Travel
Brexit and terror will never undermine UK’s thirst for travel – Kuoni
Neither the weak pound nor security threats will be enough to turn Brits away from international adventures, the marketing director of premium travel company Kuoni told Campaign, as it prepares the launch a visually distinctive TV campaign on Christmas Day.
“We did feel the effect of a nervous public” following terrorist attacks such as the bombings in Paris last November, said Dean Harvey, “but the British public are quite resilient.”
And since the referendum in June, after which the pound plummeted against the dollar, Kuoni had not seen a downturn in bookings, he added. “The holiday is one of the last things to go.”
The challenge for travel companies, Harvey said, was to demonstrate the ability to provide holidays that catered to consumer needs that might be changed by the economic or political climate. Travellers whose budgets have been squeezed by the falling pound present an opportunity for all-inclusive trips which can make it easier for them to budget, he said.
The new campaign, “Out of the ordinary”, created by Brighton-based agency Designate, aims to profile the breadth of trips offered by Kuoni.
It features a swimmer moving through a series of backdrops – including an island in the Maldives, African plains and an Italian piazza – which are created by manipulating still photographs. The ad was directed by Luke Losey and features an original track by Paul Hartnoll from electronic act Orbital.
Harvey said that Kuoni was primarily known for the Maldives, an association that was holding back its ability to increase business with existing consumers by getting them to consider it for other types of holidays – especially short haul trips.
“Kuoni owns more stores than Apple – over 50,” said Harvey. “The brand has some traction, but our research has shown that people only know us for special occasions or long haul. We’re able to sell quite a wide range of products, from Europe to the Maldives to cruises. We wanted to have our customers come back on a more frequent basis.”
The TV spot will be supported by digital, social and press, with a sale booklet going out in The Times and The Daily Telegraph in January.
Harvey predicted that after two decades in which low-cost airlines have driven the growth of the travel industry, package holidays would start to make a comeback as consumers reevaluate their priorities.
“We think the novelty of planning your own holiday is fading,” he said. “It’s become such a protracted process, and you’re never quite sure you’ve made the right choice.”
He acknowledged that package holidays suffered from “image problems”, but said that travel providers were working to shift the emphasis of their offer from merely convenience, to expertise and recommendation.
“We’re investing significantly in our retail store networks and partnerships with the trade. We encourage people to get off our website and speak to us – that recommendation aspect of what we do differentiates us from a number of players.”
Bestbuy Maldives (BBM) extended their strong and decades old partnership with Unilever International, by adding to their brand portfolio – Vaseline, Hellmann’s, and BRU Coffee for the Maldivian market.
The collaboration was announced at a Business gathering held at the Manhattan Business Hotel, attended by over 300 trade partners from across Maldives.
With this partnership, BBM strengthens its retail offerings across the Maldives archipelago. Vaseline, a trusted name in skincare, and Hellmann’s, known globally for quality food products, will now be available through BBM’s distribution network.
“Vaseline is a name that generations trust for skin care. And Hellmann’s is a global icon in flavours. We’re proud to bring both to shelves across the Maldives and enrich everyday living for our customers,” said Muksith Hussain, Business Head – Retail.
In the hospitality sector, BBM introduces Bru Coffee as an addition to its HORECA (Hotel, Restaurant, Café) offerings. BRU Coffee provides a quality beverage option for hotels, resorts, and restaurants across the Maldives.
“BRU is one of the most loved coffee brands in the region. With this launch, we’re giving our hospitality partners a versatile product that delivers on both taste and reliability that can be consumed as a beverage and for the purpose of dessert preparation, something they can serve with confidence,” said Hisham Girsy, Business Head – HORECA.
The gathering served as a platform for BBM to engage with its valued trade partners and introduce these new brands to the market.
A.V.S Subrahmanyam, Chief Operating Officer at BBM, remarked: “BBM is built on relationships. This event reflects our commitment to not just introduce great products but to support, connect, and elevate our trade partners. We’re in this together, and the journey ahead is promising.”
As BBM continues to grow its portfolio and global partnerships, the focus remains clear delivering excellence, building trust, and shaping the future of trade in the Maldives.
Bestbuy Maldives (BBM) is a leading distribution company in the Maldives, connecting international brands with local businesses across retail and hospitality sectors. With a customer-focused approach and extensive distribution network, BBM continues to be a trusted partner in the Maldivian market.
Golden Week serves as one of China’s premier travel holidays which allows people to spend quality time with family while enjoying unique experiences. Conrad Maldives Rangali Island presents a carefully designed programme of activities which allow guests to unwind with their loved ones.
From April 28 to May 5, guests can enjoy a variety of activities designed to suit every kind of traveler. Culinary highlights include beachfront hot pot with champagne, a six-course wine pairing dinner beneath the sea at Ithaa, Japan-inspired grilling at Koko Grill, and themed nights ranging from Southeast Asian flavours to classic BBQ and roasts.
The wellness program includes beach yoga sessions, guided nature walks and traditional Chinese spa treatments that include gua sha facials and gemstone massages using ISUN’s natural skincare line.
Families traveling with children can take advantage of the lively Kids Club and daily creative art sessions, while guests looking for a quiet moment can join meditation, sunset fitness, or simply relax at any of the three bars offering 50% off drinks during their designated hours.
During Golden Week at Conrad Maldives guests can choose to spend time with family or relax with their partner or find personal time because the resort offers a relaxing experience through various activities.
Conrad Maldives Rangali Island is part of Hilton Honors®, the award-winning guest loyalty program for Hilton’s 24 world-class brands. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else and free standard WiFi. Members also have access to contactless technology exclusively through the industry-leading Hilton Honors mobile app, where Hilton Honors members can check-in, choose their room and access their room using Digital Key.
Click here to view the full programme. For more information or to book your experience, please visit www.conradmaldives.com or email mlehi.experiences@conradhotels.com or contact +960 6680629.
NOOE Maldives Kunaavashi is offering a limited-time Free Speedboat Transfer for guests booking their dream island escape in Summer 2025. Guests staying five nights or more will enjoy a free shared return speedboat transfer, ensuring a smooth and relaxing start and end to their tropical getaway.
This exclusive offer is available across all markets and applies to all villa types, including split stays, as long as the total stay is five nights or more.
The booking period for this promotion runs from 24 April to 15 May 2025, with the stay period valid from 1 May to 30 September 2025.
Experience the magic of the Maldives with added ease — a seamless journey from arrival to departure, at no extra cost. We look forward to welcoming you to NOOE Maldives Kunaavashi.
For more information or to make a reservation, please contact the NOOE Maldives Kunaavashi Reservations Team via email at reservation@laviehotels.com or via +960 9911 486.
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