A&K Travel Group (AKTG) has rebranded its safari lodge and riverboat arm Sanctuary Retreats to A&K Sanctuary.
The group said the new name, which will be rolled out across signage, marketing materials, staff uniforms and in-room amenities, “leveraged the strong reputation and global recognition of the A&K brand”.
New property logos will also be introduced across the portfolio to reflect the “unique” location of each asset.
The rebrand will be implemented “strategically” to ensure a smooth transition for clients and agents, with the group encouraging trade partners to contact their regional sales directors with questions.
AKTG chief executive Cristina Levis said the rebrand wasn’t “simply a name change”, adding that A&K Sanctuary would “draw inspiration” from sister brand Crystal on service and culinary excellence to offer an “elevated” guest experience.
“We are thrilled to introduce A&K Sanctuary to the world, complete with a revitalised brand identity, an industry-leading website, and a digital world that complements the award-winning product and service, alongside ambitious plans for global expansion,” she said.
“This rebranding is not simply a name change – it’s a commitment to further elevate the guest experience, expand our portfolio, and continue delivering the exceptional service, accommodations, and authentic experiences that A&K Sanctuary is renowned for.”
Chief marketing officer Peter Chipchase added: “Each property and riverboat will have its own distinct identity that reflects its unique character and charm, while still being clearly recognisable as part of a renowned collection. The goal is to make each of them famous in their own right.”
The relaunch coincides with a period of significant expansion for A&K Sanctuary.
In Africa, two flagship lodges – Baines’ Lodge in Botswana and Gorilla Forest Lodge in Uganda – are being rebuilt, set to reopen in mid-2025.
A new property, Kitirua Plains Lodge in Kenya’s Amboseli National Park, will join the portfolio in early 2026. The lodge marks the brand’s third property in Kenya and will offer views of Mount Kilimanjaro.
In summer 2025, A&K Sanctuary will launch its first luxury riverboat in South America. Pure Amazon will sail on the headwaters of the Amazon in Peru.
The brand currently owns and operates 12 luxury safari camps and lodges across eastern and southern Africa as well as four riverboats in Egypt.