APT Travel Group has recorded the strongest sales month in its 97-year history, with October 2025 delivering three of the company’s four highest trading days on record. The data, provided in its latest company release, marks a new peak for agent-driven momentum across the group’s brands.
CEO David Cox said the milestone reflected years of sustained reinvestment across ships, product and partnerships.
“This record-breaking period reflects the strength, innovation and expertise of the APT Travel Group and the years of hard work the team has put in, and the strong relationships we have with our trade partners,” Cox said.
APT’s European touring and cruising program remains its core engine, underpinned by a fleet renewal and early-season bookings across France, Germany and the Netherlands. According to the company, this region continues to lead demand across both touring and cruising products. Captains Choice’s Turkey itinerary, timed for Anzac Day, is also delivering strong early spring sales.
How Europe and Egypt are driving record growth
APT’s dual-brand strategy continues to strengthen through Travelmarvel’s expansion into premium value markets. Its newly launched Egypt itineraries, including charter flights and Nile cruising, are attracting first-time long-haul travellers seeking quality without complexity. Travelmarvel’s Egypt product remains the only mainstream program to include Abu Simbel, positioning it as a trade standout, the company said.
In Europe, both APT and Travelmarvel are seeing forward bookings concentrated in early-season departures, reflecting strong demand for shoulder travel periods as travellers prioritise value and lower capacity pressure.
Why small group touring is reshaping demand
The addition of Travelmarvel’s small group tours, complementing APT’s existing premium program, is generating significant new volume. Demand is strongest in Canada, New Zealand, Europe and Asia, aligning with traveller preference for more intimate, higher-yield experiences.
For agents, the portfolio broadens commission opportunities across both premium and mid-range price points, while delivering operational flexibility in high-demand regions.
Inside the niche brand momentum
APT’s specialist brands are also delivering outsized results. Antarctica Flights reports fewer than 40 seats remaining for the 2025–26 season across two New Year’s Eve departures, evidence of the polar segment’s enduring pull. The scarcity factor is reinforcing trade urgency, with agents moving to secure remaining inventory.
Botanica’s Japan and South Korea charter cruises remain its strongest performers, blending coastal itineraries with cultural programming. The spring departures are close to full, underlining continued appetite for small-ship, destination-led travel.
How marketing investments are lifting trade conversion
Travelmarvel’s October TV return, its first in two years, is credited with strengthening brand recall and pushing late-season bookings. The campaign launch on 8 October coincided with the group’s record trading period, signalling the impact of renewed mass-market visibility on trade conversion.
APT has also invested in high-profile partnerships with Seabourn and Heritage Expeditions, aimed at extending its footprint across luxury expedition and cruise sectors. In Australia, the group’s Kimberley lodges have undergone significant upgrades, positioning the brand for premium yield in 2026.
Cox said these developments form part of a long-term growth framework.
“Our investment in new ships, product innovation and destination partnerships continues to set the foundation for sustainable expansion across our portfolio,” he said.
KARRYON UNPACKS: APT’s record month highlights a shift in trade power — early Europe and Egypt bookings show agents driving the rebound while niche brands diversify margin. APT’s segmentation strategy is now paying clear commercial dividends.
