The company spends £2 million annually on marketing in the UK, and has approached an undisclosed list of seven London agencies with a brief to create a global advertising campaign.
Abercrombie & Kent is attempting to achieve brand standout in a luxury travel market that includes the established Kuoni, Carrier and Cox & Kings brands.
The company is looking for an agency to create a through-the-line ad campaign, that will also encompass digital executions.
A shortlist of four agencies is expected to be announced later in the month.
Media for Abercrombie & Kent is jointly handled by the luxury specialist Cream and PHD. This is unaffected by the creative review.
Lunar won the UK account for the travel company in August last year with a brief to attract a broader client base. It is unclear if the full-service shop will be included in the search for a global agency.
Lunar was launched in 2005 as a joint venture by Abbott Mead Vickers BBDO and PHD's Rocket. It picked up the Abercrombie & Kent business after a competitive pitch, which included the previous incumbent on the account, Axis Communications.
Abercrombie & Kent did not return calls.