Abercrombie & Kent, the specialist in experiential luxury travel, is relaunching its Sanctuary Retreats portfolio of safari camps and lodges under a new banner: A&K Sanctuary. With roots firmly planted in Africa, the birthplace of Abercrombie & Kent, A&K Sanctuary represents the heart and soul of the brand. This rebranding, showcased on the company’s revitalised global website, allows each property to shine as a unique entity.

As the original pioneer of luxury safaris, A&K brings six decades of expertise and its signature brand of magic to this collection of camps, lodges, and riverboats set in some of world’s most sensational landscapes, overhauling the design and elevating the experience in line with A&K’s renowned superlative standards.

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

• In Africa, two old favourites are being completely rebuilt from the ground up: Baines’ Lodge in Botswana’s biodiverse Okavango Delta, and Gorilla Forest Lodge in Uganda – the only lodge inside the gates of Bwindi National Park, where the largest remaining population of mountain gorillas live – both reopening in mid-2025.
• Kitirua Plains Lodge in Amboseli National Park, offering unparalleled views of Mount Kilimanjaro, will open in early 2026. This exciting addition marks A&K’s third property in Kenya, creating a perfect circuit for travellers seeking to immerse themselves in the country’s diverse landscapes and wildlife. Located in the very heartland where Abercrombie & Kent first began, the lodge embodies the brand’s deep connection to Kenya.

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

• In June 2025, A&K Sanctuary will launch Pure Amazon, a chic new boutique riverboat on the headwaters of the Amazon in Peru, taking intrepid 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.

A&K Sanctuary is the embodiment of Geoffrey Kent’s vision for high-end experiential travel, a concept he pioneered in the 1960s as founder of Abercrombie & Kent. Mr Kent led his guests on thrilling adventures in Kenya, with a trailblazing safari camp unprecedented in its sophistication – Nairobi’s best chef, bartender and maître d’, power for electric lights and refrigeration to chill food and, more importantly, champagne. Four canvas tents were furnished with antique rugs, bathtubs and crystal martini glasses.

Over 60 years later, that inimitable combination of adventure and comfort remains the blueprint for A&K Sanctuary. Each beautifully designed property boasts an incredible location, offering its own set of authentic, unique, and immersive experiences to make every stay truly memorable.

“We are thrilled to introduce A&K Sanctuary to the world, complete with a revitalised brand identity, an industry-leading website, and a digital world that complements the award-winning product and service, alongside ambitious plans for global expansion”, 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, expand our portfolio, and continue delivering the exceptional service, accommodations, and authentic experiences that A&K Sanctuary is renowned for.”

A&K Philanthropy: The Pioneers of Conservation and Community Development

From the beginning, A&K has championed sustainable tourism and community empowerment, a commitment woven into the fabric of the company. From employing local staff and supporting community schools and hospitals to contributing to wildlife conservation efforts, A&K believes in responsible travel that benefits the places they explore. This commitment to sustainability and community support will only deepen with the launch of A&K Sanctuary, with a continued focus on shared philanthropic initiatives enriching the lives of guests and local communities alike. Guests can experience for themselves the commitment to responsible tourism firsthand by participating in AKP initiatives, contributing to positive change in the destinations they visit.

Refreshed Branding for an Elevated Experience

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 striking new individual property logos and visual identities that capture the unique essence of each location while subtly maintaining a cohesive brand experience. The A&K branding is understated, allowing the individual property’s identity to shine through even more brightly than before. The new logo has a feel of handcrafted personalisation that’s represented in the attention to detail you get in each space. 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. The goal is to make each of them famous in their own right”, said Peter Chipchase, Chief Marketing Officer at AKTG.

What this means for our valued partners and the travel advisor community:

• Enhanced Brand Recognition and Marketing: The A&K Sanctuary name leverages the strong reputation and global recognition of the A&K brand. This amplified reach, combined with each property’s distinctive character, will establish them as sought-after destinations in their own right.
• Unwavering Commitment to Excellence: Dedication to providing exceptional guest experiences, authentic travel, and luxurious accommodations remains unchanged. A&K Sanctuary will further elevate its offerings by drawing inspiration from sister brand Crystal, renowned for its unparalleled service and culinary excellence. This cross-brand synergy will ensure an even more enriching and unforgettable experience for every guest. Partners and travel advisors can continue to recommend A&K Sanctuary with the utmost confidence.
• Expanded Portfolio and Exciting Developments: The rebranding coincides with a period of significant investment and expansion for AKTG. This includes the reimagining of flagship properties like Gorilla Forest Lodge in Uganda and Baines’ Lodge in Botswana, as well as the launch of Pure Amazon, A&K’s first luxury riverboat in South America. These developments offer even more extraordinary travel opportunities for clientele.
• Continued Support for Sustainability and Local Communities: A&K Sanctuary remains committed to sustainable tourism practices and actively supports local communities through A&K Philanthropy. The company believes in responsible travel that benefits both guests and the destinations.
• Seamless Transition and Support: The rebranding will be implemented strategically to ensure a smooth transition for partners and the travel advisor community. A&K is committed to providing ongoing support and resources to ensure continued success. Trade partners are encouraged to reach out to their regional sales directors with any questions.

AKTG invites its valued partners and guests to embrace this new era of luxury travel with A&K Sanctuary. The rebranding is poised to deliver even more extraordinary experiences, further solidifying A&K’s position as a global leader in the luxury travel industry.