Brand Report 2008 (english) PDF • 6.32 MB - Reporting

Kuoni employees hold particular passion for travel,
for exotic cultures and different ways of life. Keen
to share it with their guests, they work dedicatedly
to get people’s holiday experiences just right. That
means engaging in a true dialogue, accommodating
their needs thoroughly, understanding what each
individual person wants, and seeking an optimal
solution every time. It also means keeping pace
with the times, being innovative, and se ing up
itineraries with due heed to current trends and
changes in the contemporary mood.
br and r eport  |
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br and r eport 
awar ds  (selection)
World’s Leading Tour Operator
k uoni group
Galileo Express Travel World Award
for best “Inbound Tour Operator”
destination m a nagemen t indi a
Ministry of Tourism Award
destination m a nagemen t indi a
“Best Travel Agency” for Thailand and Indochina
destination m a nagemen t asi a pacific
Galileo Express Travel World Award
for best “Outbound Tour Operator”
k uoni indi a
Today’s Traveller Diamond Award
for “Most Successful Travel Company”
k uoni indi a
Best tour operator for North America, Africa, Australia,
New Zealand and best specialist
k uoni nether l a nds
Grand Travel Award for best tour operator
k uoni norway / a pollo
15 awards (gold, silver and bronze)
at the Travel Star Awards 2008
k uoni sw itzer l a nd
Pegasus Award for most trusted brand in Switzerland,
category tour operator
k uoni sw itzer l a nd
Travel Weekly Award for the best tour operator
Far East, Pacific, Australia and New Zealand
and best long-haul tour operator
k uoni uk
Condé Nast Traveller Readers’ Travel Award
k uoni uk / ca r r ier
Kuoni’s brand value increased
by 22 million Swiss francs to 181 million
over the last two years.
Source: Interbrand
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Last year, Kuoni went through the heady process of laying the
foundations it needs to prevail as the world’s top premium-segment
tour operator. The Group made one of the most comprehensive
transformations in its history, totally repositioning itself with the
help of a broad-based branding initiative. The result: a new corporate image, new corporate values, along with new products and
services.
These improvements and changes all took place against a background of intense debate on the future of our company, and of
travel in general. The travel industry, along with many others,
has been through a period of major upheaval in recent years. And
travel will continue to change, evolving in various directions.
These are fast-moving times, typified by the steady emergence of
new expectations and ideals from an ever-more demanding and
selective public. For us, that means developing innovative styles
of travel, presenting a yet more distinctive offering, and providing a unique service that will satisfy aspirations of some of the
most discerning customers in the world. It is an extension of
what our founder, Alfred Kuoni, accomplished a century ago by
introducing then-uncommon service extras that would revolutionise the travel experience.
If we are to bring off another revolution now, we should grow
beer acquainted with the aspirations, wants and needs of people
in the 21st century. So Kuoni initiated regular exchanges of
views with leading figures in a variety of fields. In our Future Lab,
at the recently established Getaway Council, and through partnerships with the movers and shakers of contemporary culture,
we have gazed far beyond the bounds of our own industry and
extensively considered the socially significant issues. All that
input has given rise to some very diverse inspirations and ideas;
these are helping to broaden our thoughts as we develop visions
for the future of travel.
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Ideas Future Lab
Values Brand Personality
Dialogue Trendmonitor
Travellers Ute Schumacher – Efstratia Zafeiriou
Manifesto for a new travel culture
Discernment Kuoni Concierge Service *
Prediction Kuoni Getaway Council
Art Culture & sponsoring
Friend Osman Yousefzada
Symbols Redesign
Feeling Visual language
Learning Brand Campus
Lucidity Ministry of Brands
Lustre Flagship Stores
Links “The Link” employee magazine
Giing Kuoni gi vouchers
Dreaming Inspirations
Scenting Room fragrance
Hearing Sound
Architecture House of Brands
Smart Helvetic Tours
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Ideas
fu t ur e lab
The Kuoni Future Lab has been an epicentre of varied change
and innovation at Kuoni over the past year. Set up under the
management of Remo Masala, Director Corporate Branding &
Marketing, Future Lab evolved from our desire to look into
the future of travel from a host of viewpoints as we redesigned
the Kuoni brand. Creative people, designers and thinkers from
multiple countries and disciplines joined us as we lined up
considerations and mapped out strategies that would achieve
the results we see today. It was a lively, organic process. We
formulated new corporate values and designed a new brand
image that would be consistent globally. We came up with new
product lines and service offerings to express the new brand
personality. Future Lab also spawned the ideas of a Brand Campus and a Trendmonitor as resources for employees everywhere
to grow acquainted with the new Kuoni look. Country representatives collaborated closely on everything to emerge from
the Future Lab. Their input made the brand suitable for exposure worldwide, while acknowledging that needs differ from
one market to the next.
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Values
br and personalit y
In over a century of existence, Kuoni has developed an unmistakeable brand personality. at personality is shaped in
equal measure by the company’s illustrious past, and its fresh
visions for the future of travel. Kuoni has exhaustively defi ned
this “brand personality” as the basis for repositioning. Standards have changed among today’s travellers; they have learned
to expect more. With this in mind, Kuoni must be able to communicate its uniqueness and outstanding stature as a travel
company – clearly, globally, and consistently.
Our brand personality rests on three values: reliability, authenticity, passion. Kuoni’s core value is “Perfect Moments”. So
on the one hand, Kuoni stands for solid, timeless values like
dependability and top quality – values that have shaped the
company ever since it was founded in 1906. Yet on the other
hand, Kuoni is also about authentic, intense travel experiences,
innovation, creativity, and passion.
We aim to offer customers the kind of dependability and precision one might encounter in an exquisitely cra ed watch,
complemented by expert advice similar to that given by an outstanding wine dealer, whose recommendations always hit the
spot with the clientele. Equally, we seek to project an emotional
appeal based on the unmistakeable charisma that stems from
combining tradition with modernity. Kuoni has been a player
and foremost a mover and shaker ever since modern travel got
started. That has earned us something like mythical status
within the industry, with our promise of a memorable journey. We can deliver on that promise too, thanks to devoted employees who do everything possible to transmute customers’
valued leisure time into those “Perfect Moments”. For us, a
passionate approach to work means really talking with our
customers, accommodating their needs thoroughly, understanding just what each one wants, and seeking an optimal
solution every time. h
per fect moments
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“Perfect Moments” is our core value. at word couplet certainly communicates the matchless precision that goes into
planning and organising our tours, and it points up our flawless service. But the other, more significant angle is about the
moments themselves – not the transient kind; we refer here to
those enduring impressions, with a depth and intensity that
go under the skin in a good way. Such moments are singular
and unforge able, like experiencing a great work of art. “Perfect Moments” blossom in the living instant. Although not a
commodity to be sold, it is nonetheless possible to set the scene
for experiencing one.  is is what our daily work is all about;
it also drives us to continually improve our products. us we
blaze trails to unique peoples, scenery and situations, commu-
nicate rare information, and share our collective knowledge of
the world with our guests.
“Perfect Moments” is a core value that expresses just how much
Kuoni esteems its customers. Here we made a deliberate choice:
to emphasise individual travel experience over stressing an
aspect of our company. We have chosen a value with long-term
staying power, one that will still apply when circumstances
change. Our “Manifesto for a new travel culture” sets out in
detail what we basically mean by “Perfect Moments” in a 21stcentury context. We feel compelled by its message, both in
our day-to-day business activity and in our continuing plans
for the future.
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Dialogue
tr endmonitor
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The Trendmonitor is Kuoni’s interactive blog. Its focus on travel
scene developments enables Kuoni employees to connect with
trends, brands and travel in general. The website is non-hierarchical and encourages everyone to share their knowledge,
either acquired on the job or aer hours. Anyone at Kuoni can
broadcast their latest news to colleagues, and post comments to
other people’s blog entries. The Trendmonitor is just the place
to report on new hotels and locations, write about pertinent
trends in lifestyle, fashion and culture, or point out exciting
brands whose image and appeal fit well with Kuoni. The website motivates employees to track the latest developments, think
through processes, take note of trends, and follow the travel
industry from multiple angles.
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Travellers
u te schum acher – efstr atia zafeir iou
As the world’s leading premium tour operator, Kuoni caters to
customers in a variety of segments. To address their differing
expectations with the proper breadth, we steadily seek dialogue
with guests in every area of the market. We learn about their
wants and needs, and set great store by comments that are critical of our brand and the services on offer. Ute Schumacher and
Efstratia Zafeiriou are two frequent business travellers. Their
work for premium brands also gets them extensively involved
with trends, design, luxury and brand consciousness, and looking beyond cultural borders. Each has exacting demands and
very different ideas of what constitutes perfection in travel –
quite a challenge for a premium company like Kuoni.
working defi nition of luxury. Apart from that, I enjoy spending
free moments with my children and in the company of friends.
travel: My wish for the future would be an alternative concept for waiting rooms and lounges in airports and train stations. It is really grim to hang around for a delayed fl ight under
cold fluorescent lighting, or sit it out in a barren waiting room.
Additionally I would like to see be er, more straightforward
service for handling lost luggage claims (all too frequent in my
experience).
hospitality: A hotel with a pleasant, personal style of aendUte Schumacher is head of trend and design at D. Swarovski & Co.
and art director for the magazine crystallized™ – Swarovski
Elements.
ing to guests makes me feel welcome and at home. I have come
to prefer small, family-run hotels: oen, they will even book me
into the same room on every stay.
luxury: The defi nition of luxury has become just as individu- service: Here I could imagine, say, a complimentary pick-up
alised as so much else in our society. For one person it may mean
a private island, for another it could be peacefully enjoying a cup
of tea, while someone else might consider it a luxury to travel
the world for a year, free of fi nancial concerns. As I see it, there
is no longer one generally accepted concept of luxury. All the
same, I do believe that the market for health and sport related
travel will continue to grow in line with a broad increase in will
to keep physically fit and feeling well. For me personally, reading a good book while sipping a glass of red wine would be one
service from the airport, or quick and uncomplicated check-in
and check-out at hotels.
design: In my view, fi xtures and fi ings should emphasise
simplicity of operation – which is not incompatible with aesthetic design. Regre ably, I oen encounter hotel rooms where
the light switches and the bath taps may look fabulous, but are
hardly user-friendly as a result. A return to functional design
would enhance the pleasure in many a trip.
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inspir ation: When I travel, I always fi nd it enthralling to the philosophy of yin and yang, the unconditional desire for
engage with a country’s people and culture. I also very much
enjoy visiting religious sites and ancient temples. They reflect
much of the national culture, and inspire my own design work.
That was how I found many of the new colours that I develop for
crystallized™ – Swarovski Elements magazine.
f u t ur e: Upcoming design will see the continued ascent of
ecological influences, and their fusion with innovative developments in high-tech. This is true for products of all kinds,
because society is growing steadily more conscious of the environment, and about quality of life.
tranquillity and wellness, and an unhindered state where
everything is in flux.
design: I am pleased by a trend that I fi rst observed in Japan,
and which over the past decade has spread to hotels around the
world: a reductionist aesthetic where “less is the new more”. In
other words, the opposite of classical grand hotel gilt and decadence. I am thinking here about that distinctly Asian, functional, elegant atmosphere where fi ne materials and colours impart
a feeling of having arrived, an ambience where guests can relax aer a stressful journey. In this se ing, restraint becomes a
luxury that avoids being burdensome.
tact: It is so pleasant that travelling customers are increasingly le in peace and only addressed if they actually need
something. It used to be that service employees would approach
you all the time, but now this profusion of aentive intrusion
has waned – thank goodness! Because as a traveller, I fi nd great
luxury in the restrained approach.
individualisation : The way I imagine a premium private
Efstratia Zafeiriou spent four years in charge of market and
trend research at Audi, and is now responsible for the company’s
strategic market development in China.
tour centres on all-round care and aention. That might entail a
face-to-face discussion where the tour operator enquires about
my wishes, ideas and preferences, and draws up a proposal to
match – then sees to organising absolutely everything, from the
airport transfer to being welcomed with my favourite drink
at the hotel. Essentially, the experience should be like having
a good tailor, where I can supply my measurements once and
always get individualised, perfect service thereaer.
pr emium: I found it an interesting and significant insight per fect momen ts: I expect a premium tour operator to ofthat there is barely any difference between a premium customer in China, and premium customers elsewhere in the world.
There, as here, we have global citizens with comparable desires
and expectations of a brand. The basic understanding of what
denotes premium, brand consciousness, is the link between
premium customers everywhere, regardless of nationality.
comfort: Every premium customer in the world wants comfort, but cultural differences do exist. In China, the requirements for comfort are even more far-reaching than our own –
a phenomenon that is certainly linked to innate temperament,
fer perfect moments that stimulate and surprise, rather than
merely satisfy, my mind. I am thinking of something like networking / forward-thinking tours – in other words the opportunity to meet up with interesting people who think differently,
with whom I can discuss the world, the future, history, topical issues, all in an easy-going atmosphere without the constraints of
a formal conference. It is about mutual inspiration in the form of
a symposium in the classical Greek sense; a sort of wef Davos
for people who think outside the box. So I dream of a trip that offers networking opportunities while challenging the mind and
the intellect – like reading a good book, but much more social.
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Manifesto
for a new tr avel cult ur e
 ink of some once-in-a-lifetime events: say an opportunity to
watch a star chef at work, or to discuss books over lunch with
a famous writer. en again, you may want to spend time with
experts and learn more about the secrets of tropical rain forests and their delicate eco-balance, explore traditional ways of
life at close quarters, or play an active part in nature conservation projects. Travellers’ expectations have indeed changed
in recent years. ey are more involved and aware, more profound – which is why fulfi lling those expectations presents
such a gripping challenge for the travel industry. Travel is
an ever-changing phenomenon; it moves this way and that,
tracking the mood of society as a whole. Today’s predominant issues and cultural focus bear directly on tomorrow’s
travel culture. Kuoni has taken a long, close look at the future
direction of society and travel, and formulated a “Manifesto for
a new travel culture” – both as a working document to underpin the work ahead, and to cast light on changes happening
right now.
A leading premium tour operator like Kuoni has a special interest in the developments that are taking place among postmodern target groups. They are the vanguard; their thrust and
direction really ma er. Of course we monitor general social
trends, but we must also seriously examine how the concept of
“luxury” is being redefi ned at the high end. That redefi nition
is progressing on many more fronts and has come a long way
in recent years. The affluent have embraced new values; trendseers and opinion-formers are now seeking greater depth of
meaning in their activity – holidays included. They seem to be
looking less at the superficial value of products and services,
and thinking in more depth about the realm of individual experience. There is a renaissance in personal values like responsibility, knowledge, trust, sustainability, and time.
the hotel, they will probably take an interest in where energy
supplies are sourced, and whether the towels and bedclothes
were woven from bio-coon. Tour operators would be advised
to keep a closer watch on another interesting development,
too: the growing public desire for authenticity, for cliché-free,
unadulterated experience, for the genuine, the unspoilt, the
traditional. Past decades have seen travel develop into a mass
phenomenon, with strictures that frequently preclude meaningful encounters with local peoples and cultures. Whatever
contact remains can oen best be described as pastiche and
playing up to stereotypes. Yet discerning travellers increasingly
want to push aside the faux stuff and experience a foreign land
intensely, or maybe sense a special closeness to nature as well.
Intensity of experience is a growing factor in the premium segment, and that could signify a boost for travel as a luxury industry. That is because a journey is inherently an experience –
whereas other industries fi rst have to fabricate an experience
around their products. It goes further than that: unlike the
multitude of premium products that remain beholden to fashion, the journey offers a lasting personal memory that satisfies
today’s growing desire for enduring values. So the individual
significance of a special journey can be on a par with, say, taking ownership of a prized painting.
As individual experience grows in standing, so do the bounds
of what counts as “luxury” in travelling. Luxury can involve
vastly differing themes and personal preferences, and this is
where Kuoni’s Concierge Service and bespoke travel portfolio
can respond on just about any point. Yet some of those themes
would seem to bear general relevance to our times, so they also
merit closer aention in a travel context. Take the public’s steadily rising awareness of ecological issues, of the need to protect
the environment, and to eat a healthy diet. Or consider that people are more mindful of CO₂ emissions, even when on holiday.
While enjoying a tender steak, they will likely also ponder how
the animal was fed, and the conditions it was reared in. Back at
It increasingly falls to Kuoni to facilitate that kind of exceptional
experience by providing access to the breed of people who work
passionately for their cause and are willing to leave the beaten
track. These are the people who create locations with a special
flavour, who lend impetus to deserving projects, who place their
signature on new agendas for hospitality. These people are open
to involving others in their work and vision, so in their presence one feels more like a guest than a customer. Occasionally,
the personal atmosphere and closeness to such hosts can even
create a subtle sense of having arrived amongst friends.
Take the Soneva Gili & Six Senses, a hotel at a breathtakingly
scenic yet ecologically fragile location on the Maldives. It offers innovative design, outstanding comfort and an individual,
personal ambience for guests, while facing up to a variety of
responsibilities. The hotel has developed an intelligent environmental management strategy for water, waste and energy
use, and invests a portion of sales revenue in various projects of
benefit to the indigenous population and surrounding nature.
All the villas on the site were constructed from local materials,
so they blend in unobtrusively with their surroundings. Guests
here can rest assured of having contributed to the wellbeing
of the Maldive Islanders, and certain that their holiday is no
unnecessary burden on the environment – especially if they h
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Talk with
people.
Kuoni takes cultural travel into a new dimension with cultimo. This is a programme for peo
ople
who want more than book knowledge, for the seekers of a truly intimate experience in art,
literature, music, architecture or haute cuisine. cultimo offers exclusive short- and long-hau
ul
tours featuring unique encounters of the kind that cannot be arranged spontaneously. cultimo
tours are accompanied by recognised experts, and travellers can discuss with writers, musicians, chefs and winemakers about their work. For those who want to experience culture ass a
living phenomenon and above all are keen to get to know the people behind the works of
art, cultimo offers unparalleled access to a stimulating world. Kuoni’s collaboration partneers
include the Diogenes publishing house, the Tonhalle orchestra Zurich, and Baur au Lac Win
ne
Merchants.
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#2 Go
cloudspoing.
ananea is Kuoni’s programme for travel with a sense of responsibility. It
appeals to people who equate luxury with a really close-up look at differing ways of life, fascinating fauna and pristine scenery – considerately
and in a respectful atmosphere – and finding total relaxation in harmony
with nature at some of the world’s most beautiful places. Next to tours
and individual travel arrangements, ananea also incorporates a selection
of top hotels that operate along sustainable lines. Furthermore, ananea
offers opportunities to participate pro bono as a volunteer in environmental conservation projects. All our ananea travel is organised in close
collaboration with recognised experts and organisations like Green Cross,
PanEco and Max Havelaar.
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have exercised an option to compensate aircra emissions by
paying into the environmental protection programme operated by Kuoni and myclimate.
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immersed in this lost world, which Kihlgren has preserved
from ruin.
A yearning for authenticity, for personal contact with interestOn a completely different note, Kuoni has partnered with Green ing people, and for a deeper meaning to one’s own actions can
Cross, an environmental organisation, to organise a tour of fi nd other means of expression too, for example the desire for a
Chernobyl in the Ukraine. There, travellers can witness at fi rst different involvement with cultural activity. There is a discernhand the aer-effects of a devastating nuclear reactor disas- ible trend here, apparent in the growing number of people who
ter on the surrounding country. But more than that, they can wish to spend their holidays doing more than passively enjoysee how people continue about their daily business, the kind ing the best that visual art, literature, music, architecture and
of aid they receive, and how their courage to face life endures cuisine have to offer. They are also out to gain close-up experieven under the grimmest conditions. Travellers tour the der- ence and insight behind the scenes, to acquire insider knowlelict ghost town of Prypiat, and the reactor itself. But they also edge at fi rst hand from the top experts, and discover areas that
visit social institutions, like an orphanage that receives Green are normally open to only a select few. The less that people feel
Cross support. It takes this form
bound to superficial categoof human contact to appreciate
ries, the less trust they place in
the true scale of the catastrophe.
mere labels, prices and beguilEncounters like these lay bare
ing packages, the more important they fi nd it to sharpen their
the present-day reality, such that
tr avellers’ expectations
own sense of discrimination. So
travellers return home as subtly
have grown in complexit y,
different people. Profits from the
what makes a wine desirable is
awar eness and depth.
tour go to Green Cross, benefitits subjectively pleasurable taste,
ing that organisation’s impornot the price per bo le – that it
might have been purchased at a
tant work.
discount store simply does not
maer. Similarly, one aends a
Next to this kind of aid, Kuoni
also brokers volunteer labour by travellers wishing to spend concert not to hear a big-name performer, but because one is
several weeks doing unpaid work in Africa, say, actively helping moved by the music – even when the musician concerned is far
out with interesting scientific projects and conservation pro- from fame as yet.
grammes. An internship generates a markedly deeper understanding of social and ecological interrelationships than would A trip to the London Proms – there is nothing unusual about
a regular tour with drop-in visits to those same projects. Traveller- that. But when a player with an acclaimed orchestra joins the
interns invest their own labour in the conservation of animal group, it adds a whole new dimension. A working musician
species, like elephants in Botswana or white sharks off the coast contributes fascinating insights into the activity of a musical
of South Africa. Working side by side with scientists and local ensemble, life on tour, concert programming, the huge differhelpers brings fascinating insights into an otherwise closed ences between audiences in various countries, details of the
world, and these are among the most precious experiences that piece to be performed. It all adds up to a unique experience –
travellers bring home from such a journey. Here too, revenue equally so in the case of an exclusive visit to a writer or artist,
with discussion of the creative process in a private se ing. Even
from internships flows directly into the grass-roots projects.
a trip to a classical winegrowing region develops new meaning
For a radically different yet equally intense and enduring ex- when a winemaker presents the fruits of his labour in person
perience, travellers can go deep into the craggy mountainscape and shares secrets of the cra .
of the Abruzzi region of Italy and lodge at the Sextantio Albergo
Diff uso. In a semi-abandoned hamlet dating back to the Mid- A new travel culture is emerging and, as always in its long hisdle Ages, where just 70 residents now remain, Daniele Kihlgren tory, Kuoni wants to be part of that culture, and to shape it.
has dedicated a huge amount of personal effort to authentically Two new product lines – ananea and cultimo – already seize on
restoring the vacant houses as hotel accommodation and equip- predominant contemporary themes. Kuoni is set to further inping them with the latest amenities. To this end he revived tensify its far-reaching efforts to hold a fi nger on the pulse of
traditional techniques of cra smanship and used environmen- present-day preoccupations. Our purpose: to mirror the spectally compatible materials. Guests can wander labyrinthine trum of social development in new styles of travel, so even the
alleyways, savour the rustic Abruzzi cuisine and spend their most discerning demographic can continue to satisfy travel asnights in old-style, simple rooms. They soon fi nd themselves pirations with Kuoni.
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One million dollars, all-in. at was the price paid in 1929 by
Daniel Jackling, an American magnate, for a family tour of
Europe and Africa under the auspices of Kuoni guide Fred N.
Wagner. Consummate service and exceptional performance,
above and beyond the organisation required for an ordinary
holiday trip, are indeed a tradition with us. Alfred Kuoni, our
founder, understood this early on. Travel was a small market
in the 1900s, so to be successful he would have to address the
high end and offer one-of-a-kind bespoke services to a wealthy
clientele. His all-round philosophy of customer care was about
facilitating “travel that is at once comfortable, expedient, and
safe”. On a practical level, that meant offering travel accident
insurance, pu ing customers’ goods and valuables into safe
storage for the duration, pet-si ing, looking aer mothballed
apartments and houses, forwarding correspondence and newspapers. Right from the start, Kuoni catered to an affluent clientele that was willing to spend – but expected outstanding value
for their money. So Kuoni rendered possible just about any
mode of travel: with private tour guides or vehicles specially
rented for the trip, to any destination, for any length of time.
Continuing this grand tradition of high-end, bespoke services
is the Kuoni Concierge Service that launched recently. The job
of the concierge is to make premium-segment travel simpler and
yet more extraordinary: ensuring that complex travel arrangements proceed without a hitch, giving customers requisite background information and insider tips, as well as pulling off the
seemingly impossible. If a travel aspiration is judged in any way
feasible, Kuoni will plan with the customer to make it happen.
tional network: a total resource for supplying the clientele with
the hoest information and insider tips on cultural happenings,
restaurants, out-of-the-ordinary locations and special events. So
customers get just the travel experience they want, right down
to the details. The concierge can fi nd a free table at even the
trendiest restaurant, or tickets to packed opera performances.
Ordering a limousine, or shu ling a stressed-out business traveller from airport to hotel by motorcycle to save time in dense
rush-hour traffic, are all part of the job. The concierge might
also act as social secretary before and aer the trip, as standin gardener while occupants are away, or perform errands.
That is where the concierge can tap in to the organised, collective knowledge of Kuoni employees worldwide and our interna-
pict ur e: k uoni concierge office, lim m atqa i , zur ich
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Discernment
k uoni concierge service *
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* Up in the air is a particularly
good vantage point for observing
the vast migrating herds …
* The tour had an upbeat beginning a few days
ago in the capital, which was hosting a
fascinating festival of youth bands from all
over the country …
* The aircra is chartered to a group of scientists,
for ge ing around flexibly within the seemingly
endless expanse. Thanks to the concierge, the
travellers could join them for a few days and
observe their work …
br a nd r eport

* To this day there are still places one will
not fi nd in any travel catalogue …
* The National Park director spent two
days personally travelling with his two
guests through the wildnerness.
* The concierge has cooked up a special
surprise for her birthday dinner out on the
steppe with a clan prince …

br a nd r eport

Prediion
k uoni getaway council
zur ich / london: Just like art, music and fashion, travel understanding of present-day social change, agenda-setting
culture is an expression of the times. Kuoni has steadily pioneered and shaped this culture during the previous century,
so it is a tradition to which we now feel more strongly committed than ever. Yet if we are to continue meeting our lo y claim
we must correctly anticipate the future through a genuine
issues and popular preoccupations. This entails identifying
latent needs, foreseeing social developments, apprehending
the spirit of the times and, most importantly, picking up on the
cultural innovations happening elsewhere and using them as
inspiration for devising new styles of travel.
What is preoccupying the avant-garde artists of today – and
vast social circles tomorrow? What constitutes luxury here in
the 21st century? What needs are developing among the world’s
most discerning customers – and how might a travel company
respond to them? Can travel draw inspiration from innovative
fashion design? And: what is the tie-in between a provider of
premium services and an ethnologist?
to obtain concrete results that can be immediately applied to
the operating business. Rather, it is about staying receptive to
forward-looking innovation and pondering over tomorrow’s
world, today. The Getaway Council was established as a permanent body, where panellists regularly convene in differing
constellations. The Council presents its fi ndings in specially
produced publications that will also preserve the experimental
spirit of these gatherings for future reference.
Kuoni initiated the Getaway Council as a forum for wide-ranging and intense discussion of issues like these. It establishes a
new level of exchange among futurologists, opinion leaders in
science and business, and icons of fashion, lifestyle, arts and
culture. The Getaway Council examines the present and the future from a variety of perspectives. It considers contemporary
issues like the modern-day perception of luxury, current and
foreseeable developments in society, culture, and what people
want. It also extends philosophies and develops visions for
the future of travel. The point of this exercise is not so much
The Getaway Council fi rst convened on 20 May 2008, to mark
the opening of Kuoni’s Flagship Store in Zurich. At the meeting,
Kjell Nordström, Nigel Barley, Chris Sanderson, Nadine Strimaer, Peaches, Henrik Vibskov and Remo Masala discussed
luxury and travel. A second gathering took place on 18 September 2008 at the Crystal Palace in London’s Hyde Park, with a different roll-call of names: Claus Sendlinger, Osman Yousefzada,
Hilary Koob-Sassen and Hans Ulrich Obrist.

peaches
nigel ba r ley
chr is sa nder son
na dine str it tm at ter
henr ik v ibskov
k jell nor dström
br a nd r eport
cl aus sendlinger
hil a ry koob-sassen
osm a n yousefza da


Will we redefine
travelling, do you think?
Oh, constantly. I think we do it
every day. I think our sense of
movement and our sense of passage
through time demands a constant
change of our sense of what travel
means.
chr is sa nder son
We are
selling rare
things.
nigel ba r ley
In the age of the internet, is there
still the need for travel agencies?
They are gatekeepers.
That’s the role that
they play. That’s back
to relationships.
chr is sa nder son
Nothing
is simple
anymore.
nigel ba r ley
Our society is undergoing a value shi at
the moment. The importance of
“so factors” such as quality of life and
well-being is growing along with a rediscovery of simple, human, even humble values. Thus, the human with all his
ethical, emotional and social potential
is taking centre stage within the spheres
of industry and commerce. Ultimately,
this will propel the entire hospitality
industry forward. Hotels need to be prepared – the future is now!
cl aus sendlinger
Maybe random
travelling would
be a good idea.
k jell nor dström
br a nd r eport
And what else would
you want in life
other than to be free?
na dine str it tm at ter
Travel is all about trying on hats
that you don’t usually wear; trying
on new identities.
r emo m asa l a
Where do we fi nd luxury in 21st century?
I think what’s interesting is that when you
move beyond product and you start to talk
about experience, that’s when you realise
where true luxury lies. It isn’t about a handbag and it isn’t even necessarily about the
journey. It’s oen about the moment in time
and, I think, even separating the journey
out of that, to being in the present, to not
thinking about where you are going or
where you’ve just been but being able to be
right there and enjoying that particular
moment – wherever you are – is the real key.
There is no product a ached to that!
chr is sa nder son
Travel experiences need
no seasonal upgrade.
r emo m asa l a
Luxury is a
feeling of
homecoming.
na dine str it tm at ter
Soon we’ll be able
to travel to the
moon – but can
we travel within
ourselves?
na dine str it tm at ter

ser pen tine ga llery pav ilion , designed by fr a nk gehry

Art
cult ur e & sponsor ing
br a nd r eport

london, october : Kuoni is on the lookout for inspir- brings us closer still to the movers and shakers of a global culing cross-fertilisation opportunities. We fi nd them not only in
a discussion forum like the Getaway Council, but also through
sponsorship of contemporary art and culture. Kuoni is moving
in a new direction as a global provider of services, with a travel
offering that breaks out of the traditional mould. Our direction
also grows apparent through collaborations with partners who
shape the landscape of today’s cultural identity, who share Kuoni’s values, claims and passion, and who, like Kuoni, think and
operate “outside the box”. Our involvement with Osman Yousefzada, Hans Ulrich Obrist and the Serpentine Gallery in London
ture. Not only is this global culture a proliferating element of
the world we live in, it also opens new dimensions of travel.
At the same time, these partners share Kuoni’s respect for the
world’s diversity, its ethnic idiosyncrasies and traditions, all of
which are worth passing on and preserving. One of Kuoni’s paramount concerns is to initiate cultural exchange through travel
abroad, and foster an atmosphere where contemporary culture
can develop freely. Progress among societies, and moving our
own business forward, only really becomes possible in such a
climate of openness, creativity and cross-border interaction.
One of the most important international events to take place Westwood, Yoko Ono, Marina Abramović, Gilbert & George,
last year was the Serpentine Gallery Manifesto Marathon, Eric Hobsbawn, Agnès Varda and Jonas Mekas. A covey of
held in London on 18 and 19 October. Conceived and directed younger, internationally famous artists were also present, inby Hans Ulrich Obrist, it was a concentrated landmark state- cluding Tino Sehgal, Taryn Simon and Terence Koh. The breadth
of subject matter equalled the
ment of artistic and philosophibreadth of presentation styles:
cal freedom. Kuoni supported
from crisply articulated talks,
the event, which took place in
the Serpentine Gallery Pavilion
through ambiguous poetic word2008 designed by Frank Gehry,
play, to theatre pieces and pera temporary structure built in
formances.
London’s Hyde Park.
k uoni,
The Serpentine Gallery Manifeslik e its partners,
to Marathon was an impressively
Just a stone’s throw away from
thinks
intense exposition of 21st-centuSpeakers’ Corner, that legend“ou tside the box”.
ry hopes, expectations, postulaary shrine to free expression
of opinion, an assembly of toptions, and desires by some of the
f light artists, thinkers, filmleading artists, writers, fashion
makers and architects spent two
designers, musicians and historians of our time, gathered todays presenting their manifesto
gether in a unique atmosphere of
for the 21st century. The unconstrained openness of Frank Gehfree expression. Stances ranged
ry’s pavilion architecture made an ideal se ing for this event, from innovative thoughts on arts teaching, through general
a space to unfurl a wealth of positions and pointed statements, questions about perception, the future of architecture and art’s
creative visions, and differing views of our future: by turns fundamental role in civilisation, to pressing issues of social
smart, humorous, apprehensive, and hopeful.
responsibility, sustainable commitment to the environment,
future modes of coexistence between humankind and other
More than 50 protagonists made their mark on the marathon, species, and novel considerations of the human dimension in
among them well-known, influential fi gures like Vivienne various areas. Yet for all this diversity, certain leitmotifs were h

On the architectural front,
Rainier de Graaf, partner of Rem
Koolhaas at the Office for Metropolitan Architecture (oma),
the m anifesto m ar athon
formulated a manifesto of simis a concentr ated
plicity calling for fairness,
expr ession of artistic and
honesty and greater social reTake Agnès Varda, Grande Dame
philosophical fr eedom.
sponsibility. And Tino Sehgal,
of French cinema and legendary
celebrated exponent of non-obexponent of the Nouvelle Vague.
jective art, expressed his hope
Costumed as a potato, she urged
that our society will increasingly
listeners to pay greater respect to
foodstuff s (“Let’s eat differently
liberate itself from a achment to
with less choice of food”) and called for progress to be moder- artefacts. He would like to see people growing in sophistication,
ated by a moment’s pause to reflect on the essence of things, more focused on their own personal experience than on accuas a counterweight to growing destruction and indifference mulating objects as a means to an identity. (“We should bring
in how we treat the world. Indeed, nature under threat was an back refinement, constructing yourself, not just the object.
omnipresent theme during the two days in London. Vivienne I hope the 21st century will be about bringing these refi nements
Westwood, former “Queen of Punk” and Britain’s top fashion to people en masse.”)
designer, pointed to rain forest conservation as a major challenge. She also emphasised the eminent role that art can play in One development became apparent from all these distinct maniproviding a footing, a sense of direction, an aid to understand- festos: a trend away from modernistic rigidity, oen framed as
ing the world, especially in these difficult times. Rasheed Araeen brutal and mechanistic, towards a new simplicity based on huwas one who viewed the person of the artist as obligated not man values. Thus: don’t exploit the environment; live in haronly to creativity, but also to addressing the world’s problems mony with it. Don’t be a slave to ego; strive to be independent.
through action. In similar vein, Barbara Steveni contended that Don’t fight your neighbour; live together in peace. Don’t be
artistic creativity is vital to any civilised society. (“That society seduced by hollow allure; seek content and information. Don’t
is starved if creative people are kept out of institutions.”)
obsess about material goods; cherish the value of experience.
As a congress for diversity, where disparate viewpoints could
Loving, tolerant coexistence still figures large in the dreams stand side by side and communicate on an equal footing, the
and desires of many artists. Fritz Haeg, for example, lent ani- Serpentine Gallery Manifesto Marathon was itself a grandiose
mals a voice as he formulated their notional wish for consid- embodiment of this ethos.
erate treatment by urban dwellers. The message of love found
its most arresting expression in a memorable performance by Considered in toto, it is clear that Kuoni’s “Manifesto for a new
Yoko Ono: tiny pocket lights were distributed among the audi- travel culture” is in many respects congruent with these develence so they could flash the personal message “I Love You” in opments, and outlines a future for travel that is closely relatMorse code to the citizens of the world, aer which she invited ed to the values, desires and aspirations of humankind in the
those assembled in the pavilion to dance with her to the strains 21st century.
of “Give Peace a Chance” – an event of rare intensity.
apparent throughout the twoday event: environmental conservation and its challenges,
responsibility of action, tolerance, openness, trust.
photos © m a r k blow er a nd the ser pen tine ga llery
br a nd r eport


“I love taking shapes and colour from different cultures, and
applying that to the disciplines of English tailoring. The result
creates a fusion, which belongs to everyone and yet is still something new. Therefore travelling, seeing and experiencing new
cultures and surroundings is so important for me when searching for inspiration. Books, the internet and museums are all
amazing tools, but nothing can compare to seeing clothes and
costumes being worn in reality, and in their own environment.”
Celebrated by “US Vogue” magazine as the “reinventor of the
Li le Black Dress”, Osman Yousefzada is one of the most interesting fashion designers at work today. Yousefzada worked in
the fi nancial industry before starting a second career as a couturier, and now draws much of his inspiration from the clothing of other cultures. Underlain by profound understanding
and – especially – due respect, Yousefzada’s collections allude
to Burmese traditional garb, Buddhist temple sculpture and the
outfits worn by matadors, without ever falling prey to fashion
clichés. Yousefzada delivers outstanding proof that looking beyond borders is fascinating inspiration for the creative process.
His styles express tolerant associations among disparate cultures whose individuality, blended with other traditions, a ain
wholly new values of their own.
Osman Yousefzada and Kuoni meet each other in a spirit of respect and empathy for our world’s diversity. Thus, fashion and
travel have forged an ideal alliance that is fruitful on both sides.
Collaboration began with Yousefzada’s London Fashion Week
show at the Crystal Palace in Hyde Park on 19 September 2008,
which was sponsored by Kuoni. Furthermore, Osman Yousefzada is a member of the Kuoni Getaway Council.
br a nd r eport
Friend
osm an yousefzada


br a nd r eport

Symbols
r edesign
Our completely new corporate image expresses the multifaceted changes we have implemented and the high bar that
we have set for ourselves. Now, for the fi rst time, Kuoni is
speaking the same language all over the world. The modernised
corporate image comprises a new logo, totally updated visuals,
and a uniform design for catalogues.
We started by redesigning the logo. From 2008, a contempo- extensive redesign process. We analysed and discussed at length
rary-looking signature replaces the familiar globe as the face to sound out national needs and idiosyncrasies, to arrive at a deof Kuoni. Metadesign, one of the world’s top branding fi rms, sign that was right for everyone. The countries may have parted
came up with the new look: it builds on the old-style leering, with some of their independence, but to compensate they have
thus continuing the grand Kuoni tradition, while also pointing gained in profi le: they can now appeal to customers from a poahead. An appealing contrast of
sition of membership in a worldclear-cut delineation with forms
wide brand constituency, and so
benefit from the strength of the
suggestive of movement adds
fresh dynamism and passion to
brand as a whole.
a high-class,
the logo. Kuoni’s catalogues and
globally
consistent
stationery were also redesigned
We always aimed to give indicor por ate look and
along similar lines – clearly arvidual countries the maximum
ranged, using a slimmed-down,
independence possible within
feel in k eeping with the
restrained palee of colours and
a global branding effort. So for
spir it of the times.
all that standardisation, the
totally new graphic metaphors.
countries still have latitude to
These elements complement
pursue national traits and tradieach another to establish a vitions: take our 70:30 rule, which
sual language that is both high-class and authentic, with a allows freedom in the amount of text and the ratio of text to
self-assured elegance that will appeal to discerning custom- illustration, in the way our colour system is used, and in the
ers who appreciate picking up on the spirit of the age during catalogue structure – all within specified guidelines. The result:
their travels as well. The travel industry has seen nothing like catalogues that have thoroughly different characters, and yet
this before. For Kuoni too, this entailed a huge transition. Yet clearly express our core brand philosophy.
for the fi rst time in our history, we have set the stage for positioning Kuoni as a global brand; one that communicates the For employees worldwide to identify with our values requires a
same values, strengths and features, along with the same brand coordinated effort on a coordinated brand; of that we are quite
certain. We are equally certain that the effort will induce the
promise, worldwide.
motivation and energy necessary for moving forward, with the
Right from the start, we involved countries everywhere in the Kuoni brand as an embodiment of 21st-century spirit.

br a nd r eport
Feelg
visual language
Kuoni’s new visual language also sets benchmarks, due to its
unusually high quality and the sophisticated aesthetic of its
travel, lifestyle and portrait photography. Customers need
only study one of our catalogues and they will acquire a deeper
understanding of the country concerned, distance themselves
from the standard clichés, and – most of all – catch the travel
bug. Accordingly, Kuoni eschews run-of-the-mill postcard
views and instead presents images of everyday life, portraits of
local people, buildings and scenery photographed from unfamiliar angles, unknown beauty, handicra work, hidden-away
restaurants and compelling details. Images of actual travellers
and popular national places of interest will continue to feature
of course, but viewed from surprising perspectives and with a
different display emphasis. Furthermore, the new visual language conveys an impression of the peerless service and convenience that comes from travelling with Kuoni.


br a nd r eport


br a nd r eport


For guests to truly experience those “Perfect Moments” promised by Kuoni, and for us to gain consistent, effective exposure
for our brand, employees must appreciate our cosmos of values
and allow that appreciation to guide them in their jobs. Because
for corporate values to be genuinely meaningful, they have to
be practiced for real. Our actions in turn influence customers
to perceive the Kuoni brand in a positive light.
While Kuoni’s Getaway Council scouts out what customers will
be wanting next, our Brand Campus is right now familiarising
employees worldwide with the new corporate image, our new
products, ideas, visions, goals and values, and what the public expects differently these days. That will give our staff the
wherewithal for a lively, productive dialogue with customers,
and maintain their passion and dedication to conceiving yet
more “Perfect Moments”.
But communication at Brand Campus is far from a one-way
street, so what we also have here is a key tool for innovation.
Here, anyone at Kuoni can present a suggestion or idea, and
maybe help us bring the brand forward. We have accumulated more than 160 good proposals for improvements and new
products so far, and the fi rst of these have already been implemented. Brand Campus is a valuable way for Kuoni to grow even
beer acquainted with employees, and to work collaboratively
on shaping our business future – “We are Kuoni”.
br a nd r eport
we ar e k uoni.


br a nd r eport

Lucidy
ministry of br ands
The Ministry of Brands is an online tool for use in-house, which
provides a straightforward means of giving the Kuoni brand
a consistent look anywhere in the world. All employees can
access this resource for focused information on the content of
the Brand Campus, and Kuoni’s corporate design guidelines
at varying levels of detail. From here they can also download
templates, logos and images to use in their own work. In future,
marketing employees in various countries will also be able to
have stationery items like invitations, business cards and flyers
produced automatically. That not only ensures correct design
in keeping with the brand, it also makes production of printed
maer cheaper and more efficient overall. In addition, the Ministry of Brands provides an upload platform where any kind of
printed maer may be submied for another prepress check-up
on its design quality and coherence. That makes the Ministry
of Brands an important tool, and one that is particularly helpful through the fledgling period of the repositioned brand. It
provides a means to sharpen brand sensibilities among our employees and prevent design misunderstandings.

Just booking a tour at one of the new Kuoni Flagship Stores is
already a special experience. For a premium service operator
like Kuoni, it was most important that selected retail offices be
outfied as locations that project the uniqueness of the travel
experience on offer. The use of high-grade materials like precious woods and bronze, the subtle presence of a newly-created
Kuoni room fragrance, the art on show from various countries;
all of these combine for an exceptional ambience that is unlike
anything else around in the travel sector. This refi ned, inviting
atmosphere provides the appropriate se ing for si ing down
to plan the ultimate in individual travel arrangements. The
Flagship Stores already opened in Zurich, London, Manchester,
Mumbai and Paris set new standards and put Kuoni in a clearly
separate ballpark from the ever-more debased mass market. At
a Flagship Store, customers can experience their fi rst “Perfect
Moments” even before they leave home.
lef t k uoni, fl agship stor e, bellev ue, zur ich
r ight k uoni fl agship stor e, k ensington, london
b a nd
br
nd r e
eport
p rt
po
Lustre
flagship stor es


br a nd r eport

Lks
“the link” employee m agazine
Kuoni’s employee magazine “Link” was re-titled “The Link” in
2008. With the new title came a change of editorial concept and
of visual appearance as well. Vienna-based designer Herbert
Winkler conceived the new, contemporary layout for our quarterly magazine, which is published in three languages (German,
English, French).
“The Link” is produced with and for employees; our people With its open structure, sophisticated page design and crisp,
oen get an opportunity to express themselves in detail within to-the-point articles and interviews, plus a high standard of
the magazine’s pages. Each issue has
photography, the new-look employee
a particular thematic focus. Like the
magazine is an informative as well as
entertaining read, not just for Kuoni
Trendmonitor, “The Link” covers
employees themselves but also for
in-house as well as external topics –
travel and lifestyle news, what’s new
their friends and families.
at Kuoni, events of special interest to
em ployees. Beyond general themes
Continuing from our approach to the
like these, we also wanted to address
new logo design, we also felt it was imindividual countries and business
portant to have top-fl ight, internationareas. So there are now other magaally seasoned experts involved in the
zines flanking “The Link”, like “The
redesign of our employee magazine.
Swiss Link” for Kuoni employees in
Herbert Winkler, one of the world’s
Switzerland, “The India Link” for emmost celebrated designers of lifestyle
magazines, created the new look for
ployees in India and “The Destination her bert wink ler
“The Link”.
Link” for people working in Kuoni
Destination Management.
Herbert Winkler rose to prominence largely through his revoBut “The Link” is still the hub that brings together all the coun- lutionary design work for “Wallpaper*” magazine, one of the
tries in Kuoni’s world, gives employees a global sense of belong- most influential publications to emerge in the last decade. It
ing, and strengthens their identification with the new Kuoni. was the fi rst magazine of its genre to establish a high-level un“The Link”, like our other internal communication media, thus ion of travel, design, art, architecture and fashion. From there
propagates a central philosophy that figured large in the rede- “Wallpaper*” developed into an icon that not only documented
the spirit of the age, but also anticipated it on occasion.
sign of our brand – “We are Kuoni”.

Giing
k uoni gift vouchers
give tomorrow’s memories, today: New Kuoni gift
vouchers allow a tour to be packaged just as exquisitely as a
piece of fine jewellery, ready for presentation as a valuable
offering to the family or a good friend. Now, the special worth
of a Kuoni tour is something that can be experienced even
before departure.
br a nd r eport

Dreaming
inspir ations
no t h i ng is mor e pl e a sa n t t h a n t h e sense of these and more go to ensure accommodation with a truly dishaving a r r ived: “Inspirations” features small, independ- tinctive character.
ently owned hotels with personal charisma and one-of-a-kind
atmosphere that guests will surely fi nd enchanting. The operators are passionate about hospitality, and accomplished at creating a special ambience. Unusual design, exceptionally friendly
personnel, harmonious details, regard for local traditions,
architecture that harmonises with natural surroundings – all
The selection covers hotels all over the world. Many are in the
luxury bracket, but more modest establishments and some real
insider tips are also included. There are no categories here because ultimately, only one question maered: is this a hotel one
would recommend to best friends?

Scenting
room fr agr ance
ta k e in t he scen t of t he wor l d’s a bu n da nce:
Just as foreign lands are there to be experienced with all the
senses – now, so is Kuoni. We have created a contemporary, luxurious room fragrance to complement our new image. Its rich,
oriental note conjures up the magic of faraway places while also
expressing Kuoni’s exclusive character and urbane elegance.
Aromas like Iranian saff ron, spicy cardomom, Moroccan rose
and sumptuous Bourbon vanilla intertwine and unfurl into an
overall impression of sophistication and harmony that reveals
fresh nuances at every encounter.
br a nd r eport
Hearing
sound
t he in t i m at e sound of t r a nqu illi t y: Kuoni has
commissioned special music that renders homage to the beauty
of the travel moment. It plays in Kuoni retail offices everywhere
and changes character according to the weather and time of day.
The easy, airy sound incites yearnings while at the same time
conveying a sense of security.


Archecture
house of br ands
Repositioning the Kuoni master brand also entailed reviewing
the Kuoni brand portfolio as a whole, along with interdependencies existing between subbrands and the master brand. Each
one’s specific qualities, values, characteristics, promise and
target groups were examined according to various criteria; this
established clear relationships between a given brand and the
Kuoni parent brand. The next move will be deciding how to express this relationship within the framework of the brand name
and image: either retain the brand name as-is, turn it into an
extension or off shoot of the Kuoni brand, or integrate it. This
restructuring process is still in progress and when complete, it
will be possible to make broad-based use of the manifold synergies that arise in a wide-ranging brand family, and to fully
exploit the brands’ collective potential.
Kuoni Destination Management is a major brand within the
Group. It has already been repositioned as an extension of the
Kuoni brand, and is itself the parent of other brands. The brand
was defined in thorough detail, with new values and a new
visual language derived from Kuoni’s own up-market image. It
expresses values of dependability and high quality at Destination Management, as well as the business unit’s body of tradition, its local roots in many countries, and global perspective.
“Explore” is the brand nucleus: it points up the open worldview
and spirit of discovery that prevail among a global employees
who work continually to acquire an even beer grasp of different countries, their peoples and idiosyncrasies, fi nd out what’s
new, and venture into uncharted territory.
only a subset of the k uoni br a nd portfolio a ppea r s in the v isua l
br a nd r eport


br a nd r eport
Smart
helvetic tours
Travel with style and class that is also affordable, yet without
sacrificing quality, comfort and good design – that has become
the Helvetic Tours promise to customers since the brand was
repositioned in 2008. Price reductions, many new four- and
five-star offerings, a discount scheme – they all deliver on the
promise, which is strikingly communicated through the company’s new, upmarket image. The changes at Helvetic Tours
were made to accommodate lo ier expectations among tourists
in the tourists segment. h


Look around many areas of socisophisticated and emotional.
ety today, and it is apparent how
The new logo sits there like a red
lifestyle is growing in aesthetic
sun, orbited by a dynamic halo
“nothing is too
sensibility. People are looking
of energy that carries strong
good for
out more for quality and good
personal impact. Its circularity
or dinary people!”
design in reasonably priced
suggests our world, as well as
products, too. Big-name fashexpressing destinations far and
wide, and the feeling of freedom
ion labels, coffee shops, hotels –
today’s top sellers are successful hybrids of cheap and chic. affi liated with travel. The association of white cross with red
All over the place, dictums of premium and luxury design can background – Helvetic, indeed – stands as a symbolic seal of
be observed crossing over into the mass market. That in turn safety and trust.
breeds an even more discerning circle of customers – here is a
The photography for the redesigned visual language depicts
developmental trend that will continue for years to come.
contented people in relaxed se ings: the epitome of carefree,
In a broad-based response to this movement, the Kuoni Future happy holidays, yet not necessarily tied to conventional role
Lab defi ned a new set of corporate values for Helvetic tours and models. Character-wise, the imagery is romantic, playful, easycame up with a new, upgraded corporate image. Helvetic Tours going, sensual, and genuine; the frame’s open composition
appeals to the average holidaymaker who regards the best sea- provides space for accommodating the viewer’s personal projecson of the year with unaffected expectancy and deserves to be tions and notions of holiday bliss. Simultaneously, a restrained,
given a carefree time – be it on a city tour, at a resort & spa, or monochrome aesthetic elevates the subject’s here-and-now ease
simply on holiday with the family. Yet Helvetic Tours strives to to a more sophisticated plane. The monochrome imagery and
offer guests maximum quality and safety, the greatest possible the powerful red of the logo also play off each other for added
comfort and the best service, in keeping with its claim: “Noth- effect. These colour opposites, plus the contrast of a crisp visual
ing is too good for ordinary people!”
to the deliberately imprecise, somewhat hand-drawn circle of
the logo, project an image that is at once self-contained, memoHelvetic Tours also has a new corporate image to match, at once rable, and aention-grabbing in a classy way.
This Annual Report is also available in German.
Der Geschäsbericht ist auch in deutscher Sprache erhältlich.
published by
Kuoni Travel Holding Ltd.
Corporate Communications
Neue Hard 7
CH-8010 Zurich
P +41 (0) 44 277 43 63
F +41 (0) 44 272 39 91
www.kuoni-group.com
design
Stephan Beisser, Julia Hörbrand, Anna Döppl, Büroecco
photogr aphy
Claus Brechenmacher & Reiner Baumann | Museum of Design
Zurich, Designcollection, Franz Xaver Jaggy | Jon Bergman |
Mark Blower and the Serpentine Gallery | Karl Holzhauser |
Thomas Kalak
tex t & con ten t
Rasmus Kleine
Remo Masala, Kuoni
project lead
Simon Marquard, Kuoni