APT’s CEO David Cox sat down with Karryon to talk about its plans to launch a second riverboat on the Murray, its record sales and what lies ahead.
Speaking to Karryon a year ago, APT CEO David Cox said the tour company’s goal was to be a leader in luxury, something he says it has now “nailed” with the “proof in the pudding in our sales”.
In October the luxury tour company recorded the strongest sales month in its 98-year history.
Cox says that’s thanks to its “innovation, resilience, and strong trade partnerships, supported by significant new investments in ships across Europe, Vietnam and Egypt, and upgraded Kimberley lodges”.
“We rebranded and launched two new riverships, APT Solara and APT Ostara, which have redefined luxury cruising in European rivers with six dining venues, and they’ve sold out for 2025.”
He says when demand outstrips inventory, that is the “holy grail”.
“Now, at the end of 2025, we’re 80 per cent sold for 2026, and we will sell out again.”
He says the one-off Captain’s Choice Kangaroo Route in February 2026, which will retrace the historic 1947 service from Sydney to London aboard a Qantas Airbus A330, is also just about sold out, and other Captain’s Choice tours are 85 per cent sold for next year.
Cox says there are several things they do that set them apart from others who “claim to have luxury product”.
“There are many claiming to be luxury, but when it comes to Europe river cruising with APT, our dining is unrivalled, and another example is in our experiences, where in Vienna for example, we host concerts in Liechtenstein Palace, undisputably the best palace. It costs a lot to do it, but we choose to do that.
“And when we go to Namedy Castle [near the Rhine in Germany] guests are personally guided by Princess Heide von Hohenzollern into her home, so those are real examples of how we’re trying to raise the bar, and when you compare that to others calling themselves luxury, we say they are luxe-washing.”
New ship on the horizon
Cox says following the successful launch of the AU$11 million Australian Star, which makes her debut in February 2026, there is a second ship coming.
“Australian Star has been really successful, so there will be a second rivership, and this will be a similar style, but on a different part of the Murray, so Mildura and beyond.
“For our customers, they don’t necessarily want to go overseas, and with Australian Star we partnered in the design to give those who have done European river cruising the same experience at home.”
Looking to the future
Internationally, APT’s Travelmarvel Sirius will mark the company’s re-entry to the Nile in September 2026.
The 62-cabin ship will offer a seven-day itinerary from Luxor with stops at Dendera, Karnak, Esna, Edfu, Kom Ombo and Aswan. Cruisers will also visit Abu Simbel by private charter flight.
Cox says it is also “well down the path” to getting B Corp Certification after donating a million dollars to charities this year alone via OneTomorrow, APT’s not-for-profit charitable fund, which works with environmental and humanitarian causes.
As to where it’s focusing its efforts in 2026, Cox says it will focus on small group touring, and it’s about ensuring you are always ahead of the discerning luxury traveller.
“You can’t stand still; customers are well researched and use tech tools, and so you have to keep challenging yourself to better the product or you will get left behind.”
For more information, visit APT.
