For many tour operators catering to the ultra-high-net-worth (UHNW) market, conventional wisdom is that luxury equals tailormade, private and fully independent travel (FIT). But Deborah Calmeyer, CEO and Founder of ROAR Africa, believes there’s a lucrative, often-overlooked opportunity in hosted, high-end scheduled small group travel.
Despite the dominance of FIT in the luxury space, Calmeyer has found that highly curated group experiences are in high demand among affluent travellers. While the vast majority of ROAR Africa’s business is FIT, the company has equally gained a reputation as a specialist for UHNW group trips.
“We started with a women’s empowerment trip and it sold out in an instant,” says Calmeyer. “The trip had a very different agenda – it was about shifting the safari narrative in an industry traditionally dominated by men. But, beyond that, it became clear that there was a deeper desire for connection among travellers who share similar values and interests.”
This led to the launch of more themed group journeys including “The Greatest Safari on Earth”, which ROAR Africa describes as “beyond first class”. The 12-day trip visits Zimbabwe, Botswana, Kenya and Rwanda with guests flying between destinations onboard the Emirates executive private jet complete with 10 cabins, spa bathrooms, dining area and lounge.
Unexpected appeal of group travel
While group travel is often associated with mass tourism and budget-conscious travellers, there is a growing appetite for small, exclusive group trips, which Calmeyer attributes to several factors – one is the desire for connection.
“At the top end of the market, there’s still a deep need for human connection. Our guests are often well-travelled, affluent individuals in their 50s and beyond. Many have multiple homes, lead global lifestyles and making new friends at this stage in life isn’t always easy. Travel becomes a way to bond with people who share similar interests,” says Calmeyer.
Unlike mass-market group tours, where travellers might feel like part of a herd, ultra-luxury group travel is about curation – in terms of the experience and the people who come together. “On a trip like The Greatest Safari on Earth, I personally vet everyone who joins. The biggest concern guests have is not the price or the destination, it’s who else is going to be on the trip. The energy of the group has to be right,” she adds.
Striking the right balance
According to Calmeyer, the success of a luxury group journey hinges on several factors, including the ideal group size and sequencing of the itinerary. “I think 10 to 12 people is ideal,” she says. Equally important is how the trip is structured with the momentum building from destination to destination.
A common concern about group travel is that personalisation is sacrificed. Calmeyer argues that this is avoidable, provided you build in plenty of options. “For example, on a recent art-focused trip in Cape Town, some guests went to a gallery, others visited the botanical gardens and some opted for spa treatments. Even within a group, there must be enough flexibility for personal preferences,” she says.
This level of customisation extends to logistics as well. On the Greatest Safari on Earth, every guest has their own private safari vehicle, ensuring they can experience game drives on their own terms. “The only time the group moves together is on flights and between destinations,” adds Calmeyer.
Intuitive hosting
Another important factor is ensuring the group has an expert host who is dialled into her guests and can read and manage group dynamics.
Having someone on hand to step in and handle all the logistics is an appealing prospect, especially in an age when airports and logistics have become increasingly complicated and unpleasant. “With group trips, the burden of planning, logistics and problem-solving is removed. Someone else takes care of everything – luggage, border crossings and flight connections – eliminating the anxiety around travel,” Calmeyer says.
