APT, Travelmarvel and Botanica World Discoveries will now come under an umbrella corporate brand APT Travel Group to bring “clarity” to its brand portfolio.
Unveiled today ‘APT Travel Group’, will become the corporate face of the family owned Australian business, which will celebrate its 90th birthday in 2017.
Luxury tour and cruise operator APT, premium tour and cruise operator Travelmarvel, and specialist operator Botanica World Discoveries will each retain its individual identities but benefit from the endorsement of the new overarching brand. 
Along with the new identity is a new website, www.apttravelgroup.com which will be the touch point for partners and suppliers looking to connect with the group as a whole.
“For a long time now, APT Travel Group has been bigger than the sum of its parts. By giving this corporate aspect of our business a more visible and defined presence we will bring clarity to our brand portfolio,” Executive General Manager Global Marketing & Sales Debra Fox said.
“The APT Travel Group will have the ability to speak as one to the industry, while our brands continue to address their specific customer segments, both within the industry and among consumers.
“The new branding is also reflective of our business structure, which shares services at some levels.”
APT Travel Group, owned by the McGeary family, will continue its focus on “delighting customers and its one team approach and commitment to working closely with trade partners would continue to underpin its success”, according to Fox.
“We are a proud family business and we treat our trade partners and travelling guests like the family that we are. We are also dedicated to innovation and will continue to redefine travel long into the future,” she said.
