It’s full steam ahead for APT, which from humble beginnings is on the cusp of launching two new luxury river ships and Australia’s first five-star paddle steamer – all with a new generation at the helm.
It was almost inevitable that APT co-owner Lou Tandy would join the family business. She had, after all, done more than 100 hotel inspections by the time she was 10 years old.
But it was summers on the family houseboat that had the most impact on her career choice.
“My journey into the family business began from a young age, every summer we would visit our family houseboat on Lake Eildon, instilling in me a love for travel and exploration. My brother and I spent our childhoods in the back seat of the car as Mum and Dad pieced together the next coach itinerary.
“Eventually, I officially joined APT Travel Group by filling in for a marketing co-ordinator while they took a three-month sabbatical. Twenty years later I’m still here.”
And Tandy isn’t going anywhere fast.
“My passion has only grown over time, and I’m driven by a desire to continue the legacy of providing exceptional travel experiences to our customers.”
Continuing a legacy
In the 1920s, cable tram drivers in Melbourne’s northern suburbs went on an extended strike, and 24-year-old mechanic, Bill McGeary saw an opportunity.
For the next two decades, he ran a successful bus company before handing over the business to his then 19-year-old son, Geoff (and eventually Tandy, as co-owner).
Coaches were soon included and then escorted journeys through New Zealand, before it made a foray into Canada and Alaska in the 90s, followed by luxury train and cruise ship journeys.
By the beginning of the 21st century, Tandy says major players in river cruising were well established in the North American market, however, there was little investment in the Australian market.
“We knew Australians would travel for longer, so we created a 15-day cruise from Amsterdam to Budapest.”
But she says it wasn’t easy.
“We essentially had to educate our market on what river cruising was and what the benefits were, so we spent a lot on advertising and famils.
“However, it wasn’t long before other touring companies caught on to the opportunity river cruising presented and the competitive landscape heated up.”
The new guard
Skip forward two decades and APT’s foray into the luxury river cruise market has gone full steam ahead.
Next year, it will launch two new, ultra-luxe river ships APT Solara and APT Ostara, which will cruise the Rhine, Main and Danube rivers.
Tandy says the move came because it saw an opportunity to “further elevate the river cruise experience with a focus on ship design, and particularly the food and beverage experience”.
“We have world-class hospitality experiences here in Australia and as such Australians have high standards in terms of quality, seasonality and regionality.
“It is across these areas that we intend to elevate the food and beverage experience. We know that Australians have a broad palate, and so we have designed menus accordingly. Oh, and of course we know that best barista coffee is essential.”
Travelling sustainably
With all eyes on the cruise industry and its initiatives to improve carbon emissions, Tandy says it has taken every step it can to ensure it operates sustainably, from the design to the operation of the ships.
“We champion fuel efficiency, energy optimisation, and waste reduction to minimise our environmental footprint.
“In addition to onboard practices, we extend our commitment to the destinations we visit and work closely with local communities and conservation organisations to support sustainable tourism practices.
“This includes promoting off-the-beaten-path destinations and spreading visitation throughout the year to mitigate the impact of overtourism on fragile ecosystems.”
Looking ahead
APT will soon become a centenarian and Tandy says it’ll continue to “innovate and invest in creating the best and most luxurious experiences for our customers”.
“Our investment in river cruising stretches well beyond Europe to Vietnam and Cambodia where we launched the Mekong Serenity last year and back here at home, we’re launching Australia’s first five-star paddle steamer, the PS Australian Star, next year.”
And she says moving forward, luxury travellers will always be its foremost target.
“With our new ships, we aim to attract discerning travellers who seek a blend of luxury, authenticity, and personalised experiences. Our target audience includes affluent travellers who appreciate quality, comfort, and cultural immersion.”
For more information, visit APT.
