A&K Travel Group Rebrands Sanctuary Retreats as A&K Sanctuary
The new name leverages the A&K brand.
Abercrombie & Kent is rebranding its Sanctuary Retreats portfolio of safari camps and lodges under a new banner: A&K Sanctuary.
The relaunch is part of a larger investment and expansion project, which is also seeing two old favorites being rebuilt from the ground up: Baine’s Lodge in Botswana’s Okavango Delta and Gorilla Forest Lodge in Uganda. Both will reopen in mid-2025.
In summer 2025, A&K Sanctuary will launch Pure Amazon, a new boutique riverboat on the headwaters of the Amazon in Peru. It will be A&K Sanctuary’s first foray into South America.
Also new for A&K Sanctuary will be Kitirua Plains Lodge in Amboseli National Park, opening in early 2026 and the third A&K property in Kenya.
“We are thrilled to introduce A&K Sanctuary to the world, complete with a revitalized 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.”
Refreshed Branding
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 that capture the unique essence of each location while maintaining a cohesive brand experience.
According to A&K, by rebranding to A&K Sanctuary, the new name leverages the “strong reputation and global recognition of the A&K brand.”
Additionally, the rebranding will be implemented strategically to ensure a smooth transition for travel advisors and their clients. Trade partners are encouraged to reach out to their regional sales directors with any questions.
