Singita - Nov 2019

S I N G I TA

SINGITA

‘Place of Miracles’

Holds A Vision for Conservation Expansion PRODUCTION: David Napier & Singita

The Singita conservation and eco-tourism brand is continuing to expand its presence in Africa after opening in Rwanda. With a 100-year purpose to preserve and protect African wilderness for future generations, this is a business that is looking beyond profit, and is building a sustainable operation that benefits wildlife, local communities, African tourism, and the environment.

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Singita Malilangwe House - Breakfast with a view

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Away from the traditional centres of commerce in southern Africa - in areas of pristine, beautiful, lush but wild African landscape – there is a business that is forging a growth story built on a 26-year dedication to conservation. Singita, the Shangaan word for ‘Place of Miracles’, is a conservation and eco-tourism brand that delivers luxury safari hospitality at 15 lavish, award-winning lodges and camps. While many businesses endure an endless pursuit for profit, profit, profit, Singita is carefully growing with an altogether more important vision in mind. The company is steadfast in its desire to achieve a 100-year purpose - to preserve and protect large areas of African wilderness for future generations.

Singita opened its first lodge in 1993 in South Africa, when Founder and Executive Chairman, Luke Bailes, saw an opportunity to utilise eco-tourism as a driver for his ambitious conservation agenda. He opened Singita Ebony Lodge in the Sabi Sand Game Reserve on the fringes of the Kruger National

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Park. Soon after came Boulders Lodge, adjacent to Ebony. Castleton followed, a luxury villa in what was the family homestead on the land that had been in Bailes family since 1925.

“People feel privileged to stay in unpopulated, untouched wilderness areas and they choose to stay with us because our lodges have a reputation for being rare and authentic, while embodying a philosophy of sensitivity,” states Bailes. “There’s an authenticity of place at each of our lodges that is not only a rarity but touches guests on every level – spiritual, emotional and physical.”

Already active in South Africa, Zimbabwe and Tanzania, Singita recently expanded its footprint into Rwanda, replicating its successful model and ensuring that important wilderness will get the attention it needs from a conservation perspective.

Two lodges, Singita Kwitonda and Kataza House opened on August 1 and both are set within a 72-hectare site on the edge of Volcanoes National Park. This magical setting is home to

a growing population of endangered Mountain Gorillas.

Singita has been quick, instilling its mantra of conservation and ecotourism, committing to extensive reforestation initiative almost two years before opening in Rwanda, helping to increase the range and numbers of gorilla – a species classed as ‘critically endangered’ until 2018 when it was reclassified as ‘endangered’ following an increase in numbers.

LAND OF A THOUSAND HILLS For Lindy Rousseau, Singita’s Chief Marketing Officer, expansion into Rwanda fits perfectly into Singita’s 100year purpose.

“It’s been an incredible success for so many reasons,” she tells Enterprise Africa. “The government in Rwanda has displayed such a shining example of how tourism can change a country’s fortune - they have a very similar ethos to tourism as Singita. It’s about high value tourism coming into the country, welcoming less tourists at a higher rate, in order to continue all the

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conservation work. The gorilla success story is incredible – not long ago, they were on the critically endangered list and, for the first time ever, they have been downgraded to ‘endangered’. They are one of the only species to achieve this - although they are still endangered so it’s not a great story. Mountain gorilla numbers in the entire region had fallen as low as 242 in 1981 now, they number more than 1000.”

Singita offers gorilla treks, in partnership with local conservation organisations, and places a large emphasis on the promotion and reestablishment of gorilla habitat. Treks start at around $1500 per person.

“There is a real conservation reason for Singita to be in Rwanda. Singita acquired 178 acres of land around the lodge, increasing the buffer zone into the national park. Increasing the buffer zone ultimately increases the habitat for the gorillas.”

The lodges in Rwanda represent signature Singita flair – beautiful, comfortable, and sensitive to the land on which they stand. Built with

sustainability in mind, using local ecofriendly materials and methods, these lodges epitomise luxury eco-tourism.

Singita ensured the entire construction process benefitted the local community – almost 500 local artisans were employed on site, including many women. Local architects and artisans were called upon to bring the project to life, and Singita managed to reach the highest international standards while maintaining a very local flavour.

GAPP Architects, alongside Cecile and Boyd and HK Studio, were involved in building the two lodges in Rwanda.

These two companies also collaborated on Hillside Suite in Tanzania, as well as Malilangwe House in Zimbabwe this year. They work alongside a group of other architects and designers and Singita’s own internal design team.

Singita’s Creative Director crafts the entire guest experience which is constantly evolving – the touch points at the lodge, the linen drinks, or mini bar, what gets served, how and where it’s and more. “The team is always crafting the Singita experience and

moving it forward. It can’t just stay the same, we have many repeat guests and trends are constantly changing.”

THE SINGITA EXPERIENCE Staying with Singita is a refined experience. It’s not like staying in a top African hotel or a fancy city hotel, and this is why the business has managed to thrive. The brand has been carefully crafted, over many years, to be intuitive to its guests needs and is now recognised as a real industry leader in hospitality.

“It sits in a class of its own because of the premium rates and products,” Rousseau details. “and because of its quality and conservation purpose.”

Typically, the Singita customer base consists of wealthy international tourists, hailing from markets such as the UK, USA, Germany, France, Australia, South America and more. This type of discerning traveller can choose from a range of global destinations and so, in order to stay in line with international trends, the lodges receive regular investment.

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// WHAT BEGAN AS A BOUTIQUE SAFARI LODGE BUILT ON FAMILY-OWNED LAND IN SOUTH AFRICA’S SABI SAND GAME RESERVE 26 YEARS AGO, HAS BECOME A GAME-CHANGING COLLECTION OF ENVIRONMENTALLY SENSITIVE PROPERTIES THAT REDEFINES THE LUXURY SAFARI EXPERIENCE //

Singita Volcanoes National Park Dining

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The product in South Africa is at a very high level. Every year or every second year there is a redesign or refresh. In South Africa, the lodges have been through a series of improvements and they are now looking to the future.

“Singita has a very well-rounded wellness offering but it’s not something you can put your finger on – it’s more than a spa treatment in a room or some aromatherapy. It’s very deep and far-reaching and considers physical and mental well-being, connecting with nature – leaving devices behind and being alone with friends and family at sunset. All of these things and more can contribute to your sense of wellness.

In the New Year, we are building a new massage space with a workout area in the Sabi Sand. We are also looking at a tented experience in South Africa 2020/21. We will also continue to invest in our lodges whether its general improvements or specific upgrades,” says Rousseau.

The culture within the business, which is always thinking about its 100-year purpose, helps employees to remain focussed on delivering service of the highest standards and encouraging repeat business. Alongside the magnificent products and iconic safari destinations, intuitive service plays an important role in the Singita experience.

Singita staff work hard and do not rest on their laurels. There is a constant focus on improvement and excellence. To maintain exceptionally high standards is a very difficult thing to do. “The intuitive guest experience is not something you can teach. You need really smart, tunedin people that can deliver a service that is not over the top but is just perfect,” says Rousseau. That’s why guests return and why people recommend the brand. The lodges are spectacularly beautiful and the locations are almost unsurpassed but it has to be about more than that.

The conservation ethos along with iconic locations and transformative wildlife experiences also differentiates.

Another element in the product/ service mix which propels Singita to

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the top of its sector is its incredible food and wine offering. Singita’s menus are based around local ingredients and local suppliers to give guests an honest example of the finest local cuisine. Rousseau explains that as well as taste, a strong focus is also placed on ethical sourcing, creating nutritious, healthy plates.

“Sourcing fresh produce from local suppliers and celebrating delicacies and recipes from the area’s rich cultural heritage means that every lodge offers uniquely tailored food experiences.

Developed alongside the awardwinning Cape Town-based chef Liam Tomlin, Singita’s food philosophy is grounded in freedom. Sharing plates – inspired by Tomlin’s contemporary dishes – abound, while signature ‘bardelis’ with mouth-watering treats and snacks enable guests to enjoy small

meals whenever they please.”

The high-quality food is largely vegetarian-based – delicious, wholesome and healthy. It is helping guests to move towards a healthier lifestyle, smaller potions and less red meat. “We hope that people will enjoy the vegetable-based dishes and apply it to their normal daily lifestyle. It’s good for people, better for the environment, and more sustainable. In Rwanda, the menu is almost entirely vegetable based as that is how the local population eats.”

It’s well-known that South Africa remains a powerhouse wine region of the world, and for Singita this provides significant opportunities to further delight guests.

Singita Premier Wine Direct is a dedicated wine division which buys up the best reserves from the finest vineyards to stock its lodge wine cellars.

The company also boasts a maturation facility in Stellenbosch and high-quality wine cellars at each lodge.

At any time, hundreds, sometimes thousands, of bottles of exquisite, rare wine is available for guests to taste.

Complemented by a team of trained sommeliers, Singita guests are certain to receive a suggestion for every taste, even in remote parts of Africa.

These small, elegant details help set Singita apart and positions the brand as one of sophistication with a layered guest experience.

AWARD-WINNING In recognition of the work that is ongoing at Singita, the company has received several prestigious awards in the past 12 months.

In July, Singita received top honours in the 2019 Travel + Leisure

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Singita Kwitonda Lodge Exterior

World’s Best Awards. Singita Sabi Sand was named the number one Safari Lodge in Africa and number three in the Top Hotels in the World, while Singita Grumeti, in Tanzania, was labelled number three in in Africa and number eight in the Top Hotels in the World.

“To have two properties in the top 10 in the world is an incredible feat.

// SOURCING FRESH PRODUCE FROM LOCAL SUPPLIERS AND CELEBRATING DELICACIES AND RECIPES FROM THE AREA’S RICH CULTURAL HERITAGE MEANS THAT EVERY LODGES OFFERS UNIQUELY TAILORED FOOD EXPERIENCES // 8 / www.enterprise-africa.net

I am enormously proud of our entire team! Winning these coveted awards is critically important to our future growth and positioning. Singita’s expansion depends on selecting projects that are as good, or better than, the current offering, where we can safeguard Africa’s most vulnerable species and natural habitats,” says Luke Bailes.

Adding to the company’s glittering run of awards, in September, Singita Sweni Lodge picked up a coveted SKIFT Design Award for Best eco-friendly design. Using solar energy and a host of other innovative initiatives, Sweni Lodge, in the Kruger National Park in South Africa, is described as a soulsoothing sanctuary.

“This was very important as it acknowledges what we do and the enormous strides that have been taken on the ground to ensure we have a light footprint, without destroying land,” says Rousseau. “We have even eliminated 90% of single-use plastics used in the lodges right down to the amenities which now come in bamboo tubes. Tea, coffee, milk and sugar are plastic-free and even the bath salts come loose without plastic. We don’t

offer plastic water bottles at all – guests receive an aluminium water bottle to use throughout their stay to take home, hopefully using it again and again in their normal lives.”

For Singita, doing the right thing is not an option, it is the only way.

Also in September, Singita (via the Lionscape Coalition) collected the Conservation and Sustainability award at the 2019 PURE Life Experiences ceremony in Morocco. Highlighting companies that show respect and responsibility for natural resources and eco-friendly practices, this award was a real coup for a collaborative conservation initiative. In response to the growing threat of extinction and the profound knock-on effect this could have on biodiversity, Singita joined forces with three of Africa’s other leading eco-tourism operators to establish the Lionscape Coalition.

Together with &Beyond, Wilderness Safaris and Conservation Travel Foundation by Ultimate Safaris, as well as Dazzle Africa and Asilia Africa, the companies work to secure a future for big cats and their natural habitats.

The Lionscape Coalition sees these

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likeminded ecotourism brands, who each share the bold vision of the Lion Recovery Fund (LRF), to double wild lion numbers by 2050, collaborating on lion conservation programmes across the continent. Putting all commercial considerations aside, this alliance brings to this initiative over 100 years of positive conservation and community impact throughout Africa. ⁠ “There has been an alarming decline of 50% over the past 25 years.

There are now only around 20,000 wild lions left, and their natural habitats are being destroyed thanks to growing human population and illegal poaching, however a turnaround is possible,” says Bailes.

Demonstrating the international appeal of the idea, and the importance of the cause, Disney chose LRF as its philanthropic campaign and donated

millions of Dollars after the launch of the new Lion King movie in July.

Asked if the people on the front line within Singita recognise the importance of their work, and realise that they are responsible for creating an awardwinning business, Rousseau is clear – everyone is on the same page.

“Singita is s a company that doesn’t have to continuously reinforce its goals. All staff work exceptionally hard and we have the privilege of attracting the best people. Staff who work here do it because they believe in what they are doing.”

AFRICA NEEDS MORE TOURISM Even with the ethical, sustainable, and proven business model of Singita, the company cannot escape the threats that emerge from the wider economy.

Recently-released figures from StatsSA

// IT’S ABOUT HIGH VALUE TOURISM COMING INTO THE COUNTRY, WELCOMING LESS TOURISTS AT A HIGHER RATE, IN ORDER TO CONTINUE ALL THE CONSERVATION WORK //

show that South Africa welcomed 9.2% fewer guests in March 2019 compared with the same period in the previous year. Visitors from markets including the UK, France, Germany, the Netherlands and Australia were all down. Industry commentators have suggested that the issue could be caused by improving tourism offerings from other African regions, political instability in South Africa, crime statistics, and the infamous water crisis of 2017/18.

Halting this decline and sending out stories of positivity to the rest of the world is vital and this is recognised by not only those active in tourism but also the SA government and Tourism Minister, Mmamoloko Kubayi-Ngubane who said recently: “President Cyril Ramaphosa has set a target for us to attain 21 million tourist arrivals by 2030, and this can only be achieved if we work together to create conducive and inclusive environments for tourism to thrive.”

At Singita, eco-tourism remains the focus and delivering on the 100-year purpose is what helps to attract vital guest numbers.

“Overall, sub-Saharan Africa only sees 3% of world travellers and that is

Singita Kruger National Park

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not enough. We need to encourage more travellers to visit the continent so that we can expand our impact,” states Rousseau. “Pristine wildlife areas are shrinking as populations impinge on these wildlife areas. Our fear is that these wild areas will slowly disappear and that is why we believe what we are doing is so important.

The more tourism that comes to Africa and supports companies like this, the greater our impact.”

For South Africa, tourism is a fundamental element in economic performance. The World Travel & Tourism Council released a report in April that suggested 1.5 million jobs came from travel and tourism in 2018, contributing 8.6% of all economic activity. All indicators show that ongoing investment and development is critical.

Tourism is the most incredible creator of jobs. In just one hotel, you might only see a few staff on the floor but behind the scenes there could

Singita Sweni Suite - Outdoor Sleeping Waterfall City &Lodge PwC Aerial

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be 200-300 people employed. The possibilities are almost endless, and it also creates supporting industries such as laundries, transport companies and even private charter airlines.

“There are back-of-house staff housekeepers, guards, chefs, gardeners, anti-poaching units, environmental staff – who are out in the field doing jobs that guests will never see such as alien species control and other research. Then there’s all the front-line staff, managers, sommeliers, banakeli (waitrons) - it’s endless. In rural areas, these jobs are sought after and people are supporting families. In Tanzania, a lot of opportunities are not open to women and, in an area like that, it’s incredible to see many women excelling as lodge managers, chefs and even field guides.”

Singita remains confident about the future of tourism for Africa and, despite the worrying reports, the company continues to thrive thanks to a strong spread, and incredible support of the travel trade.

NURTURING LAND SINCE 1925 Before Luke Bailes established the Singita business in 1993, the Sabi Sand farm was owned by his grandfather.

When the Ebony Lodge was opened, the safari industry in South Africa was starting to take off. International tourists were mesmerised by the idea of being in the African wild. Back then, Bailes was dedicated to conservation, and today the company’s values remain intact.

“What began as a boutique safari lodge built on family-owned land in South Africa’s Sabi Sand Game Reserve 26 years ago, has become a gamechanging collection of environmentally sensitive properties that redefines the luxury safari experience. Beyond the breath-taking design and exceptional wildlife encounters, Singita’s lodges and camps are the heartbeat of a farsighted conservation vision driven by a profound love of Africa and a desire to preserve and protect its most vulnerable landscapes for generations to come,” says Bailes.

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The historic growth story of the business demonstrates the careful expansion that Singita has adopted over the years, choosing sustainable development over a fast rise and a quick fall.

“Compared to others, Singita has grown slowly. Kruger National Park followed Sabi Sand in in 2003.

In 2006, the business partnered with a philanthropist investor in Tanzania, where Singita manages six-lodges, followed by Zimbabwe in 2007 and it has just launched two lodges in Rwanda - so the growth has been slow and measured.”

Singita is unique as it is still family owned and owner-run. All stakeholders buy into the company’s 100-year purpose, and there is no suggestion of putting the bottom line at the forefront of decision making.

However, like any business, growth remains an important goal for the future and Singita has no intention of letting up on its conservation drive.

The company hopes to double its footprint, where there is a compelling conservation reason to do so, “and only if it is better than the current Singita product,” says Rousseau. According to Luke Bailes, it’s a disciplined approach, ensuring that Singita’s reputation is continually elevated and continues to deliver the best possible guest experience, while still benefiting the land and communities in which it is privileged to operate.

LASTING LEGACY The future is just as important as the past at Singita, and while the company can look back over a highly successful 26 years, the need to expand the conservation schedule continues.

“Every day, it’s sad to read about wildlife crime and illegal trafficking in a world where humans are destroying natural habitats and species, so it is crucial to help protect landscapes and wildlife populations,” says Bailes.

As Singita strives to honour its 100-year purpose – the guiding light for

every key decision – it has become clear that strategic partnerships with guests and partners is essential in bringing the brand’s conservation vision to life.

The best way for Singita to leverage its future growth and therefore its impact on wildlife conservation across the continent is to work alongside nonprofit funds and trusts in each region, ensuring the fiscal independence of each entity.

Managed and functioning independently from Singita, these funds and trusts employ some of the best conservation experts on the continent, driving forward strategic and critical conservation initiatives that fulfil Singita’s commitment to biodiversity, sustainability and community partnerships. The lodges, designed as they are to offer an amazing wilderness experience in an atmosphere of extraordinary comfort and style, draw guests from around the world who are seeking a more profound connection with nature Singita’s goal is to be a sustainable business – and that’s not just conservation. “When we talk about conservation, it refers to the interdependent relationship between three elements: Biodiversity including animals and their habitat; sustainability – everything from how it builds and operates lodges, to how the head office acts. The company considers everything from plastic and water usage, energy supply and many other principals.

And finally, community partnerships.

Partner funds and trusts run incredible programmes focussed on early childhood development, environmental education, English immersion and enterprise development programmes.

If the community is not thriving and seeing the value of a national park, it will never work. There will be humanwildlife conflict and poaching problems – it’s a delicate and complicated model, but it works.”

Singita is providing a shining example for those in tourism, and across other industries, to follow. By building

// THE GOVERNMENT IN RWANDA HAS DISPLAYED SUCH A SHINING EXAMPLE OF HOW TOURISM CAN CHANGE A COUNTRY’S FORTUNE // sustainable revenue streams to fund the preservation of African wilderness for years to come, the company continues to do the right thing. The work with gorillas in Rwanda, lions and leopards across South Africa, or rhinos in Tanzania is proof that the eco-tourism model works to achieve goals.

It’s easy to see this is an incredible company with visionary leadership.

It takes a passionate team of smart, capable people running the business, doing so many of the right things, to create an environment like this.

Travellers choose to stay at Singita because of the expansive space and beauty of the reserves, limited guest and vehicle numbers, extraordinarily consistent game viewing and the exceptional care that is taken of each guest during their stay. Guests leave a Singita safari being transformed for a lifetime and having made a contribution to the legacy of Africa.

“As a safari company, Singita differentiates itself in a philosophical way. Whereas the growth of many businesses worldwide is bottom line driven, Singita’s decisions take into account 20, 50 and even 100-year horizons,” concludes Luke Bailes.

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