On 24 December 2024, A&K Travel Group announced the rebranding of Sanctuary Retreats to A&K Sanctuary, marking a new chapter of investment and growth under the leadership of its parent company.
To ensure continuity for trade partners across the Asia-Pacific and African markets, A&K Travel Group has confirmed that business operations will remain unchanged. Retail travel agents can continue booking through their preferred wholesale or tour operator channels, while wholesalers and tour operators will experience no disruption in their reservation processes.
The rebrand also simplifies the property naming structure. While the properties can be promoted by name alone (for example, Olonana Lodge or Baines Lodge), the updated names include the full title for clarity (for example, Olonana Lodge, an A&K Sanctuary). The full property names will feature prominently in marketing materials and on-site signage. Trade partners are encouraged to visit the updated product page for the correct names: A&K Sanctuary Lodges.
A fresh identity for an elevated guest experience
The relaunch brings a refreshed brand identity across A&K Sanctuary’s portfolio, including striking individual property logos and visual elements designed to highlight the unique character of each location. These updates are crafted to balance a cohesive brand experience while allowing the distinct essence of each property to shine.
The rebrand also reflects a focus on handcrafted personalisation, ensuring that attention to detail is embedded in every aspect of the guest experience. Visitors can expect updated signage, staff uniforms, marketing materials, and in-room amenities that align with the refreshed aesthetic.
Building on a pioneering legacy
A&K Sanctuary draws inspiration from Geoffrey Kent’s vision for high-end experiential travel, a concept he pioneered in the 1960s as founder of Abercrombie & Kent. From the early days of safari camps offering unparalleled luxury in Kenya, Kent’s ethos of immersive and authentic travel has remained central to the brand.
“We are thrilled to introduce A&K Sanctuary to the world,” said Cristina Levis, CEO of A&K Travel Group.
“This rebranding is not simply a name change – it is 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.”
About A&K Sanctuary
A&K Sanctuary owns and operates 12 luxury safari camps and lodges across Eastern and Southern Africa, along with four riverboats in Egypt. Dedicated to sustainability and community development, A&K Sanctuary provides guests with authentic travel experiences while supporting conservation efforts and local initiatives.
