Seabourn, APT forge new expedition cruise partnership

Multi-year agreement to incorporate Seabourn Pursuit and Seabourn Venture

Seabourn has today announced an exclusive multi-year partnership with Australian luxury tour and cruise operator, APT, that will open up inventory aboard the luxury cruise line’s expedition vessels.

Revealed by Natalya Leahy, President of Seabourn aboard Seabourn Odyssey at an event for select trade partners and media, including LATTE, the partnership will initially span charters of Seabourn Venture and Seabourn Pursuit in the Kimberley, Arctic and Antarctica. More specifically, the Arctic program will include the UK, Faroe Irelands, Iceland and Greenland.

The first departure of one of Seabourn’s expedition ships was flagged subtly by APT when it recently unveiled two new European river ships last month.

Natalya Leahy, President of Seabourn, in Australia for the first time this week

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“We are delighted to join forces with APT, a trusted name in the travel industry renowned for its commitment to excellence,” Leahy said today.

“Seabourn is known for offering the pinnacle of ultra-luxury experiences, and we look forward to sharing this with APT guests. Together, we’re excited to offer travellers exclusive opportunities to explore the world in unprecedented luxury, ” Leahy said.

The partnership brings together APT’s near century of touring expertise with Seabourn’s reputation for delivering extraordinary luxury at sea. Guests can expect to experience meticulously curated itineraries which APT is renowned for, including signature experiences, luxury dining, and all-inclusive journeys that blend with the elegance and comfort of Seabourn’s fleet.

David Cox, CEO, APT Travel Group, said, “We are excited to embark on this journey with Seabourn, to create unforgettable travel experiences for our guests. This collaboration represents a significant milestone for both companies as we elevate the luxury experience for our guests in partnership with Seabourn.”

LATTE can reveal APT has chartered six departures of Seabourn Pursuit on its 10-day itinerary between Broome and Darwin in 2025. The Melbourne-based travel company is also evaluating Mediterranean departures – also aboard the expedition fleet – in future years, and is eyeing an expansion of the alliance into Seabourn’s legacy ocean vessels.

Happy days! David Cox, CEO, APT with Natalya Leahy, President, Seabourn

Cox told LATTE APT had considered developing its own expedition ships, but the strategy for aligning with Seabourn was a “no brainer”, to partner with the “best in the business” in the luxury expedition space and that operates in-season and in the most popular destinations.

Trade partners at today's briefing with Seabourn: from left are Joe O'Sullivan, Cruise Traveller/CruiseWorld; Anastasia Kotanidis, Seabourn; Steve Brady, Helloworld; Natalya Leahy, Seabourn; Greg Wilson, Cruiseco and Ryan Taibel, Seabourn.

Quizzed how the inaugural Kimberley program this year was selling, Leahy said the biggest opportunity today was for the Seabourn sales team to “drive pricing up,” – suggesting that Seabourn Pursuit only has limited space available this season.

To the surprise of the Seabourn team, the Top End program has been heavily supported by international markets, which account for approximately 55% of business and the domestic market around 45%. The overseas markets are comprised mostly of guests from the US, Canada and UK markets.

“We’re really pleased to see very high demand for the destination,” Leahy said.

APT’s cruises for Northern Europe have been on sale for a month, with the Arctic and Kimberley departures in 2025 going live this week. APT’s brand-new Antarctica itineraries featuring the Seabourn charters will launch in early March for 2026 departures.

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