Something genuinely bothered and concerned me at the fantastic WTM Africa 2025 event in Cape Town, which I have been attending for the last two days, and I would welcome your considered views on it – it relates to whether big hoteliers can operate in the safari industry sustainably and authentically, as this necessitates doing conservation well.
Wilderness (conservation) is the ultimate and pinnacle form of the product, and for safaris to work optimally and long-term, the product must be preserved, because it can NEVER be improved upon.
The Contentious Subject
During one panel session on the Global Stage themed “The Safari Industry – Are Private Lodges an Asset Class?” the question was raised about bringing the really big hoteling brands into the safari sector, and how that will unlock real safari tourism growth. Before this question was raised, one of the esteemed panelists mentioned the Long Run’s 4C values (Conservation, Community, Culture, Commerce), which I support wholeheartedly. Yet, when the same panelist named the 4 Cs, they named the first 3 with ease, but struggled to remember the fourth…Conservation.
However, when Conservation was eventually recalled by them, it was genuinely explained to be an essential component, which I was relieved to hear.
Later in the session, when the question was raised, the obvious argument FOR bringing the big hoteliers into safaris focused on the stimulus for real economic growth and bigger markets (Commerce) and job creation (Community). Culture wasn’t focused on, although I also have genuine concern about big hoteliers managing to preserve and portray culture authentically. Yet, once again in the argument for big hoteliers, the panelists missed something essential…they forgot to address the main factor – Conservation.
Safari as a Product
There is a critical reason why Conservation is, and should be, the first C, which I will explain with this analogy, one we can all relate to:
Let us parallel the ultimate form of the safari industry as a product to the iPhone 17 Pro Max. The consumer and market want to experience and “use” this product in its optimal state, yet in this instance, the product’s intrinsic quality and value relies entirely on Conservation. The main purpose for the consumer going on safari is not for the Accommodation (hotel), nor the Community, nor the Culture. These are all nice, although still important, add-ons.
Unfortunately, in this case, the product can never be improved upon. There is no R&D possible to improve wilderness (the Conservation component), and human management intervention always degrades it either partially or substantially. An iPhone 18 or 19 or 20 can and never will be produced. The product must be preserved (conserved) for as long as possible, otherwise its intrinsic quality and value will consistently diminish, while it becomes more and more difficult, costly, and time consuming to restore it. Hence, its sale value and resale value will likely realize diminishing returns.
What Does This Mean?
Should the big hoteliers enter the market and not place conservation at the forefront, the safari industry will become an unsustainable sector. Should they enter substantively (the 5 or 10 biggest players), the degree to which they do conservation will determine the timeframe the safari sector exists. If they do conservation well, the timeframe may be 100 or more years, if moderately then 50 years, if poorly then 20 or 30 years.
If they do not do conservation well, their business has a 20-year timeframe, when they’ve made more than a 20-year capital investment into an unsustainable product. It is a bad and short- to medium-term business model and investment.
Two or three big hotelier entrants may be manageable, if they genuinely do conservation well. But the great wildernesses (the best products) are finite resources. If these hoteliers do not do conservation well, it is a short-term game. Once it is messed up, it is nearly impossible to fix. Your ‘iPhone’ will never be replaced and will always be sub-optimal.
I do not want to ever live in a world where wilderness and the safari industry is sub-optimal. Conservation is key!
What is your take? Email your thoughts to Michael on: michael@sustainsafaris.com
Note: The image is of the Global Stage at WTM Africa 2025, but not of the session in question.
By Michael Wright
11 April 2025