An exclusive interview from Geoffrey Kent to Planify:
Geoffrey Kent had nothing but an East African shilling and an old Land Rover when he launched a safari business in 1962 with his parents in Nairobi. Today he is the chairman and CEO of Abercrombie & Kent, the pioneering luxury and adventure travel company. Its award-winning travel services extend around the globe to more than 100 countries on all seven continents. In his gripping memoir, Safari, this “Indiana Jones–meets–James Bond” entrepreneur shares his adventures. Kent’s life reads like a work of fiction: growing up barefoot in the African bush, riding his motorcycle across the continent, and ultimately becoming the most sought-after travel professional in the world.
1- What is the key to have such a remarkable path like Abercrombie & Kent on the tour business?
Abercrombie & Kent’s business model is based on working in partnership with local communities. We are committed to protecting and preserving the cultures, wildlife and ecosystems in the countries where we operate. We do this by establishing a Destination Management Company in each country to plan and orchestrate arrangements for our guests from arrival to departure. We invest in:
– Hiring and training local staff.
– Purchasing equipment such as comfortable 4WD vehicles, air-conditioned motor coaches, etc.
– Building infrastructure, from camps and lodges, to our own garages to maintain vehicles in the best condition.
Today we provide job opportunities to more than 2,500 people around the world, along with on-going training in subjects ranging from computers and accounting, to driver training, mechanics and geography.
Authentic travel is based on working with local communities to provide a 360 degree view of the local culture, wildlife and the natural environment….as well as the challenges they are facing. Deep roots and long-established relationships are the key to delivering authentic and unparalleled experiences. These are coordinated by our expert guides, who are always local, with an intimate knowledge of the destination and its history and culture, as well as the local flora and fauna. And — most importantly – they must have the kind of engaging personality that makes them ideal companions.
2- Why do you love this job so much?
Giving back is in our DNA. We are committed to ensuring our presence impacts the natural and cultural environment in a positive way, providing benefits to all sectors of society, attracting and developing a skilled workforce, and stimulating consumer demand for sustainable local products.
Each of our offices addresses challenges in their local community, nominating projects they feel are of value and partnering with organizations making a difference by protecting wildlife and the environment; supporting hospitals, schools and orphanages; and providing education, meals and shelter to impoverished children.
In Uganda, our guests spend more than $1 million dollars each year on gorilla tracking permits in Bwindi Impenetrable Forest, home to half the world’s surviving mountain gorillas. And they have also contributed more than $1.18 million to Bwindi Community Hospital, making it possible for what was once a clinic under a tree to expand their services by building a maternity ward, children’s ward, neonatal unit, and operating theatre. Bwindi is now a fully-fledged regional hospital, with its own nursing school. At the same time, the gorilla population has grown from 302 to more than 400.
This kind of support represents a 21st century approach to philanthropy, a new form of community development assistance that has evolved from a partnership between a forward-looking travel business and guests who want to give something back to the places they visit. Today 20 projects supported by AKP and compassionate travellers are helping to improve the lives of more than 69,000 men, women and children worldwide.
3- For you, which are the principal challenges a tour operator faces nowadays?
The internet is making for a more informed traveller. Clients are doing extensive research online and have a better idea of the kinds of experiences they want, requiring more customization and knowledge than ever before. But when it comes to making the final decision, they want the peace of mind that comes from knowing their itinerary has been planned by a specialist, someone with first-hand knowledge and experience
Abercrombie & Kent guests are seeking a deeper knowledge and appreciation, an experience of a more profound nature that expands their understanding of the world. Our goal is to introduce new and intriguing destinations, focusing on those far off the beaten path, or provide a new way of looking at a familiar destination that will illuminate your understanding of the culture. We look for places where it is possible for us to offer “by invitation only” access to authentic experiences in a personalized, low-profile and intelligent style. Part of the appeal of these curated experiences is the chance to travel in the company of local experts.
4- Do you see a difference in the tour market today compared to previous years?
The definition of luxury is changing. In my mind real luxury has three hallmarks: authenticity, flexibility and a sense of well-being. Authenticity means the experience is true to its place and its traditions, incorporating elements of the past and reflecting the local culture. Flexibility refers to service that anticipates your needs and satisfies them in an unobtrusive manner. Peace of mind is the sense of well-being that comes from knowing you are traveling with a first-class organization staffed by professionals for whom the word “impossible” does not exist.
From the opulence of a palatial hotel to the serenity of waking up to a spectacular sunrise in a simple mountain refuge, I believe true luxury is the privilege of discovery, adventure, relaxation and insight, enjoyed in a context that perfectly suits the experience. Seamless service, safety and security are a given. But it is the unexpected touches, what we call “wow moments”, that inspire a sense of wonder that elevate an adventure into a true luxury experience.
5- Any predictions for the tour market in the coming years?
Some of the biggest changes we are seeing are the result of the emergence of the BRIC countries – Brazil, Russia, India and China. A growing number of educated professionals and entrepreneurs from each of these countries are beginning to travel abroad and their impact is changing the face of luxury travel. Brazilians love adventure and want elegance and style. They like to travel in big family groups so villas are perfect for them. Russian travellers expect luxury and high-end concierge services, like private store openings. Indians are very keen to experience all that European capitals have to offer. Catering to the Chinese market is proving to be more challenging. They require Mandarin-speaking guides and a product that is completely customized for them, such meals with authentic Chinese delicacies. This requires a certain level of creativity. I took 11 Chinese billionaires on their first safari to Kenya and rather than teach a local guide Mandarin, I found an adventurous Mandarin speaker and personally taught her to be a safari guide.
6- What type of service is more required in your company and which countries do you cover?
Abercrombie & Kent has demonstrated that luxury and authenticity go hand in hand, and set the standard for inspiring travel in more than 100 countries on all seven continents. Unmatched service, local knowledge and painstaking attention to detail make A&K the leader in guided cultural and active travel, with offices around the world that have the deep connections and long-established relationships to make things happen and insure one-of-a-kind inspiring experiences.
Abercrombie & Kent is committed to providing the most fulfilling and rewarding travel experiences in the world, while assuring guests that their journey helps to preserve some of the world’s most extraordinary places for future generations. Described by the Los Angeles Times as “a highly respected company dedicated to conservation and environmentally intelligent tourism,” A&K’s contributions have been recognized by Condé Nast Traveler at the World Savers Congress and earned the Travel + Leisure Global Vision Award for Leadership in Philanthropic Travel.
7- What’s the normal process for a tour operator when he has to plan a tour for Abercrombie & Kent ?
The ultimate luxury is peace of mind, which comes from having everything professionally pre-arranged and reserved, with an English-speaking driver/guide meeting you at each ship, train or plane. A&K is one of the few companies with a staff of destination experts devoted to bespoke travel. They bring a rare blend of knowledge, patience and most of all, creativity and caring to work with you to create a completely customized itinerary. They take time to understand the group’s needs, tastes and interests, and use A&K’s global network of offices and travel partners to make arrangements that exceed your expectations.
8- Your preferred destination for a private travel, and for a tour?
I love to be active. Zambia, where I was born on safari when it was Southern Rhodesia, is the ideal destination for safari-goers who relish the thrill of discovery and want an active safari adventure. Though relatively unknown outside Africa, Zambia offers a diverse range of environments with prolific wildlife. Walking safaris were pioneered here; if you have only seen animals from inside a vehicle, you will find walking with big game a thrilling experience. Night drives are also a specialty — and the best means of seeing some of the more elusive nocturnal species, including leopard.
Geoffrey Kent
Founder, Chairman and CEO, Abercrombie & Kent
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