APT Travel Group, Australia’s largest family-owned tour and cruise company, has unveiled a transformative rebrand for APT Luxury Travel, introducing a new era with a fresh, contemporary new look.
At the heart of the rebrand is a newly designed luxury monogram, replacing the company’s old logo. APT said the elegant, bespoke symbol represents the legacy of its long history while symbolising its refined sense of prestige and exclusivity.
Complementing this is the introduction of a new marketing campaign with the tagline, “Everything to a T”, an assurance of APT’s commitment to providing exceptional service and attention to every detail, ensuring that every experience is tailored to perfection for their guests.
Jason Shugg, chief marketing officer at APT Travel Group, emphasised the rebrand as a celebration of both legacy and progression.
“We’re incredibly excited to share this transformation with our valued industry partners. With the new monogram, enhanced digital presence, and refined new look, we’re reinforcing our position as a leader in the luxury travel market,” Shugg said.
“Although APT may look a little different, this is not just a fresh look; it’s a celebration of APT’s rich heritage and a reflection of our unwavering commitment to delivering unparalleled travel experiences. The essence of APT remains unchanged.
“The new design will help us better communicate the elegance, quality, and service that APT is known for while also reflecting our rich heritage in creating extraordinary travel experiences for travellers for decades to come,” Shugg concluded.
It comes on the back of the operator unveiling significantly enhanced websites for both APT Luxury Travel and Travelmarvel last month.
APT Travel Group’s new-look websites for APT Luxury Travel and Travelmarvel
New innovations and investments
The rebrand coincides with a period of innovation and investments for APT Travel Group, including:
- The debut of APT Ostara and Solara, two next-generation river ships poised to redefine luxury cruising in Europe.
- The launch of Australia’s first luxury paddlesteamer, the PS Australian Star, on the Murray River.
- A strategic global partnership with Seabourn, a leader in luxury expedition cruising.
- Significant enhancements across 10 new websites, elevating the digital experience for APT and its sister brands.
Travel Weekly’s Luxury Roadshow hits three cities
The launch also coincides with Travel Weekly’s own three-city Luxury Roadshow taking place in Sydney, Melbourne and Brisbane this year.
You can now register for the event that connects luxury travel advisors with suppliers offering high-end itineraries, products and experiences HERE.
The roadshows will take place on the week beginning 17 March and will include a sit-down dinner and drinks, as well as curated presentations with the opportunity to build deep and meaningful connections.
