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This case illustrates the challenges for a non-digital player adjusting to digital disruption in the travel and tourism industry. The rise and fall of Kuoni illustrates the 'boiling frog' syndrome - ie, while threats to its business multiplied, there was no 'wake up' moment where managers made decisive changes before it was too late. More generally, the case considers the challenges of digital disruption: leading transformation and change-management skillsets, and the mindset / culture required to embrace new technology. By identifying what Kuoni did and did not do, students understand what it takes to transform into an agile organisation by leveraging digital trends and technologies.