Abercrombie & Kent is making bold moves across continents, expanding its portfolio with the kind of product and trade support that turns momentum into market leadership.
From newly reimagined lodges to high-touch river ships, new DMCs to a bolstered APAC sales force, Abercrombie & Kent (A&K) is positioning itself to lead in luxury travel, while giving its trade partners every advantage to sell it.
Over the next five years, A&K will deliver a new wave of Sanctuary retreats, custom-built vessels, and strategically located DMC offices in fast-rising destinations. The mission is clear: to offer more immersive journeys in places guests want to explore. And to do it in ways that empower the trade to sell with confidence.
“We’ve come a long way already. There’s real momentum, and even more opportunity for our trade partners as we continue to grow,” says Susan Haberle, VP of Sales & Partnerships Australia & New Zealand for A&K & Crystal.
“It’s about having the right product, in the right hands, at the right time, and making sure our partners feel that backing at every step.”
The product powering A&K’s next chapter
“Strong product underpins everything we do. It’s what allows our trade partners to speak with confidence and what sets the tone for the kind of guest experience we’re known for,” says Haberle.
A&K Sanctuary is evolving, fast. The relaunch of Gorilla Forest Lodge in Uganda marks a return to one of A&K’s most iconic locations, but with a fresh lens. Redesigned and rebuilt, the lodge delivers a more refined guest experience, without compromising its sense of place on the edge of Bwindi Impenetrable Forest.
Next, Tanzania. A new Sanctuary lodge is in development at the foot of Mount Kilimanjaro. In Rwanda, land has been secured for a future Sanctuary build. And in a bold step outside Africa, A&K is bringing its signature style to Mexico, where plans for its first Americas-based lodge are already underway.
“Every time we enter a new region, we do it with a deep respect for the local culture and experience,” says Haberle.
“But the A&K stamp is always there; in the service, in the details, and in the way we deliver each journey for our guests and our trade partners.”
As A&K plans its first Sanctuary lodge in the Americas, it’s also preparing to leave familiar waters. Sanctuary Pure Amazon is set to launch in Peru’s rainforest region, becoming the brand’s first river journey outside Egypt. With space for just 22 guests, the vessel opens a new chapter for boutique exploration in South America: intimate in scale, deeply rooted in place, and refined in every detail.
At sea, Crystal Cruises is now fully integrated into the A&K Travel Group and playing a key role in the brand’s growth strategy. With Grand Journeys open through 2028 and newbuild ships underway, the focus is on elevating every part of the ocean experience, from onboard design and service to the breadth of itineraries.
For agents, Crystal now provides a seamless extension of A&K’s land journeys, with the same high standard of service, product confidence, and dedicated support team. It means agents can offer their clients a complete portfolio of curated luxury journeys, all under one trusted brand.
“Land, river or ocean, it’s all part of the same conversation,” says Haberle.
“Our trade partners aren’t selling in silos, and neither are we.”
Forecasting demand, shaping direction
A&K isn’t reacting to trends, it’s reading them, often before they emerge. The company closely monitors where demand is building and where curiosity is turning into bookings, then makes calculated moves to support those shifts. That could mean establishing a new office, expanding a lodge network, or introducing a new style of journey.
“We’re constantly looking at where our guests want to go next — and where our trade partners need us to be,” says Haberle.
“It’s not growth for growth’s sake. It’s targeted, considered, and designed to serve the industry as well as the guest.”
According to Haberle, regions such as Latin America, the Indian subcontinent, and East Africa continue to see sustained interest from both new-to-brand guests and repeat travellers. At the same time, she notes a rise in interest for more off-season travel, wellness-led journeys, and culturally immersive itineraries that go beyond the usual landmarks.
“Guests want more access, more meaning, and more personalisation in their journeys, and our job is to be ahead of that, so our partners can be too.”
A growing global footprint
A&K’s DMC network now spans over 60 offices worldwide, with Colombia and Mexico among the most recent additions. Bolivia is next, expanding access across Latin America at a time when demand is building.
“By having our own teams on the ground, we can uphold the standard of experience our guests have come to expect from A&K, delivered with the level of care and detail that defines us,” Haberle says.
Each new DMC is a way to build product with intention, engage with communities directly, and give agents access to insider experiences guests can’t get elsewhere.
And through A&K Philanthropy, many of these regions also benefit from long-term investment in local communities, from clean water access and wildlife protection to education and enterprise. For guests, it adds meaning to every journey. For agents, it offers a purpose-led product that they can stand behind.
Built for trade, staffed for scale
A&K’s APAC sales team has doubled in the past three years, with eight highly experienced sales directors now in-market.
“It’s not just about having a bigger team or more resources. It’s about backing our trade partners with the right support, practical tools and tailored strategies that help them sell smarter and deliver the kind of guest experience A&K is known for,” Haberle explains.
The remit is simple: to work with trade partners on what they need, how they need it.
“We’re building bespoke business plans with our partners, tailored to their clients, their channels and their ambitions.”
Training, content, events, famils, one-to-one planning, every touchpoint is designed to support growth in a way that’s strategic, not scattershot. The team also represents both A&K and Crystal, giving partners a direct line to product across land, ocean and river.
As trade needs evolve, so does the model. From virtual training modules to in-person showcases and strategic planning sessions, A&K’s approach is layered, flexible and focused.
The result? More tools to sell. More control over the guest journey. And more confidence at every stage of the sale.
“We don’t take a one-size-fits-all approach. We’re here to work alongside our partners and help them build something meaningful with us,” says Haberle.
To book your clients, call A&K’s travel specialists on 1300 589 717 or visit the website to learn more today.
This article was brought to you by Abercrombie & Kent:
