APT Travel Group rebrands Luxury Travel offering

By Albert Cortez

APT Travel Group Ushers in a New Era of Luxury Travel

In a transformative move to redefine the standards of luxury travel, APT Travel Group, Australia’s largest family-owned tour and cruise operator, has revealed an ambitious rebrand of its APT Luxury Travel division. Founded in 1927, the company has mastered the art of combining rich heritage with exceptional service, earning customer trust and respect for nearly a century. Now, with this bold step announced on January 13, 2025, APT is charting a course for a modern future while remaining anchored in its timeless traditions.

More than a visual update, this rebrand represents an elegant shift in APT’s approach to luxury travel. At the core lies a new bespoke luxury monogram, symbolizing the company’s prestige and future-forward vision. But the rebranding effort is deeper than design aesthetics — it reflects APT’s pledge to lead the competitive luxury travel market through innovation, meticulous detail, and elevated guest experiences.

At the heart of APT’s transformation is its new tagline, **“Everything to a T.”** Far from being just a marketing slogan, it’s a promise to deliver highly curated, detail-oriented travel experiences for discerning guests.

Chief Marketing Officer Jason Shugg described the philosophy behind this evolution:
*”The new design celebrates APT’s rich heritage while reflecting its progression. We want to communicate elegance, quality, and exceptional service while reinforcing APT’s leadership in the luxury travel market.”*

The dedication to detail drives the company’s latest marketing campaigns, emphasizing tailored guest touchpoints that ensure every journey is as effortless as it is unforgettable. APT’s focus on personalization signals a new chapter for luxury travel, where every aspect — from booking to the final farewell — is designed to exceed expectations.

Additionally, APT has unveiled **ten new websites** across its brands, enhancing its digital presence to make planning and booking trips effortless for both new and returning travelers.

For APT, the rebrand goes beyond strategy — it’s rooted in the company’s deep connection to its heritage and guests who have trusted them for generations. Highlighting this, Jason Shugg remarked:
*”We’re honoring our history while embracing a modern identity that speaks to today’s luxury traveler. This rebrand signifies not just who we are today but where we’re headed.”*

In seamlessly blending its legacy with innovation, APT is redefining what modern luxury travel means. The introduction of sophisticated new offerings like the luxury river ships, paddle-steamer experiences, and adventurous yet indulgent Seabourn cruises ensures that every itinerary is underscored by meticulous attention to client needs.

With this rebrand, APT Travel Group has positioned itself as a leader not just in Australia, but on the global stage, for those seeking premium travel. From exquisite experiences aboard the APT Solara to journeys through history on the PS Australian Star, every venture promises to embody “Everything to a T.”

APT’s ability to honor its heritage while investing in innovation signals a bright future for luxury travel enthusiasts. As the company paves the way for discerning travelers worldwide, it’s evident that APT’s commitment to excellence remains as steadfast as ever. For anyone dreaming of the perfect getaway, APT’s new era offers an invitation to experience luxury at its finest.

Join the LUXURIOUX world, and discover a new level of opulence. Our editors and writers are dedicated to finding what is truly the best in class across many facets of life. Experience the finest things only your imagination and money can afford.

By subscribing to our newsletter(s) you agree to our User Agreement and Privacy Policy & Cookie Statement