Hilton Walker is the Chief Marketing Officer at Great Plains Conservation, a pioneering eco-tourism and conservation organisation founded by wildlife filmmakers and conservationists Dereck and Beverly Joubert.
Operating in Botswana, Kenya, and Zimbabwe, the company combines luxury safari experiences with a deep commitment to protecting Africa’s most fragile ecosystems. Through its exclusive Réserve- and Explorer-Collection camps, Great Plains offers guests immersive wildlife encounters in remote, pristine landscapes, all while minimising environmental impact. These camps are designed with sustainability in mind, built using recycled materials and renewable energy sources.
At the heart of the company’s mission is a model of “Conservation Tourism,” where revenue from safaris directly funds wildlife protection and community development initiatives. The associated Great Plains Foundation supports projects that combat poaching, restore habitats, and empower local communities through education and employment. Great Plains Conservation exemplifies how responsible tourism can support lasting change and preserve Africa’s natural heritage for future generations.
Hilton Walker
What is your job description and what does your role involve?
With nearly 17 years of experience at Great Plains, I have evolved into a multifaceted role that spans several core areas of the business. My official title is Chief Marketing Officer (CMO), and I am responsible for leading all marketing, brand development, and communications strategies across the company.
In addition to brand stewardship, I oversee the design and pricing of our safari experiences and camp offerings, ensuring they reflect both market expectations and the unique essence of Great Plains. I also manage strategic sales relationships across Australia, New Zealand, and the Far East, working closely with our trade partners in those regions to drive business performance.
Furthermore, I collaborate with a European-based company to leverage satellite technology in tracking and analysing biodiversity in and around our camps—an initiative that strengthens our commitment to conservation and data-driven impact.
Our relationship and development with Paris-based Relais & Châteaux also falls under my area of responsibility.
Which parts of the travel industry do you work with?
Great Plains operates strictly as a business-to-business (B2B) company. We work exclusively with travel trade professionals, including tour operators, travel agents, and destination management companies. We do not accept direct guest bookings.
Our success is built on the strength of our trade partnerships, and we place great value on maintaining close, meaningful, and consistent engagement with our partners. Daily communication ensures we remain aligned with their needs and objectives, enabling us to proactively support the conversion of enquiries into confirmed bookings—whether for our camps or through our dedicated DMC (Destination Management Company) services.
What do you love most about your job?
What I enjoy most is the fact that no two days are ever the same. This industry is not driven by logic or routine—it is about crafting experiences. I love working closely with our trade partners to translate guests’ intangible dreams into meaningful, tangible safari journeys.
The creativity of what I do is also critical – no boring desk job for me!! Bringing the intangible to life is what gets me up in the morning. Marketing is very often the tools of storytelling, and better understanding what resonates with guests in one area of the world versus another is both challenging but also hugely rewarding, especially when, months after a campaign, you read guests’ feedback of how their safari has created lifelong memories.
Equally rewarding is seeing the direct, positive impacts our work has on both local communities and wildlife conservation. Knowing that what we do contributes to a greater purpose is what makes this role deeply fulfilling. It is not just a profession—it is a calling.
What are the challenges of your role?
I do not see challenges in the traditional sense—I see opportunities waiting to be solved. For me, what others may label as a challenge is simply a moment of potential that has not yet revealed its solution.
It is all about perspective: the glass is not half empty—it is half full and ready for more. These are the moments that inspire me most. When complexity arises, I lean in, get curious, and find energy in the process of turning obstacles into progress.
I run toward change and relish in looking for the new, and as yet, undiscovered opportunities that await.
What do you wish the travel industry did more of?
I wish the industry would look beyond commissions and place greater emphasis on supporting businesses that make a genuine, measurable difference to local communities and wildlife. Yes, of course, commissions and revenue are important, but being a responsible citizen of the world allows you to grow your business and make a positive impact that resonates deeply halfway across the world!
Too often, sustainability is treated as a marketing checkbox—tokenism at best. Yet, true impact does not cost your guest a cent more. What matters is where their tourism spend goes, and whether it contributes meaningfully to the places and people they visit.
Partner with businesses that want to help you grow, not compete with you, by encouraging your guests to book direct next time they travel.
Today’s travellers are asking the right questions. They want to know how their journey leaves a positive legacy. As an industry, we have the power—and the responsibility—to ensure the answers are credible and inspiring.
What is your favourite African experience and why?
Watching the sunrise…Scrap that. Everyone will say that. For me, it is the unplanned, unscripted encounters that truly capture the soul of Africa.
There is something magical about those moments when you share a smile with a stranger, and suddenly a spontaneous conversation blooms. In that instant, you glimpse the humanness of Africa—the warmth, the sincerity, the effortless generosity of spirit.
I love moments like that. They remind me that perhaps what we often call “African” is really something deeply human—a quality we may have lost in the hurried rhythm of modern life.
Where is your next African adventure to?
Kenya – and I can’t wait!!
What are your top tips for travelling to Africa?
Come with curiosity, not expectations. Africa is not a one-size-fits-all destination. Each region, culture, and landscape offers something entirely unique—allow yourself to be surprised.
Pack light, live large. Prioritise comfort, layers, and neutral tones. But remember, it is not about what you wear—it is about what you feel and experience.
Trust your guide. The wildlife guides and trackers in Africa are storytellers, protectors, and natural historians rolled into one. Let them lead the way—you will leave with more than memories; you will leave with perspective.
Slow down. The magic often lies in the moments between the sightings—in the stillness, the sounds, the silences. Africa is not a checklist. It is a continent. It is a feeling. Embrace it.
Contact Hilton
Company Email: hilton@greatplainsconservation.com
Company Website: www.greatplainsconservation.com
