Luxury travel operator Abercrombie & Kent is rebranding its Sanctuary Retreats collection of safari camps and lodges under the name A&K Sanctuary, the company announced. The move includes a revamped website and expansion plans for several properties.
Two existing properties will undergo complete reconstruction: Baines' Lodge in Botswana's Okavango Delta and Gorilla Forest Lodge in Uganda's Bwindi National Park, with both scheduled to reopen in mid-2025. The company has partnered with Luxury Frontiers for the redesign of these African properties.
A new property, Kitirua Plains Lodge in Kenya's Amboseli National Park, will open in early 2026, marking A&K's third property in Kenya. The company is also expanding into South America with Pure Amazon, a riverboat launching in summer 2025 that will operate in Peru's Amazon headwaters.
"We are thrilled to introduce A&K Sanctuary to the world, complete with a revitalized brand identity, an industry-leading website, and a digital world that complements the award-winning product and service, alongside ambitious plans for global expansion," said Cristina Levis, CEO of A&K Travel Group (AKTG).
The rebranding includes new individual property logos and visual identities. "Each property and riverboat will have its own distinct identity that reflects its unique character and charm, while still being clearly recognizable as part of a renowned collection. The goal is to make each of them famous in their own right," said Peter Chipchase, Chief Marketing Officer at AKTG.
The company stated that its commitment to sustainability and community development through A&K Philanthropy will continue under the new brand, maintaining initiatives that support local communities, wildlife conservation, and responsible tourism practices.
For travel advisors, the company indicated there will be a strategic implementation of the rebranding to ensure a smooth transition, with ongoing support available through regional sales directors.
Editor’s Note: This article was generated by AI, based on a press release distributed by Abercrombie & Kent. It has been fact-checked and reviewed by a TravelAge West editor.
