The Australian river cruising and touring brand APT plans to double its UK business by 2027.
- After a period of quiet operation, APT is reawakening with ambitious growth plans.
- CEO David Cox outlines initiatives involving staff expansion and new premises in London.
- APT is investing in new ships on the Mekong and European rivers to enhance its offering.
- The brand is set to launch a revamped website to improve customer and trade experiences.
The Australian river cruising and touring brand, APT, has announced an ambitious strategy to double the size of its UK business by 2027. The company, which had been relatively dormant in recent years, is now aiming for significant growth and expansion. According to Chief Executive David Cox, speaking during a visit to London, “We’ve been a sleeping giant, but following the success of the past year, we’re setting our sights on doubling our business in the coming years.”
Central to APT’s growth strategy is an increase in staffing, the acquisition of larger premises in London, and a renewed commitment to marketing and product innovation. Cox highlights these areas as essential for achieving their objectives. Paul Melinis, UK managing director, has been tasked with spearheading this expansion.
Product development is a key focus for APT, with investments in new ships on the Mekong River and the River Douro in Portugal. The launch of the Douro ship marks the company’s first major investment on this river. Furthermore, in 2025, two new luxury ships will be introduced on the Rhine and Danube rivers, reflecting APT’s commitment to redefining river cruises through enhanced culinary and accommodation offerings.
APT’s plans also include a special UK-exclusive Danube departure, ensuring a unique all-British experience. As Melinis explained, “Our dedicated UK Danube departure ensures an all-Brit cruise on the most popular river for UK guests. Agents can book clients on any date and everyone on board will be fellow Brits.” This cruise will feature tailored enhancements, including refreshments and entertainment that cater to British tastes.
To support these initiatives, APT is also investing in a new website designed to enhance user experience and facilitate bookings for both consumers and the trade. Cox emphasises that the website will be a significant upgrade, providing a more streamlined and user-friendly platform.
The renewed focus and strategic investments signal APT’s intentions to capture a larger share of the UK market, capitalising on both innovative offerings and a commitment to customer satisfaction.
APT’s strategic investments and innovative growth plans underline its commitment to expanding its presence in the UK market.
