Abercrombie & Kent said that its collection of African safari camps, river vessels and lodges previously marketed as Sanctuary Retreats has been given a new name: A&K Sanctuary.
Along with the name change there will be new property logos and visual identities that capture "the unique essence of each location while subtly maintaining a cohesive brand experience," A&K said.
"This rebranding is not simply a name change -- it's a commitment to further elevate the guest experience, expand our portfolio and continue delivering the exceptional service, accommodations and authentic experiences that A&K Sanctuary is renowned for," said A&K Travel Group CEO Cristina Levis.
The rebranding coincides with a period of significant investment and expansion for A&K Travel Group that includes the reimagining of flagship properties like Gorilla Forest Lodge in Uganda and Baines' Lodge in Botswana as well as the launch of Pure Amazon, A&K's first luxury riverboat in South America.
A&K said the rebranding will be implemented strategically to ensure a smooth transition for partners and travel advisors. Trade partners are encouraged to reach out to their regional sales directors with any questions.