11 January 2024

APT Travel Group, Australia’s largest family-owned tour and cruise company, has unveiled a transformative rebrand, introducing a new era with a fresh, contemporary new look.

For nearly a century, APT Luxury Travel has redefined the art of exploration, setting the standard for curated cruising and touring worldwide. From humble beginnings in 1927, APT has earned a reputation as a trusted leader in crafting exclusive, meticulously tailored luxury experiences across the globe.

At the heart of the rebrand is a newly designed luxury monogram, replacing the company’s former logo. This elegant, bespoke symbol represents the legacy of APT’s 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:

“Everyone at APT is incredibly excited to unveil our new look as we approach our centenary. This rebrand reflects our continued dedication to curating unforgettable travel experiences while embracing the values and vision that have guided us for nearly a century

“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 said.

This landmark rebrand coincides with a period of bold innovation and investments, 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.

Whether cruising Europe’s picturesque rivers or exploring Australia’s vast outback, experience the new era of APT as we continue to innovate the future of luxury travel. To discover our new look, click here to see our new TVC’s and visit aptouring.com.

APT: The APT Travel Group’s flagship brand, APT has pioneered a diverse and ever-increasing range of cruising and touring styles to deliver cherished holidays that take in every corner of the globe. Timeless luxury, exclusive experiences, life enriching moments are the hallmarks of an unforgettable journey with APT. www.aptouring.com.au

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