APT bosses admit they have been “quiet for the last three years” but claim the river cruising and touring brand is enjoying a re-awakening, with plans to double the size of its UK business by 2027.
Speaking on a visit to London, chief executive David Cox, said: “We’ve been a sleeping giant, but following the success of the past year, we’re setting our sights on doubling our business in the coming years, which Paul [Melinis, UK managing director] has as his task.
“This involves increased staffing, larger premises in London, and a heightened commitment to marketing and innovative product development,” he said.
In terms of product, the Australian company has invested in a new ship on the Mekong and will launch another new one on the River Douro in Portugal this August. It will launch two new ships on the Rhine and Danube in 2025, and has also signed a new partnership with luxury cruise line, Seabourn.
Melinis said: “We’re eagerly awaiting the launch of our new Douro ship in August, marking the brand’s first major investment on this river. And in 2025, we have another two new APT luxury ships entering service, that promise to redefine river cruises in terms of food, wine, room quality, and design.”
Melinis also revealed APT would be offering a dedicated UK-exclusive Danube departure next year.
“Our dedicated UK Danube departure ensures an all-Brit cruise on the most popular river for UK guests.
“Agents can book clients on any date and everyone on board will be fellow Brits. We are also enhancing this cruise with special enhancements, tailored to the guests, in refreshments, entertainment, dining, UK staff and more,” he said.
Cox said the company was also investing in a new website for consumers and the trade.
“We are going to finish off the year with the launch of our new website, which will be a significant upgrade that aims to enhance user experience and be fully bookable,” he said.