Innovation, not Imitation

05. 02. Customer Centricity

Kuoni Market Intelligence

The backbone and impetus for the Customer Centricity concept was an extensive study by Kuoni’s Market Intelligence department, in which more than 15 000 participants from different European countries were asked about their travel behaviour.
Read more about it here.

Another example of Kuoni’s continuous investment in market research is the touchpoint analysis that has been conducted by the Market Intelligence department for Kuoni Switzerland.
To further enhance our marketing communication in the Swiss market, 79 points of contact between our brand and a (potential) customer – online and offline – have been identified and evaluated quantitatively regarding their reach and strength in a consumer’s holiday decision making. The study included analysis by all different kinds of customers as well as benchmarks of our competitors, which revealed a lot about our strengths and weaknesses. The study has thereby helped us to further improve our marketing mix.

We live in increasingly complex times. People's needs are becoming more individual and differentiated, making it harder to lump them together into simple trends. As one of the leading travel companies, we have to penetrate deeper into the zeitgeist of the 21st century, continuously developing new concepts so that our travel offerings meet the needs of even the most demanding traveller.

The customer, together with his or her very own longings and needs, has become the central focus of all our efforts.

A lot of people at Kuoni are working to gain a better understanding of the wishes, expectations and longings of the 21st century traveller. The insights they come up with help our experts develop innovative products, new types of advisory tools and specially adapted forms of communication for their particular areas of business.

MAPPING THE PLACE OF LONGING

Based on its extensive research, Kuoni has categorized people's longings into different segments. The identified segments are materializing through an intuitive mix of words and images in our overall marketing communication. This mix is based on a comprehensive workbook called “Coast of me — Mapping the Place of Longing.”, which has been developed as a tool for more effective, needs-oriented communication that takes into account the individualization of our customer needs. Read more about Kuoni’s segmentation and see how it affects our communication. Click here.

A NEW ADVISORY CULTURE

Taking this a step further, Kuoni also revolutionised the way in which our travel consultants communicate face-to-face with customers. The Travel Compass is an extremely efficient advisory tool, developed using the principles of Kuoni’s segmentation and the latest insights into the psychology of decision-making. The Travel Compass, which provides specific, highly customised advice, offers customers added value that they will not find with other tour operators, let alone on the internet. Read more about how the Travel Compass has revolutionised Kuoni's travel consultancy. Click here.

LET OUR RESEARCH ENTERTAIN YOU

In order to secure a successful future with innovative concepts and to continue our 100-year-old reputation as pioneers of travel, Kuoni is continuously investing in market research. This is the only way in which we can ensure the culture of travel keeps pace with the changing times and the evolving requirements of individual travellers.
Read more about the Holiday Report – our comprehensive study of travellers’ cross-cultural behavioural differences. Click here.