“The term ‘luxury’ is used loosely these days”: APT CEO on the brand’s new direction

“The term ‘luxury’ is used loosely these days”: APT CEO on the brand’s new direction
By Alexandra Coulton


APT wants to reshape the way Aussies think about luxury travel.

With a fresh new look and feel, the touring pioneers are making a bold statement: luxury is not just a five-star hotel or extravagant pool, it is an all-encompassing experience where everything is taken care of, from start to finish.

“The term ‘luxury’ is used loosely these days, popping up more and more, while offering less and less substance. We have always believed that the true essences of real luxury is to be ‘All inclusive, all taken care of, so you can Live Fully!’” Steve Reynolds, APT CEO said.

So what exactly does ‘Live Fully’ all-inclusive touring look like for your customers?

Here’s what APT have to say about it:

“It’s that leap of faith. A conscious decision to make the most of your precious time. A yearning for the unfamiliar. The wonderful. The otherwise inaccessible.

“Seeing through the eyes of explorers, historians and naturalists. Falling in love with the world all over again. Making new friends. Dancing. Hiking. Swimming. Getting back on a bike. Feeling the power of nature.

“The charm of theatre. The thrill of movement. Flavours you can’t get enough of. Sleeping in. Seeing sunrise. Nurturing curiosity. Embracing the unknown. Being surprised. Being free. Doing whatever you want, whenever you want.

“Knowing the little things have been looked after so you can live fully in each and every unforgettable moment.”

In other words: private transfers, full porterage service, a personal butler, no sneaky additional beverage or gratuity charges.

Thanks to world-class Tour and Cruise Directors, Expedition Leaders and unmatched hospitality staff, paired with ‘Freedom of Choice’ touring options and exclusive APT ‘Signature Experiences’ guests are guaranteed personalised service with an abundance of possibilities.

For those looking for a more intimate vacation, APT’s Tailor Made Journeys offer a bespoke itinerary designed around individual passions and interests, with the added security and confidence of travelling with APT selected accommodation and knowledgeable guides.

The new ‘Live Fully’ campaign launches in January with broadcast partnership of the Australian Open– a longstanding association which this year moves to Channel Nine.

“It’s great to align our long-standing, Melbourne based brand with this amazing Melbourne event – both properties deliver a world-class experience, showcasing the best of Australia to the world,” said Reynolds.

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