Cox & Kings, the world's oldest travel company, has officially relaunched in Australia as part of its global expansion under the A&K Travel Group (AKTG). The move brings the brand's culturally immersive itineraries to Australian travellers, with an initial focus on small group tours and tailormade journeys rolling out later this year.
Acquired by AKTG in 2019, Cox & Kings now operates under the positioning "Guided by Curiosity," emphasising deep engagement with local history and culture. The relaunch includes a refreshed brand identity and a new website tailored to the Australian market.
Strategic Expansion Down Under
Debra Fox, Chief Sales Officer – Trade and Managing Director for AKTG, UK and APAC, said: "We are building on an extraordinary legacy, whilst shaping a travel experience that is both seamless and deeply enriching." The company maintains offices and partners in over 100 countries, with core expertise in the Indian Subcontinent, Central Asia, South America, and Europe.
The Australian relaunch will initially feature small group tours, with an average of 14 guests per departure. These tours provide access to expert guides and unique experiences, with 90% of itineraries offering at least one guaranteed departure date. Tailormade journeys are scheduled to follow later in the year, allowing for fully customised private travel.
Jennifer Charlton, Managing Director of Cox & Kings, highlighted the brand's ambition to thrive in key global markets, including Australia and the United States, while maintaining its heritage and relevance to today's travellers. The relaunch aligns with broader trends in the Australian travel trade, as seen in the recent ATIA and CATO merger that created a unified voice for the industry.
Responsible Travel and Philanthropy
Under the AKTG umbrella, all Cox & Kings tours support Abercrombie & Kent Philanthropy, which funds community and conservation projects in visited destinations. This commitment to responsible travel is increasingly important for discerning travellers and aligns with industry initiatives such as Marriott India's tree-planting programme.
The company's global network includes partnerships with leading airlines, hotel groups, and ground operators. For example, travellers flying to South America can connect via Philippine Airlines' oneworld membership, which expands connectivity across Southeast Asia and beyond.
Cox & Kings' return to Australia marks a significant milestone for the brand, which was founded in 1758. The company aims to capture a share of the growing demand for small group and culturally immersive travel among Australian consumers, a segment that has seen increased interest post-pandemic.
Travel agents and tour operators can access the new website and booking platform to offer clients these curated experiences. The brand's focus on expert-led tours and responsible travel is expected to resonate with the Australian market, where sustainability and authentic experiences are top priorities.
