Hosted by Brad Bennetts, APT Travel Group’s head of sales and business development for UK and Europe, the day trip saw the advisors – five of whom were shortlisted for the Top 20 Luxury Travel Agencies 2025 – enjoy an in-depth tour of the ultra-luxury vessel. 

Launched last April, APT Solara features 77 cabins across five categories, seven dining experiences, and a wellness suite including a spa treatment room, a small gym and a heated outdoor plunge pool.

The itinerary featured a wine reception at the signature Gruner Bar & Dining – noted for its world-first hydraulic lift – followed by a five-course lunch at The Owner’s Cellar 1927. The private dining menu included freshly shucked oysters, rib-eye steak, ricotta ravioli and ganache brownies, with each course accompanied by premium wine pairings.

Further highlights included a behind-the-scenes look at the Bistro Saison kitchen and a Q&A session with the APT Solara cruise director, covering the vessel’s operational schedule and the brand’s heritage. 

The day concluded with a guided walking tour of Amsterdam, which offered agents a taste of the operator’s "Freedom of Choice" excursion programme.

The experience also showcased APT’s door-to-door service, with luxury transfers provided by Addison Lee. These complimentary chauffeur-driven transfers are available to guests living within a 75-mile radius of their departure airport.

Despite the trip lasting less than 12 hours, the first-hand experience led to an immediate sales spike for one agent. 

“It has re-sparked my buzz and I have not stopped talking about river since returning,” Josh Cotton, owner of Cotton Travel, told TTG Luxury. “The enquiries have been flooding in. River is the word on the road.”

This sentiment was echoed by Hannah Porter, founder of Travel by Hannah and a finalist in the Top Luxury Adventure Agency category. “My day trip to Amsterdam was genuinely unforgettable, and even more special as it was my first river cruise experience,” she said.

“I was blown away by Solara’s elegant yet relaxed decor. It was completely invaluable to gain those behind-the-scenes insights into how APT differs from its competitors, allowing me to sell the product with total confidence.” 

Porter noted that client engagement was immediate, with enquiries arriving shortly after she shared footage of the experience on social media.

Matt Phillips of Travel Chaps, named Top Luxury Weddings & Honeymoons Agency at the 2025 Top 20 awards, added: “When you’ve experienced the quality and the little luxury touches first hand, you know your clients will have a superior experience. We are already in active discussions with several clients following the visit.”

Pauline Duffin, co-owner of Travelwise, agreed: “I will have no hesitation recommending the Solara ship to my clients. The start-off cabins were much larger than I’d expected, and the main deck cabins with the remote control window is genius, as it allows for clients to hear the sounds of the river from their cabin.

“I was also very impressed with the space on board and how personable the staff were.”