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What’s New With Abercrombie & Kent?
This article originally appeared in the October issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
Back in 1962, when Abercrombie & Kent (A&K) launched its first safari, the concept of luxury adventure travel was still in its formative stages. Since then, the segment has evolved dramatically — and so has A&K. Now operating as Abercrombie & Kent Travel Group (AKTG), the brand is a modern market-leading lifestyle and travel company.
AKTG is in the midst of debuting an array of new products and services, providing an ideal case study of how a high-end brand can stay ahead of the curve through innovation and a clear understanding of what upscale travel means today.
“It’s no longer luxury for the sake of luxury,” said Shawn Johnson, senior vice president of trade sales for North America A&K and Global A&K Sanctuary. “We are seeing more guests looking for deeper connection, access and personalization that feels impactful.”
It’s not that travelers aren’t visiting long-popular destinations, Johnson notes; they simply want to experience them in different ways.
“We find that they haven’t abandoned the classics,” he said. “Instead, they’ve elevated their expectations of how those classics should be delivered. They want Machu Picchu, but with their own archaeologist; they want an African safari, but one that contributes to conservation. The destination may be timeless, but the delivery must be completely contemporary.”
A Forward-Thinking Approach
AKTG is especially well-positioned to cater to the diverse interests of today’s luxury travelers through its portfolio of brands, which includes A&K, Crystal, Cox & Kings, A&K Sanctuary and Ecoventura.
Guests onboard the newly launched Pure Amazon riverboat, an A&K Sanctuary, ply the waterways of Peru in luxury. (Photo Credit: Abercrombie & Kent Travel Group)
“Each brand within our portfolio brings a distinct expression of upscale travel, designed to serve the unique preferences of our guests,” Johnson said.
A&K, for example, is known for curated journeys and private jet adventures. Crystal offers award-winning voyages at sea, and Cox & Kings leans into cultural immersion with heritage-focused tours. A&K Sanctuary creates nature-driven retreats, while Ecoventura offers expedition-style cruising in the Galápagos Islands.
Together, these brands form what Johnson calls the “ultimate luxury travel ecosystem” — a portfolio that shares certain qualities.
“What unites them all is our unwavering commitment to excellence, seamless operations, exceptional local access and a philosophy of responsible travel that respects both people and place,” he said.
Innovation at Sea
A perfect example of AKTG’s interconnected portfolio is the new partnership between Crystal and A&K, a collaboration branded as “By Abercrombie & Kent.”
“This innovative program extends Crystal’s exceptional voyages beyond the ship, offering guests both curated land adventures and A&K’s acclaimed cultural expertise onboard Crystal vessels,” Johnson said.
Starting in August 2026, A&K will deliver a selection of its expedition cruises to Crystal’s fleet, launching with a 12-day Mediterranean voyage onboard Crystal Serenity. Then, six culture-focused itineraries will debut in 2027.
Fernando Delgado, chief product officer for AKTG, describes the collaboration as “something truly revolutionary in the cruise sector.”
“This partnership represents the next chapter in our commitment to delivering extraordinary travel experiences that exceed our guests’ highest expectations,” he said.
Big Growth for Small-Group Journeys
For 2026, A&K will also launc hits most expansive portfolio to date, with more than 80 Small Group Journeys worldwide.
“These new itineraries were designed to ignite curiosity and foster deeper connections, whether through culinary exploration, intimate encounters with local communities, behind-the-scenes access to iconic celebrations or time spent in nature that’s still largely untouched,” said A&K’s Johnson.
He also highlights several niches that he says are in growth mode, including family travel, personalized journeys, wellness retreats, solo travel, festivals and “micro-season travel” focused on short, seasonal windows.
A leader in luxury travel for more than 60 years, AKTG takes discerning travelers to far-flung locales like the Potala Palace in Lhasa, Tibet — formerly the winter palace of the Dalai Lamas. (Photo Credit: babalola/stock.adobe.com and wusuowei/stock.adobe.com)
“Culinary travel is also expanding in exciting ways,” he added, noting the company’s recent introduction of gastronomy-focused journeys in India, Vietnam and France.
Luxury in Remote Places
A&K Sanctuary, the company’s collection of upscale retreats, is in the midst of expansion, as well, with new properties opening in Africa, Mexico and the U.S.
“What makes A&K Sanctuary so special is our ability to deliver worldclass luxury in some of the world’s most remote and awe-inspiring locations,” Johnson said. “Each property is designed to fully immerse guests in the surrounding environment, such as tracking gorillas in Uganda right outside our luxury accommodations.”
Among the latest developments in this brand’s portfolio are the recently overhauled Gorilla Forest Lodge in Uganda, the launch of the Pure Amazon riverboat in Peru and the 2026 debut of the Kitirua Plains Lodge in Kenya. In addition, feasibility studies are underway in Australia and in multiple locations in South America.
“Each of these projects reflects a long-term vision to create exceptional, sustainable retreats in some of the world’s most extraordinary places,” Johnson said.
Philanthropy as Part of the Experience
A&K’s leadership in luxury travel is tied closely to its philanthropic initiatives. Through A&K Philanthropy, the company invests in communities across more than 25 countries, employing 17 full-time community development professionals.
“Travel should be about forging meaningful connections, discovering new perspectives and contributing to the preservation of our planet’s cultural and natural treasures,” Johnson said. “Luxury should be defined not just by opulence, but also by the quality of the experience and the depth of its impact.”
Supporting the Travel Advisor Community
The travel advisor community is essential to AKTG’s success, according to Johnson.
“We invest in that partnership through ongoing training, marketing support and early access to new offerings,” he said.
He also noted the popularity of dedicated events, including the biennial 100 Club event, which provides top-producing advisors with updates and insights from the AKTG leadership team and a global network of DMCs.
“We’ve also enhanced our sales tools to include co-branded marketing assets, exclusive webinars and prelaunch access to our newest journeys and properties,” Johnson said.
Another recent development is the debut of AKTG’s first-ever multi-brand Global Advisory Board, which includes input from key source markets across the industry and brings together travel agency leaders to shape AKTG’s future product development and trade initiatives.
Regardless of the brand or product, Johnson says AKTG remains committed to providing a consistent quality of service for travelers and advisors alike.
“We ensure our hallmark level of comfort and service is never compromised, whether it’s a seamless arrival by private jet or personalized attention from expert guides who bring each destination to life,” he said.
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