A&K Travel Group Rebrands Sanctuary Retreats

Abercrombie & Kent is relaunching its Sanctuary Retreats portfolio of safari camps and lodges under a new banner: A&K Sanctuary.

The rebranding is now showcased on the company’s updated global website.

A&K brings six decades of expertise to safari travel with its collection of camps, lodges, and riverboats.

The relaunch is part of a new chapter of investment and expansion for A&K Sanctuary, under parent company AKTG.

In Africa, two old favourites are being completely rebuilt from the ground up: Baines’ Lodge in Botswana’s Okavango Delta, and Gorilla Forest Lodge in Uganda – the only lodge inside the gates of Bwindi National Park.

Both will be reopening in mid-2025.

Kitirua Plains Lodge in Amboseli National Park, offering views of Mount Kilimanjaro, will open in early 2026.

This addition marks A&K’s third property in Kenya.

It is located in the very heartland where Abercrombie & Kent first began.

For these African properties, A&K Sanctuary has partnered with Luxury Frontiers, known for their sustainable and innovative design, to reimagine these lodges for a new generation of travellers.

In summer 2025, A&K Sanctuary will launch Pure Amazon, a new boutique riverboat on the headwaters of the Amazon in Peru, taking travellers deep into one of the world’s most precious and undiscovered wildernesses.

It will be A&K Sanctuary’s first foray in South America.

“We are thrilled to introduce a revitalised brand identity for A&K Sanctuary,” said Cristina Levis, CEO of A&K Travel Group.

“This rebranding is not simply a name change – it’s a commitment to further elevate the guest experience and expand our portfolio.”

Alongside a brand refresh for parent company A&K and the introduction of A&K Sanctuary, refreshed branding will be rolled out across the portfolio.

This includes new individual property logos and visual identities.

The A&K branding is understated, allowing the individual property’s identity to shine through even more.

Guests can expect to see these updates reflected in everything from signage and marketing materials to staff uniforms and in-room amenities.

“Each property and riverboat will have its own distinct identity that reflects its unique character and charm, while still being clearly recognisable as part of a renowned collection,” said Peter Chipchase, Chief Marketing Officer.

The rebranding will be implemented strategically to ensure a smooth transition for partners and the travel advisor community.

A&K says it is committed to providing ongoing support and resources for continued success for trade partners.

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