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.”
Pullman Maldives Maamutaa has announced that its Skillz recreation team has been certified in two of Radical Fitness’ signature programs, as well as achieving the prestigious Fitness Assistant Level 2 Certification from the Fitness Academy of Europe. This accomplishment underscores Pullman Maldives Maamutaa’s ongoing commitment to providing exceptional wellness experiences for its guests.
The certifications were achieved as part of the highly successful Fit Week 2024, held from 9th to 15th December 2024, in collaboration with TEMPO, a leading fitness company founded by the Maldives’ most decorated fitness professional, Hussain Zinan. Fit Week served as a transformative wellness event that brought together fitness, nutrition, and holistic well-being in the picturesque setting of Pullman Maldives Maamutaa.
Hussain Zinan, the visionary founder of TEMPO, Regional Head Trainer for Radical Fitness International (Maldives, UAE, Qatar & Thailand) and Education Director – Fitness Academy Europe, played a pivotal role in making Fit Week a success. With a fitness journey that began in 1995, Zinan is a nationally recognized expert, having received the National Award for Health & Fitness in 2012. His passion and expertise enabled guests to enjoy curated fitness programs, designed to invigorate both the body and mind.
During Fit Week 2024, Pullman Maldives Maamutaa’s Skillz recreation team:
- Earned certifications in two Radical Fitness programs, ensuring guests can now enjoy professional fitness experiences long after Fit Week has concluded.
- Completed the Fitness Assistant Level 2 Certification from the Fitness Academy of Europe, further enhancing the team’s ability to guide guests through effective and enjoyable fitness routines.
These certifications mark a significant milestone for the resort, positioning Pullman Maldives Maamutaa as a premier wellness destination where fitness and well-being are seamlessly integrated into the guest experience.
Fit Week featured a variety of dynamic fitness programs, offering engaging activities for guests of all fitness levels. Highlights included:
- Waterobics — A refreshing water-based fitness class held at the main pool, combining exercise with stunning resort views.
- FightDo — A high-energy fitness class featuring combative moves synchronized to music, providing a full-body workout via various disciplines of fighting styles.
- FactorF — Suspension training and circuit training on the beach, where guests enjoyed challenging and fun sessions against the backdrop of breathtaking ocean vistas.
- Radical Eleven – A functional fitness program practiced without the use of any equipment, and is sure to challenge guests of any fitness level.
FightDo and FactorF programs have been introduced to the island playground’s offering, even after the conclusion of fit week.
Pullman Maldives Maamutaa continues to champion holistic wellness through thoughtfully curated programs that integrate fitness, nutrition, and mental well-being. Guests enjoyed healthy dining options throughout the resort, including the nutritious Power Active Breakfast at Sol Rising Bar and plant-based offerings at Phat Chameleon, the resort’s renowned vegan and vegetarian restaurant.
With its newly certified recreation team and the success of Fit Week 2024, Pullman Maldives Maamutaa looks ahead to expanding its wellness initiatives. The resort is committed to collaborating further with industry experts like Hussain Zinan and TEMPO to elevate guest experiences and inspire healthier lifestyles for the team on the island as well.
Pullman Maldives Maamutaa invites future guests to embark on their wellness journeys in an idyllic setting, with expert-led programs, innovative fitness solutions, and a commitment to holistic health and well-being.
Cinnamon Hakuraa Huraa Maldives recently hosted Piotr Szeliga, widely recognised in Poland as Szeli, a renowned MMA fighter, former hockey player, and bodybuilder. Stepping away from the ring, Szeliga embraced the resort’s serenity, luxury, and warm hospitality, creating cherished memories to begin the New Year.
A highlight of his visit was a romantic candlelit dinner on the beach, an experience that exemplifies the resort’s commitment to crafting magical moments for its guests. Szeliga expressed particular admiration for the gourmet crab soup, describing it as a culinary masterpiece that surpassed his expectations. He noted, “In Poland, when you order crab soup, it’s just cream and nothing else. But here, it was full of crab meat and tasted absolutely delicious!”
During his stay, Szeliga immersed himself in the Maldives’ natural beauty, spending hours exploring the vibrant marine life in the resort’s pristine lagoon. From swimming among colourful fish to thrilling encounters with sharks and manta rays, his underwater adventures became an unforgettable aspect of the trip. He also took time to appreciate the thoughtful design and luxurious amenities of Cinnamon Hakuraa Huraa Maldives, including its stunning overwater villas and the wide array of activities and attractions available to guests.
With opportunities to explore rich marine life, indulge in world-class cuisine, unwind in the comfort of overwater villas, or retreat to the exclusive Platinum Island designed for adults seeking tranquillity, Cinnamon Hakuraa Huraa Maldives offers an idyllic escape for travellers in search of an unforgettable getaway.
Villa Resorts has launched a global campaign through Virgin Atlantic’s inflight entertainment system, introducing travellers on all routes to Villa Haven, its newest luxury flagship property located in the Maldives.
Virgin Atlantic, renowned for its exceptional service and modern fleet, connects passengers to over 30 destinations across North America, the Caribbean, Africa, Asia, and the Middle East, including iconic cities such as New York, Los Angeles, and London.
Shumaes Rasheed, Associate Director of PR & Marketing, expressed enthusiasm for the collaboration, stating that the campaign provides passengers with a glimpse into the serene beauty of the Maldives. Villa Haven, Rasheed noted, embodies refined and serene living, offering a sanctuary where privacy, luxury, and nature come together to create an unforgettable experience. As the latest addition to Villa Resorts, Villa Haven enhances the Maldives’ appeal as a one-of-a-kind retreat.
Located in the picturesque South Ari Atoll, Villa Haven features 73 private villas and residences, each designed to offer expansive beachfront views, private pools, and a harmonious blend of contemporary style and natural tranquility. The resort aims to provide a personalised retreat that captures the essence of a tropical paradise.
This campaign follows Villa Resorts’ previous marketing success, which included a television campaign in Virgin Atlantic’s premium Clubhouse lounges at major hubs such as London Heathrow, New York JFK, Washington DC, Boston, San Francisco, and Johannesburg.
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