After 20 years in operation under the APT Travel umbrella, Travelmarvel will now operate as a standalone brand to lead the group’s premium cruise and tour collection

The Australia-based, family-owned tour and river cruise company has rebranded Travelmarvel as it looks to grow its footprint in the premium travel sector.

As part of APT Travel’s new two-brand structure, Travelmarvel will focus on offering premium flexible travel, while APT Luxury will focus on fully inclusive experiences. The line says the rebrand will ensure Travelmarvel can meet the growing demand for greater flexibility, better value and curated experiences.

The move comes after the company witnessed a 100 per cent increase in Travelmarvel’s European cruising business over the past two years.

Paul Melinis, managing director of APT Luxury and Travelmarvel for UK & Europe, said: “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 consumers with the tone, product, and experience they are seeking.”

The two brands, Travelmarvel and APT Luxury, will continue working under one travel umbrella company, APT Travel Group, representing a broader company portfolio and catering to a wide range of clients.

A new website with refreshed visual branding is now live.