APT’s new look and new ships is a big hit with Australian fans

• One of Australia’s oldest travel companies is undergoing a revolution.
• New ships and partnerships, branding and a new tagline.
• But APT is keen for you to know it’s still a familiar friend in luxury travel – especially for Australians.

There are new, revolutionary river vessels. New international and local partnerships. New offices. And now, a brand new logo and tagline: “Everything to a T”.

But if the biggest test of APT’s rebirth as it approaches 100 years in travel is the launch of its Australian-designed sleek new river ships, the team at Melbourne HQ appear unfazed.

The vessels are already 80 per cent sold out. So there won’t be any flashy film-star godmothers at the European launch in Europe.

In keeping with APT’s reputation for seamless delivery, the ships will simply sail on schedule. APT isn’t a brand that makes a fuss, even when it is executing some of the biggest changes to the business in almost a century.

“Our goal with the new branding and tagline is to reinforce APT’s position as a leader in luxury travel. We want to create clear awareness that APT is synonymous with exceptional luxury experiences,” says CEO David Cox.

“The tagline highlights this, while “Since 1927” is a nod to our rich heritage. It’s also a reminder of why customers trust us—nearly a century of delivering outstanding travel experiences.

“Australian luxury travellers have evolved significantly over the past decade. They’re more educated, more aware, and have higher expectations than ever before.

“They’re looking for something unique, and we’ve worked hard to evolve alongside them, ensuring what we offer meets—and often exceeds—those higher expectations.”

He adds that the work certainly isn’t finished.

“River cruising remains a cornerstone of what we do, and we’re exploring exciting opportunities to expand in that space. Plans for more ships are underway, but not just on rivers… Stay tuned—there’s a lot to look forward to!”

Creating a new brand

Chief Marketing Officer Jason Shugg is keen to emphasise that, despite all the flashy new hardware, the company’s laser focus on Australian luxury travellers will remain at APT’s heart.

“It’s about the Australian traveller and satisfying their requirements. These two amazing river ships were designed by an Australian architectural firm. We’ve got an Australian food consultant. So we’re really trying to bring a sense of home and a sense of Australian luxury to the European rivers,” he says.

“And given the numbers, that’s resonating really strongly at the moment.”

He has every right to be pleased with the results so far. There is hardly a suite to be had on the APT Solara and APT Ostara. Sales on the MS Estrela on the Douro and the Mekong Serenity are also strong.

The challenge Shugg faced in recreating the brand was to produce a new approach which didn’t deter its core 55+ audience, but at the same time resonated with a new generation of luxury-loving Australians.

Certainly, the ships and tours APT fans will be taking in the next 100 years will be different, which is why the company has not just invested in new European and Asian river ships, but in partnerships that extends APT’s reach.

Luxury ocean line Seabourn gives APT a new adventure and expedition capability, as well as a new offering in the Kimberley. Coral Expeditions extends that offering. While the Murray River represents a fascinating gamble: can Australia forge its own river industry? Early sales are showing strong demand.

There are also plans for a vessel on the Nile sometime in the future.

So how to portray all of this change, while reassuring that APT is still that comfortable friend who can take you across the world in comfort and safety? The word so far is that he has achieved it with the new typefaces and advertising.

Shugg maintains the company’s DNA remains the same, as does the target audience: successful, mature Australians.

This year will see the culmination of a lot of planning. The next generation is in charge, and April’s ship launches will see the eyes of the cruise world turn on what are promised to be the newest and most luxurious vessels on Europe’s rivers.

“For us, it’s been a two-year process looking at the brand and really trying to unpick what it is, what makes it such a great brand and what we need to do to make it better.”

APT undertook widespread consultations with clients and the industry. “We have a really strong brand in Australia and increasingly internationally, but we could elevate it a bit. That’s where we started the journey and we’ve ended up with hopefully a brand that is elegant, sophisticated and which represents who we are and where we’re taking the business in the future.”

Cox adds: “We knew that two key objectives would drive our rebranding: standing out and solidifying APT’s position in the luxury market.

“Feedback reinforced that APT is Australia’s leading luxury tour operator, known for its breadth of offerings and unmatched expertise.

“Unlike some competitors that specialise in just river or land cruising, we excel across air, land, rail, river, and ocean. This product diversity, paired with our decades of experience, allows us to deliver the exceptional quality our customers expect.”

For APT this is just the start

Shugg maintains the mantra at APT’s new Melbourne headquarters is that this is the start, not the end.  “It’s all really exciting and we’re really, really pumped about it”.

While APT isn’t about to abandon its core audience of 55+ travellers, it has recognised that these people and the generations coming behind them are changing their expectations and tastes.

“What we’ve said is consumers’ preferences have changed in things like food, for instance. The expectation is much higher. And so we worked on the product to deliver that.”

Cox agrees. “Today’s travellers are looking for the perfect balance between immersive experiences and indulgent luxury. It’s not just about the destinations; it’s also about connecting with like-minded people and having meaningful moments.

“Our guests want a mix of adventure and relaxation. They seek opportunities to explore and indulge, whether it’s socialising in a group or enjoying private time. To meet these demands, we’ve invested heavily in our infrastructure, ensuring our accommodations and ships offer unparalleled comfort.

“Our cruise and tour directors are pivotal to this. Their expertise ensures that every detail is taken care of, and they’re often the highlight of our guests’ experiences. Many of our directors have been with us for over ten years, and their passion and commitment shine through in every tour.”

Shugg says Australians are becoming much more fastidious and demanding – once they were the laid-back traveller every line loved. Today, they appreciate the finer things in life and expect to be treated well.

“Yeah, we’ve absolutely seen that, and that insight was really one of the reasons behind the new ships we’re building that will launch in April.”

It’s what is driving APT’s ambitious growth plans across its portfolio of cruise, adventure and travel both in Australia and overseas. The partnerships have scaled that ambition quickly.

“We want to partner with the best. I think the Seabourn partnership is a great example of it from the marketing perspective,” says Shugg.

But he confirmed the company will continue to put its own management on ships to ensure that guests have a unique APT experience.

Creating an Australian river industry

Despite all of the reassurance about remaining true to its core, APT is still prepared to take risks. The extraordinary success of APT’s work with Murray River Paddlesteamers took the company by surprise.

“It’s been fantastic and it caught us a little bit by surprise in terms of how popular it has been. It’s going to be great. It’s sold incredibly – so much so that we’re now looking at what more we can do on the Murray. That’s really exciting.”

APT helped designed the $6.5m Australian Star, currently under construction in Mildura. She launches in June to offer all-inclusive year-round three, four and seven-night cruises on the Murray River from Echuca in Victoria.

She’s Australia’s first five-star river ship and the largest wood-fired paddle steamer in the Southern Hemisphere.

If it works – and initial sales are so strong a second vessel is now a real possibility – a few people in the travel industry will be kicking themselves for not seeing the potential.

“There are two parts to the opportunity,” says Shugg. “One is to have something like a Murray in between trips – not everyone is going to travel to Europe or North America every year. Having something like this a bit closer to home is one of the main motivations for the Murray selling so well.

“And the other opportunity is as Australians get a bit older they are less likely to fly, and they want something closer to home. So this fills another gap.”

Headlining the new trips is the eight-day Retreat to the Murray, visiting Echuca, Rochester, Colbinabbin, and Perricoota Station. Guests will visit local wineries, savour delectable dining experiences and discover the region’s cultural delights. Prices start from $8,195 per person, saving up to $600 per couple.

So with a full slate of projects in the pipeline, the company is now turning to the launch of its ships.

“We’re getting going straight away – we’re just so keen for people to jump on board. The first cruise will be in late April out of Amsterdam and that’s what we are focused on.

“We are going into 2025 effectually sold out. So we’ve only got a really small number left for 2025, and what we’re finding super interesting is 2026 is selling really strongly so much more than any other year had been.”

And for all its sensible focus on its core customers, the appearance of the sleek newly designed ships has caught the imagination of a new, younger APT fan.

“There certainly is a new audience that’s coming in. We are seeing a slightly younger audience coming through.

“Our core is still our core, customers who have come to know and love us are very much at the heart of the business. But we are bringing some new customers and first-timers to the category as well.”

Cox adds: “The response to the new ships has been phenomenal. We’ve placed a big emphasis on the onboard experience, increasing the crew-to-passenger ratio to provide more personalised service and introducing six dining venues to offer guests a variety of options.

“The main dining room intentionally doesn’t fit every passenger at once—this was a deliberate decision based on customer feedback. People want choice and flexibility, and having a dedicated concierge to help guests plan their dining experiences adds that extra layer of service.

“This kind of innovation is what sets APT apart, and it is what you can expect more of as we’re always listening to what our customers want.

“Looking ahead, our priority is to consistently deliver these elevated experiences with the same level of excellence. We set ourselves up with this new innovative style and we will deliver.”

Sounds like everything really is going to a T! See more here.