APT picked up the award for Most Outstanding Tour Operator (Global) at the 2023 National Travel Industry Awards. Here, we chat with CEO David Cox, who shares the secret to the company’s success, why this year’s NTIAs were extra special and the award he’d like to see added to the annual gala.
Congratulations on the award… what’s the secret to APT’s success?
APT’s success can be attributed to our unwavering commitment to customer satisfaction, innovation, and sustainability. We’ve navigated the challenges of the post-COVID era by maintaining a laser focus on these core principles.
Our passionate and committed team plays a crucial role, appreciating our dedication to customers and embodying a customer-focused culture.
We understand that our trips are often a reward for a lifetime of hard work, and our emphasis on designing unforgettable experiences to enrich people’s lives as they travel with us.
What sets APT apart from other operators in the industry?
APT has been a pioneer in the travel industry, curating extraordinary travel experiences since 1927, and our values have remained the same – delivering outstanding service, fostering authentic connections, and showcasing unparalleled expertise in travel.
Within the industry, we stand out through our dedication to supporting our agency partners with the growth and enrichment of our VIP program, our commitment to personalised service is ingrained in our DNA, and we prioritise ensuring that our travel agency partners are well-served, recognising the indispensable role they play in delivering exceptional service.
The conversation around travel has mostly moved on from looking back to looking forward… what does the future look like for APT?
The future for APT is incredibly promising as we embark on an ambitious four-year global growth strategy, coinciding with our 100-year celebrations.
We are committed to expanding our product offerings, with a particular focus on personalised service and the indispensable role of our travel agency partners.
With over 30 new itineraries, 200+ departures, and significant investments in exclusive wilderness lodges and coaches, as well as new ship builds and launches, APT is poised to continue offering unparalleled travel experiences across the globe.
What are you most excited about that’s coming up for APT?
We are particularly excited about our upcoming expansion plans, with the launch of our new Douro River ship in 2024 – the MS Estrela, and the exciting builds we’re commencing for two new European river ships to be launched in 2025 on the Rhine and Main rivers.
Given this was the first NTIAs outside of Sydney for nearly two decades, how did you find the change of scenery in Melbourne? What did you love most about this year’s event?
As a company founded in Melbourne, we were delighted to welcome the NTIAs to our home city!
The change of scenery to Melbourne for the NTIAs was invigorating. It provided a fresh perspective and added excitement to the event. Melbourne’s vibrant atmosphere and the iconic venue at Crown undoubtedly contributed to the positive experience.
What we loved most about this year’s event was that being so close to home, we had the opportunity to have more staff in attendance to help celebrate our win.
Is there a category you’d like to see added to the list of awards?
While we deeply appreciate the recognition received at the NTIAs, an interesting addition to the awards could be a category specifically recognising innovations in responsible tourism.
This would align with our commitment to sustainability and highlight industry trailblazers making meaningful contributions to environmental conservation and community well-being.
Care to share a fun travel tip that you swear by when exploring new places?
A travel tip we swear by is to immerse yourself fully in the experience, especially when it comes to the local food. Step outside your comfort zone and savour the flavours unique to the region. APT meticulously plans culinary experiences to reflect the authenticity of the locale, so don’t miss out.
Engage with locals at markets, try local cuisine options onboard, and ask your tour guides for hidden gems. Food is a gateway to understanding a culture, and by exploring local dishes, you not only treat your taste buds but also enrich your overall travel experience.
Read our wrap of the 2023 NTIAs.
