APT Travel Group, an Australian river cruise company, today announced the launch of APT Luxury, a new chapter that redefines its offering of luxury river cruises and escorted travel.
APT Luxury represents a significant evolution for the brand, reaffirming its commitment to offering elevated and innovative travel experiences. This change marks the first step in a series of strategic actions by the group to help its business partners clearly distinguish between the various APT Travel Group brands and their respective audiences.
Coinciding with the new brand, two next-generation riverboats are also making their European debut: the APT Ostara and the APT Solara. Designed in collaboration with the renowned interior design studio Hecker Guthrie, these boats feature seven distinct dining spaces, representing the most diverse culinary offering available on European rivers.
Among the most notable innovations is the Grüner Bar & Dining, a state-of-the-art floating restaurant that rises from Deck 3 to the Sun Deck via an advanced hydraulic system. This structure allows passengers to enjoy ever-changing panoramic views and a truly unique dining experience.
Paul Melinis, Managing Director for the UK and Europe, commented: “The interest from our UK and European markets has only continued to grow, and with the launch of APT Solara and APT Ostara, we are proud to open a new chapter in river cruising. These two all-inclusive ships perfectly embody the essence of APT Luxury, where world-class comfort is combined with exceptional value.”.
APT Luxury opens the door to a wider audience, not only to river cruise enthusiasts, but also to those who enjoy ocean or expedition cruises and seek a more personal and immersive experience. These new ships offer a compelling alternative: truly accessible luxury, without compromising on quality or experience.
This isn't a new brand, but a strategic evolution of the APT name that so many trust. Our loyal customers and business partners know and value our heritage, and now they have even more reason to be excited, with a refreshed image, new boats, and an experience that rivals the best of European rivers.”
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