APT Luxury brand introduced to help with group differentiation

Escorted tour and river cruise operator APT Travel Group has unveiled a new APT Luxury brand.

 

The change is the first step in a series of efforts to help agents clearly differentiate between each of the APT Travel Group brands and their respective audiences.

 

Coinciding with the new brand is the debut of two next-generation European river ships - APT Ostara and APT Solara. 

 

The ships will feature seven distinct dining venues, claimed as "the most diverse culinary offering" available on Europe’s rivers.

  

Among the innovations is a ‘floating’ bar and restaurant that rises to the sun deck using advanced hydraulic engineering. 

 

UK & Europe managing director Paul Melinis said: “Interest from our UK and European markets has gone from strength to strength and with the launch of APT Solara and APT Ostara, we are proud to unveil a new chapter in river cruising. 

 

"These two all-inclusive ships perfectly embody the essence of APT Luxury, where world-class comfort meets exceptional value.

 

“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. These new ships offer a compelling alternative: luxury that’s genuinely accessible, without compromising on quality or experience. 

 

“This is not a new brand, but a strategic evolution of our trusted APT name. Our loyal guests and trade partners know and love our heritage, and now they have even more to get excited about, with a fresh look, new ships, and an experience that rivals the very best on Europe’s rivers.”

 

He added: “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 brands a household name in luxury and premium river cruising and tours worldwide. Watch this space.”