Jacques Smit is the Marketing Director of Sabi Sabi Collection. Emerging from its origin as Sabi Sabi Private Game Reserve, the Sabi Sabi Collection now serves as an umbrella brand encompassing its celebrated safari lodges and a new generation of outstanding properties.
The Collection’s legacy stretches back over four decades—since 1979—when founders Hilton and Jacqui Loon transformed a hunting lodge into Selati Camp. This marked the beginning of a pioneering vision in luxury safari experiences blended with conservation—from Selati Camp’s nostalgic charm to Earth Lodge’s minimalist, ambient design, each lodge whispers a story of “Yesterday, Today and Tomorrow” philosophy.
What is your job description and what does your role involve?
Officially, I’m the Marketing Director but in a family-owned and run business you tend to roll up your sleeves and get involved in just about everything, which is exactly what I love. I oversee Marketing and Sales for the Sabi Sabi Collection, but I also have the privilege of serving as a Trustee on the Sabi Sabi Foundation and being part of an incredible, visionary team as we grow and explore new opportunities for the brand. I am part of a phenomenal team with offices globally passionately promoting travel to Africa, South Africa, and particularly Sabi Sabi. In a nutshell, I see my role as sharing my love and passion for South Africa and The Sabi Sabi Collection in whichever shape or form is required.
Which parts of the travel industry do you work with?
As my field is rather widespread, I work with all kinds. Our business is very trade focused therefore we work mostly with trade partners such as DMC’s based in South Africa, African Specialist Wholesalers globally as well as media who help drive the consumer interest towards our experiences on offer.
What do you love most about your job?
Everything! I get to live the experiences many guests can only dream of. I count myself extremely fortunate EVERYTIME I stay at our lodges or hotels and experience it as a guest while working. I love the travel to amazing countries where I can appreciate their natural beauty and see how our global source markets can fall in love with what Africa has to offer.
I love the exploration we as a company are undergoing, but most importantly I love the people I get to work with at Sabi Sabi as well as trade partner “clients” who have become close friends over the years. I get paid to tell the world how amazing Sabi Sabi Collection is and if anyone has ever stayed with us – you would know, this is not a hard pitch to work on – it comes naturally. I still get emotional when out on safaris or when hiking up Table Mountain in absolute awe of the privilege to call this place home.
What are the challenges of your role?
I think uneducated perception of the destination we operate in is always a challenge. There are of course global factors outside of our control that influences travel for all, but I have spent the last 30 years in this industry constantly defending Africa’s safety to a global audience. Yes, there are areas I would not advise anyone to travel to, but that is why it’s so important to use a specialist African wholesaler (Australia is blessed with many) and ensure they guide you to the right places.
I travel all over the world and honestly feel safest back at home. Too often media generates only negative news and sadly a large ex-pat community doesn’t help when fueling the negative perception. But talk to any Australian / Kiwi who has returned from Southern Africa (Africa) and they will tell you how they fell in love with the people of this amazing continent and can’t wait to return.
What do you wish the travel industry did more of?
Dare to explore and change the way people have been planning, selling and perceiving travel to Africa all these years. Move away from “seasonality” as we are a year-round destination. Try visiting new areas, use the great new network of flights to avoid any potential “problem areas”.
Although the core of travel to Africa remains the same (therein lies the beauty of travelling to Africa), the options have grown, and the guest offering have become a lot more focused on the luxury of experiential travel.
Choose places where your business and support will make a difference and travel in off-peak periods to avoid over tourism. Ask more questions about what your clients wish to see and gain from their travel to Africa and based on the answers, design a bespoke safari aimed at best achieving this.
While experienced African wholesalers in Australia and New Zealand are already leading the way, it would be valuable for the wider industry to embrace the same approach. Africa offers an abundance of experiences and choices, it is a deeply spiritual place where every visitor should leave profoundly touched, inspired to return, and motivated to make a lasting difference.
How can the travel industry work with you?
We have a great relationship with the Australian / New Zealand travel industry and encourage all to respect the chain of booking and using the experienced wholesalers based on your home soil. They have direct access to us and together we are always available to ensure guests get the most out of their stay. The more we know about the guest – the better we can tailor towards their expectations and ensure they return home fulfilled by their journey over to Africa.
What is your favourite African experience and why?
Too many to even start highlighting one, but I do love being somewhere where there is either bushveld, mountain, rivers or ocean – somewhere tranquil, natural and quiet. Whether it be alone on a safari vehicle, hiking up Table Mountain or paddling up an estuary with only the bird calls and sounds of nature around. That’s my happy place!
Where is your next African adventure to?
Namibia – touring with our gravel caravan and self-driving about 6000km over 2 weeks. Kids love camping and Namibia is one of the most underrated countries to visit in Southern Africa. It is STUNNING and the landscapes, photographic opportunity, night skies and extremely friendly people make this a favourite adventure for us as a family.
What are your top tips for travelling to Africa?
The best thing you can do is talk to a specialist and be clear about what you want from your time in Africa. Be specific and if it’s possible, we’ll make it happen; if not, we’ll offer realistic alternatives that are just as rewarding. Once that’s sorted, the fun really begins as you start planning your days in this incredible destination. Come with a sense of adventure, meet the people who bring these experiences to life on the ground, and see for yourself – you won’t be disappointed.
