The agents all represent companies that were shortlisted in the 2025 edition of Top 20 Luxury Travel Agencies, and were selected for places on the trip during the awards ceremony held in London last November.
Accompanied by Brad Bennetts, head of sales and business development for UK & Europe at APT Travel Group, and April Hutchinson, head of luxury at TTG Media, the APT Luxury VIP Day will showcase one of the newest luxury river ships sailing the Rhine and Danube, APT Solara.
Agents will be collected from their home address in style on 27 March and transferred to the airport. On arrival in Amsterdam, they will board Solara for lunch, drinks, and time to explore the vessel. There will also be a guided walk around Amsterdam to experience the best of the city.
The trip happens in another year of growth for APT, with Travelmarvel Sirius set to launch on the Nile in September, with highlights of a sailing on the 62-cabin ship including a visit to the Great Pyramids, Karnak Temple and the Valley of Kings and Queens.
Also new for this year will be Rhine and Moselle sailings on the new Travelmarvel Rigel, from July. The ship follows in the same vein as Travelmarvel Polaris, Vega and Capella, with contemporary design, decor and fine furnishings.
APT has also already launched its 2026/27 itineraries earlier than ever before, responding to longer booking lead times and increased demand for immersive travel. A range of new itineraries includes the 17-day Tastes of Italy with Adriatic Coastal Cruise, combining a tour of Italy with a seven-night Adriatic Cruise.
The APT and TTG fam trip and the company’s investment in new ships come as luxury river cruising demand accelerates, with the line already seeing “strong sales momentum” this year amid ambitious growth plans for the UK and European markets.
Paul Melinis, managing director of APT Luxury and Travelmarvel UK & Europe, said demand since the start of the year has been particularly encouraging through the trade, “driven by discerning travellers seeking premium, experience-led holidays and agents looking for products that genuinely stand out”.
“River cruising is booming, and our sales performance reflects that,” said Melinis. “We’ve always been open about our growth ambitions, and I know that we are just over a month in, but the business is tracking exactly where we expected it to be.”
Melinis said the launch of APT Luxury and Travelmarvel as standalone brands last year has sharpened the proposition for both trade and consumers, bringing greater clarity at a time when choice in the market is increasing.
“This was about focus,” Melinis added. “Two clearly defined brands, each with a distinct role, making it easier for agents to match the right product to the right client, all supported under one roof, one sales team and one reservations team. It’s designed to make us exceptionally easy to do business with.”
Referencing APT’s continued investment in its river fleet, he said: “These are the finest ships on the rivers. Seven dining options on a river ship is unheard of, and innovations like Gruner, the world’s first hydraulic wine bar, demonstrate the level of thinking behind the onboard experience.”
He confirmed that further investment in APT’s river fleet is already underway, with additional ships planned as part of the company’s long-term growth strategy: “We’re not standing still. More ships are coming, and they will continue to raise the bar. Our focus is on quality over volume, building a fleet that agents can sell with absolute confidence.
“And as we also move towards our 100th anniversary in 2027, we are evolving with our customers. Sales are strong, momentum is there, and the opportunity for our trade partners has never been better.”
