Cox & Kings is back in the Australian market and its new custodians are betting on curious, premium clients who don’t necessarily need five-star frills.
Speaking to Traveltalk, Sue Haberle, VP Sales & Partnerships at Abercrombie & Kent Travel Group, said the brand’s future in Australia will hinge on winning a new segment of travellers and the trade partners who serve them.
“I think it will open up a whole new market for us,” she told Traveltalk.
“That four-star, premium client who can afford an A&K tour but doesn’t necessarily need all those bells and whistles. They want free time and they want the characterful accommodation.”
Backed by A&K Travel Group (AKTG), which acquired Cox & Kings out of receivership in late 2019, the brand is relaunching locally with a sharpened identity, refreshed product and a clear pitch to the trade.
The initial roll-out focuses on small group journeys to more than 100 destinations, with tailor-made itineraries to follow by the end of the year.
Ms Haberle said AKTG deliberately waited to bring Cox & Kings back to Australia, citing the impact of COVID, the group’s acquisition and relaunch of Crystal and major investment in DMCs and A&K Sanctuary properties.
“We didn’t just want to relaunch Cox & Kings into the market here until we could do it properly.
“We’ve dotted the i’s and crossed the t’s… so that we can launch efficiently, and we’re ready to take those bookings from our trade partners.”
The relaunch follows extensive global research into the Cox & Kings customer, distilled into four key segments: “discerning scholars”, “mindful lingerers”, “authenticity seekers” and “active explorers”.
“These are people who are deeply, deeply curious, who really want to dive into a destination,” said Michelle Mickan, VP Marketing APAC.
The new tagline, ‘Guided by curiosity’, underpins the brand’s positioning and its new-look website, which went live two weeks ago at coxandkingstravel.com.
Unlike the more fully inclusive A&K product, Cox & Kings is being pitched as premium but flexible.
“It’s all around the characterful accommodation,” Michelle explained. “Cox & Kings is something that’s characterful, more reflective of the location and allows people to have a little more free time and build out the touring the way they would like it to be.”
Trade interest is already gravitating towards off-the-beaten-path itineraries. Early standouts include Patagonia, Uzbekistan, the Caucasus, India, Sri Lanka and South America.
New destinations slated to come online include Central Europe, the Balkans, Nepal, Bhutan, West Africa, Algeria, and later Australia and New Zealand.
Ms Haberle said feedback from advisors at a series of launch events across Australia and New Zealand – already reaching more than 750 agents – had been “overwhelming”.
“My wish for the next six to 12 months is that we really bring our trade partners on the journey with us,” she added.
“It’s a really exciting relaunch… with the client personas, with the beautiful product and new product… I think it has a place for many of our trade partners to introduce new clients to our portfolio.
“I believe that the reputation and the relaunch of the brand under the new ownership, and the financial stability of the ownership, will put it in really good stead.”
www.coxandkingstravel.com
