APT Group shakes up company structures

APT Group shakes up company structures

The APT Group has announced a significant restructure of its Australian based businesses, which include APT, Travelmarvel, Captain’s Choice, and Botanica World Discoveries.

The restructure appoints CEO roles responsible for the individual brands, establishes a shared support structure and creates two new roles with global responsibility.

Kicked off by new APT Group managing director Chris Hall, the restructure is designed to boost operation efficiency, while ensuring all brands leverage their interactions and utilise available expertise to perform at the highest level.

It includes:

  • New Shared Service Teams: each of the four brands to be supported by the same shared service teams – ranging from sales and marketing, development and innovation, procurement, operations, human resources, finance, multi-market distribution and customer service.
  • New CEO Roles: David Cox, formerly general manager of Travelmarvel, has been appointed as APT CEO. This role is responsible for the APT brand and the overall financial performance of the products within the APT portfolio.

The Travelmarvel CEO role has been established and recruitment has begun for this role.

Similar to the APT CEO, this role is responsible for the Travelmarvel brand and the overall performance of the products within the Travelmarvel portfolio.

Dan Kotzmann continues as CEO of Captain’s Choice, with founder and director Phil Asker working closely with him in this business.

Judy Vanrenen, founder and co-owner of Botanica World Discoveries, continues to manage this business.

Each brand will be supported by dedicated teams in the product, commercial and marketing areas, and will utilise the shared services structure outlined above.


Several new roles have been created as part of the restructure, to underpin the shared service structure.

Most significant to travel industry partners is the promotion of Debra Fox to chief marketing officer, a new role that will see her take on responsibility for all trade relationships globally as she heads up the sales, marketing and customer service teams worldwide.

She will continue to be supported by Susan Haberle in her role as commercial manager of retail, along with the resources of the experienced trade sales teams.

Justine Lally has also been appointed head of marketing Australia and New Zealand, while Nicole de Wilde continues as VP of sales and marketing for North America, UK and European markets, reporting to Debra Fox.

Former APT GM of product and operations, David Courage, also takes on a broader remit in his new role as global head of operations, innovation, and procurement. This role has a particular focus on product innovation, consolidating procurement opportunities across the Group, and the delivery of the programmes through the international and local operations teams.

Captain’s Choice will be relocating from its current offices in Ringwood, Victoria, to join colleagues from the other three brands at the Melbourne head office.

Commenting on the new structure, APT group managing director Chris Hall said the shake up is all about preparing the businesses for future growth.

“Through the rapid acceleration of our Travelmarvel brand we have recognised the need for a structure that supports multiple brands,” Hall said.

“Specifically, a structure that ensures the vast skills, industry-leading experience and knowledge that our people have are shared; and that enables us to use our size and stature to deliver procurement and financial efficiencies.

“We are also excited to be working closer with Captain’s Choice. The team has vast experience in the luxury travel sector and the move will deliver significant synergies to the business and broader career opportunities for the staff.

“By evolving the way in which we operate, our aim is to further accelerate our market leading positions in each of our segments. Together, our businesses will provide the travel trade with the best available product, services and experience. There will be nothing to rival what this portfolio of businesses can deliver.”

A new name for the ‘family of brands’ will be announced in the coming weeks.

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