APT, a renowned river cruising and touring brand, plans to double its UK business by 2027.
- The brand has been relatively inactive for the past three years, according to APT executives.
- APT’s strategy includes investment in new ships, increased staffing, and innovative product development.
- The company is launching new vessels on the Mekong, Douro, Rhine, and Danube rivers.
- APT is enhancing user experience with a new, fully bookable website by the end of the year.
The well-known river cruising and touring company APT has set its sights on significantly boosting its presence within the UK market by 2027. After acknowledging a period of relative inactivity over the last three years, the brand’s executives are now focused on revitalising their operations and expanding their foothold.
Key to this ambitious plan is APT’s investment in infrastructure and personnel. Chief Executive David Cox outlined the necessity for increased staffing and larger premises in London as part of their commitment to growth. This strategic expansion is further supported by enhanced marketing efforts and continuous product innovation, ensuring a contemporary appeal in a competitive market.
APT’s operational plans are marked by the acquisition and launch of new ships, which are set to redefine river cruising experiences. The company is introducing a new vessel on the Mekong river and is preparing to debut another on the Douro river in Portugal by August. Additionally, two new luxury ships are projected to sail the Rhine and Danube rivers by 2025, a move that underscores APT’s dedication to providing high-quality travel experiences.
Further articulating their plans, UK Managing Director Paul Melinis highlighted the upcoming launch of the Douro ship as the brand’s first significant investment on this river, signalling a pivotal step in their European expansion. APT’s steadfast commitment to redefining luxury cruising will be evident in these new ships’ superior design, culinary offerings, and customisation options.
APT is also adapting to digital transformations by launching a new website aimed at enhancing the consumer and trade experience. This platform is designed to be fully bookable, offering streamlined processes and improved user interaction, and is set to be unveiled by the end of the year.
APT’s strategic developments signal a robust future as the company strives to enhance its market presence and redefine luxury river cruising standards.
