Forum "What's the latest in tour operating?"_3

Kuoni Italy SpA Cristina Tasselli, Marketing, Sales & Development Director

The Kuoni Gro COMPANY STRATEGY BR 1906 Alfred Kuoni, a Swiss opens a \"Travel Bureau\" in Zurich, Switzerlan Head Office is in Zurich  Branch operations in over 30 countries  2009 8.800 employees  Kuoni’s repositioning as a global travel brand with innovative produc  a contemporary-style logo and new-look brochures launched world

The Group Wordw COMPANY STRATEGY BR • 30 brands focused on its core Leisure Travel and DMC busine • Operating in 5 Continents • 1998-2008, World’s Leading T for 10 times

The 3 Divisions of the Gro COMPANY STRATEGY BR Kuoni Travel Holding Ltd. From 2007 SBD Destinations SBD Style SBD Smart • Services offered at • Focus on • High value product destination quality/price and services • Meeting, conventions and incentives

The Strategic Ass COMPANY STRATEGY BR La Strategia The Strategy New Business Develope Profitable Growth Models Intangible Assets • Develop high • New Brand Identity • Increase penetration value services in Strategic Markets • Relationship with • Acquisition of partners and clients • Develop emerging DMC markets • HR • Focus on emerging • Acquisitions of TO needs Strategic dialogue and priority setting “Differentiation,… …Intangible richness, …Speed growth”

Kuoni Italy Milesto COMPANY STRATEGY BR 1951 Kuoni opens 1st Branch in Rome 1998, Joint Venture Kuoni-Gastaldi Tours (55%-45%) 2001 2001, Kuoni acquires full ownership of the company Kuoni Gastaldi Tours becomes Kuoni Italia Spa and developes new strategy Headquarter in Genoa, 3 Sales Centers in Milan, Rome and Naples 2008 185 employees 45 destinations in 5 Continents, leader for long-haul tailor made holiday

The Consumer To COMPANY STRATEGY BR THE CONSUMER THE CONSUMER IS BECOMI TODAY IS FAST MOVING CONSUME SPEND MORE TIME OUT OF HOME MORE INFORMED ABLE TO DO BENCHMARKING KNOWS WHAT HE WANTS EXPOSED TO “WORD OF MOU INTERESTED IN LOOKING FOR SOMETHING UNIQUE SHOWING INTEREST FOR CUL MULTIMEDIA LOOKING FOR EXPERIENCES EXPECTING A SPECIALIST KNO MORE THAN DESTINATIONS HOW FROM T.O. USES MULTICHANNEL TO PREFERS TAILOR MADE PURCHASE GFK 200

Trend Mon COMPANY STRATEGY BR THE CONSUMER BOARD KUONI How do you want to travel?

2008-The New Strategy to face Market Chang COMPANY STRATEGY BR Product Portfolio Review Brand Operational/ Customer Centric Strengthening and Organizational Company Re-positioning Re-engineering Staff Development and Change Process

Which Target Groups to be success COMPANY STRATEGY BR A SEGMENTATION Traditional Satellite products products

Traditional Produ COMPANY STRATEGY BR 16 catalogues, 45 destination Worldwide

The Collectio COMPANY STRATEGY BR Elites Discovery Honeymooners

One Global Bra COMPANY STRATEGY BR I FUTURE LAB – CREATIVE CIRCLE A new way to travel

2008- New Brand Iden COMPANY STRATEGY BR REABILITY PERFECT MOMENTS PASSION AUTHENTICIT Y

Reability

Authenticy

Passion

erfect Moments

Forum "What's the latest in tour operating?"_3

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