Kuoni aims to grow sales of bespoke trips with new sub-brand

Kuoni has launched a new sub-brand designed to significantly expand sales of bespoke, independent trips to long-haul destinations.

Alfred&, which takes its name from the company’s founder Alfred Kuoni, aims to get clients on “first name terms” with a destination through tailor-made, expert-led itineraries. 

Kicking off with Asia, Kuoni has set up a new specialist team of six experts who have lived, studied, worked and travelled throughout the continent.

“This has been a year in the making and is part of our strategy to grow sales of complex, tailor-made travel,” said Claire Ross, head of specialist products, who is heading up the team.

“Asia is a part of the world where we see huge opportunities to grow.

“The region is currently served by Kuoni’s escorted touring programme and a collection of premium beach resorts and tours with our specialist sister company Jules Verne, but does not currently have an independent travel collection.”

Derek Jones, chief executive of parent company Der Touristik UK, added: “Specialist, micro-knowledge is one of the things we know is in demand.

“Complex, tailor-made travel needs the support of an expert and that’s where we add value.

“We added Journey Latin America to our collection in 2018, which has demonstrated the value of having a specialist division which knows a specific part of the world inside out.”

But while Ross said they had been “overwhelmed” with the response for Alfred& since launching in January, Jones said the company was holding off launching a full marketing push as it waits to see how the coronavirus in China and Asia plays out. 

Read more on travelweekly.co.uk.

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