APT Travel Group has achieved the biggest bookings week in its near-century of operation, closing the week ending 12 September with unprecedented sales.
The milestone reflects strong interest across the company’s diverse portfolio – including APT’s European river cruises, Travelmarvel’s newly launched Small Group Touring collection, and a standout performance from Captain’s Choice private jet journeys.
“We are seeing unprecedented enthusiasm for our 2026 programs,” said David Cox, CEO of APT Travel Group.
“From APT’s European river cruises to Travelmarvel’s new small-group tours and Captain’s Choice private jet expeditions, the response has been outstanding. Importantly, travellers at the high-end luxury level are showing they can tell the difference between true luxury products and other so-called luxury that don’t measure up. Consumers are well informed and are well aware of luxe-washing occurring in the marketplace. They want thoughtful curation in the product and a brand that delivers on its promise.”
Travelmarvel’s Small Group Touring off to strong start
Launched in July 2025, Travelmarvel’s Small Group Tours are already exceeding early sales expectations. With a maximum of 24 guests per departure, these tours offer a more personal style of travel, emphasising authentic local experiences, expert-led insights and access to destinations not suited to larger groups. Each tour includes premium accommodation with local character, all tipping and transfers, and a carefully curated mix of iconic highlights, regional cuisine and exclusive Insider Experiences – such as a hands-on Portuguese tart making class in Lisbon. The concept is designed to meet growing market demand for richer, more intimate touring that delivers on connection and quality.
Captain’s Choice soars with private jet demand
High-end travellers are also gravitating toward Captain’s Choice, which recorded one of its strongest booking weeks ever. Leading the charge is its one-off Kangaroo Route itinerary, departing in February 2026, which recreates the historic 1947 journey from Sydney to London via Qantas Airbus A330. Designed for those seeking exclusive, seamless and time-efficient ways to explore, Captain’s Choice continues to set the benchmark for curated global journeys by private jet.
Europe and Canada lead in destination demand
APT’s signature European river cruises remain a cornerstone of the brand’s success, with high demand across the Rhine, Main, Danube and Douro rivers. Curated itineraries offering immersive cultural encounters and elevated comfort are driving bookings well into 2026. Meanwhile, Canada is emerging as a top performer, fuelled by interest in the Rockies, iconic rail journeys and Alaska cruising – proving the enduring appeal of wilderness paired with luxury touring.
Record sales signal growing confidence in premium travel
The record-setting week marks a significant moment for APT Travel Group, positioning the brand for sustained momentum as it continues to deliver across the premium and experiential travel space. The results reflect not just strong product-market fit, but a wider traveller appetite for quality, connection and thoughtful design in their holiday experiences.
