Kuoni is eliminating the term ‘homeworker’ from its business lexicon, aiming for a progressive approach towards sales growth. The rebranding effort will identify homeworking agents as home-based business owners to enhance their impact.
- Kuoni aims to foster substantial growth in sales from home-based agents, targeting a 30% increase by 2025 through strategic initiatives.
- These initiatives include bespoke events, expanded product offerings, and enhanced agent engagement, all designed to build stronger relationships with key partners.
- The firm is also working to dispel perceptions of being exclusive and expensive by revamping its pricing strategy and destination offerings.
- A series of promotional video clips will showcase Kuoni’s expert hub and other integral teams, reinforcing its commitment to expertise.
Kuoni has announced a significant change in how it refers to its home-based agents, no longer using the term ‘homeworker’. Instead, they are now recognised as home-based business owners. This adjustment is part of a broader strategy to stimulate sales growth in this segment, which currently represents 37% of the company’s agency sales, up 10% from the previous year. Trade sales director Sarah Weetman spearheads the initiative to boost sales by 30% by 2025, using strategic events and worldwide offers specifically for social media publicity.
In her drive to achieve this ambitious sales goal, Weetman is focusing on creating tailored events and assets for home-based agents, thereby leveraging social media for broader reach. The company’s action plan includes not only bespoke events but also the provision of multi-centre worldwide offers, enhancing the agents’ ability to attract and engage customers online.
A critical aspect of Kuoni’s strategy is dispelling myths around its pricing and product exclusivity. The company is expanding its offerings beyond traditional honeymoon destinations to more diverse and affordable locations like Jamaica, the Dominican Republic, and Turkey. These efforts aim to reposition the brand as accessible while maintaining the allure of high-end experiences.
Furthermore, Kuoni is enhancing agent partnerships through the launch of new video content. These short clips introduce agents to the expert hub personnel, who are pivotal in facilitating seamless holiday experiences. This initiative aims to solidify the expertise of Kuoni’s team, encouraging agents to develop strong connections with these destination experts, thus ensuring top-tier service delivery.
The firm is also reinvigorating its fam trip offerings, promising revitalised experiences to key destinations such as Sri Lanka and the Maldives, with a full revamp of these trips planned for 2025. Weetman, alongside her experienced trade team, has re-instated in-store visits, optimising in-person engagement with agents. This strategic move has already yielded a 10% year-on-year sales increase since April.
The video content initiative further supports this by offering visual insights into the workings of Kuoni’s expert hub, differentiating the company by putting faces to its renowned service. By empowering agents to request specific experts, Kuoni strengthens the trust and cooperation necessary for its expansive travel network.
In an effort to overhaul its market presence, Kuoni has undertaken a comprehensive review of competitive pricing and commercial operations, aiming to offer more budget-friendly yet equally captivating holiday options. This restructuring involves dropping prices in markets where competitive advantage is limited, reflecting a strategy to accept lower margins for broader market appeal.
Kuoni’s shift from ‘homeworker’ to ‘home-based business owner’ signifies a strategic pivot towards inclusivity and growth, aiming for increased accessibility and enhanced sales through innovative engagement and competitive offerings.
