Abercrombie & Kent Travel Group (AKTG) recently gathered its top travel advisors in Chicago for the biennial 100 Club Conference, held at two premier properties set blocks from one another: The Ritz-Carlton and The Peninsula. For the first time, the invite-only program welcomed advisors from both the U.S. and international markets, making it the 100 Club’s first-ever global gathering.
The 100 Club recognizes high-performing advisors who sell across AKTG’s brands, bringing them together each year for an exclusive preview of what’s ahead. This year’s event, held April 22–24, marked a notable shift: what was once centered primarily on Abercrombie & Kent has expanded into a broader showcase spanning the full portfolio, including Crystal Cruises, A&K Sanctuary, Cox & Kings and Ecoventura.
Recommend was on hand to bring you the latest developments and what’s in the pipeline.
Crystal: Refinements Now, a New Ship Ahead
With Crystal newly folded into the mix, the luxe cruise line took center stage during several sessions where executives detailed upgrades and shared details on what’s on the horizon.
“The world’s most awarded cruise line is back,” declared Matias Lira, AKTG Americas’ Senior VP of trade. “’Crystal 2.0’ is making a splash.”
Since relaunching the brand in 2022, AKTG has focused on rebuilding both the ships and the sales infrastructure behind them. Crystal Serenity saw additional enhancements in 2025, including a redesigned atrium and more consistent suite categories. Crystal Symphony is set for a similar refresh later this year.
The headline announcement: Crystal Grace, the brand’s first newbuild in more than 25 years. The ship is designed to carry forward the elevated service and design standards of the relaunched brand, with signature elements like a sweeping atrium and onboard piano remaining central to the experience.
“Crystal Grace will have the largest selection of suites, including the new Owner’s Suite, which will span the entire aft section of Deck 8,” Lira said.
Grace’s inaugural voyage is scheduled for June 11, 2028, sailing from Civitavecchia (Rome) to Venice, followed by a christening sailing in July from Barcelona to Rome.
Looking ahead, AKTG is also leaning into combined land-and-sea itineraries, pairing A&K’s guided journeys with a sailing component.
“We’re covering the best of land and sea,” said Kim Guimaraes, VP of National Accounts. “Travelers will get adventure by day and comfort and luxury by night.”
Cox & Kings Returns to the U.S.
After being acquired by A&K in 2019 UK-based Cox & Kings is set to relaunch stateside in September 2026, bringing more than 265 years of experience in guided travel.
The positioning of Cox & Kings is distinct from A&K, focusing more heavily on cultural depth, education and immersive experiences, with less emphasis on luxury for luxury’s sake. Expect small-group tours and tailor-made journeys that prioritize substance and access, often at a more approachable price point.
The target traveler? Someone who values the experience itself—history, context, and participation—over five-star touches, regardless of budget.
“Cox & Kings is a travel brand for travel experts,” said Peter Chipchase, Chief Brand Officer, Heritage Group; while Jennifer Charlton, Cox & Kings’ Managing Director said, “More than 50 percent of our business is repeat clients, and they want to feel more immersed in the destinations.”
A&K Sanctuary Expands Its Footprint
A&K Sanctuary continues to grow its collection of lodges, camps, and riverboats, with several additions over the past year.
Among them: the return of Gorilla Forest Lodge in Uganda, located within Bwindi Impenetrable National Park; a rebuilt, fully solar-powered Baines Lodge in Botswana; and Pure Amazon, the company’s first riverboat in Latin America, cruising Peru’s Amazon River in style.
Pure Amazon also reflects a shift behind the scenes, with design choices that improve crew accommodations and open the door to a more diverse workforce, including all-female leadership roles onboard.
Looking ahead, Kitirua Plains Lodge is set to open June 1, 2026 in Kenya’s Amboseli region, offering views of wildlife and Mount Kilimanjaro. On the river side, Nile Seray will debut in Egypt later this year, with a second Nile vessel is already in development.
“We’re offering beautiful spaces that don’t just show you a destination but make you a part of it,” said Lara Vancans, A&K Sanctuary’s VP of Global Sales.
What’s Next
AKTG is expanding its Family Journeys portfolio with new small-group itineraries, including an 11-day Southern Africa program designed for multigenerational travel. The approach emphasizes shared experiences—particularly for kids, who benefit from traveling alongside other families.
At the same time, the company sees growing demand for shorter, closer-to-home trips, particularly in North America, where Canada’s Atlantic Coast is emerging as a standout destination.
Meanwhile, A&K DMCs offered news and presentations of their own; among them Gonzalo Undurraga, CEO of the expedition company Explora,“not the cruise line,” he told us before announcing the company’s new lodges—Explora El Calafate in Argentina and Explora Torres del Paine Conservation Reserve in Chile, both due in December 2026.
“We protect what we explore,” he said. “Exploration is for everybody. Nature heals.”
For more information, visit abercrombiekent.com.
