Kuoni’s rebrand and advertising push boosts brand health and consideration among families

At the turn of the year, travel company Kuoni revealed its first rebrand in 15 years, aiming to enhance accessibility and attract more families. Early results suggest the strategy is working, with YouGov BrandIndex data showing steady improvements in the brand’s health and consideration among this target audience.

Brand health strengthens across key metrics

In the last quarter, Kuoni’s overall Index score - a comprehensive measure of brand health based on six essential aspects - averaged 9.6. This score provides a strong indication of the brand’s stable and positive reputation.

Among the brand health metrics, Reputation has seen the largest increase, surpassing the overall Kuoni Index score. This indicates that people increasingly view Kuoni as a company they’d be proud to work for. Quality has also strengthened, reinforcing Kuoni’s positioning as a travel brand of high quality.

The company's Impression score, which reflects whether consumers have a positive or negative view of the brand, has risen, further supporting the effectiveness of its rebranding efforts.

Despite these improvements, Value score while now in positive territory remains a weaker area. This metric, which gauges whether consumers feel Kuoni offers good value for money, has shown only modest growth compared to other brand health indicators. The slower improvement in Value suggests that some consumers may still see pricing as a potential barrier. Communicating the benefits that justify the cost more effectively could help strengthen this area.

Consideration increases among families

Kuoni’s Consideration score, which measures the likelihood of consumers choosing the brand for their next travel purchase, has seen a notable increase over the past month. The score went from 4.8% on February 4 to a peak of 10.2% on February 26.

This upward trend suggests that more families are actively considering Kuoni for upcoming vacations, reinforcing the brand’s success in appealing to this key demographic.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Index score is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation and delivered as a net score. Its Consideration score is based on the question: “When you are in the market next to book a flight, from which of the following would you consider purchasing a ticket?” Data from surveys of adults aged 18 years and above residing in UK from December 2024 to March 2025. The figures are based on a 4-week moving average. Learn more about BrandIndex.

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