Mindy Roberts: Remote, wild and iconic destinations
Time + Tide is a family-owned company with a strong conservation tradition dating back to the 1950s.
They create unforgettable experiences in Africa – from romantic sleep-outs under the stars to luxury safaris with a focus on education.
Describe your business in five words
Pioneering, brave, guardians, grounded, family.
The luxury market is changing. How are you adapting your offering?
Our properties offer modern-day luxury – which is time, space and privacy.
We combine traditional luxury offerings with adventurous add-ons such as our Signature Sleepout, which is you, a mosquito net, the stars and a bedroll or a raised sleeping hammock.
We’re investing in regions that are remote, wild and iconic, so guests can explore untouched areas which are priceless in terms of emotional and spiritual value.
Who are your guests? Have your demographics changed, or have they stayed the same?
Our guests are modern day travellers. People who are well-travelled, quietly confident, understated, and who seek out places and experiences that are out of the ordinary because they believe the road less travelled has much more to offer.
Our demographic was largely UK about 20 years ago, but we are now seeing more Australians, Americans, Swiss, South Americans, Germans and Italians.
What does luxury mean to you?
Being grateful for what you have right now and ‘using the good china’ – by that I mean don’t wait for a rainy day.
Use the good crockery, do what you love and do it now, and with the people you love.
What has working in the luxury market taught you?
That money does not equal luxury. The world is fixated on how much wealth people have and we create celebrities from it. True luxury is seeing humans behave with elegance, respect and humility.
What excites you about the travel industry?
We are all so different, but travel brings people together in a community that crosses age, race and gender. It has an ability to give the millennials a voice and to be heard by the older generation, to create positive global change.
What do you value most when you travel?
Understanding more about myself by learning how all cultures have nuance and behavioural differences. Becoming a better human.
How do you make sustainable choices in your work and personal life?
By adopting small habits, like recycling, turning the tap off when I’m brushing my teeth (I’m surprised by how many of my friends don’t do this!) and walking instead of driving when I can.
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What is the single most unique offering you provide to travellers?
We create experiences in which guests can savour the most beautiful moments in life by awakening their senses in the wildest of places and remembering that the little things are the greatest luxury.
