Travel brand Cox & Kings plans to re-enter the market by Q3FY25, following its bankruptcy in 2019. Under its new ownership by Wilson & Hughes, the company is set to resume operations, offering products such as long-haul travel packages and inbound travel experiences.
Wilson & Hughes, which acquired Cox & Kings, has committed an investment of ₹1,000 crore over three years to revitalise the brand and expand its portfolio.
The ₹1,000 crore investment will be directed toward technology development and talent acquisition, shared Ramalingam Subramanian, President of Wilson & Hughes India and Cox & Kings. Additionally, the funds will focus on reviving key areas where Cox & Kings built its reputation, such as delivering personalised travel experiences, he told businessline.
A new focus
Elaborating on the company’s revamped strategy for re-entering the travel industry, Subramanian highlighted a shift towards building digital-first solutions tailored to meet the growing demands of modern travellers. Subramanian emphasised a three-pronged strategy focusing on technology, experiences, and data to address evolving preferences and redefine the travel experience.
Expanding on the company’s strategic approach, Subramanian revealed plans for consolidation and exploring adjacencies through strategic investments. “We are actively evaluating adjacent organisations in areas like visa processing, insurance, and dynamic itinerary planning, where advancements driven by FinTech have added significant value,” he stated.
API segment
Subramanian noted that Wilson & Hughes is in discussions with players in the API segment, particularly those specialising in inventory planning and supplier management. “On the traveller side, we are considering incubation programmes to foster innovation and enhance our offerings,” he added, emphasising the broader scope of the company’s plans to leverage technological advancements and strategic collaborations to strengthen its market position.
Cox and Kings and its 200 sub-brands via insolvency proceedings was acquired by the Singapore-based private equity firm Wilson & Hughes in November 2024. Cox and Kings had stopped operations in 2019 due to financial issues. The details of the acquisition were not revealed.
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