Wednesday, July 23, 2025
APT Travel Group is embarking on a “substantial shift” to redefine its place in the European river cruising market as it unveils a new brand identity to better differentiate it from others in its portfolio. Move signals broader push to provide travel agents and customers with clearer picture of each APT brand and who they are best placed to serve.
Underlining this rebranding, the company is also launching two new leading-edge European river ships named APT Ostara and APT Solara. These ships will be taking the river cruise experience to a whole new level of luxury with the latest, state-of-the-art technology and completely redefined luxury cruising on Europe’s iconic rivers.
A Bold New Brand Identity
The introduction of a new visual identity is part of APT Travel Group’s larger plan to better highlight the unique characteristics of each brand under its umbrella. By clearly differentiating its various brands, APT aims to create a more personalized and targeted experience for travelers. The change comes as part of a strategic effort to align its marketing with the evolving needs and expectations of modern travelers.
For travel agents, this new identity will make it easier to identify and understand the various offerings under the APT umbrella. Each brand will now have a clearer, more distinct presence, helping agents provide customers with more precise recommendations based on individual preferences and travel goals.
Introducing APT Ostara and APT Solara
The introduction of APT Ostara and APT Solara represents a significant leap for APT Travel Group in redefining the future of river cruising. These two new vessels will be a touchstone in the expansion of travel options along Europe’s wide and majestic rivers, with a host of amenities intended to make guests’ experiences comfortable, convenient and make memories of their spectacular journey.
One of the cool things about these ships is the varied dining. Both ships will feature seven different dining options, which APT says is the greatest variety of diners of any European river cruise ship. Visitors will have multiple dining options ranging from form and casual, to contemporary, with all tastes and desires being occupied. Whether travellers are feeling like fine dining, light bites or international flavours the APT Ostara and APT Solara will cater to their every whim.
This fine dining experience is in keeping with APT’s commitment to a luxury, experiential travel experience. Eating is not only about eating, but also an enjoyment, a happy time, a precious moments which making the journey more memorable. The range of restaurants on each ship reflect the diverse cultural destinations that the ships will discover, adding inspiration for passengers.
Floating Bar and Restaurant: A Unique Innovation
In an industry where innovation is key, APT has gone above and beyond with one of the most impressive features on APT Ostara and APT Solara – the ‘floating’ bar and restaurant. This extraordinary concept is made possible by advanced hydraulic engineering, allowing the bar and restaurant to rise up to the sun deck. Guests will be able to enjoy stunning panoramic views as they dine or relax with a drink, providing an unparalleled way to experience the surrounding landscapes while aboard the ship.
This floating bar and restaurant add a unique element to the river cruising experience, merging luxury with cutting-edge technology. It’s an example of how APT Travel Group is focusing on pushing the boundaries of river cruising to offer its guests something truly different and memorable. This feature not only enhances the onboard experience but also adds an extra level of excitement for guests looking for new and innovative ways to enjoy their time on the water.
Modern Features and Sustainability
Both APT Ostara and APT Solara are equipped with the latest technology and sustainability features. As the demand for eco-friendly travel continues to rise, APT has placed a strong emphasis on sustainability, ensuring that these new ships operate efficiently and minimize their environmental footprint. With energy-efficient systems, waste reduction practices, and sustainable sourcing for food and materials, APT Travel Group is committed to responsible river cruising.
In addition to their green features, these ships have been designed with modern amenities and luxurious interiors, providing passengers with a comfortable and stylish environment throughout their journey. Spacious cabins, sleek public spaces, and state-of-the-art wellness facilities ensure that travelers can enjoy their voyage in ultimate comfort and style.
The Future of River Cruising
With the introduction of APT Ostara and APT Solara, APT Travel Group is setting a new benchmark for the European river cruise industry. These ships represent the future of luxury cruising, blending innovation, sustainability, and world-class service to create a truly unique travel experience. As the company continues to expand its fleet and refine its offerings, travelers can look forward to even more exciting developments in the world of European river cruises.
The brand overhaul, coupled with the launch of these two next-generation ships, signals a new era for APT Travel Group. As the company moves forward with its strategy of differentiation and innovation, it’s clear that the river cruising experience is evolving. For travelers who seek a blend of luxury, adventure, and cutting-edge technology, APT Ostara and APT Solara are set to become the epitome of modern river cruising.
Conclusion
APT Travel Group’s rebranded look and the launch of its innovative European river ships, APT Ostara and APT Solara, will revolutionize European river cruising. With an unprecedented number of dining venues, the revolutionary, open-air balconies in the Panorama Suites, and the debut of the river cruising industry’s only bed cinema, these ships are innovating luxury river cruising, environmentally and otherwise. While APT’s focus on hyper-personal experiences continues, travellers can look forward to an even greater range of tailored and inventive choices, ensuring that no two trips remain the same.
