APT Travel Group has reported its best sales day of 2026 and its fifth-best on record, pointing to a lift in Australian consumer confidence ahead of the company’s centenary year.
The touring and cruising group says demand surged across the past week, spread across its portfolio of brands: APT, Travelmarvel, Botanica World Discoveries, Captain’s Choice and Antarctica Flights.
The group framed the day not as steady growth but a sharp jump in bookings as guests who had been weighing up trips moved to commit.
What’s driving the confidence lift
APT Travel Group CEO David Cox said the demand had always been present, but certainty was the missing piece.
“Australians have continued to book travel throughout this year, but the past week has shown just how quickly momentum can build when confidence lifts. We recorded our best sales day of 2026 and importantly, this is not incremental growth,” he said.
“The demand has always been there. What we are seeing now is our guests’ confidence catching up with their intent to travel. Recent global developments, including the ceasefire, have provided that extra certainty many people were waiting for, prompting those who had been considering a trip to move ahead and book.
“It is incredibly encouraging to see, and we are thrilled to be welcoming both new and returning guests as more Australians feel ready to explore the world again and experience everything travel has to offer.”
Why the Gulf advisory change matters
Cox welcomed the Australian Government’s recent decision to lower its travel advice for the UAE and Qatar, key gateways for Australians travelling to Europe, the UK and Africa.
The change is significant for agents because DFAT advisory levels directly influence travel insurance validity and a higher caution rating can deter clients from booking through a stopover.
“This change removes unnecessary friction for Australian travellers and gives more Australians the confidence to get out and see the world. We support the decision and look forward to seeing more guests moving through these key global hubs,” Cox said.
A milestone year ahead
The result comes as the family-founded business approaches 100 years of operation in 2027, positioning the boost as evidence of sustained appetite for guided touring and cruising among Australian travellers.
“Almost a century of travel and this shows the appetite has never been greater. With a focus on innovation, growth and giving our guests incredible experiences, this result shows we are on the right path,” Cox added.
The momentum also caps a notable run for the group with eight NTIA category nominations for APT Travel Group and another eight individual nods for BDMs, plus Owner and Director Lou Tandy was recently named a national finalist in the EY Entrepreneur Of The Year 2026 awards
KARRYON UNPACKS: A record sales day across five brands, paired with an eased Gulf advisory, points to pent-up demand finally converting into bookings. With APT, Travelmarvel and Captain’s Choice all in the mix, the pipeline for guided touring and cruising heading into 2027 looks strong.
