APT Travel Group has implemented a “split product focus” on river cruise and touring in response to a significant growth in river cruise sales through the trade.

National sales managers Robin Griffiths and Becky Baumbach now look after river cruising and touring respectively.

Brad Bennetts, head of sales and business development for the UK and Europe, said: “This is a strategic change we’ve made because of the significant growth and success of river cruising, small-ship cruising and our yachts business. We are seeing huge numbers of new agents coming to APT for these products – we’ve seen growth of about 70% year on year.”

Bennetts said the move would also help as it coincided with APT introducing a raft of new product this month in India, South Africa and Sri Lanka, which needs special focus from the team.

He said new product in Australia was “coming soon”, in the wake of airfares having become “more reasonable” following a spike post-Covid.

More: APT chief unveils plans for second Douro River ship in 2028

Bennetts added that APT would be launching smaller modular trips that guests could take individually or combine.

The group will also be launching its range of European Small Group Journeys later this month, featuring Spain, Italy and Portugal with six and 10-night options.

In Portugal, passengers can combine a tour with a Douro river cruise on the operator’s new ship, Estrela, which has been purpose-built for the region.

“We feel smaller journeys, with fewer than 20 guests, are going to be really popular,” said Bennetts.

 APT’s 100-passenger classical ship Caledonian Sky, which has been based in the Kimberley, Australia, will be sailing in Europe for the first time this summer, offering itineraries around the Greek islands, Athens to Athens, Venice to Istanbul, and Valletta to Venice.

Bennetts added: “Small is where it’s at – small ships, small-group journeys, small yachts in Croatia. We believe these are areas where agents can really enhance their margins by putting together cruise and tour itineraries.

“With retail being such a core part of our strategy, we need all this new product, inventory and capacity to offer to them and to feed into our five-year plan.”

He revealed that APT was looking to build an agency loyalty programme in the second half of this year.