Kuoni boss outlines aim to broaden operator’s appeal
New Kuoni boss Mark Duguid has outlined plans to broaden the tour operator’s appeal and reclaim its market position as a worldwide specialist.
Revealing plans to become “more relevant to more people”, Duguid said the aim was to build on the success and heritage of the company’s brand, which he described as “gold dust”.
Speaking on a Travel Weekly webcast, he admitted the brand had become synonymous in recent years with holidays for clients celebrating special occasions, such as weddings, honeymoons or anniversaries, particularly in the Indian Ocean.
“Special occasions is a lovely space to be in [but] I think that’s probably quite limiting so I think we need to perhaps broaden our appeal and become more relevant to more people,” he said.
He added: “That special occasion slant has also led us on a path to Indian Ocean and luxury beach holidays, and that’s not the heritage of the company brand.
“We were known for true worldwide, excellence throughout the world. And I think that’s territory we can reclaim.”
The task of broadening the operator’s appeal will fall under the remit of Kuoni’s new marketing director Caroline Child, he said, adding: “I cannot wait to be working with Caroline on the positioning of the Kuoni brand. It’s about becoming more relevant to more people.
“We need to work through it together because the brand can only be based on what we already have here and what we do well, but that’s certainly my intended direction when Caroline joins.”