Reflections on the Object of a Company
Ever since its inauguration,
the Kuoni Brand Report has been the outcome of the productive meeting of different spirits and minds.
A Brand Report is about the core values of a company – about its essential nature as a brand. Four years ago, when Kuoni did something very new by including a Brand Report as the third section of its annual report, the initial response of astonishment was followed by a great deal of interest. Our shareholders and the general public quickly realised that a listed company was engaging in critical and unreserved examination of itself, that it recognised the significance of the identity embodied in its own actions and sought to incorporate this self-reflection into its most important yearly publication.
The Brand Report was initiated in connection with a specific occasion: we wanted to find a new concept for the face of Kuoni in its centenary year of existence. Against the background of an intense debate on the concept of new luxury Kuoni made one of the most comprehensive transformations in its history. The central elements of this repositioning are presented in the first Kuoni Brand Report 2008.
BEAUTY IS AN EXPERIENCE
In 2009 the intention was to delve even deeper into the ideas of this dynamic process of change and development, so the Brand Report was dealing with the question of what kind of beauty people are looking for in their holidays. With “Beauty is an experience” we confirmed once more our commitment to values like authenticity, sustainability and individual perfect moments. Find out more about our Brand Report 2009.
THE DETOURIST 100
In 2010, at a time when economic crisis had extended to nearly all corners of the world and every branch of the business, it seemed necessary to get down to the roots of tourism and to explore its inherent potential. We wanted to engage in critical analysis and research, with far greater depth than normally practiced in the travel industry. A theory of travel emerged from this, as conceptual and descriptive as possible – a quarry of ideas. Read more about Kuoni's Brand Report 2010.