Travel agents will be able create bespoke brochures for their customers under an initiative being rolled out by Kuoni.

From next week retailers will have the option to pull together various regions of the world and combine them into personalised brochures.

Holidaymakers can also visit the Kuoni website to design their own brochure which can either be downloaded digitally or printed and sent to their home.

Despite the fall in the number of physical brochures over the years – a result of environmental concerns and high distribution costs – Kuoni said demand remains for hard copies. 

Product Director Claire Ross said: “Many customers still like having something tangible when considering a special trip, particularly honeymoons. 

“This new approach will be much more personal, designed as an exciting way to start the journey, and supports our sustainable business approach with less wasted paper.”

Kuoni said the new approach will mean it will no longer have to pre-print destination brochures and store them waiting for direct customer requests.

It stressed that it will continue to print and distribute its classic destination brochures to the trade.

“With the brochures on demand, agents can opt to order them for clients if they think it will add a bit of extra wow to the sales process,” the operator said.

“Essentially the new approach is for people who order brochures from our website. We normally have a stock of brochures for this purpose but moving to this will enable us to be more personalised, add customer wow and cut back on the volumes we print.

“For travel agents, we know that brochures are still important so our intention is to continue with print runs for trade and have just published a new set including Indian Ocean, Mediterranean and Caribbean.”