Wholesalers

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

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.

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Tourism

Flavour of the Week: RCL’s big restructure, Celebrity Cruises’ historic all-female team + MORE!

There are three things that matter most on a Friday: Flavour of the Week, industry gossip and a few bottles of rosé. Two of those come standard, but we suggest drinking the other while reading this.

Share

CommentComments

Aviation

Aussie and Kiwi couple tie the knot on Jetstar flight

An Australian man and a Kiwi woman have made a very unique compromise for their wedding location, tying the knot on a plane in between the two countries.

Share

CommentComments

Tourism

“Come live our cataustrophy”: The Chaser boys roast Tourism Australia campaign with hilarious parody ad

by Christian Fleetwood

Primetime piss-takers The Chaser have been at it again, this time taking aim at Tourism Australia’s controversial ‘Philausophy’ campaign.

Share

CommentComments

Cruise

“The ultimate aquadisiac”: Dream Cruises unveils saucy new entertainment

Yes, the word ‘aquadisiac’ was used and it just about made our whole week. Find out what all the fuss is about here.

Share

CommentComments

Travel Agents

Travellers Choice CEO says Tempo/Bentours collapse “the one blight” in a great year

by Christian Fleetwood

Christian Hunter has revealed just how much Travellers Choice and its customers were impacted by the tragic collapse of Tempo Holidays and Bentours.

Share

CommentComments

Technology

Airbnb inks massive Olympic deal

Did you happen to catch members of the hotel industry kicking cans down the street and muttering curse words to themselves? Find out why here.

Share

CommentComments

Travel Agents

Agent Wrap: Travellers Choice award winners, agents cruise Croatia, MTA conference speaker + MORE!

Congrats, folks – you made it to Friday! As a reward, here’s an extra-long Agent Wrap for you to peruse before knock-off drinks.

Share

CommentComments

Aviation

Businessman caught attempting aircraft pilot con

Ever watched ‘Catch Me If You Can’ with Leonardo DiCaprio and Tom Hanks? Well, this story has all the hallmarks of the Hollywood flick.

Share

CommentComments

Tourism

ONE WEEK TO GO: Last tickets for The Travel Awards!

Meanwhile, Travel Weekly’s editor is still tossing up whether to wear fur or feathers to the industry’s night of nights.

Share

CommentComments

Destinations

How a Swedish holiday island cut its emissions by 78 per cent

With small changes in energy production, heating, fuel and food, this island became carbon-neutral in less than 12 months – without skimping on the experience it offers visitors.

Share

CommentComments

Hotels

Industry bodies slam Sydney’s Star Casino Ritz-Carlton rejection

The Independent Planning Commission has rejected plans for a $530 million six-star hotel, and these industry players are not impressed.

Share

CommentComments

Destinations

STUDY: World’s riskiest destinations top most Aussie travellers’ wish lists

Australians are prepared to accept the risk and bypass Smartraveller ratings, according to this alarming new research.

Share

CommentComments