How Abercrombie & Kent unified its brand to become an ‘authority’ on luxury travel
Upon joining A&K Travel Group in 2023, CMO Peter Chipchase felt the travel firm’s branding “wasn’t doing justice” to its products, leading it to unify its identity and centralise its structure.
Luxury travel company Abercrombie & Kent (A&K) is rebranding to become a brand of “aspiration” as the company looks to become the first brand people think of for luxury travel.
Founded in 1962 by Geoffrey Kent, A&K offers luxury vacations, private tours, and small group adventures worldwide. Chief marketing officer at parent company A&K Travel Group, Peter Chipchase, joined the company in 2023, tasked with bringing a different perspective from a branding point of view given his previous role as CMO at the LVMH-owned Stella McCartney brand.
