A century in business is no small feat, particularly in an industry as prone to change as travel. And for APT, longevity has never been about standing still.
APT has set its sights on becoming a $1 billion business by 2030, with its centenary milestone proving to be a springboard for growth, international expansion and major investments in new ships.
Speaking to media partners at Berowra Waters Inn, owner and director Lou Tandy outlined the group’s ambitions for the years ahead, including its first purpose-built ocean ship for Travelmarvel, now named Travelmarvel Capricorn.
The ice-class vessel is scheduled to debut in early 2029, and will boast capacity for approximately 200 passengers across nine decks, with all-balcony cabins and five restaurants. Its name carries a family connection, honouring Tandy’s mother’s star sign and recalling her father’s own expedition vessel.
Travelmarvel Capricorn is the single largest investment APT has made to date, and gives a sense of scale to the family-owned luxury operators’ ambitions for its next century. Tandy said the $1 billion target was more than an attention-grabbing figure.
“It’s not just the number we put out there,” she said. “It’s actually a very attainable, and well-planned roadmap as to how we do that.”
100 years of unforgettable journeys
Born out of Melbourne’s transport networks, the family-owned operator’s story has been one of adapting, evolving and finding new ways to connect people with the world.
From Alfred Owen McGeary’s horse and cart to his son Bill’s first bus service during Melbourne’s 1924 tram strike, APT grew under the leadership of Bill’s son Geoff, who expanded the business into Outback adventures, international touring and river cruising. Geoff passed the business to his children in 2023, with Tandy now leading APT into its next century.
She said the business’s longevity came down to a culture of “continual renewal, continual innovation, and probably more simply, just continual improvement”.
The philosophy was tested during the COVID-19 pandemic, when international travel restrictions brought APT’s revenue to zero almost overnight. With Melbourne enduring extended lockdowns and a cyber attack adding to the pressure, the business faced one of the most challenging periods in its history.
Yet even as travel stopped, APT continued planning for the future, using the time to develop its next generation of river ships.
“I always knew we’d get through it,” Tandy said, explaining that protecting the family-owned business remained the priority.
“We came out of COVID 100 per cent family-owned and we came out of it with an incredible team… the scars to prove it, and hopefully a lot wiser from the experience as well.”
A landmark year for APT
APT’s commitment to looking ahead has translated into a busy year of product development and expansion already.
On the water, the company has launched Travelmarvel Rigel, christened luxury river ship APT Ostara and introduced the world’s only five-star paddle steamer, Australian Star.
Acquisitions have also broadened the group’s reach, with UK-based solo travel business One Traveller and the Murray River Paddlesteamers Company joining the portfolio.
APT has also launched its brand in New York, taking its Australian offering to a market dominated by some of the world’s largest travel companies.
“As an Australian company, we send Australians overseas, and we compete against the world’s biggest brands and some of the world’s biggest travel companies,” APT CEO David Cox said. “Let’s take it back to their backyard too.”
Sustainability is another area of focus, with the operator recently achieving B-Corp certification, a feat that Cox says felt only natural for the company that has already been inducted into Western Australia’s Ecotourism Hall of Fame for its Kimberley Wilderness Adventures.
“Actually, we didn’t do anything different, other than fill out a lot of forms,” he said.
The group has also enjoyed a strong year of industry recognition, with accolades including Tandy’s EY Entrepreneur Of The Year award in the consumer category and APT’s recent win as the NTIA’s Most Outstanding Tour Operator – Global.
Tandy said the recent industry recognition was further evidence that APT’s business model continues to hold its own.
“What they mean to us is that, after 100 years, we’ve still got it,” she said. “We’re a business with prominence, and we’ve got a really special history.”
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