What’s New and What’s Coming to Abercrombie & Kent Travel Group

Abercrombie & Kent Travel Group (AKTG) hosted its first-ever global 100 Club event last week, bringing together travel advisors from around the world to preview what’s coming down the pipeline across its flagship brands: Abercrombie & Kent, Crystal, A&K Sanctuary, Cox & Kings, and Ecoventura.

The A&K 100 Club is an invite-only program for top-performing travel advisors selling across AKTG’s brands. Each year, the company celebrates the 100 Club’s achievements at an exclusive event, where executives showcase its latest developments and the upcoming opportunities in the luxury space. Traditionally, this annual gathering has focused on A&K — but following some executive restructuring at AKTG over the last year, the event has evolved into a broader showcase for the entire portfolio, reflecting the company’s push to present a unified strategy to the trade.

This year, the event was held in Chicago at The Ritz-Carlton and The Peninsula, from April 22 to 24, 2026. For the first time ever, the company hosted travel advisors from the U.S. and abroad, making it the first truly global 100 Club celebration. Travel Market Report was invited to attend and preview what’s new and upcoming at AKTG.

Crystal Updates: New Enhancements & Crystal Grace

Given that this was the first 100 Club event to include Crystal, it should be unsurprising that the upcoming Crystal Grace and its inaugural sailing date were major topics during the general sessions. Several executives took the stage to highlight both recent and major future investments in the luxury cruise line.

“Since July of 2022, we’ve been building a world-class sales force to help distribute [and] educate our partners and our guests on what makes Crystal so great,” said Matias Lira,  AKTG Americas’ senior vice president of trade sales.

Following the initial reconstructions of Crystal Serenity and Crystal Symphony in 2022, Crystal Serenity underwent further enhancements in 2025, including the addition of a brand-new atrium and standardized suite categories. As previously announced, Crystal Symphony will also undergo dry dock for similar updates, scheduled for this fall.

The big news of the day, however, was the upcoming newbuild Crystal Grace. The cruise line’s first newbuild in more than 25 years, the ship promises to bring more of the “Crystal 2.0” luxury and service AKTG has worked hard to develop since the brand relaunch.

“Sweeping staircases, elegant lighting, our signature atrium piano; Crystal Grace will maintain the virtue of Crystal with a further refinement of our fleet,” said Lira.

Crystal Grace’s inaugural voyage will be an eight-night sailing from Civitavecchia (Rome) to Fusina (Venice), departing June 11, 2028, and the christening voyage will be a seven-night sailing from Barcelona to Civitavecchia (Rome) from July 8 to 15, 2028.

Looking ahead to 2027, Kim Guimaraes, vice president of national accounts, used her time onstage to showcase the upcoming A&K and Crystal Cultural Cruises itineraries, which combine the tour operator’s land journeys with a sailing.

“This truly is the very best of land and sea. And this is a combination only Abercrombie and Kent Travel Group can offer,” said Guimaraes.

Cox & Kings Set for U.S. Debut

Cox & Kings is poised for a comeback.

Cox & Kings, The Americas ceased operations in 2019 due to financial struggles. A&K purchased the company that same year, allowing the world’s oldest tour operator brand to continue in the U.K. — just not as an American tour operator.

Coming September 2026, Cox & Kings will once again enter the U.S. market, bringing over 265 years of history and expertise to guided land journeys. The tour operator, which has a 4.6 rating on Trustpilot, offers high-end small group tours and tailor-made journeys designed to go beyond the surface of the destination. Framed as more experience-focused than its sister brand A&K, with more emphasis on education and history and less on luxury and indulgence, Cox & Kings is a premium tour operator that offers packages at a more accessible price point without sacrificing quality of experience.

“These are highly educated, intellectually driven, financially secure retirees, and they see travel as a valued educational experience, which shapes every aspect of their plans,” said Peter Chipchase, chief brand officer, Heritage Group.

The ideal Cox & King client was described as a traveler who likely could afford an A&K journey, but would prefer not to spend at that level. They care more about opportunities for cultural immersion and participation in new experiences than getting pampered; staying in accommodations with historic significance or a central location matter more than having 5-star amenities.

In preparation for the U.S. launch, the Cox & King team has undergone a careful rebrand that positions the company as a tour operator with unmatched heritage and deep cultural reach.

“This represents a truly exciting opportunity to offer your clients something with true substance,” said Jennifer Charlton, managing director, Cox & Kings.

A&K Sanctuary Updates: Kitirua Plains Lodge & Nile Seray

A&K Sanctuary, a collection of retreats that span lodges, camps, and riverboats, had three new additions to its portfolio over the last year. The first was the reintroduction of its flagship Ugandan lodge, Gorilla Forest Lodge — the only luxury lodge located within Bwindi Impenetrable National Park. The second was Baines Lodge, located in Botswana. The eco lodge was completely rebuilt in 2025 and is now fully solar-powered.

A&K Sanctuary launched Pure Amazon this year as well, the company’s first riverboat in Latin America. Lara Vancans, vice president, global sales, A&K Sanctuary, noted that the ship’s unique construction allowed them to provide crew with more private cabins (two to a room), which has not only helped A&K attract quality, local talent, but has also given them more opportunity to hire female crew, increasing the gender ratio. This includes an all-female administration staff, all-female cruise directors, and even the region’s only boat-operating female guide.

Coming soon, the Kitirua Plains Lodge, A&K Sanctuary’s newest property in Kenya’s Amboseli region, is set to open to guests on June 1, 2026. This property was built using local materials, and borders on Amboseli National Park, giving guests excellent views of wildlife, breathtaking natural scenery, and — on clear days —  Mount Kilimanjaro.

On the river side, the highly anticipated Nile Seray is set to launch in Egypt this fall. Vasco Baselli, senior vice president of A&K Sanctuary operations, told media during the press lunch that the company has taken the lessons it learned with Pure Amazon and applied them to the newest riverboat.

“We’ve learned that our guests do enjoy having tasting menus for dinner with curated beverages and whatnot. So we’re bringing that formula to the Nile,” he said.

Baselli also mentioned that a second Nile ship is already in the works. According to the executive, a deal has been signed, and the keel is already under construction, which should take approximately two years.

Other AKTG Developments: Expanded Family Journeys & North America Potential

Among the presentations on what’s new and upcoming at AKTG was one unexpected development: the expansion of its family journeys.

Beth Sherer, vice president of global product strategy, used her time onstage during general sessions to showcase new small group itineraries, including the 11-day Family Adventure in Southern Africa.

“Across everything that we are introducing for 2027, I hope what is apparent is not just the scale but the intention behind everything that we do,” said Sherer. “Because in a world that feels increasingly volatile and complex, travel is one of the forces that can bring us back to ourselves and back to one another.”

A similar theme emerged during the presentation by David Linde, vice president, A&K USA & Canada DMC. Linde noted the growing potential for shorter trips in closer regions like the U.S. and Canada, highlighting the significant growth of travel interest in Canada’s Atlantic Coast. Among the new itineraries within his region is a new Junior Explorers program that features hands-on, nature-based experiences for young travelers.

Sherer said at the press lunch that she hopes to continue to expand the Family Journeys portfolio.

“If you’re traveling … and it’s just you, your spouse, and a couple of kids, what are those kids going to want? They want other kids traveling with them,” said Sherer. “That is what is so compelling about group travel for families.”