Escorted touring and river cruise specialist APT said the rollout marked "the first step in a series of efforts" to help agents more clearly differentiate between the group’s brands and their respective audiences.

The launch has been supported by a new monogram, which APT said paid homage to its heritage while also symbolising its prestige in the luxury travel market.

It also coincides with the launch of two new river ships – APT Ostara and APT Solara – which have been created in collaboration with interior designer Hecker Guthrie.

APT said a standout feature of the new ships was its Gruner Bar and Dining, a floating bar and restaurant which rises from deck 3 through to the ship’s sun deck using hydraulics to offer a variety of panoramic views. APT claims the new ships will offer "the most diverse culinary offering on Europe’s rivers".

“APT Luxury opens the door to a wider audience, not just river cruisers, but those who enjoy ocean and expedition cruising and are seeking something more personal and immersive," said managing director UK and Europe, Paul Melinis.

Melinis characterised the launch of APT Luxury as a "strategic evolution" of the APT brand. "We are committed to ongoing innovation and brand evolution, with a vision to continue making APT Travel Group brands a household name in luxury and premium river cruising and tours worldwide."