Abercrombie & Kent Travel Group (AKTG) is undergoing a significant rebranding, integrating all business aspects under a unified platform. The transformation and investment will lead to enhanced customer experiences.Speaking exclusively with LATTE on Thursday, Debra Fox, Managing Director for AKTG Asia Pacific (and expanding to cover the UK from April), said the new branding is inspired by the company’s 60-year legacy, and features unique digital assets and storytelling.Upcoming advancements in the end-to-end overhaul include but are not limited to refreshed branding, new lodges, revamped website, and the highly anticipated integration of A&K tours into Crystal’s land program.Subscribe to LATTE Cruise’s free eNewsletter to keep up to date with everything in the luxury cruise space.Fox said the rebranding – which LATTE flagged first at Virtuoso Travel Week last August and later (and in more detail) at Signature Travel Network’s Conference in November – aims to maintain Abercrombie & Kent’s heritage, while adapting to evolving customer mindsets and market opportunities. The transformation incorporates leading market research, product evolution, a technological rebuild and people development to ensure a timely and relevant experience for AKTG’s travellers.AKTG has also invested in its digital assets as part of the refresh, including unique moving footage and stills, while employing journalists and marketers from high-end brands to further prop up the ultra-luxury brand in its communication and storytelling, which extends across the new marketing strategy, both online and offline.At the centrepiece of the brand-wide campaign is a focus on “trailblazing adventures,” Fox added, built on the importance of “curating new journeys and product development.”
Fox said the evolution, under the ‘One A&K Travel Group’ is ongoing, and will continue to grow.“I think this is the unique offering of where we are. We’ve brought it to a stage where we now have the foundation to evolve. It will be forever changing as we learn, as we see new opportunities, as we purchase more assets, build new opportunities.”
“Now we’ve got the first stage, the future is unlimited.”
“We’re moving away from a demographic approach, and it’s now more about the mindset approach,” she added.
Virtuoso ANZ 2025 achievements
Separately, Fox lauded A&K Australia on its success at the Virtuoso ANZ Forum after taking out two gongs, winner of both Tour Top Producer: Abercrombie & Kent Australia, Outbound/International and Highest Tour Annual Growth: Abercrombie & Kent Australia, Outbound/International“We are absolutely delighted to have been honoured by Virtuoso with two awards at the Australia and New Zealand Forum in Perth this week. “We wish to acknowledge the Virtuoso members who consistently deliver excellence in travel, and together we understand that when travelling with Virtuoso and A&K, you know you’re doing it right. “Thanks to the Virtuoso and A&K teams in your commitment to life, well travelled,” Fox concluded.
