Kuoni, the upmarket travel operator, is planning to strengthen its luxury offering with a series of new collaborations and services.
The brand is in talks with artists, art galleries and fashion designers to offer “alternative media to discoverthe world”. The first dealswill be signed during the Frieze Art Fair in October with artist Hans Ulrich Obrist, the Serpentine Gallery in London and fashion designer Osman Yousefzada. The company is seeking similar deals for next year.
A spokeswoman for the company says: “Luxury is no more about standalone features, but about the personal value of experiences – not about price but about quality.”
Kuoni is also refining the service it offers customers with the launch of a concierge service in the UK, France, Switzerland and India. It will include a door-to-door free chauffeur service for selective, long-haul, business-class passengers.
It has also recently launched short breaks in Switzerland, which provide special experiences and trips with a taste of local traditions. These will be rolled out to offer similar trips in other European countries.
Kuoni’s plans to move further upmarket come at a time when the travel market is struggling, with a number of operators, including XL Leisure, going out of business. The sector has been hit by rising fuel prices and increased pressure on consumer spending.