Q: David, APT Travel Group has been going since 1927. How does the brand stay fresh and relevant in today’s marketplace?
A: We’ve never stood still because the customer doesn’t stand still. We’re always exploring ways to innovate and create new experiences and we’ve been doing so for nearly 100 years as a family-owned business.
This commitment to excellence is what we call the APT difference. Our travel experts take care of every detail of your journey with unmatched care, providing 24/7 emergency support and keeping you updated on travel requirements.
We’re laser-focused on creating memorable holiday experiences for our customers now and in the future.
Q: How has APT rebounded from the dark days of the pandemic?
A: APT has emerged from the pandemic stronger than ever. During those challenging times, we made strategic decisions that focused on innovation and investment.
Our commitment to open and consistent communication with both our staff and customers was crucial. By staying connected and transparent, we built a stronger, more resilient community.
We leveraged this period to innovate and enhance our offerings, ensuring that we were ready to meet the renewed demand for travel with exceptional experiences.
Our focus on quality and customer satisfaction has paid off and we are thrilled to see travellers returning with enthusiasm. APT is now poised for a thriving future, with 98% satisfaction rating and an unwavering dedication to delivering unforgettable journeys.
Q: How do you see the current state of the travel industry?
A: The travel sector is very strong and has rebounded hugely in the last couple of years.
According to the International Air Transport Association (IATA), passenger numbers have recovered enormously and are now slated to surpass the pre-COVID 2019 levels. As for ATG, we’re experiencing record bookings across the board.
Q: How has the current cost-of-living crisis affected APT and do you see any light at the end of the tunnel?
A: Despite the challenges posed by the current cost-of-living crisis, we’ve observed that people continue to prioritise travel and are willing to invest in exceptional experiences.
We remain optimistic about the future, as travel is a cherished part of life that people value deeply. With this in mind, we continue to innovate and adapt, offering unique and enriching experiences that make every trip with APT worthwhile.
Q: Are travel agents still relevant in today’s online-focused world?
A: We value our partnership with travel agents as they are critical to us and our guests – they continue to be integral to our ongoing success.
Our guests place great trust in the knowledge and expertise of our agent partners, relying on them for expert guidance throughout their holiday planning.
Importantly, we continually acknowledge the pivotal role that travel agents play in our business through our highly regarded VIP program. This program features four tiers – Silver, Gold, Platinum and Diamond – each offering increasingly valuable rewards.
Each level of the VIP Program is crafted to recognise and support our partners’ success, ensuring they receive exceptional value for their ongoing support of ATG.
Q: You’ve had many roles within the company. What keeps you motivated?
A: Having spent nearly 40 years here, I’ve had the privilege of working across nearly every facet of APT Travel Group. Witnessing the evolution and growth of this company and our team brings me immense satisfaction.
I always think about how fortunate I was to land in an industry where we create unforgettable holidays for our customers and hear about how much they have enjoyed their experiences.
Continuing to hear their stories and feedback provides me with plenty of motivation and it’s a privilege to hear from them, while also continuing to work with our staff on delivering incredible experiences.
Q: Finally, what is exciting you about the company’s future?
A: I’ve never been more excited about what the future holds at ATG.
For starters, we are experienced, knowledgeable and safe, but also young at heart and filled with energy, as we continue to evolve with the times.
Part of that evolution is creating new products and experiences for our customers and over the last 12-months we have announced numerous new developments and partnerships.
We’ve invested millions on upgrading our luxury lodges in the Kimberley and have worked with Mercedes Benz to design and create new custom-built expedition vehicles so our guests can experience the nation’s rugged outback beauty in pure comfort.
Speaking of the Kimberley and the Aussie outback, this year represents 60-years since Geoff McGeary pioneered outback holidays in Australia and importantly, we’re constantly building on and improving our offerings there.
Still in Australia, next year as our centenary draws even closer, we will launch the first five-star riverboat on the Murray River – the PS Australian Star in partnership with Murray River Paddlesteamers.
Speaking of river cruising, we pioneered European river cruising for Australian travellers back in 2006 and have continued to innovate in that space as well.
This year we’ll launch the MS Estrela on the Douro River in Portugal while next year we’ll be launching the first two wholly APT-owned and Australian-designed luxury European river ships, the Solara and Ostara, with more to come.
These two ships are two of the biggest investments in APT history and we are very excited about them as we head towards our centenary.
More broadly, we remain the biggest provider of land and cruise holidays into Canada and Alaska out of Australia and we continue to expand and this year, we signed a partnership agreement with Seabourn – the largest they have signed with anyone anywhere in the world.
What does this all mean? We will continue to invest in more luxury ships, more offerings across the globe and on home soil along with greater experiences into the future.
