Jonathan Cheung, CEO of Abercrombie & Kent China outlines the roadmap for this well-known business in the region.


From humble beginnings in Africa, Abercrombie & Kent has become a global organisation. We started by asking Jonathan Cheung, CEO of Abercrombie & Kent China, to tell us more about the business, which was founded by Geoffrey Kent…

As our founder Geoffrey Kent said, real luxury has three hallmarks: authenticity, flexibility and a sense of well-being. Authenticity means the experience is true to its place and its traditions, incorporating elements of the past and re ecting the local culture. Flexibility refers to service that anticipates your needs and satis es them in an unobtrusive manner. Peace of mind is the sense of well-being that comes from traveling with a first-class organisation staffed by professionals for whom the word “impossible” does not exist.

When travelling, people are always looking for authentic experiences, so we offer our clients not only exquisite viands or fancy accommodation but also chances to discover something that others had rarely discovered before.

We have our own local of ces around the world. When you travel with A&K, your guide is always local, someone with an intimate knowledge of the destination. Our guides are experts whose education, eld research and personal accomplishments make them ideal companions.

What kind of interest is there for your private jet ‘round the world tours?

Demand is strong with many itineraries selling out within weeks of being announced. In China alone, we have seen increasing interest in the private jet experiences from our affluent clients who enjoy their highflying luxury lifestyles. Travelling by private jet allows guests to experience far more than a conventional itinerary – with greater comfort. During those private jet tours, these people are offered a chance of meeting like-minded people with a deep curiosity about the world and sharing exclusive insider access experiences. These include exclusive use of some of the world’s finest hotels, boutique lodges and camps in one-of-a- kind locations.

Geoffrey Kent is a champion of sustainability. How does this get translated into what you do?

The travel industry is in the midst of a transformation toward greater equity and sustainability. At Abercrombie & Kent Philanthropy (AKP), we are dedicated to positively impacting lives and livelihoods in the communities where our guests travel. We are equally committed to ensuring guests learn about our philanthropic investments as an integral part of their travel experience, and to witness and engage. From Africa to Asia, Latin America to the Antarctic, we are working with partner communities on education, health care, conservation and enterprise development projects. We now have 41 projects in 19 countries where we strive to work with our community partners to address the education, health care, enterprise development/job creation and conservation challenges they face.

Photos: Jonathan Cheung, CEO, Abercrombie & Kent China