SHIP CHRISTENING


APT plans second Douro ship to meet ‘aggressive’ targets


A


PT Travel Group has unveiled plans for a second ship on the Douro and “aggressive


growth targets” for the UK market. Chief executive David Cox set


out the ambition as the line’s first owned ship on the Douro, Estrela, was named this week by the ship’s godmother, Travel Weekly editor-in- chief Lucy Huxley. Speaking on board the newly


named ship, Cox said: “We have got a lot more ships coming in Egypt, on the Rhine and the Danube. “And last night, I announced we


are going to have a second ship on the Douro that will start [sailing] in 2028. “We see this region as a growth


potential. It sells very well out of the UK and Irish market and we have some quite aggressive growth targets [for those markets], so we have got to provide the inventory so we can grow.”


I would call the


Douro more relaxing and for people who want a slower experience


Cox also noted that APT was


“strategically trying to have less reliance” on the Australian market, which means growing the UK side of the business – in which it has operated for 40 years – “is crucial”. “We are growing exponentially


and we will continue to do that,” he added. Paul Melinis, APT and


Travelmarvel UK and Europe managing director, highlighted that the Douro River was “very different” to other rivers such as the Rhine and the Danube and appealed


to customers seeking a “slower experience” than other European waterways. He said: “It gives people who


have done the Danube – which is the most popular river selling out of the UK market – the opportunity to come here and see a different scenery and focus on the food, wine and people. I would call it much more relaxing and for people who want a slower experience.” Estrela is also “different” to other


vessels sailing the Douro, added Melinis, because of its design which focuses on outdoor space. He added it offers “a flavour of Portugal”. Cox said Estrela was “unique”


among the group’s ships in that it is “dual-branded”, meaning it is designed to provide “five-star fully inclusive” itineraries for luxury brand APT and “more affordable” cruises for premium brand Travelmarvel.


AGENTS’ VIEWS OF ESTRELA


Phil Nuttall, Travel Village Group “APT has made great use of the space they’ve got with this ship. The pool on the top deck is absolutely fantastic, but the scenery is the thing that’s really grabbed me; there’s always


something to see. It’s a really stunning part of the world and it feels similar to sailing down the Yangtze River. APT have also done a fabulous job with the decor – it’s very tasteful.”


James Coughlan and Claire Doherty, Travel Department “The ship is beautiful. The decor lends itself to a more relaxed, comfortable atmosphere while still being luxury. The cabins are well


appointed too. Overall, the product is fantastic and the staff have been sensational. Coming on this sailing has given us confidence that this is something our customers are really going to enjoy.”


Caroline Donaldson, Barrhead Travel “The decor is stunning, a lot more contemporary than I was expecting. The most impressive thing for me is the size of the pool on the top deck. This is my first river cruise and it’s been


a really good experience. It’s something I would consider for my own holiday. There’s more to it than I thought there would be, as well as far more space. You also get taken right into the heart of the cities and the food is such a high standard.”


Simeon Leete, Global River Cruising “It’s a really beautiful ship and I’ve loved every minute of the experience. The food has been delightful and the service is astonishing – it’s relaxed, efficient and effective. The ship feels


smaller than others in Europe, with fewer guests, which gives it a much more intimate feeling. I think most people will love that.”


APT and Travelmarvel launched their first owned ship on the Douro last week and revealed plans for more Estrela


David Cox, APT Travel Group


Paul Melinis, APT


10


24 APRIL 2025


travelweekly.co.uk


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