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APT Travel Group unveils rebrand of APT Luxury Travel for a new era

APT Travel Group, Australia’s largest family-owned tour and cruise company, has revealed a rebrand of APT Luxury Travel, introducing a new era with a fresh, contemporary new look.

APT Travel Group, Australia’s largest family-owned tour and cruise company, has revealed a rebrand of APT Luxury Travel, introducing a new era with a fresh, contemporary new look.

The rebrand of APT Travel Group, established in 1927, includes a newly designed luxury monogram to replace the company’s former logo. The group says that this new bespoke symbol represents the legacy of APT’s long history while symbolising its sense of prestige and exclusivity.

Coinciding with the relaunch is a new marketing campaign with the tagline, “Everything to a T,” to convey APT’s commitment to providing exceptional service and attention to detail for their guests.

APT Travel Group new rebrand of APT Luxury Travel
The new campaign artwork incorporates the updated logo for APT Luxury Travel.

Jason Shugg, Chief Marketing Officer at APT Travel Group said the rebrand was a celebration of both legacy and progression. 

“We’re incredibly excited to share this transformation with our valued industry partners,” said Shugg. 

“With the new monogram, enhanced digital presence, and refined new look, we’re reinforcing our position as a leader in the luxury travel market.

“Although APT may look a little different, this is not just a fresh look – it’s a celebration of APT’s rich heritage and a reflection of our unwavering commitment to delivering unparalleled travel experiences. The essence of APT remains unchanged.

APT Travel Group new APT Luxury Travel campaign and logo

“The new design will help us better communicate the elegance, quality, and service that APT is known for while also reflecting our rich heritage in creating extraordinary travel experiences for travellers for decades to come,” said Shugg. 

The rebrand to market occurs during a period of innovation and investments for the group, including the debut of two next-generation Europe river ships APT Ostara and Solara; the launch of Australia’s first luxury paddlesteamer, the PS Australian Star, on the Murray River; a strategic global partnership with Seabourn; and significant enhancements across 10 new websites, elevating the digital experience for APT and its sister brands.

In December, the APT Travel Group relocated to new purpose-built Melbourne headquarters located in Moorabin.

For more information visit aptouring.com.au