Abercrombie & Kent says its collection of African safari camps, river boats and lodges previously marketed as Sanctuary Retreats has been given a new name: A&K Sanctuary.
A&K said the name change will be accompanied by the launch of a new hotel logo and visual identity that captures “the unique essence of each location while artfully maintaining a cohesive brand experience.”
Cristina Levis, CEO of A&K Travel Group, said: “This rebranding is more than just a name change, it is about further enhancing the guest experience, expanding our product portfolio and continuing to provide the exceptional service, accommodations and services that A&K Sanctuary is known for. and the promise of an authentic experience.”
The rebranding coincides with a period of significant investment and expansion for A&K Travel Group, which includes the redesign of flagship properties such as Gorilla Forest Lodge in Uganda and Baines’ Lodge in Botswana, as well as the launch of Pure AmazonA&K’s first luxury riverboat in South America.
A&K said the rebrand will be implemented strategically to ensure a smooth transition for partners and travel advisors. Trading partners are encouraged to contact their Regional Sales Director with any questions.
