A&K Travel Group has announced the rebranding of its Sanctuary Retreats portfolio of safari camps and lodges as the new A&K Sanctuary. This marks a significant development for the company seeking to align its portfolio more closely with the globally recognised A&K brand.

The rebrand introduces renewed focus on providing exceptional travel experiences in some of the world’s most sought-after destinations. Several properties will undergo updates, including redesigned interiors and enhancements inspired by A&K Founder Geoffrey Kent’s vision of combining adventure with luxury.

The company has reaffirmed its commitment to delivering high-quality guest experiences, authentic travel opportunities and luxurious accommodation. The rebranding coincides with significant developments, including the refurbishment of flagship properties such as Gorilla Forest Lodge in Uganda and Baines’ Lodge in Botswana. Additionally, the company is launching Pure Amazon – its first boutique river boat in South America.

A&K Sanctuary remains dedicated to responsible tourism practices and community support through A&K Philanthropy continuing its long-standing commitment to conservation and local development.

A&K Sanctuary has assured trade partners of a smooth rebranding process with ongoing support and resources through regional sales teams.

The rebranding reflects A&K Travel Group’s ambitions to enhance the visibility and appeal of its properties while maintaining focus on delivering unparalleled service, said Kent.