A new era for the Kuoni brand as it aims to broaden its appeal

• New creative identity set to strengthen Kuoni's position as an iconic worldwide travel brand
• Retaining the Kuoni heritage but refreshing with contemporary feel
• Trade communications, website, marketing and stores will all adopt the new brand creative
• Kuoni aims to grow family market as it broadens is approach beyond special occasions

A new brand identity has been revealed by worldwide travel company Kuoni as it aims to broaden its appeal for a new era, playing on its heritage but bringing a more contemporary feel to the brand. 

It's part of an overall brand transformation which incorporates all divisions of the business and will see trade communications, retail shops, website and marketing start to adopt the new creative identity from January 2025.

As one of the most trusted brands in travel, the investment will elevate Kuoni's position as an iconic worldwide travel brand, with a focus on making complex itineraries simple with personalised holiday experiences which match each client's personal style and brief.

The globe has been reintroduced to the logo in a deliberate move to position the company's range of holidays around the world as it moves away from sub-brands and brings everything together under Kuoni.

The refreshed “Travel Kuoni” features an updated logo with a new colour palette with a statement “wow” yellow as the centrepiece, with terracotta and black as part of the mix and is designed to create impact.

Lifestyle is at the heart of the new look and feel, with images and stories which reflect the way people travel now for cosy family connections together, shared experiences and restful breaks to recharge the batteries to create special moments at all stages of life.

Kuoni has moved away from segmenting people purely by age demographics and moved more towards attitude, experiences and lifestyle and will match holidays to suit each client's personal style and reasons for taking the trip.

The Kuoni wow-factor is something which is being brought to the fore, as one of the company's core values.  It's already become bedded into the company's approach to service for travel agents, with a commitment to fast call answering, creating inspiring proposals and bolstering destination expertise at the end of the phone to help convert quotes into bookings.

Kuoni's own research showed that some clients will not consider the brand because they consider it too expensive and out of reach.  As a result, the company has overhauled its pricing to become more competitive, purposefully expanded its range of destinations to create holidays to places with price points which are highly competitive yet still retain the specialness.  

Value is central to the new-look Kuoni, with price points to appeal to new customers, particularly families.    The company has done a significant update of its approach to attracting families, adding bespoke ranges of hotels and resorts, refreshed training for sales teams, adding new online content and introducing a new magazine-style brochure.

Mark Duguid, managing director, Kuoni said:

“Our re-brand is designed to put Kuoni back on the map with a more modern reflection of our business, so we look like a much more contemporary travel company, still very much premium but within reach of more people. Kuoni has always been pioneering, it was the first company to have a Concorde charter to the Caribbean, establish a tourism industry in the Maldives for the UK market and operate charter flights to the Far East.  We've been a leader brand, with regards to sustainability, conservation and diversity and we want to embrace all the things which have made Kuoni stand out but evolve it for a new era.”

“We've carried out a significant amount of consumer research and market analysis to determine the way ahead for the Kuoni brand and we're very clear about the opportunity for growth and to broaden our appeal to new customers.

“A lot of travel has started to look the same, it's sometimes hard for people to differentiate so we wanted to rise above the sea of sameness and create something stand out.”

The refreshed Travel Kuoni brand has been created with branding agency ODA, which has clients including Costa Coffee and Which?

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For further information please contact:

Rachel O'Reilly 07866 427870   email: rachel.oreilly@kuoni.co.uk