Kata Thani in Phuket an ideal „I want it all‟
resort. Equally tantalising are Windjammer in St Lucia and Hilton
Barbados on the island of the same name.
8. Explore & Discover: Those destinations offering adventures for the
active holidaymaker.
It might be travelling to Australia‟s magical Red Centre to view the
Aborigine‟s sacred Uluru region, or to the hill tribes and northern
mountainous region of Vietnam or the Maasai Mara and Serengeti on a
safari around Kenya and Tanzania.
9. Go Beyond: A holiday that goes to often uncharted territory, with

14. perhaps little tourist infrastructure but which makes up for it with bags of
excitement and novelty.
It could be an Alaskan cruise, untouched Burma, an exhilarating
Kilimanjaro climb, a glimpse of the gorillas in Rwanda or to marvel at the
wildlife and landscapes of exotic Costa Rica.

15. Future Trends
Social media
Social media is driving much consumer behaviour. Many holidaymakers will
check out TripAdvisor and similar sites before touching the „Buy‟ button
online or before visiting a High Street travel agent.
Moreover, consumers will follow their favourite bloggers and tweets from
friends to form their opinions. They view this online word of mouth
recommendation as the best unbiased review they can garner and it
increasingly colours their final choice of holiday.
Luxury
A new phrase, „luxury fatigue‟ has entered our lexicon and it refers to those
sophisticated consumers looking for something different, such as made-to-
order and made-to-measure or in holiday terms, bespoke. These are the
findings of Claire Kent, a luxury industry consultant, who firmly believes this
trend will accelerate.
She also predicts that high-end hotels and resorts, that might previously have
raised an eyebrow at children, are now building family-sized villas to
accommodate high-pressured, high-earners who want to bond with their
children and relatives.
The new norm
Set against the uncertain global economic outlook, aspirational consumers are
becoming increasingly price sensitive and trading down. The need for
recession-friendly products and services is key and in response to this, Kuoni
launched a sub-brand called smart which perfectly fills this emerging niche in
the marketplace.
Kuoni‟s Smart brand perfectly fills the budget space, in tandem with the
increasing popularity of All-Inclusive holidays and couples booking their
wedding and honeymoons early to take advantage of any Early Bird deals and
to ensure availability.
Experience
No longer satisfied with being one step removed from a destination,
customers want to get under the skin of it and experience the place as an
insider. They want authentic experiences.
“As the sophisticated luxury customer has progressed to an increasingly
pared-down lifestyle so the interest in „experiences‟ has increased. This
impacts most on the hotel, restaurant and travel industries but also extends to
stores”, notes the Luxury Briefing Trends* report.
Kuoni is ahead of the game here; with brochures full of authentic experiences
that allow any traveller to really experience an insider‟s view of a destination.
Girlfriend power

16. More groups of women travelling together is one noticeable trend; certainly
far more than men. They travel together for girlie shopping weekends, city
breaks, quality time to catch up or on wellness breaks.
They are joined by equal number of Silver Surfers: those child-free, mortgage-
free middle-aged travellers still with a spring in their step and time and
disposable income on their side. They travel with companions, particularly
widowers, and there is a growing trend for girlfriends holidaying with chums
post divorce.
Service
There is no substitute for good service and customers are expecting greater
levels of personal service today and in the future as a differentiator between
suppliers. “Service will be king….and the service provider should go out of its
way to keep the customer happy, because people are buying less”, concluded
the Luxury Briefing report.
Kuoni has expanded its retail presence in a bid to offer more face-to-face
customer service. It is now present in 21 High Street retail shops, where
customers can tap into Kuoni‟s unparalleled expertise face-to-face. It is also
present in four John Lewis stores, in London‟s Oxford Street, Southampton,
Reading and Cardiff.
Innovations
Kuoni is constantly innovating. In 2011 ananea was born, a collection of
sustainable holidays, experiences and volunteering that come with a feel good
factor. Travellers can be proud to be a good corporate citizen when they
purchase an ananea holiday.
In 2011 the momentum continued when Kuoni launched its Discover brochure
– a brochure brimming with tailor-made journeys and authentic experiences -
giving holidaymakers a chance to Find out, Learn, Notice, Realise and See by
shaping their own itineraries.
More initiatives came in the form of a new pricing strategy that made tailor-
making the perfect holiday even easier. Customers are now in the driving seat
and can chose from tours in the brochure and then are able to tweak their
duration, bolt-on beach resort perhaps or with products now listed separately,
they can make up their holiday from scratch. For example, in the USA
brochure there are pages dotted throughout listed as tailor made so in San
Francisco, a tour of the Napa Sonoma wine country can be stitched together
with a trip to Alcatraz and climbing up the Golden Gate Bridge.
Kuoni also made it easier for holidaymakers to choose the right holiday by
labelling its holidays by nine „needs‟ icons, whether that be family, time alone
with a partner or sun and socialising.
And helping to make the holiday pound go farther, Kuoni launched its first All
Inclusive brochure in 2012 to help with budgeting for a holiday and having it
pre-paid.

17. The new look website now incorporates Kuoni‟s network of destination
insiders with regular stories on Kuoni‟s blog from Kuoni‟s Personal Travel
Experts drawing on their own personal experience.
Responsible Travel
Travellers increasingly have a conscience about booking planet-friendly
holidays and the influence of Generation X and Y will impact this trend
further. Customers are more aware of sustainable tourism and are
popularising Kuoni‟s initiatives in this area, such as volunteering holidays and
those partnered with the likes of Born Free, Fair Trade Tourism South Africa
and Earthwatch.
Paradoxically, there is such a thing as Eco Luxury and luxury industry
consultant Claire Kent expects all consumers to show increasing interest in
ethical issues. She says: “I find it fascinating how rapidly consumers have
been prepared to trade down from their 4x4s to a Mini or tiny Fiat. But
ultimately the product itself has to stand up to scrutiny…It will need to be
special to succeed.”
* Source: Luxury Briefing Trends

18. Conclusions
While many things stay the same, as many things are changing, and changing
fast. The phrase, Plus ça change, plus c'est la même chose, has never been
more apt.
The emergence of a new, planet-conscious consumer will colour holiday
choices, so too Generation X and Y who are techno savvy and will draw on
social media to help make their choices.
More sophisticated and knowledgeable consumers will demand more of their
holidays, for one, and also expect improved customer service.
At the top end of the pile, luxury is being re-defined and will shape future
hotel developments, in terms of incorporating facilities for children and what
constitutes out-and-out luxury.
The world‟s austere economic outlook will drive a greater need for
opportunities to escape the doom and gloom. The power of a holiday will not
diminish and the allure of the Maldives, Thailand and Sri Lanka will continue.
And as the world shrinks, holidaymakers will continue to become more
adventurous. They are already gravitating towards more once-in-a-lifetime
experiences and adventures and this trend will continue.
The empty nesters are out in force. Flush with disposable income, they want to
make up for lost time and travel to all corners of the globe. They stretch 10-
day holidays to 14 days, building in down time on a beach after a hectic
country-wide tour. Kuoni is selling more Discover and Touring type holidays,
particularly for India.
TV programmes such as The X Factor have played their part in selling long-
haul destinations, so too our seeming obsession with any celebrity and their
holiday hotspot. X Factor has helped put Jade Mountain on the map, and
Barbados in general, for example. due to the number of footballers with
homes there.
Meanwhile the more urbane Michael Palin has contributed to long haul travel
with his entertaining look at Brazil on BBC One. Bookings to Brazil have
definitely been boosted as a result. With a major football event – the 2014
FIFA World Cup Brazil – not far away and its burgeoning economy anchoring
the powerhouses of the BRIC countries, Brazil is definitely a country to watch.
Another is the high profile adventures of Simon Reeve with his epic journey
around the Indian Ocean on BBC2, aired last spring.
All play their part in raising the awareness and the curiosity of intrepid
travellers keen to experience the new, the untried and the sustainable holiday.

19. About Kuoni
Kuoni History & Awards: Kuoni (www.kuoni.co.uk) was established in
1906 in Switzerland by Alfred Kuoni, a visionary adventurer and explorer of
his time who opened some of Europe‟s first travel agencies. Today Kuoni has
branch operations in over 40 countries. For 106 years‟ Kuoni has been
creating holidays with a spirit of adventure. Kuoni is ABTA and ATOL
protected, giving customers financial protection and ensuring they won‟t be
stranded abroad.
Kuoni has over 170 awards to its name; including coming top of a „Which?‟
Recommended Provider survey, due to the company‟s reliability and „excellent
customer care‟; been voted World‟s Leading Tour Operator for 11 years in a
row at the World Travel Awards; Britain‟s Favourite Tour Operator as voted
by the readers of Ultra Travel (Daily Telegraph) and the Daily Mail; Best
Luxury Tour Operator at The Sunday Times Travel Magazine Readers‟
Awards 2012 and been voted Britain‟s Best Longhaul Tour Operator by travel
agents for the past 29 years.
Kuoni Stores & Partnership Stores: For customers who like to book a
holiday face-to-face with their own personal consultant, they are invited to
pop into one of Kuoni‟s 22 exclusive travel stores across the UK or one of four
Kuoni Partnership Stores, which are leading independent travel agents with a
first class reputation in their towns and cities. With stylish décor, impeccable
service and the expert knowledge of Personal Travel Experts, Kuoni strive to
make sure that customers‟ holidays start the second they walk through the
door.
Kuoni stores can be found in: High Street Kensington, Knightsbridge and
London City, Bluewater, Bristol, Cambridge, Canterbury, Cheltenham,
Chichester, Dorking, Kingston, Guildford, Leeds, Liverpool, Manchester,
Milton Keynes, Nottingham, Sheffield, Solihull, Westfield Stratford and
Winchester.
Kuoni at John Lewis stores in: Cardiff, London, Reading and
Southampton.
Kuoni Partnership Stores include: Baldwins Travel Agency Ltd,
Maidstone; Peter Goord Travel, Plymouth; Travel Bureau, Gosforth; World
Market Travel, Bath.
Kuoni Ethical Commitment: The aim of Kuoni‟s Corporate Responsibility
(CR) policy is to minimise the adverse impact of tourist travel and maximise
its positive effects in the long term by empowering people to protect the
natural environment and local populations. Kuoni has over 40 active global
CR projects and four priority areas: protecting children from sexual abuse in
tourism; promoting fair working conditions; finding solutions for water
scarcity and mitigating the consequences of climate change. Kuoni is also an
active member of Travelife. Kuoni‟s customers and staff are encouraged to be
active in achieving sustainable travel. See the Corporate Responsibility
Report: www.kuoni-corporate-responsibility.com
Join Kuoni on the following social media channels:
Facebook Twitter Storify Pinterest Flickr Google+ Instagram
Tumblr YouTube