The parent company of Kuoni, Der Touristik, is set to rebrand as Dertour Group, reflecting ongoing strong travel demand across Europe.
- The company’s total revenue increased by 23% in the past year, signalling a robust recovery in the travel sector.
- A rise in the average holiday duration and a 10% growth in European passenger numbers denote increased travel enthusiasm.
- The rebranding aims to create a cohesive and recognisable international brand presence by the end of 2025.
- One-third of the group’s European customers are opting for luxury travel, highlighting a shift towards high-end experiences.
Der Touristik, the parent company of Kuoni, is undergoing a strategic rebranding to become the Dertour Group. This move comes as the company reports a remarkable 23% increase in total revenue, alongside a 10% rise in European passenger numbers. These figures underscore a strong recovery and continue demand in the travel sector, as travellers extend their holiday durations beyond pre-pandemic levels.
The rebranding initiative is scheduled to commence in the second quarter of this year, with plans for completion by the end of 2025. This effort aims to unify the group’s various operations under a single internationally recognisable brand, enhancing its visibility at travel destinations and improving the overall brand experience for consumers.
Ingo Burmester, Central Europe Chief Executive, highlighted the unwavering travel demand: “Consumers remain highly enthusiastic about travel and are seeking the benefits of early bookings and their appealing prices.” This demand is not just for standard holiday packages but also extends towards more individualised travel experiences that the company plans to focus on in 2024.
With a diverse portfolio, including over 20 tour operators and 30 specialist travel brands, the company is dedicated to providing unique and extraordinary travel experiences. The rebranding also seeks to increase collaboration across international teams to meet the evolving needs of travellers.
Leif Vase Larsen, International Chief Executive, noted a significant interest in luxury travel, with one-third of the group’s European clients opting for five-star accommodations this summer. He observed that luxury travel now covers various forms, such as experiencing local cultures, sports, and outdoor activities, highlighting an overall trend towards diverse and personal travel experiences.
Reflecting on the previous year, the company witnessed a strong preference for package holidays, with a trend towards higher quality offerings across Europe. This ongoing move towards luxury and unique travel experiences shows a shift in consumer expectations, underpinning the group’s strategic decisions.
The rebranding initiative by Kuoni’s parent company signifies a strategic response to continued strong demand and evolving travel preferences.
