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