AndBeyond Above andBeyond
AndBeyond is busy trying to update the definition of luxury, redesign some of its camps in Africa and expand into South America, while chief executive Joss Kent is also tasked with improving performance and sticking to its original philanthropic vision author: Jane Broughton
and arranges itineraries and tours in India, Bhutan, Sri Lanka, Nepal, Chile and Argentina. Under its belt are 33 lodges and camps in Africa and India which it owns and operates, all helping make a positive impact on more than nine million acres of wilderness. At the heart of the business is an investment in conservation and community empowerment, articulated as its “3Cs”: care of the land, care of the wildlife and care of the people. Since Joss Kent took over as chief executive in
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2011, the company has invested substantially in rebuilding several older, but iconic, camps and, in so doing, has redesigned what it means to go on safari now and in the future. The majority of andBeyond guests come from
the US, UK, Australia, and Germany but it seems that no matter where they originate from, they seem to share the common trait of seeking a greater sense of purpose and meaning on holiday. “Among the younger generation, there is a
growing trend to be defined by what they have done and experienced, rather than by what they
riginally established in 1991 with just a single lodge, today andBeyond offers personalised safaris in 15 African countries
own,” says Kent. “Some of our most popular destinations are those that offer more engaged, immersive, even educational experiences, such as community project visits or living like a local.” According to Kent, this shift in perspective is
having a huge impact on the industry. “It is becoming necessary for travel companies
to change their focus from simply providing the elements necessary for travel, such as accommodation, transfers and so forth, to creating itineraries that take a holistic view of the guest’s entire journey,” he says. With this in mind, he believes the success of a
company such as andBeyond increasingly relies on its substantial planning and logistical abilities.
Back to Botswana The reopening of andBeyond Sandibe Okavango Safari Lodge in 2014 is an apt example of the shake-up in andBeyond since Kent arrived. With a prime location on the southern edge of
Chief’s Island in the 22,500-hectare Chitabe concession, it retains the spirit of the original camp while reinventing pretty much everything else and fine-tuning the guest experience.
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TTGLUXURY.COM WINTER 2015 BUSINESS OF TRAVEL
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