The world of tour operating is in the throes of important irreversible transformation, which is currently putting the very foundations of players’ business models into question. MTM discussed these issues in the forum "What's the latest in tour operating"on the 27th of March 2009. Have a look at the contribution of Cristina Tasselli (Kuoni Italia).

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

2. The Kuoni Gro
COMPANY STRATEGY BR
1906 Alfred Kuoni, a Swiss opens a quot;Travel Bureauquot; 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

3. 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

4. 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

5. 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”

6. 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

7. 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

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

9. 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

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

11. Traditional Produ
COMPANY STRATEGY BR
16 catalogues, 45 destination Worldwide

12. The Collectio
COMPANY STRATEGY BR
Elites Discovery
Honeymooners

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

14. 2008- New Brand Iden
COMPANY STRATEGY BR
REABILITY
PERFECT
MOMENTS
PASSION
AUTHENTICIT
Y

15. Reability

16. Reability

17. Reability

18. Authenticy

19. Authenticy

20. Authenticy

21. Authenticy

22. Passion

23. Passion

24. Passion

25. erfect Moments

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