Every Journey Tells a Story
Navigating this world
requires knowledge of
the wants and desires of society.
The year 2011 was a key signpost in Kuoni’s long history. The company has strategically realigned itself and given itself a new structure.
Kuoni’s annual report 2011 corresponds with this structure: For the first time it contains not only three but five parts, documenting the Kuoni project in its figures, its facts, but also in its passions.
THE BRAND REPORT 2011
The Brand Report this year is attempting to explore the basic constitution of travel and the associated expectations of travellers in an experimental and very entertaining way:
Twelve anonymous travellers – the participants of this year’s Getaway Council, which was held, simultaneously, in multiple locations – comment on an old photo album of a trip to Italy. The images scrutinized in their tiniest details by the anonymous commentators develop a strangely compelling appeal.
Witnessing the Getaway Council members manifesting a detective-like urge to get to the bottom of the matter is highly entertaining. But what emerges, like a mosaic, from all observations, gradually forming a coherent picture, is nothing less than the concept of travelling.
THE FUTURE REPORT 2011
For the Brand Report in the 2010 annual report, Kuoni compiled a list of outstanding philosophers, cultural scientists and writers who reflected freely on the subject of travel, holidays and global mobility. One hundred aphorisms, or figures of thought, were distilled from their essays. Kuoni intended these figures of thought to generate a process of reflection both within the industry and among the general public.
In many of the discussions, a wish was expressed that contextual links and strategic conclusions should be drawn from these aphorisms. In the Future Report, Kuoni now presents some key findings in a new context that includes illustrative drawings and explanatory commentary. It thereby outlines potential developments in the way Kuoni operates and evolves strategically.