APT Travel Group launches new corporate branding

Award-winning travel brands APT, Travelmarvel and Botanica World Discoveries will be strengthened by the creation of an overarching corporate brand.

A new brand, APT Travel Group, is now the corporate face of the family-owned Australian business, which will celebrate its 90th birthday in 2017.

Luxury tour and cruise operator APT, premium tour and cruise operator Travelmarvel, and specialist operator Botanica World Discoveries will each retain their separate identities but benefit from the endorsement of this umbrella brand.

Commenting on the new corporate branding, Executive General Manager Global Marketing & Sales Debra Fox said: “For a long time now, APT Travel Group has been bigger than the sum of its parts. By giving this corporate aspect of our business a more visible and defined presence we will bring clarity to our brand portfolio.

“The APT Travel Group will have the ability to speak as one to the industry, while our brands continue to address their specific customer segments, both within the industry and among consumers. The new branding is also reflective of our business structure, which shares services at some levels.”

Proudly owned by the McGeary family, APT Travel Group is one the world’s most awarded tour and cruise operators.

The new identity is supported by a new website, www.apttravelgroup.com which will be the touchpoint for partners and suppliers looking to connect with the group as a whole.