My colleague Colin is currently in South Africa on an inspection trip before heading into Zimbabwe to explore a concession that remains largely under the radar. As a former safari guide with decades of experience in the field, Colin has a unique ability to look beyond marketing and evaluate a property through the lens of guest experience, guiding quality, and sense of place. Below is his first dispatch from the road.
“I’ve spent the last several days inspecting properties across South Africa, and a few stood out immediately. There are a handful of camps in Africa that operate at a different level. The clear standout for me in Madikwe was Molori. Having visited numerous camps throughout my career, Molori is among those rare properties where everything simply comes together. The service, guiding, dining, and overall guest experience reminded me of some of the continent’s most respected brands. There is a quiet confidence to the operation that doesn’t need to announce itself. It simply delivers. What also impressed me was the quality of the game viewing in this section of the reserve. During a previous stay near the eastern boundary, my experience was noticeably different. Here, wildlife encounters felt more consistent and reinforced something I’ve long believed: where a camp sits within a reserve can be every bit as important as the camp itself. I had the opportunity to experience one of Molori’s larger villas, but what struck me most was that the standard suites lose none of the charm. They are beautifully designed, intimate without feeling small, and provide every comfort without crossing into excess.
In a completely different setting, I spent time at RockFig. What stood out immediately was the feeling that this wasn’t a place designed to impress you, it was designed to make you comfortable. Rather than shaping every moment of the day around a traditional hospitality model, RockFig allows guests to settle into their own rhythm. There is a residential quality to the property that creates an immediate sense of ease. The accommodations feel less like hotel rooms and more like spaces you could happily inhabit for an extended stay. Thoughtful design, generous living areas, and fully equipped pantries contribute to that feeling, but it’s more than the physical space. There is an authenticity to the experience that feels increasingly rare. For travelers who appreciate having the freedom to decide how they spend their time, RockFig offers something genuinely refreshing. Nothing feels overly choreographed or curated. The experience is relaxed, comfortable, and grounded, allowing guests to connect with their surroundings at their own pace. After spending weeks moving between camps and lodges, I found that sense of independence particularly appealing.
Back in Johannesburg, I stayed at Four Seasons Westcliff. Part of the reason for the visit was simple: I wanted to make sure the Four Seasons benchmark was still firmly in place. It was reassuring to find that nothing was out of place. The service was exceptional, the team genuinely engaged, and the property delivered that rare combination of polish and warmth that defines truly great hospitality.
An added bonus was spending time with the General Manager, who will soon be relocating to One&Only Gorilla’s Nest in Rwanda. As is often the case in travel, relationships matter. Building connections with people who share a commitment to exceptional guest experiences ultimately benefits our travelers as much as it benefits us.
Stay tuned for my next stop.”
As we do each year around this time, our annual trending destinations video is ready. Every month, we track a range of key indicators including buying habits and destinations at the time they are booked, not just where travelers are going right now. It’s amazing how much purchasing behavior can shift in a 12-month period, and how often top destinations change.
The locations that rise to the top seem to follow a common thread, they represent destinations that offer more experiential, more remoteness, more authenticity, and most importantly, more time beyond comfort zones. This reminds me of a something I read from a study at Cornell University and a second study from Harvard and Yale about the correlation between the types of destinations that are trending and the style of luxury travel Big Five has long pioneered.
I’m pleased to share a brief overview of those findings below, along with an inspiring video for you to enjoy.
The Mechanism: Attention Restoration Theory (ART)
Research from Cornell University’s College of Human Ecology (specifically the work of environmental psychologists like Dr. Nancy Wells) supports Attention Restoration Theory.
The Physiology of “Planetary Health”
The “One Health” Framework
Harvard T.H. Chan School of Public Health promotes the concept of Planetary Health—the understanding that human health is dependent on the health of natural systems.
Stress Reduction & Biophilia
Yale School of the Environment has long championed the Biophilia Hypothesis (popularized by Harvard’s E.O. Wilson).
What trend are you following?
