In a highly significant move, the Kuoni Group has decided to acquire a 60% shareholding in Direkt Reisen AG. This shall come into effect on July 1. Notably, the remaining 40% of the company domiciled near Zurich, Switzerland, will rest with the founding family, who is a further shareholder. It is interesting to note that Direkt Reisen AG is a leading Switzerland based direct sellers of inclusive-tour products focusing on the Mediterranean, the Caribbean and African and Asian destinations. Most notably, the acquisition further enhances the position of Kuoni in the Swiss direct-sales travel market.

Direkt Reisen AG was founded in 1999 and with a work force of some 25 employees; amazingly the company generated a turnover of CHF 53 million during last year alone. After the acquisition of the shares, all the company's personnel will be retained in addition to the Direkt Reisen brand and further partner brands. During talks, the parties have agreed strictly not to divulge the sale price involved. After the acquisition, Direkt Reisen and all its activities will be integrated into the Kuoni Switzerland unit of Strategic Business Division Smart forming part of the Kuoni Group.

Stefan Leser, Head of Strategic Business Division Smart and CEO of Kuoni Switzerland said, "We expect to generate sizeable synergies between Direkt Reisen and our present Kuoni Switzerland brands, in terms of both existing customer relationships and increased procurement volumes. And we intend to exploit these to the full."