In the 2011 annual report ratings compiled by business magazine BILANZ, Kuoni won first place for the best print design and first place for best online design. The key theme running through Kuoni's annual report is 'A Better Tomorrow'.

Kuoni’s 2010 annual report was designed in the form of a daily newspaper made up of three sections. The Financial and Market Reports provided information about the company’s business performance, market position and latest innovations, while the Brand Report, appearing for the third time, gave readers an insight into Kuoni’s intellectual engagement with the culture and future of travel. The authors included Orhan Pamuk, Hans Magnus Enzensberger, Roger Willemsen and Thomas Steinfeld, and the report was presented as the features section of a newspaper. This provided an ideal platform for this varied exploration of the subject, bringing together independent, individual approaches while steering well clear of dry academic style.

The online version of the report was an integral part of the overall concept. The Brand Report’s website, the-detourist-100.org extracted key content from the newspaper version, distilling it into 100 quotations relating to various important theories and views about travel. There is also a Detourist blog at http://blog.the-detourist-100.org/category/en/ , which has the long-term aim of "creating a tourism reference work through an open discussion about the future of travel”, according to Remo Masala, Kuoni Group’s Chief Branding & Marketing Officer. "Travellers' needs are becoming increasingly individual and complex, so it is vital for Kuoni to listen very carefully. We want to be able to keep offering the products that allow us to make our clients’ different travel dreams and wishes come true.”