Coral Brooks: Authentic and wild adventures
African Bush Camps has properties spread over Zimbabwe, Zambia and Botswana.
They combine their camps to create a seamless safari experience for clients – including internal flights, food, drinks and activities – allowing you to disconnect, sit back and enjoy.
Describe your business in 5 words
Authentic African safaris with purpose
The luxury market is changing. How are you adapting your offering?
By engaging the traveller with more authentic, wild (and safe) adventures.
It’s about getting closer to nature and being disconnected from the outside world so you can reconnect with the environment around you. For example, we don’t encourage WiFi.
Who are your guests? Have your demographics changed, or have they stayed the same?
Our guests are wanderlusters, looking for more authentic experiences to connect with people and animals. It’s more about getting closer to nature.
Demographics are definitely younger. People in their 30s are also looking to travel with a purpose and travel with a conscience.
You see, our business is all about conserving Africa and protecting the environment for future generations. People are more conscious of their environment now.
What's trending in your destination?
Outdoor experiences. Sleeping under the stars, like at our Linyanti Expeditions. BBQ dinners in amazing wild outdoor settings.
It’s all about getting outside and closer to nature!
What emerging trends do you think will shake up the industry?
Travelling with purpose and meaning. People are getting more curious. They want to know that what they are doing is genuine and is doing good for the environment and people.
The better we are able to communicate, the more travellers will emerge. It’s about waking people’s consciousness. It’s a case of what you don’t know, you don’t know.
What does luxury mean to you?
Wide open spaces, far away from the madding crowds and seeing nature at its wildest.
It’s like being on the banks of the Zambezi River at our Nyamatusi Camp drinking a gin & tonic while watching the sun go down.
What has working in the luxury market taught you?
Take nothing for granted. People’s versions of luxury are very different.
It’s my job to find out what’s important to them. What’s their version of luxury? How can I help create the memorable experience?
What excites you about the travel industry?
Seeing more guests wanting to travel for the right reasons. To not only explore different places, but to explore different cultures and take the initiative to learn more and find out how to contribute, not only in donations but in society and letting others know about their own personal experiences.
What do you value most when you travel?
I value the opportunity to do so and to embrace and welcome as many unknown experiences in my travel as I can, which ignites SO much excitement.
How do you make sustainable choices in your work and personal life?
I plan ahead and try to stick to my values.
What is the single most unique offering you provide to travellers?
An opportunity to engage with local, empowered individuals that make your experience come alive.
Like our guides. They are amazing! They all come from the areas we operate in and love to show what they know and, if you are interested, where they grew up and where they live!
t’s this type of connection that we offer to our travellers. There’s no prescribed formula. It’s about connecting.
That’s what our guides do best. They literally and figuratively take you to places you didn’t know existed.