Kuoni launches ecochic operation

WATCH VIDEO INTERVIEW:

Ananea holidays launched with glitz, celebrity, culture nature and sex

Kuoni’s latest holiday lifestyle report tells it a great deal about its clients. For instance the top five places to have sex on holiday are:

• On the beach 17%
• In the sea 12%
• In a pool 8%
• On a boat 4%
• On a plane 3%

And the balcony was by far the biggest ‘write in’ turn on!

But seriously – when asked about future trends sustainability came out a clear top ahead of exploring unseen places, increased ecotourism, pure luxury and social responsibility.

From all this and at least a couple of years research Kuoni had a vision of the future – and it is very green, although somewhat hedonistic!

Hence the ananea brand – launched today at the Royal Opera House in London by celebrities who clearly exemplified Kuoni’s ethos –  The name, by the way, derives from the ancient Greek word for renewal.

The line up included Will Travers from the Born Free Foundation, Debbie Bull ballet dancer and creative director behind the Royal Ballet, Osman Yousefzad fashion designer and celebrity sex therapist Christine Webber.

Ananea appears to be sustainable, exotic, ecotourism, luxurious offers with social responsibility included.

As Kuoni say “The trips within this brochure provide extraordinary, respectful and authentic travel experiences, from jungle hideaways to volunteering trips, from tours way off the beaten track to indulgent luxury escapes.” Precisely.

Clients can enjoy a stay in a sustainable up market hotel and enjoy private access to one of the Kuoni good work projects.

Another ananea element is volunteering. From climate change to endangered animals, customers can contribute in a small way to change the world for the better. Work on projects such as Volunteers Without Borders in Thailand, teaching English to village children, helping with building projects and assisting the development of ecological tourism projects. Or customers could also choose one of the Earthwatch projects, such as helping to save the black rhino in Kenya and exploring the mighty Amazon.

By booking one of these volunteering projects, customers could be actively supporting non-profit organisations, their research, the wildlife and people within the communities.

“The concept of ananea is all about unforgettable experiences, sustainability and respectful travel,” explains Dagmar Marrocco, Market Manager for Kuoni. “People want to go on holiday and learn about the community and give something back. These are holidays for those whose urge to preserve is as strong as their desire to discover. It’s part of our mission to be a socially and environmentally aware tour operator.”

And the marketing. Is it sustainable too?

The holidays available under the ananea brand are available only via a page turning e-brochure features video streaming and stunning slide shows. (http://www.kuoni.co.uk/ananea).

Valere Tjolle

Valere is editor of the Sustainable Tourism Report Suite 2011 Special Offers HERE