A bold new chapter in luxury awaits for the Australia operator’s river cruise and escorted tour products in a bid to help agents further differentiate between the each APT brands and respective audiences
APT Luxury is the first of a series of brand evolutions, and the launch has been marked with the debut of two next-generation European river ships: APT Ostara and APT Solara.
The new vessels boast an elevated identity and pay homage to the operator’s rich heritage and prestige in the luxury market. Both vessels also house seven distinct dining venues – the most diverse offering on European waters.
Paul Melinis, managing director for UK & Europe, said that with rising interest from the UK and European markets for elevated luxury travel, APT Luxury “opens the door to a wider audience, not just river cruisers, but those who enjoy ocean and expedition cruising and are seeking something more personal and immersive […] The APT Luxury rebrand is just the beginning. We are committed to ongoing innovation and brand evolution, with a vision to continue making APT Travel Group (ATG) brands a household name in luxury and premium river cruising and tours worldwide “
