APT Travel Group launches Travelmarvel as standalone brand

APT Travel Group has launched Travelmarvel as a standalone brand with a new website for agents and a “refined marketing focus”.

The new brand aims to “lead in the premium travel category” and, along with its luxury APT brand, intends to offer a “complete and flexible portfolio in global experiential travel”.

The move reflects “long-term strategic investment” in the sector’s future growth and comes after Travelmarvel’s European cruise business doubled in the last two years.

Earlier this year, the group set up APT Luxury to focus on luxury river and yacht cruises and all-inclusive land touring.

Moving forward, there will be a two-brand structure with Travelmarvel focusing on the four-star premium flexible travel, and APT offering five-star and fully inclusive experiences.

Paul Melinis, APT Luxury and Travelmarvel managing director for the UK and Europe, said: “Our vision is clear – 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 customer with the tone, product, and experience they are seeking.

“Following more than 20 years in the UK operating under the APT umbrella, the demand for Travelmarvel product has increased exponentially, and it’s only right that the brand now stand on its own to deliver even more flexibility, better value, and curated experiences without sacrificing comfort or care.”

He added this shift would bring “greater clarity”, “better focus” and “new opportunities” for agent partners.

Melinis said the two brands would give the trade “more tools to match the right product to the right client”, which would result in more bookings, stronger conversion and increased client loyalty.

He added: “Agents will continue to work with the same friendly call centre team, now equipped with dedicated Travelmarvel experts specially trained to support and grow premium sales with confidence.

“They’ll also benefit from targeted sales and marketing tools designed to resonate with premium customers, clear brand messaging to simplify client matching, and ongoing commission structures and trade support, which remain unchanged.”