ABERCROMBIE & KENT UNVEILS A NEW ERA OF LUXURY EXPLORATION
Abercrombie & Kent (A&K) presented an exciting new chapter in its storied legacy of luxury adventure travel during ILTM Cannes. . |
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ABERCROMBIE & KENT UNVEILS A NEW ERA OF LUXURY EXPLORATION
Abercrombie & Kent (A&K) presented an exciting new chapter in its storied legacy of luxury adventure travel during ILTM Cannes. . |
Catégorie : Monde - Économie du secteur
- Tourisme
Article rédigé par Asia Abadie le 19-02-2025
 Abercrombie & Kent Kate Thompson Senior Vice President of Marketing Strategy
Crédit photo © Sylvie Leroy A fresh identity and exciting new ventures
A&K is embracing a refreshed brand identity: new logo, website, and dynamic marketing campaign. This marks a significant milestone for the company, reflecting its commitment to innovation while staying true to its core values.
Abercrombie & Kent has also changed the name of Sanctuary Retreats—A&K’s renowned collection of exclusive camps, lodges, and riverboats in Africa—now unified under the A&K Sanctuary umbrella. The move is supported by major investments in luxury accommodations, ensuring an elevated experience for discerning travellers.
A&K Sanctuary offers guests exclusive access to some of the world’s most remote and awe-inspiring locations. With an emphasis on sustainable luxury, the portfolio includes safari lodges, intimate riverboats, and bespoke wilderness retreats, all designed to provide transformative experiences in harmony with nature.
New openings in exotic destinations
A&K also unveiled several highly anticipated property launches, reinforcing its dedication to unparalleled hospitality in some of the planet’s most breathtaking locations:
- Pure Amazon, Peru (Summer 2025): the first luxury riverboat in Peru, featuring three, four, and seven-night itineraries in the remote northern Amazon. With only 12 suites and cabins, accommodating a maximum of 22 guests, Pure Amazon promises an intimate and immersive experience led by expert naturalists.
- Gorilla Forest Lodge, Uganda (May 2025): Formerly Gorilla Forest Camp, this newly reconstructed lodge offers 10 suites inside Bwindi Impenetrable Forest National Park—home to half of the world’s mountain gorilla population. Just a five-minute walk from the tracking point, guests will experience unmatched proximity to these magnificent creatures.
- Bains Lodge, Botswana (Mid-2025): A complete reconstruction of the iconic safari lodge in the heart of the Okavango Delta, ensuring a seamless blend of luxury and wildlife immersion.
- Kitirua Plains Lodge, Kenya (Late 2025): Nestled beneath Mount Kilimanjaro in Amboseli National Park, this stunning new retreat will offer 16 thoughtfully designed suites and villas, each reflecting the untouched beauty of the region.
Expanding the A&K travel universe
Beyond luxury accommodations, A&K continues to offer tailored journeys across all seven continents. From bespoke adventures, small group tours to private jet expeditions and luxury river cruises, the company’s global network of over 2,500 staff from 35 countries ensures seamless and extraordinary experiences.
A&K's commitment to conservation remains central to its philosophy. Through A&K Philanthropy, the brand supports over 55 active projects worldwide, empowering local communities and preserving ecosystems. As a tangible example of this work, journalists present at the press conference each received handmade bracelets crafted by Ugandan artisans. These bracelets are meticulously woven from locally sourced materials, including vibrant beads and natural fibres, reflecting the rich cultural heritage of the region. Each piece tells a story, representing the artisans' craftsmanship and the sustainable livelihoods supported by A&K’s philanthropic initiatives, directly benefiting local communities.
The rebirth of Crystal Cruises
A&K also provided updates on its acquisition and relaunch of Crystal Cruises. Under the leadership of A&K Travel Group, Crystal Symphony and Crystal Serenity returned to the seas in record time, bringing back 85% of their original team. The brand continues to expand, with three new ocean ships, the first of which is set to debut in 2028, each designed to redefine luxury cruising with spacious decks, fine dining, and legendary service. The new ships will accommodate up to 650 passengers, ensuring an exclusive and personalised experience on the high seas.
New itineraries for July to December 2026 were revealed, including voyages through Northern Europe, the Adriatic, and a rare opportunity to witness the 12th August solar eclipse at sea. Crystal’s expansion also includes a groundbreaking partnership with the world-famous Casino de Monte-Carlo, bringing the glamour of Monaco’s legendary gaming experience onboard.
Additionally, Crystal announced plans for a 2027 World Cruise, offering an extraordinary journey across multiple continents, showcasing the most breathtaking destinations in ultimate luxury.
The Future of A&K: Adventure by Day, Luxury by Night
As the event concluded, A&K reinforced its ethos: "Adventure by day, luxury by night". With a pioneering spirit that has guided the brand for over six decades, the company is not only refreshing its image but reaffirming its position in luxury travel.
“We're investing in our future, we're investing in our properties, and most importantly, in the experience of the guests,” Marett Taylor, Chief Sales Officer, remarked. “We believe in the power of travel to transform, to connect.”
With an exciting array of developments on the horizon, Abercrombie & Kent continues to set the standard for luxury exploration, offering travellers a life well-travelled—one unforgettable journey at a time.
 Marett Taylor, VP Sales at Abercrombie & Kent
Crédit photo © Sylvie Leroy
 Abercrombie & Kent shares its vision of "adventures of a lifetime"
Crédit photo © Sylvie Leroy
 Abercrombie & Kent also unveiled several highly anticipated property launches
Crédit photo © Sylvie Leroy
 Pure Amazon, Peru : the first luxury riverboat in Peru, featuring three, four, and seven-night itineraries in the remote northern Amazon
Crédit photo © Sylvie Leroy
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