Where Africa Breathes Luxury The Story of
Hemingways Collection
Where Africa Breathes Luxury
Sunset Dhow Cruise, Hemingways Watamu
In the heart of East Africa, a legacy of timeless hospitality continues to evolve. Hemingways Collection, renowned for its refined style and authentic African experiences, stands today as one of the region’s most admired names in luxury travel. Its philosophy blends heritage with modern purpose, combining understated elegance with a deep respect for people, place and the environment. Under the guidance of Chief Operating Officer Mike Vroom, the group is entering a transformative phase that balances expansion with sustainability and authenticity.
Vroom joined Hemingways Collection six months ago, bringing more than two decades of international experience from leading hotel portfolios in South Africa and the Middle East. His early career, spent at celebrated establishments such as the Saxon in Johannesburg and Cape Grace in Cape Town, shaped his appreciation for craftsmanship and service excellence. Today, those values are embedded in every part of the Hemingways Collection, inspiring the people, defining the service, and ensuring the Hemingways Collection continues to champion African hospitality with pride..
The Story of Hemingways Collection
“The collection has a beautiful balance,” says Vroom. “Rooted in the legacy of our founder, Sir Dicky Evans, and now carried forward by his son Ross Evans, Group CEO for Hemingways Hospitality, Hemingways Collection remains a familyrun brand built on integrity, heart, and purpose. The story is one of timeless luxury and truly authentic experiences, yet also of responsibility to grow our people, to nurture talent from within Africa, and to elevate the hospitality of this continent for generations to come.”
Hemingways Collection forms part of the wider Hemingways Hospitality Group, comprising three divisions: Hemingways Collection, Hemingways Expeditions, and Hemingways Travel. Together, they create a fully integrated ecosystem that delivers the complete spectrum of East African hospitality, from bespoke itineraries to iconic stays across Kenya and beyond.
With Hemingways Travel standing as East Africa’s largest and most trusted travel agency, we are able to curate seamless, end-to-end journeys defined by authenticity, excellence, and heart.
Recent years have seen the brand enter an exciting new era. The acquisition of River Camp, formerly Richard’s Camp, marked a second property in the Maasai Mara, while the move into Rwanda through Hemingways Retreat Kigali, previously The Retreat by Heaven, signalled the company’s first expansion beyond Kenya. These developments have been accompanied by a creative refresh centred on a simple but powerful concept: Every Stay, A Story.
Chief Operating Officer Mike Vroom
Blixen Suite Bedroom, Hemingways Nairobi
Hemingways Collection
Rather than replicating a formula, the Hemingways team set out to celebrate individuality. Each property, from the coastal calm of Watamu to the urban sophistication of Nairobi and the wild beauty of the Mara, has its own rhythm and character. The golden thread that unites them all is consistency in quality and experience, yet each location retains the freedom to express its personality and sense of place.
For Vroom, true luxury is no longer defined by excess. It is measured by connection, experience and the ability to make a stay unforgettable. “Luxury is more than the bed you sleep in, it’s the feeling you wake up with.,” he reflects. “It’s the sound of the Mara at dawn, the story you take home, and the feeling that what you experienced mattered.”
This approach defines Hemingways’ philosophy of hospitality. From coral reef conservation in Watamu to community partnerships in the Maasai Mara, the company’s environmental and social initiatives form the foundation of its identity. At Watamu, Hemingways supports coral reef monitoring, mangrove replanting and sea marine mammal research, while in the Mara it works with the The Maa Trust, who empowers local Maasai communities and links their wellbeing to wildlife conservation through education, livelihoods, and sustainable development project.
Hemingways Collection
Vroom views these partnerships as vital to the future of the region. “If the Mara doesn’t exist tomorrow, what does that mean for hospitality?” he asks. “We’re working closely with local communities to ensure there’s a sustainable component to everything we do. Our responsibility is regeneration through tourism..”
That same ethos extends to the company’s role within the communities it serves. Across the group, at least 95 percent of staff are employed locally, and the majority of produce is sourced from nearby farmers, fishers and suppliers. The group’s supply chain reflects its belief that luxury should contribute directly to the environment it inhabits. In the Mara, milk is bought from local dairies, while in Watamu fresh fish is sourced straight from the shoreline.
Guests, too, are invited to engage in this vision of sustainability. Many properties offer opportunities for visitors to participate in conservation activities, from visiting turtle sanctuaries and mangrove projects to spending time with the teams at the Maa Trust. Vroom believes this interaction is key to creating a deeper and more rewarding travel experience.
“Once guests understand what we stand for, they don’t just visit, they become part of our story,” he says. “And that shared connection is far richer than material luxury.”
Hemingways
Retreat Kigali
The group’s growth remains intentional. With River Camp and the Kigali properties scheduled for upgrades in 2026, further prospects in Rwanda, Zanzibar, and Tanzania are being carefully explored. Each decision is rooted in authenticity, conservation, and respect for place, and Vroom is clear that only opportunities aligned to the brand’s ethos and strategic vision will be pursued.
“As we’re a developer, operator and brand, it’s never about simply adding a name to a door,” he explains. “A project has to align with our values and what we believe as a brand. And when the right one comes, at the right time, that’s when we move.”
This measured approach has positioned Hemingways Collection at the forefront of sustainable luxury in Africa. Across the continent, the hospitality industry is experiencing a renaissance, driven by a renewed appreciation for conservation-led travel and culturally rooted experiences. Yet what sets Hemingways apart is its authenticity, its African ownership and leadership, and its investment in local talent. Of the group’s thousand-strong workforce, nearly every employee is from Africa, creating a genuine sense of ownership and pride that filters through every guest experience.
Vroom notes that many international hotel groups struggle to adapt their models to Africa’s realities. While global brands often rely on rigid systems, Hemingways thrives by empowering its teams to make real-time decisions and personalise service with instinct and care. The result is hospitality that feels natural, intuitive and deeply human.
As the luxury travel landscape continues to evolve, Vroom sees immense potential for Africa’s tourism market. The continent, he believes, holds the world’s greatest opportunity for growth, particularly in experiential travel. He points to Rwanda’s model of limited gorilla trekking permits as an example of how Africa can balance exclusivity with sustainability, ensuring that conservation remains at the heart of tourism development.
He also highlights a growing shift in traveller demographics. Where once African safaris were the preserve of older tourists, a new generation of guests is emerging. “We’re seeing a younger generation coming into Africa to do these bucket-list experiences,” Vroom observes. “It used to be a 50 to 60-year-old market. Now it’s 30 to 40, and it’s exciting because they’ll come back again and again.”
Pool area, Hemingways Retreat Kigali
Hemingways Collection
This new wave of travellers is more conscious, curious and connected, seeking meaningful experiences that combine nature, culture and purpose. Hemingways’ blend of heritage, sustainability and storytelling makes it ideally placed to serve this growing audience.
The company’s success, however, is not measured solely in expansion or accolades. Its true achievement lies in its relationships, with its employees, its guests and the communities that sustain its operations. In each property, from the plains of the Mara to the shores of Watamu, the Hemingways name stands for more than comfort. It stands for continuity, care and connection.
Vroom’s vision for the brand reflects that same sentiment. “Africa has the biggest opportunity for growth worldwide,” he says. “It’s about keeping that growth sustainable and ensuring that what makes Africa special, its people, its landscapes, its spirit - is preserved. There is an energy in the soil of Africa that is found nowhere else.”
For Hemingways Collection, that belief is not a marketing promise but a living philosophy. Each property tells a story of belonging, each stay leaves an imprint, and every guest becomes part of something greater than a journey. The brand continues to prove that true luxury does not reside in excess, but in essence - in authenticity, in humanity and in the timeless beauty of Africa itself.
www.hemingways-collection.com
Hemingways Hemingways Nairobi
Mess Tent Interior, Hemingways River Camp Mara
Safari and Wildlife, Hemingways Ol Seki
Hemingways Collection
