Brand ushers in cutting-edge innovation in river cruising with next-generation ships.
[Pictured: APT Solara, courtesy of APT Luxury]
Australia’s largest family-owned tour and river cruise company, APT Travel Group, has today launched APT Luxury, a bold new chapter that redefines its luxury river cruise and escorted touring offerings.
Established in 1927, and already a pioneer in the luxury travel space, APT Luxury represents a significant evolution for the brand, reaffirming its commitment to delivering pioneering, elevated travel experiences. The change comes as the first step in a series of intentional efforts by APT Travel Group to help trade partners clearly differentiate between each of the APT Travel Group brands and their respective audiences.
The launch is marked by the unveiling of a refined new monogram – a sophisticated design that pays homage to APT’s rich heritage while symbolising its elevated identity and prestige in the luxury travel space.
Coinciding with the new brand is the debut of two next-generation European river ships: APT Ostara and APT Solara. Created in collaboration with acclaimed interior designer Hecker Guthrie and his team, the ships boast seven distinct dining venues – the most diverse culinary offering available on Europe’s rivers.
Among the standout innovations is Grüner Bar & Dining – a state-of-the-art floating bar and restaurant that rises from Deck 3 to the Sun Deck using advanced hydraulic engineering. This design offers guests ever-changing panoramic views and a one-of-a-kind dining experience.
Paul Melinis, Managing Director for UK & Europe, commented, “Interest from our UK and European markets has gone from strength to strength and with the launch of APT Solara and APT Ostara, we are proud to unveil a new chapter in river cruising. These two all-inclusive ships perfectly embody the essence of APT Luxury, where world-class comfort meets exceptional value.
“APT Luxury opens the door to a wider audience, not just river cruisers, but those who enjoy ocean and expedition cruising and are seeking something more personal and immersive. These new ships offer a compelling alternative: luxury that’s genuinely accessible, without compromising on quality or experience.
“This is not a new brand, but a strategic evolution of our trusted APT name. Our loyal guests and trade partners know and love our heritage, and now they have even more to get excited about, with a fresh look, new ships, and an experience that rivals the very best on Europe’s rivers.”
Melinis added,
“The APT Luxury rebrand is just the beginning. We are committed to ongoing innovation and brand evolution, with a vision to continue making APT Travel Group (ATG) brands a household name in luxury and premium river cruising and tours worldwide. Watch this space.”
For more information, visit: www.aptouring.com
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Notes to Editors:
- Paul Melinis, Managing Director, UK & Europe – APT Luxury and Travelmarvel (river cruises & tours), is available for interview or comment upon request.
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Olivia Hazelden-Kingdon | Caitlin Lesko | James Brooke
Rooster.
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