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Sabi Sabi Collection: the rebranding of Sabi Sabi Private Game Reserve is revealed

Karryon Luxury speaks to Sabi Sabi Collection’s Marketing Director, Jacques Smit during a visit to Sydney to learn more.

Karryon Luxury speaks to Sabi Sabi Collection’s Marketing Director, Jacques Smit during a visit to Sydney to learn more.

Sabi Sabi Collection has become the new umbrella brand under which the group’s four lodges, including Sabi Sabi Private Game Reserve, Sandringham Private Game Reserve, and any future properties for the group, will coexist.

Sabi Sabi Private Game Reserve is a family-owned private reserve in the Greater Kruger Park, South Africa.

We spoke with Sabi Sabi Collection’s Marketing Director, Jacques Smit, last week who was out from Johannesburg for a visit to Sydney, Melbourne and Brisbane to discuss the upcoming changes and expansion plans for the luxury safari and conservation brand. 

Janaya Birse, Director Sway Communications (representing Sabi Sabi); and Jacques Smit, Marketing Director, Sabi Sabi Collection.
Janaya Birse, Director Sway Communications (representing Sabi Sabi); and Jacques Smit, Marketing Director, Sabi Sabi Collection at Manly Beach, Sydney. Credit: Katrina Holden.

Currently, Sabi Sabi consists of Bush Lodge, Little Bush Camp, Selati Camp and Earth Lodge. Now a property titled ‘Sandringham’, a joint venture with a longstanding guest and philanthropist wanting to invest in areas where the company can make a difference, will be added to the collection.  

“We are excited to be entering a phase of exploration and growth with the aim of extending Sabi Sabi’s conservation and community-led ethos and over 45 years of experience to other parts of Africa, starting with the inclusion of Sandringham Private Game Reserve,” said Smit.

About Sandringham Private Game Reserve

Sandringham Private Game Reserve, part of Sabi Sabi Collection on the Timbavati River.
Sandringham Private Game Reserve, part of Sabi Sabi Collection on the Timbavati River.

“We saw potential in Sandringham and were captivated by its location against the backdrop of the Timbavati River, along with the opportunity of rehabilitating an old, neglected hunting area and turning it into a pristine eco-tourism protected area” Smit explained.

Located at the convergence of four rivers, bordered by Thornybush, Timbavati, and Ngala Reserves, the 6,500-hectare former hunting reserve is currently being regenerated by Sabi Sabi. This enormous task focuses on rehabilitation, rewilding and introduction of Sabi Sabi as protectors and custodians of this land and its inhabitants.

Sabi Sabi Collection are in the process of working with local authorities to have this environment proclaimed a protected area which will then provide an open wildlife corridor to Kruger National Park, enabling the free movement of game across the Greater Kruger Protected Area.

The name ‘Sandringham’ holds historical significance, tied to early settlers and gold mining in the area, with a recorded link to royalty visiting in the past.

With plans to build a lodge on the reserve, a crucial part of future-proofing the growing portfolio is training staff to Sabi Sabi standards. The Sabi Sabi Foundation continues to promote opportunities and provide platforms for local community members to be exposed and trained to the safari and hospitality industry. 

Lion Pride at Sabi Sabi.
Lion pride at Sabi Sabi.

Smit shared more over breakfast in Sydney. 

“Sandringham got its name from some kind of English connection years back. At first we came up with a few different names which were very African. And then finally, the investor came to me one day and said, “listen, I actually love history, so I’d like to keep the name and we just have to work around using it.”

“We were literally sitting in the bush – and this is what I liked about him is that he has his board meetings out on safari vehicles – and I’ll never forget as we were watching a herd of elephants.  He just said in a nice way, but very firm, you’ve got to find a way of making the name work. What he wants is to acknowledge the history – as dark as it might be – and remind people, this is where it’s come from and this is where we are now,” said Smit. 

Riverbed at Sandringham Private Game Reserve, Sabi Sabi Collection.
Riverbed at Sandringham Private Game Reserve.

“Up until today, we’ve removed eight truckloads of wire from snares, from illegal fencing. But the most important thing is seeing the change in the animal’s behaviour. The first time we saw lions on site, they retreated into the thickets and they were looking at us through the bushes, which is quite scary because they were definitely sizing us up.

“But now, three years down the line, we bumped into that same pride and they’ve now since had their own little cubs and one is a white lion. They lie across the road and we’ve just got to plan our days around them – they’re not going to move and we’re not going to chase them off as that’s part of the rehabilitation process: that when you see them, you make sure that they see you so they do not associate you with stress. It means you keep your distance, but you keep talking,” said Smit. 

Looking ahead, the Sabi Sabi Collection will continue its exploration to grow and will be looking at opportunities throughout South Africa. 

“Our vision is to be trusted globally in providing immersive and authentic experiences, always exploring to grow, yet balancing the protection and sustainability of the land and its people,” he said.

New Sabi Sabi Ranger Academy

Sandringham River Crossing, Sabi Sabi Collection.
A ranger driving a safari vehicle over the Sandringham River crossing.

Sabi Sabi Collective recently introduced a new Sabi Sabi Ranger Academy. The rigorous course curriculum is developed in collaboration with Bushwise. It provides a comprehensive module incorporating advanced certifications in first aid, rifle handling, vehicle maintenance, wildlife photography, social media and hospitality management. 

“Next year, we are almost going to be doubling up on staff at Sabi Sabi, and then moving some of the experienced staff up to the new reserve just to help with the process. With the Foundation, we fund 50 per cent of all applicants to the Sabi Sabi Ranger Academy, and then the other 50 per cent is external, taking in young people from all over the country for training,” he said. 

Viewing-elephants-on-a-Sabi-Sabi-safari-with-a-ranger
Viewing elephants on a Sabi Sabi safari with a ranger.

Beyond the essential safety training and thorough knowledge of animal behaviour in the wild, Smit says rangers are trained in reading guests and finding out what their interests are. 

“There’s nothing worse than going on safari and getting a Latin lesson. No, don’t care. Tell me stories about the animals, stories about your knowledge of the bush. That’s where the Ranger would entertain the kids, entertain adults, and really listening to the conversations while they’re driving. It’s stopping at a termite mound and some of the rangers can describe what’s happening underneath the ground like you’re watching a Disney movie…. just in how they bring it to life,” he said.

Solo travellers

Bush Lodge - Mandleve Suite 2, Sabi Sabi Collection
Mandleve Suite at Sabi Sabi’s Bush Lodge.

“Firstly, we don’t charge a single supplement. We want to encourage a solo traveller to travel especially if there’s parties or three, five and seven when they’re travelling with friends. The last thing I want is three adults to share a suite to save money. It’s not necessary. Take your own suite so that you have the exact same experience,” he said. 

Sabi Sabi works to find the right rangers for solo travellers.

Sabi Sabi Foundation and sustainable tourism

Sabi Sabi Foundation water tower tap in community
One of the Sabi Sabi Foundation projects: a water tower tap providing fresh water to the community.

“Just before COVID we refined the whole community experience to more of a foundation experience. Guests can actually go out after breakfast into the community and see all the community projects that the foundation has been able to implement through tourism. 

“We’ve got this catchphrase: tourism is conservation. Because we saw during COVID if you unplug tourism, nothing remains sustainable. Yes, we were lucky we’ve got an owner who kept up the funding on his own – but if tourism didn’t come back, that would have also dried up. 

“We tell people that by staying with us, you’re building that school; by sleeping in our beds, you’re providing running tap water to a community. That is our funds, our channel through the foundation. Then, if a guest has an interest and they want to go and see it, we will take them out,” he said.

The dining experience at Sabi Sabi Collection.
The dining experience at Sabi Sabi Collection.

“We’re all inclusive – Aussies love that….they don’t have to think about tipping! But when it comes to a community experience we charge USD$100 dollars. Because you want people to want to go and you don’t want the wrong people going out there thinking ‘oh, well, it’s a rainy day, I’ve got nothing else to do so let’s do this community thing’. No. I want people who are willing to put $100 down to go and view the villages where all our staff come from and then view the projects. Sabi Sabi Collection then matches every guest contribution,” he said. 

“To pay respects to the community elders, we take the groups to a traditional healer who is a very powerful person in the community. Guests see how they do their  traditional healing. Then they also go and pay respects to the local chief and if he’s around, he’ll come out and greet you – he’s a lovely guy,” he said.

The Australian market

Earth Lodge Entrance, Sabi Sabi Collection.
The entrance at Earth Lodge.

Australia represents the third biggest market for Sabi Sabi Collection, behind the US and the UK. 

Smit, a South African, spent four years working in Australia from 2001, after working as a safari guide.  He spent two years in Sydney and another two years on the Sunshine Coast, working for one of the African wholesalers and selling Africa to retail travel agents. 

He returned to South Africa and began his marketing role with Sabi Sabi in April 2006. His understanding of the local market has been invaluable, but he adds that Australians have a natural affinity with the style of luxury that Sabi Sabi offers.

“There’s a long-standing friendship with Australia. Sabi Sabi has always been very well positioned in the Aussie market. It’s a trusted brand, it’s been around for 45 years and has been working with the Aussie market for at least the last 30 years,” he said. 

“I think what Australians really enjoy with Sabi Sabi is that homely feel. Aussies can come and literally kick their shoes off and walk around in shorts and t-shirts – even though it’s a luxury brand, they can actually go there and be at home, as themselves. The staff love having Aussies in camp too because it’s always good banter and always a lot of fun,” he said. 

For more information, visit sabisabi.com