Australia’s largest family-owned river cruise and tour operator APT Travel Group has launched APT Luxury, its newly elevated brand identity for premium river and escorted travel.
With roots dating back to 1927, the company adopted the new monogram to signal an intentional evolution of its heritage and to clarify distinctions among its various brand offerings.
Launching alongside APT Luxury are two next-generation large European riverboats, APT Ostara and APT Solara, both designed in Australia by Hecker Guthrie. Each vessel carries up to 154 guests supported by 60 crew, featuring three suite classes and a total of six or seven distinct dining venues—including the innovative Grüner Bar & Dining, a hydraulically elevated space that ascends from Deck 3 to the Sun Deck for panoramic views.
Grüner’s movable structure redefines onboard dining, combining local-market cuisine with shifting vistas of Europe’s rivers. The overall onboard offering includes spa, gym, heated pool, wellness zones, e-bikes, and inclusive premium amenities designed to reflect APT Luxury’s elevated positioning.
Paul Melinis, Managing Director for UK & Europe, explained that the launch serves as a strategic advancement of the APT brand. Intended to attract not only traditional river cruisers but also ocean and expedition cruise enthusiasts seeking intimate, immersive experiences, the initiative underscores APT’s ambition to combine accessible luxury with uncompromised standards.
Reviews of the maiden Solara voyages highlight its refined accommodations, culinary depth, and expressive design. One publication rated the ship a perfect 10/10, noting original artworks, elegant suite décor, and seven themed dining venues curated by hospitality specialists including Monique Lane and Stephen Seckold.
This debut coincides with APT marking its centenary evolution—an affirmation that river cruising now resides at the forefront of its luxury offerings. With innovation embedded in its vessels, cuisine, design, and branding, APT Luxury signifies a refreshed commitment to delivering bespoke, memorable journeys across Europe’s waterways.