Australian Pacific Touring is a 99-year-old company, but probably one that few Americans have heard about. The family-owned tour operator aims to change that, pitching its products to American and Canadian travel advisors.
APT is a luxury brand well known by the trade in Australia -- travel advisors account for 70% of sales there. It offers a range of products: small-ship cruises, private jet itineraries, guided tours, river cruises and rail travel.
APT operates two river ships in Europe, the Ostara and the Solara, which primarily sail the Danube, Rhine and Main rivers. The Solara debuted last year, and the Ostara entered service earlier this summer.
For nearly two decades, APT partnered with AmaWaterways to offer Europe river cruising to its customers, often packaging the cruises with APT's land tours. The AmaWaterways partnership ended in 2024. Now, APT is able to pitch its river products to North Americans for its 2028 season following the end of a noncompete agreement, said North America head of sales Tim Harrison.
APT positions its products as "relaxed luxury" with Australian identity and culture, said owner Lou Tandy at a July event in New York to promote APT's entry into the North American market.
The top deck of the APT Solara. Photo Credit: APT
"Being Australian has shaped the way we see the world. Australia is a long way from almost everywhere, so travel has never been routine for us. It is something that as a nation we invested time and money in and value deeply," Tandy said. "That philosophy is reflected in our business. We value authenticity, genuine immersive experiences and warm hospitality above all else. We call it relaxed luxury."
Europe river cruising has several established brands, so APT is being aggressive with pricing against other luxury products, Harrison said. Weeklong cruises start at $3,295 per person.
Murray River cruises in Australia
APT has significantly less competition on the Murray River, Australia's longest waterway. APT's newest ship will be the Australian Star, a wood-fired paddle-steamer that accommodates 38 passengers. APT calls it "Australia's first five-star river vessel."
The Australian Star was completed earlier this year but is undergoing additional work prior to its anticipated December launch. The company also operates the Emmylou, a 16-passenger, wood-fired paddlesteamer, under its Travelmarvel premium brand.
CEO David Cox said the Murray River investment highlights the company's support of the region. APT is just one of a few operators on the Murray, giving them a leg up on what is a distinctly an Australian offering, Harrison said.
Innovation on Europe's rivers
In Europe, Tandy said the Ostara and Solara luxury experience features a 2.5-to-1 passenger-to-crew ratio on the 154-passenger ships; an innovative approach to dining; a modern, sleek interior; and service delivered in an unfussy way that champions Australian philosophy.
The all-suite APT ships have three accommodation categories: the owner's suite, French balcony suite and twin window suite. The owner's suite has a separate sitting area and includes complimentary laundry and one spa service. French balcony suites also include laundry.
The Gruner Bar pop-up restaurant on the APT Solara. Photo Credit: APT
Each ship has seven dining venues, a high number for a river ship. One of the eateries is the Gruner Bar, a pop-up restaurant on the ship's top deck, featuring a hydraulic system that lifts the dining space from the upper deck to the sun deck. Tandy touted it as the first of its kind.
Travel advisors attending APT's New York event were intrigued.
"So far I'm impressed," said Annie Schlegel, owner of Suite Impressions Travel in Fleetwood, Pa. "I think they have a beautiful product. I'm very excited to try it."
Schlegel, who sells river cruises, said APT seems to offer the type of product her clients would like: a less stuffy take on a high-end experience. It's an approach she's eager to experience when she travels with APT in October.
"I think it gives something else for that luxury clientele," she said, adding that she thinks clients who enjoy Riverside Luxury Cruises will be drawn to APT. (Riverside has adopted a similar approach of marketing its product as a way to experience luxury without any airs of pretentiousness.)
Schlegel said the multiple dining venues will be a huge selling point.
Travel advisor Marie Kjellberg of High 5 Travel Adventures in Eatontown, N.J., said the trade will play a crucial role in the success of APT in North America.
"The travel advisor kind of drives everything," she said. "People tend to stay with one brand unless you advise them otherwise."