Forum "What's the latest in tour operating?"_3
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Transcript of Forum "What's the latest in tour operating?"_3
Kuoni Italy SpA
Cristina Tasselli, Marketing, Sales & Development Director
The Kuoni Group
1906 Alfred Kuoni, a Swiss opens a "Travel Bureau" in Zurich, Switzerland
2009 Head Office is in Zurich Branch operations in over 30 countries 8.800 employees Kuoni’s repositioning as a global travel brand with innovative product lines
a contemporary-style logo and new-look brochures launched worldwide
COMPANY STRATEGY BRAND
The Group Wordwide
• 30 brands focused on its core Leisure Travel and DMC businesses
• Operating in 5 Continents
• 1998-2008, World’s Leading T.O.for 10 times
COMPANY STRATEGY BRAND
The 3 Divisions of the Group
Kuoni Travel Holding Ltd.
SBD Style SBD Smart SBD Destinations
• Focus on quality/price
• High value product and services
• Services offered at destination
• Meeting, conventions and incentives
From 2007
COMPANY STRATEGY BRAND
The Strategic Assets
Strategic dialogue and priority setting
• New Brand Identity
• Relationship withpartners and clients
• HR
Develope Intangible Assets
• Increase penetrationin Strategic Markets
• Develop emergingmarkets
• Acquisitions of TO
Profitable GrowthNew Business Models
• Develop high value services
• Acquisition of DMC
• Focus on emergingneeds
La Strategia
…Intangible richness,“Differentiation,… …Speed growth”
The Strategy
COMPANY STRATEGY BRAND
Kuoni Italy Milestones
1951
2001 1998, Joint Venture Kuoni-Gastaldi Tours (55%-45%)2001, Kuoni acquires full ownership of the company
2008Kuoni Gastaldi Tours becomes Kuoni Italia Spa and developes new strategy
Headquarter in Genoa, 3 Sales Centers in Milan, Rome and Naples185 employees45 destinations in 5 Continents, leader for long-haul tailor made holidays
Kuoni opens 1st Branch in Rome
COMPANY STRATEGY BRAND
The Consumer Today
MORE INFORMED
KNOWS WHAT HE WANTS
LOOKING FOR SOMETHING UNIQUE
LOOKING FOR EXPERIENCES MORE THAN DESTINATIONS
PREFERS TAILOR MADE
THE CONSUMER TODAY IS
ABLE TO DO BENCHMARKING
EXPOSED TO “WORD OF MOUTH
SHOWING INTEREST FOR CULTURE
EXPECTING A SPECIALIST KNOW HOW FROM T.O.
THE CONSUMER IS BECOMING A FAST MOVING CONSUMER
GFK 2008
INTERESTED IN
MULTIMEDIA
USES MULTICHANNEL TO
PURCHASE
SPEND MORE TIME OUT OF
HOME
COMPANY STRATEGY BRAND
Trend Monitor
KUONIHow do you want to travel?
THE CONSUMER BOARD
COMPANY STRATEGY BRAND
2008-The New Strategy to face Market Changes
Product Portfolio Review
Operational/Organizational Re-engineering
Customer CentricCompany
Staff Developmentand Change
Process
Brand Strengthening and
Re-positioning
COMPANY STRATEGY BRAND
Which Target Groups to be successful?
SIGMA SEGMENTATION
Traditional products
Satellite products
COMPANY STRATEGY BRAND
Traditional Products
16 catalogues, 45 destination Worldwide
COMPANY STRATEGY BRAND
The Collections
Elites
Honeymooners
Discovery
COMPANY STRATEGY BRAND
One Global Brand
KUONI FUTURE LAB – CREATIVE CIRCLE
A new way to travel
COMPANY STRATEGY BRAND
2008- New Brand Identity
PERFECTMOMENTS
REABILITY
AUTHENTICITY
PASSION
COMPANY STRATEGY BRAND
Reability
Reability
Reability
Authenticy
Authenticy
Authenticy
Authenticy
Passion
Passion
Passion
Perfect Moments
Perfect Moments
Perfect Moments
Perfect Moments
Perfect Moments
Perfect Moments