India in the spotlight as Kuoni launches inspirational new collection
Kuoni is aiming to increase sales to India with a completely new-look brochure, new online itineraries, a wider range of travel options and investment in staff expertise.
Central to the launch is a new-style Discover India brochure, designed to showcase the diversity of the destination with a magazine-feel, inspirational photography and recommended itineraries which can all be personalised.
The latest launch is geared towards inspiring customers who are visiting for the first time and those who have “done” the golden triangle and are looking to some of the lesser known, but equally stunning national parks and natural wonders.
Investment is also being put into staff knowledge, with 19 Kuoni staff recently returning in India as part of a mega educational showcasing four different itineraries each with a theme.
Ayurveda healing and health in Kerala, the foothills of the Himalaya, safari camps and lodges, the lesser-visited South and classic Rajasthan are some of the themes highlighted in Kuoni’s new collection.
Television presenter Anita Rani stars in the brochure, bringing her insight and advice on the best street food. Anita will continue to be an ambassador for Kuoni with her love of India being at the centre of marketing activity, including customer events and online travel insight planned for 2019.
Claire added: “We see a clear opportunity to grow sales to India and this is a significant move. We started bringing it closer to our marketing activity this year, by incorporating it into our latest campaign, the Cut, creating window point of sale and events with Anita Rani. This has helped grow awareness and sales, but the new launch is a completely new approach to how we position India - we’re telling the stories of the destinations combined with suggested itineraries and experiences which can all be tailor made for the customer.
The India collection also has a strong sustainable travel theme, with many hotels selected for their low-impact activities and micro excursions which explore the local area by bike or on foot.
Claire Ross, head of specialist product, Kuoni, said: “The aim is also to look beyond the well-trodden tourist trails, to address the topic of “overtourism”. For example, as well as offering an extensive collection of characterful boutique hotels in Kerala, CGH Earth Experience Hotels has been leading the way with responsible business practice in its premium hotels for many years – at one of their properties, Spice Village in Thekkady, they produce solar energy, their own drinking water, grow most of their own food and they completely avoid single use plastic.”
We’ve got a team of people here that know India inside out, who can recommend stunning itineraries blending the very best ways to see India with some of the classic highlights, but also some surprising travel ideas too.”
India is currently listed in 8th position on Kuoni’s best-selling destination list having risen two places since last year with sales currently 9 per cent ahead and the last four weeks alone sales have been 172 per cent up. It is expected to rise further up the top ten this year on the back of Kuoni’s revitalised approach to the destination.
The latest collection is out now and can be found in Kuoni’s Discover India brochure and online at www.kuoni.co.uk/brochures