APT Travel Group has launched Travelmarvel as a standalone brand, complete with a fresh visual identity and a refined market focus, aimed squarely at the growing premium travel segment.
*All details correct at time of publish (25 August 2025)
The move reflects APT Travel Group’s long-term strategic investment in the premium market, a space which it believes will be integral to future growth.
The strategic step forward strengthens APT Travel Group’s position as a global leader in river, yacht and small ship cruising, small group and escorted tours, now offering a clear two-brand structure:
One for4-star premium flexible travel with Travelmarvel, and one for luxury, 5-star, fully inclusive experiences under the iconic APT brand.
Paul Melinis, Managing Director of APT Luxury and Travelmarvel for UK & Europe, says: “Our vision is clear – the market is shifting, and we are determined to meet evolving traveller expectations with the launch of Travelmarvel as a standalone entity, allowing us to speak directly to the premium customer with the tone, product, and experience they are seeking.
“Following more than 20 years in the UK operating under the APT umbrella, the demand for Travelmarvel product has increased exponentially, and it’s only right that the brand now stands on its own to deliver even more flexibility, better value and curated experiences without sacrificing comfort or care.
“For our trade partners, the launch of Travelmarvel brings greater clarity, better focus and new opportunities. Agents will continue to work with the same friendly call centre team, now equipped with dedicated Travelmarvel experts specially trained to support and grow premium sales with confidence.
“They’ll also benefit from targeted sales and marketing tools designed to resonate with premium customers, clear brand messaging to simplify client matching, and ongoing commission structures and trade support, which remain unchanged.”
“With two distinct brands, we’re giving our partners more tools to match the right product to the right client, whether they are seeking exceptional value or fully inclusive holidays,” adds Melinis. “That means more bookings, stronger conversion, and increased client loyalty.”
Working alongside the newly launched APT Luxury, which will continue to lead in luxury river and yacht cruising, and fully inclusive land touring for guests seeking five-star service, all-inclusive and curated detail, Travelmarvel aims to lead in the premium category, delivering great value, freedom and curated itineraries with APT’s signature standard of care.
Together, the two brands represent one of the most complete and flexible portfolios in global experiential travel, supported by one team, one heritage, and one shared passion for customer excellence.
APT is also launching a brand-new website for Travelmarvel to improve the agent experience online. For more information, visit: www.travelmarvel.com.
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