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Abercrombie & Kent is relaunching its Sanctuary Retreats portfolio of safari camps and lodges under a new banner: A&K Sanctuary. The rebranding focuses on enhancing the guest experience across its collection of camps, lodges and riverboats.
Under the leadership of parent company A&K Travel Group (AKTG), A&K Sanctuary will completely rebuild Baines’ Lodge in Botswana’s Okavango Delta and Gorilla Forest Lodge in Uganda. Following the revamp, both lodges will reopen in mid-2025. Kitirua Plains Lodge in Amboseli National Park, offering views of Mount Kilimanjaro, will debut in early 2026.
In summer 2025, A&K Sanctuary will launch its Pure Amazon boutique riverboat on the headwaters of the Amazon in Peru, marking A&K Sanctuary’s first foray in South America.
Alongside a brand refresh for parent company Abercrombie & Kent and the introduction of A&K Sanctuary, refreshed branding will be rolled out across the portfolio. This includes new individual property logos and visual identities that “capture the essence of each location.” Guests can expect to see these updates reflected in everything from signage and marketing materials to staff uniforms and in-room amenities. What this means for the group’s partners and the travel advisor community:
Commitment to excellence – Dedication to providing exceptional guest experiences, authentic travel and luxurious accommodations remains unchanged. A&K Sanctuary will further elevate its offerings by drawing inspiration from sister brand Crystal. This cross-brand synergy will ensure an even more experience for every guest.
Continued support for sustainability and local communities – A&K Sanctuary remains committed to sustainable tourism practices and supports local communities through A&K Philanthropy. Guests can experience the commitment to responsible tourism firsthand by participating in AKP initiatives, contributing to positive change in the destinations they visit.
Seamless transition and support – The rebranding will be implemented strategically to ensure a smooth transition for partners and the travel advisor community. A&K is committed to providing ongoing support and resources to ensure continued success. Trade partners are encouraged to reach out to their regional sales directors with any questions.
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Source: www.luxurytraveladvisor.com