1. Vikki Jackson. Your love for the continent of Africa shows through how you have built your business – Marula Hill Travel. Take us through your journey growing up, what role travel played in your childhood, and how you wound up calling South Africa home?
Growing up in Manchester, UK, my love for travel started from a young age, thanks to our family’s holidays. As a family of redheads, traditional beach holidays weren’t really our thing. Instead, we opted for more adventurous escapades, road-tripping through Europe and the United States.
These journeys, filled with different cultures and stunning scenery, sparked a deep love for travel. But out of all these adventures, one trip truly stands out—my first trip to South Africa. For three incredible weeks, we explored the country, saw incredible wildlife, and enjoyed its vibrant culture. I guess you could say that unbeknownst to me at the time, Africa had gotten under my skin.
Fast-forward 14 years, and I was at a significant crossroads after completing my Honours Degree. I had to choose between starting my professional life in the UK or moving to South Africa to join my family. It wasn’t a tough decision—the call of Africa was too strong to resist, and I eagerly embraced the opportunity to start a new chapter 6,000km away from what I knew.
Working with IBM allowed me to travel extensively, experiencing numerous African countries’ cultures. This corporate experience also broadened my horizons and equipped me with the skills and mindset needed to venture into entrepreneurship. Inspired by my travels and driven by a desire to share the magic of Africa with others, we founded Marula Hill Travel.
Our mission is simple: to promote ethical and sustainable tourism while creating unforgettable safari experiences. We’re committed to respecting the environment and benefiting local communities, ensuring that travel is more than just a journey—it’s an opportunity to make a positive impact.
2. Then Vikki Jacksonand Sian Loehrer joined hands to embark on a joint travel entrepreneurship venture Marula Hill Travel? Do give us a brief summary of your business and how it fuels your passion fires as Vikki and Sian?
Neitherof us comes from the travel industry. Sian was the marketing director for MARS Southern Africa, and I spent a good chunk of my career at IBM in HR and brand communications. Despite our corporate backgrounds, we both had the opportunity to enjoy luxury travel for both business and pleasure.
The appeal of travel was always there for us, and we often helped friends, family, and colleagues plan their South African safaris, which, without us realising it at the time, was the foundation for what would become Marula Hill Travel.
Many people ponder while juggling a corporate job: “Would I still do this if I didn’t need the salary?” For us, the dream job was always to promote Africa to the rest of the world.
Launching Marula Hill Travel was the perfect blend of three of our biggest passions. We love designing bespoke travel experiences that cater to the desires of modern travellers seeking unique, authentic, and meaningful moments.We enjoy all the wonderful aspects of luxury travel—the gourmet food, fine wines, soothing massages, and incredible experiences. Plus, we get to meet amazing people, both guests and staff, at the properties we recommend.
Lastly, and hugely important to us: showcasing Africa. We are passionate about marketing and sharing the extraordinary beauty of Africa with the world, often correcting misconceptions along the way.
Marula Hill Travel is our way of combining our love for luxury, adventure, and Africa into a business that brings joy to others while fuelling our own passions.
3. Share 3 quintessential elements of running a successful business in luxury travel that caters to globally conscious travellers in your view?
Running a luxury travel business that appeals to the discerning, globally conscious traveller involves key elements. Firstly, as a business, you must aim to be always available. At Marula Hill Travel, we provide 24/7 availability. We answer the phone if a client needs to talk at 9 PM on a Sunday or 5 AM on a weekday. Being on global time is essential in this industry, and we pride ourselves on our accessibility and responsiveness.
Secondly, we try to sell what we’ve personally experienced. We invest in staying at lodges and destinations, ensuring we can offer first-hand advice and curate the perfect itinerary for each client. Our insights make all the difference in crafting memorable travel experiences.
Third, we stay on top ofthe latest trends and our guests’ preferences. The luxury travel industry is ever-evolving, and adapting our offerings to meet changing demands is crucial. We continuously update our knowledge and services to ensure our clients always get the best.
These elements are the backbone of our commitment to providing exceptional, personalised travel experiences that cater to our clients’ needs and desires.
4. Can you take us through what sort of curated experiences Marula Hill Travel offers. Who are your packages tailored for and what about your business ethos do you believe speaks to today’s modern traveller?
At Marula Hill Travel, our approach is all about tailoring experiences to meet the unique needs of each guest. What does this mean you may ask?
We start by virtually meeting each potential guest. This isn’t just a quick chat; it’s a deep dive into understanding their needs, concerns, and desires. From there, we craft a bespoke holiday itinerary precisely aligned with their preferences. We don’t believe in one-size-fits-all packages from a catalogue.
We offer a diverse range of curated experiences that cater to a variety of interests and lifestyles:
- Treehouse Safaris:For those looking to connect with nature in a unique setting.
- Culinary Safaris:Perfect for food lovers exploring Africa’s rich culinary traditions.
- Vegan Safaris:Tailored for guests who prefer plant-based lifestyles and whose ethos is routed in animal welfare
- Authentic Tented Safaris:For a genuine, immersive safari experience.
- Wine Safaris:Ideal for wine lovers keen on discovering Africa’s wine regions.
- Conservation Safaris:For travellers passionate about wildlife conservation and sustainability.
- Water Safaris:From traditional Mokoros in Botswana to houseboats on Lake Kariba.
Our clients are always on the go and often don’t have the time or insights to plan the perfect trip. They need a trusted expert because they can’t spend hours researching and crafting a bespoke itinerary themselves. That’s where we come in. We meticulously plan every detail to ensure their getaway is absolutely perfect and unforgettable.
Business Ethos
Our business ethos is providing personalised, high-quality experiences that resonate with today’s modern travellers. We understand the value of time and strive to make every trip seamless and enjoyable. By focusing on individual needs and preferences, we deliver an exceptional travel experience that leaves our guests wanting more.
5. What trends have you seen with some of your clients visiting Africa in terms of the experiences, destinations and service hallmarks they are looking for? What are some of the challenges you feel travellers into Africa should be aware of as they plan their trips.
Our guests are increasingly seeking immersive experiences rather than just a holiday. Take, for instance, a family visiting the Winelands of South Africa. Instead of merely touring the vineyards, they’ve hired e-bikes and cycle through the valleys, truly soaking in the destination. This kind of active engagement with the destination is becoming more popular.
We’re definitely seeing a growing trend towards sustainability among our clients. People are more conscious about protecting the planet and prefer to stay at safari lodges committed to eco-friendly practices. These include places that use solar power,recycle water, and source local ingredients for their cuisine.
On challenges Travellers Should Be Aware Of…
Africa can be perceived as an unknown and potentially unsafe destination, with worries about petty crime and personal safety. We address these concerns by organising airport meet-and-greet services, providing private road transfers, and ensuring accommodation in five-star lodges. Additionally, we avoid politically unstable countries and unsafe areas, ensuring our clients feel secure throughout their journey. Working with experts like us can help mitigate these risks and ensure a safe and enjoyable experience when planning a trip.
Another challenge is the perceived chaos at airports, especially during arrivals and border crossings. Lengthy waits can be frustrating, but we manage our guests’ expectations upfront. Preparing them for potential delays and providing guidance on navigating these situations, we help make the process smoother.
6. Let’s circle back to Vikki and Sian, and their love for safari and luxury travel as a whole. Which are your top 5 Africa travel destinations and why?
1. Safari, Wine, and Whales – South Africa
Embark on an unforgettable South African adventure combining the best of wildlife, wine, and coastal beauty. Start with a safari in the Sabi Sand, Kruger National Park, and Greater Kruger, where game viewing is both sensational and abundant. Next, indulge in the elegant experience of enjoying award-winning wines and gourmet food in the scenic Winelands. Finally, witness the awe-inspiring sight of whales frolicking in the bays off the Cape Coast, a humbling experience that connects you with nature’s giants.
2. The Okavango Delta – Botswana
The Okavango Delta, Africa’s Garden of Eden, is one of the most stunning environments on Earth. Fly over the ever-changing landscape during the flood season or glide silently through the delta’s channels in a traditional mokoro. This paradise teems with exotic birds and plentiful game, offering adventure and tranquillity in equal measure.
3. Self-Drive Safari – Namibia
For guests with a spirit of adventure and time to spare, a self-drive safari in Namibia promises a unique and rewarding experience. Explore vast open roads and discover dramatic deserts, towering dunes, ancient rock formations, and vibrant wildlife. The ever-changing scenery and diverse landscapes make every moment of this journey a true exploration of Namibia’s natural beauty and cultural richness.
4. The Great Migration Safari – Masai Mara, Kenya
One of nature’s greatest spectacles is the Masai Mara, where over a million wildebeest, zebras, and gazelles migrate across the Mara Plains. This awe-inspiring event, is accompanied by incredible Big Five game sightings. Enhance your safari experience by engaging with the local Maasai people and learning about their vibrant culture and traditions.
5. Gorilla Trekking – Rwanda
Embark on a once-in-a-lifetime trek through the lush, mist-covered mountains of Volcanoes National Park in Rwanda. Encountering the mountain gorillas in their natural habitat is both humbling and exhilarating. Spend an hour observing these gentle giants as they go about their daily lives—mothers nurturing their young, juveniles playing, and silverbacks displaying their strength. The trek, which requires a level of fitness, is made even more enjoyable by the dramatic volcanic landscapes.
- What role do you think wildlife conservation and people focused impact work plays in helping document Africa’s compelling travel experiences.
The rise of televised conservation programmes has significantly increased public awareness about wildlife and environmental conservation. Shows that allow people to watch activity around a waterhole from the comfort of their living rooms have fostered a greater understanding and interest in conservation efforts. This has led to more guests asking important questions about the size of game reserves, the freedom of movement for animals, and the effectiveness of anti-poaching initiatives.
The widespread availability of information on conservation has made our guests more conscientious. They want to know how wildlife is protected, the measures to combat poaching, and the overall health of the ecosystems they visit. This awareness drives a deeper appreciation for the efforts behind maintaining these natural habitats and the need to support them through responsible tourism.
There’s a growing recognition that successful conservation efforts must involve local communities. Game reserves and wildlife conservation projects need the support and active participation of the surrounding communities. This understanding has led to a greater desire among our guests to engage with local communities authentically and learn about their cultures, traditions, and ways of life.
We’ll also add that interacting with local communities gives our guests a richer, more authentic experience. They gain insight into the real impact of conservation efforts, not just on wildlife but also on communities. This experience creates a connection that transcends typical tourism, making the travel experience more meaningful and memorable.
8. Take us through some of your most unique experiences, who they target and the roles that you think industry stakeholders can play in helping drive positive narratives on the destinations, people and cultures.
One of our unique experiences is the Vegan Safari. This eco-conscious adventure is designed for travellers who prioritise ethical and sustainable travel. We target vegans, vegetarians, and eco-conscious travellers who wish to enjoy the beauty of the wild without compromising their principles. Imagine dining on gourmet plant-based cuisine while staying in luxurious, eco-friendly lodges,prioritising wildlife conservation and community support.
Our Family Safaris offer an ideal blend of excitement and education for families seeking adventure. These safaris are designed to engage children and adults alike, with activities ranging from guided game drives to interactive conservation workshops. We aim to inspire the next generation of conservationists by providing hands-on learning experiences in the heart of the African wilderness.
Photographic safaris are tailored for both amateur and professional photographers looking to capture the breathtaking beauty of Africa’s wildlife and landscapes. With expert guides and photographers, guests can hone their skills and take home stunning memories.
For those looking to connect more deeply with local cultures, our Cultural Immersion Safaris are a perfect choice. These experiences include visits to local communities, where guests can learn about traditional practices, participate in cultural ceremonies, and support local artisans by purchasing handmade crafts.
Thrill-seekers will love our Adventure Safaris, which include activities like hot air ballooning over the rolling plains, walking safaris, and canoeing down rivers. These safaris target adventurous travellers who crave adrenaline and excitement in the great outdoors.
What role do we believe industry stakeholders play in helping drive a positive narrative on Africa?Promoting Africa to international markets is crucial for its tourism industry. It’s also important to help smaller agencies gain exposure at global tourism fairs, ensuring they get the spotlight they deserve. By doing so, we can showcase the diverse and rich experiences Africa has to offer to a broader audience.
9. Your take on women in tourism and hospitality. We are seeing the growth in numbers of women entering the tourism and hospitality workforce particularly in the luxury safari space. What advice do you have to young women considering this as a career or entrepreneurship option?
First and foremost, put the guest experience at the heart of everything you do. Whether managing a luxury safari lodge or starting your own travel business, always think through every touchpoint and consider how to elevate the experience. These enhancements don’t always need to be grand gestures; sometimes, small, thoughtful details make all the difference between luxury and ordinary. Luxury is in the details—personalised service, attention to guest preferences, and creating unique, memorable moments.
Luxury safari travel is more than just a service; it’s an emotional journey. Your goal should be to create lasting memories and connections. Avoid taking a purely transactional approach. Instead, focus on the small details that matter, like ensuring you spell a guest’s name correctly or remembering their favourite drink. These seemingly minor touches show guests they are valued and respected, which is at the core of luxury hospitality.
Building a successful career in tourism requires empathy and excellent listening skills. Understand that every guest is unique, with their own set of expectations and desires. By truly listening to your guests and anticipating their needs, you can create a personalised experience that resonates deeply emotionally. This ability to connect emotionally with guests will set you apart and make your service unforgettable.
Tourism and hospitality can be demanding, but a strong work ethic will serve you well. Be prepared to go the extra mile for your guests, colleagues, and business. This dedication enhances the guest experience and earns you respect and recognition within the industry. Your commitment to excellence will be reflected in every aspect of your work.
Finally, be confident in pursuing your dreams. Whether you aim to climb the corporate ladder or start your own venture, believe in your abilities and vision. The tourism and hospitality industry offers manyopportunities for those willing to take risks and innovate. Don’t be afraid to leave your comfort zone and carve your path!
10. Where do you see Marula Hill Travel in the mid-to-long term?
Our vision for the mid-to-long term is ambitious, rooted in our commitment to delivering luxury safari experiences while promoting sustainable and ethical tourism.
Innovation is at the heart of our growth strategy. We’re constantly seeking ways to elevate the guest experience by integrating cutting-edge technology with personalized service. From virtual reality previews of safari lodges to seamless digital booking processes and customized itineraries, our aim is to make every aspect of our service more intuitive and engaging. Our goal is to blend modern convenience with the timeless charm of Africa’s natural beauty. We’ve even developed an app specifically for South Africans, featuring over 400 properties with exclusive resident rates, making it easier than ever to explore and enjoy our incredible continent.
Sustainability remains a cornerstone of our business philosophy. As we grow, we are committed to increasing our conservation efforts and broadening our support for local communities. This includes building stronger partnerships with wildlife conservation organisations to protect endangered species and launching initiatives to reduce our carbon footprint. Our vision is for Marula Hill Travel to lead the way in eco-friendly tourism and inspire others to do the same.
In addition to prioritising sustainability and guest experience, we are dedicated to building a global community of Marula Hill Travel enthusiasts. Through curated content, immersive storytelling, and interactive social media engagement, we aim to inspire a deeper connection with Africa and its wonders. By sharing the stories of our adventures and impactful work, we hope to cultivate a community of individuals passionate about responsible tourism and eager to contribute to meaningful change.
We see Marula Hill Travel evolving into more than just a travel business. Our vision is to become a lifestyle brand embodying adventure, luxury, and sustainability. This transformation will allow us to offer a broader range of products and experiences that align with our values and resonate with our clients. From exclusive travel gear to unique cultural experiences, we aim to create a brand that reflects the essence of African exploration and responsible travel.
The future of Marula Hill Travel is bright and filled with excitement. By enhancing guest experiences, deepening our sustainability efforts, building a global community, and evolving into a lifestyle brand, we are poised to impact luxury safari travel significantly. We look forward to continuing our journey and sharing the magic of Africa with travellers from around the globe.
