It’s nevertheless been a successful formula, but as UK managing director Mark Duguid freely admits, one that’s perhaps become a little tired – and limiting.
Research by brand agency ODA found Kuoni’s image to be “quite conservative”, one that needed something fresh to set itself apart from a “sea of sameness” – descriptions that spurred Duguid into action after he joined from stablemate Carrier in early 2023.
"There is a job to do to make us a lot more contemporary and relevant,” Duguid admits, speaking to TTG as he and Kuoni reveal the first stage of this effort, starting with a new brand identity and approach to marketing.
