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Kuoni review
Find out how good Kuoni is for beach holidays, all-inclusives, escorted tours, tailor-made trips, family breaks, adventure/activity getaways, and ski trips in our surveys of nearly 23,000 holidays
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Who is Kuoni?
Kuoni is a luxury holiday operator with more than 25 bricks-and-mortar branches in the UK. It offers a wide range of destinations, from Tanzania to the Maldives and many more in between.
All Kuoni’s trips are tailor-made to your specifications. You book a Kuoni trip via one of its personal travel experts over the phone, in-store or via online video.
Which? verdict
Kuoni is a Which? Recommended Provider (WRP) for all-inclusive, beach/resort, adventure/activity, tailor-made and family holidays. Whichever luxury holiday you want, you can be sure you’ll get first-class customer service.
Kuoni customer ratings
| Holiday type | Which? Recommended Provider? | Customer score |
|---|---|---|
| Adventure/activity holiday | Yes | 90% |
| All-inclusive holiday | Yes | 87% |
| Beach/resort holiday | Yes | 83% |
| Tailor-made holiday | Yes | 83% |
| Ski holidays | No | 82% |
| Family holiday | Yes | 82% |
| Escorted tour | No | 80% |
Customer score Based on a combination of overall satisfaction and how likely people are to recommend the company. For adventure/activity holidays, in October 2025 we asked 1,772 members of Connect Panel and members of the public who have been on 2,499 adventure/activity holidays in the past three years. For ski holidays, in August-September 2025 we asked 1,040 members of the public who have been on 1,885 skiing holidays in the past three years via a survey. For beach/resorts holiday, in August-September 2024, we asked 12,119 Which? Connect panel members and members of the public about 19,958 holidays from the past two years.
We tracked the prices of more than 20,000 holidays to find out exactly when to book to pay the least – read our 28 ways to save on your next holiday
What’s a Kuoni holiday like?
Kuoni received a stellar collection of results in our package holiday survey. Not only is it a Which? Recommended Provider (WRP) in five categories – all-inclusive, beach/resort, tailor-made, adventure/ activity and family holidays – but it also places in the top four or higher in each of the tables in those categories as well.
The key factor is its ‘excellent’ and ‘consistently good’ customer service, for which it received four or five-star ratings across all holiday categories. Those who went to an all-inclusive resort with Kuoni were especially happy with their holiday, giving it a huge 87% customer score. It even managed to score four out of five stars for value for money – some feat, given that it focuses on expensive, luxury holidays. Our survey found that the average price per day of a short-haul holiday with Kuoni is £172 per person (pp) and for long-haul holidays it’s £283pp, making it the most expensive holiday in that category. As one holidaymaker reasoned: ‘While they are not cheap, they offer fair value for money.’
Those who travelled with Kuoni on escorted tours were also impressed, giving the firm a customer score of 80% and five stars for escorted tours overall. However, it was beaten in this category by WRPs such as Audley Travel and Intrepid.
Even though adventure/activity packages are not Kuoni’s main offering, its tailor-made approach to holidays means you can add activities to your luxury trip, such as trekking and water sports. Customers were impressed with how easy these add-ons were to book and the ‘perfectly planned’ itineraries. With high scores across the board, it is a WRP in this category. Read the full results in best adventure/activity holiday companies 2025.
In our separate ski provider survey, Kuoni delivered great holidays for their customers, but were beaten by WRPs such as Inghams and Alpine Elements. See the full results in our best ski providers guide.
Kuoni’s refund, cancellation and surcharge policy
Kuoni is a Which? Recommended Provider (WRP), which means that, as well as being one of the most highly rated holiday firms in our survey, it has also guaranteed to offer a full refund or free changes if the Foreign, Commonwealth & Development Office (FCDO) changes its advice about your destination.
It has also promised that, in 2026, it won’t apply any additional surcharges to holidays that have already been booked.
Should I book with Kuoni?
Definitely, if you want a luxury holiday. You’ll get near-perfect customer service and meticulous planning to meet your needs.
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