The world’s oldest travel company has become Australia’s newest. The iconic touring brand, Cox & Kings, has officially returned to Australia and New Zealand after a seven-year hiatus, with parent company, Abercrombie & Kent Travel Group (AKTG), this week introducing the relaunched brand to the travel trade and media at a series of events in Australia’s major capitals.
Speaking to Karryon at a Sydney media event on Wednesday, AKTG managing director for Asia-Pacific and UK, Debra Fox, said Cox & Kings’ Antipodean return had been a long time coming – and therefore carefully considered.
“Cox and Kings was a loved brand in Australia, so it was hard for a lot of people in the industry and a lot of guests [when it ended],” says Fox, who is also AKTG’s chief of sales for trade.
After buying the brand and retaining its staff, Fox says AKTG created “Cox and Kings 2.0,” which combines the strengths of both entities.
“I call it Cox & Kings, but better… because we’ve got that operational excellence underneath it with A&K; we have the big supporting teams behind it, and we have an incredible team that works for Cox & Kings, who have been in the brand for over 20 years – so they know the customer, they know what they love,” she states.
“We’ve been trying to bring it back for three years, but it’s taken a lot of work. So we felt that now was exactly the right time – and that this is still a great experience for Australian travellers. We’ve developed the itineraries to be even more so for Australian travellers.”
And Aussie guests will join a long list of luminaries who have travelled with Cox & Kings, established in 1756, including Mahatma Gandhi and Winston Churchill.
As part of its relaunch, Cox & Kings returned with a brand refresh and new website, including its new Guided by Curiosity positioning.
In Australasia, Cox & Kings will be rolled out in stages, with its Small Group Tours, averaging 14 guests, the first to be introduced. Its Tailormade Journeys will launch in the “coming months”.
According to Fox, its initial focus on Small Group Tours stems from the “great experience in the Small Group Journeys sales team”.
“So we’ve got a group of specialists who have deep knowledge of the small group journeys and how they operate,” she explains.
“We’re now bringing in, over the next couple of months, that same level of expertise in Tailormade, so we’re just going to do it in stages.
“With that, we’ll ensure that we’ve got that deep expertise in all of the regions that we go to and have that expertise in Australia.”
The Cox & Kings difference
So, how does Cox & Kings differ from A&K? Where A&K guests will want almost everything included, Cox & Kings clients desire more freedom.
“They want to go and find their own restaurant, their own cafes, and go and explore, whereas A&K is highly curated – and it’s every little special component added in, but they’re still both pioneering experiences,” Fox says.
Speaking at the event, vice president of sales Susan Haberle, said A&K customers wanted the “seamless experience”.
“They want it to be easy; they still want emotion and authenticity, but they’ve got a very different mindset,” she remarked.
“The Cox & Kings client… they don’t need the bells and whistles, they don’t need the very best hotel – they need comfortable; they need characterful. They don’t need their days full.”
This distinction between the two brands brings us to the crux of advisor training.
“So we’re on a real education at the moment with our advisors, which starts at these events, and will continue with our team of seven sales directors around the country, really doing training on who these clients are,” Haberle said.
“What we’re really excited about is… the [Cox & Kings] client… doesn’t come to us to begin with – because up to now we haven’t had a product to give them – or there might have been an enquiry through an advisor who thought they might have been A&K, but they’re just not.
“So now we have something amazing to offer them, so they’re not going elsewhere.”
Cox & Kings says its strength lies in its global network and destination expertise, with offices and partners across more than 100 countries. The operator specialises in regions including the Indian Subcontinent, Central Asia, South America and Europe, with itineraries designed and delivered by local experts and guides.
“Cox & Kings is one of the most iconic names in travel, with a legacy that spans centuries,” Cox & Kings Managing Director Jennifer Charlton stated.
“Our ambition is to ensure that this heritage continues to thrive as we expand into key global markets such as Australia, and soon the United States.
“We are evolving the brand thoughtfully, retaining its authority and depth, while making it increasingly relevant to today’s global traveller.”
Central Asia rising
The Australian launch will also bring new tours in Tunisia and Italy’s Umbria region, with additional itineraries set to be unveiled in the coming months.
However, one region gets a special mention at the event: Kyrgyzstan.
“That’s becoming huge for both brands out of the UK and out of Australia,” Fox tells Karryon.
“For those who’ve done Uzbekistan, they’re going, ‘what’s next, how can I get deeper, how can I get more remote?’.
“And Kyrgyzstan is the natural next country for that. It’s going to be huge, and I think now is the time to do it, before there’s too much infrastructure.”
KARRYON UNPACKS: Cox & Kings’ return is about more than nostalgia. For travel advisors, it fills a gap between luxury and mainstream touring. For consumers, the travel company opens the door to deeper, less-discovered destinations before they hit the mainstream, like Kyrgyzstan.
