Ahead of the company’s centenary next year, APT Travel Group CEO David Cox, who was recently onboard Travelmarvel Rigel and is soon to return from the US, talks continued investment in river cruising, emerging guest trends and the future of the brand’s growing fleet.
Travelmarvel has launched a new European river ship, a Nile ship and an expanded rail touring program in quick succession. What’s driving this acceleration in product investment?
We’re in a position to keep investing with confidence, backed by guest demand and long-term strategy. Travelmarvel Rigel added capacity across Europe, Travelmarvel Sirius opened up the Nile, and bringing our rail touring program in house gives us more control over the guest journey end to end.
These launches ensure Travelmarvel continues to offer the right experiences in the destinations travellers want most. Record sales results this year confirm that approach is working, guests have confidence in us and that’s what drives where we invest next.
River cruising, rail journeys, cultural touring, the focus is the same: products that meet customer expectations and support sustainable growth.
Where do you see the biggest growth opportunities for The APT Travel Group over the next three to five years – river cruising, touring or something else?
River cruising remains a major growth opportunity. More travellers are discovering how accessible and rewarding it is, and our recent investments reflect that. Travelmarvel Rigel has added capacity and flexibility across Europe, and the launch of Travelmarvel Sirius on the Nile puts us in a strong position in Egypt, one of the fastest growing destinations we’re seeing right now.
We’re also seeing strong demand for small group touring and destinations with strong cultural connections, and bringing our Travelmarvel Europe rail touring program in house gives us more control over that experience end to end.
We see opportunities across multiple segments and will keep investing where we can deliver an exceptional guest experience, particularly as we head into our Centenary year.
Egypt is clearly back on the radar for Australian travellers. Are you seeing demand shift towards more adventurous or emerging destinations compared with Europe?
Europe remains popular and a core part of our business. But many of our guests are experienced travellers looking for new destinations and cultural experiences.
We’re seeing strong interest in Egypt, South America and parts of Asia, destinations that combine history, culture and unique experiences. Egypt has seen renewed popularity. It delivers bucket list experiences with a rich, immersive cultural journey, and that’s exactly why we launched Travelmarvel Sirius, a purpose built Nile ship with 62 cabins, Egyptologist guides and a dedicated Cruising the Nile itinerary.
The early response has reinforced what we expected, guests want the bucket list experience of Egypt but with the comfort and expertise Travelmarvel is known for. We expect this demand to keep growing as more travellers look beyond the traditional European itinerary for their next journey.
Travelmarvel now has four purpose-built ships in Europe. Is the fleet where you want it to be, or should the industry expect more expansion?
Travelmarvel Rigel is an important milestone. It gives us greater capacity and flexibility across our European river cruise operations, and its inaugural sailing from Amsterdam to Budapest showed us the demand is there to support it.
We take a long term approach to investment and that will continue. We assess opportunities across the portfolio and invest where we can improve the guest experience, strengthen our product and build long term value. The recent addition of Travelmarvel Sirius on the Nile shows that approach isn’t limited to Europe, we’ll keep expanding the fleet where we see the right opportunity, whether that’s a new region or added capacity in an existing one.
Four ships in Europe is a strong position and the industry should expect continued investment as guest demand grows.
You’ve brought your Travelmarvel Europe rail touring program in-house. What’s the strategic advantage of owning more of the customer experience rather than relying on third-party operators?
Our rail and travel partners around the world have been fundamental to our success, and that hasn’t changed. These are relationships built over many years, and the expertise and local knowledge they bring is something we value and will continue to rely on.
Bringing the rail touring program in house isn’t about stepping away from that model, it’s about giving us greater influence over the guest journey and ensuring every element reflects Travelmarvel’s standards. It means more consistency, better quality and a stronger experience from beginning to end.
The premium and luxury sectors continue to perform strongly despite cost-of-living pressures. What are you seeing in consumer spending, and are travellers still willing to pay more for quality experiences?
Travel remains a priority for consumers. People are making considered decisions about discretionary spend, but they still place high value on meaningful travel experiences.
Travellers want confidence, quality and value, and they’re willing to invest for it. That’s especially true for products offering convenience, inclusions and the assurance that every detail is taken care of.
How are travel advisors influencing your growth, and what more is APT Travel Group doing to support the trade channel?
Our trade partners are critical to our success and have been for decades. They help clients navigate choices, provide expert advice and match customers to the right APT or Travelmarvel experience.
We invest in training, marketing, events, education and dedicated sales support. Strong partnerships have always driven our growth and that will continue.
AI and digital technology are changing how people research and book holidays. How is APT Travel Group adapting to that shift while maintaining the personalised service it’s known for?
AI and technology are creating real opportunities across the industry, particularly for efficiency, personalisation and customer engagement. We’re exploring how these tools can support both customers and advisors.
Travel is a personal purchase, especially in premium and luxury. Technology supports the journey, but the human element matters. Our focus is using technology to complement, not replace, the expertise and relationships at the heart of The APT Travel Group.
Looking ahead, are there any destinations or product categories where you’d like to expand the Travelmarvel or APT brands that you haven’t entered yet?
We’re constantly assessing new opportunities and travel trends, and our track record shows we act on them.
Any expansion has to align with our brands, deliver a strong guest experience and create long term value, that discipline won’t change. But there are destinations and product categories we’re actively exploring right now, and guests should expect to see more from us as we head towards our centenary.
Our priority is strengthening the experiences where we know we can deliver and building on that from a position of growth.
If we’re having this conversation in 12 months’ time, what would success look like for APT Travel Group? What milestones are you hoping to have achieved?
Success means growing and evolving while staying true to the values that built The APT Travel Group. As we approach our Centenary, it’s a chance to reflect on our history and look ahead with confidence.
We’ve already set a strong foundation this year. B Corp certification was a significant milestone, and record sales results tell us guests continue to place their trust in us.
Over the next 12 months, we will continue to invest in our products, guest experiences and how we engage with travellers and trade partners. New ships, new destinations, better technology, the focus stays the same: APT and Travelmarvel leading the market on quality, value and ease
Success will be measured by the strength of our partnerships, the confidence guests place in us and entering our Centenary year with growth, innovation and optimism.
