For this group of jaded travelers, there’s nothing more refreshing than Africa.
Binky describes a typical African experience: "It’s like stepping back in time. The time when animals ruled the earth. When you drive around, you feel that this is exactly what it was 5,000 years ago. We are seeing the same things our ancestors saw. When you go to a beach resort, it’s not the same. Wildlife has been eradicated and the animals and fish are no longer there. In Africa, land and animals roam free as they were."
Binky, a former banker with Morgan Stanley, first traveled to Africa while on sabbatical from the bank. "I wanted to go on safari and do more than just travel," he says. "I wanted to learn more about conservation." He spent four months in Shamwari Camp, a reserve found on the Eastern Cape of South Africa, where he became a ranger-apprentice. As a ranger, he helped reintroduce species like antelopes, zebras and waterbucks into the park by building fences that would keep the animals in.
After that, he was hooked.
The only problem about going to Africa was the hassle of planning the trip. There were no travel agencies in Hong Kong, where Binky and Litlit were both based, that specialized in the continent. So, Binky and Litlit had to coordinate their own trips with specialists in the US, the UK, or South Africa. It was difficult to plan trips because of the different time zones. Then they had to figure out their visa issues, air routes, and itineraries in between their busy careers.
"We learned the ropes on our own," Binky says.
Before they knew it, Africa-bound family members and friends started running to them for advice as well.
Pretty soon, Binky and Litlit became the Africa experts. "At first, people would ask for help and we would give them advice and end up giving business to a lot of guys," he says. "We said we might as well do business for ourselves." Thus, they decided to put up the company. Binky sums up his company’s value proposition to customers: "All you have to do is pay and we’ll make it easy."
They approached Wilderness Safaris, a safari company that operates 39 camps in seven African countries like Botswana, Namibia, South Africa and Zimbabwe, and were appointed the group’s exclusive agent in Asia. Wilderness Safaris, like the Aman group, specializes in high-end, resort-like camps. A camp in Botswana, for example, is 100,000 hectares on average, and has five to 10 tents. The tents, depending on what you can afford, can be regular-sized or as big as a suite. Spoiled guests need not worry about being deprived of five-star comforts. There is absolutely no television or mobile phone signal, but there are flushing toilets, linen sheets, lots of space, and wonderful food.
A typical trip for a first-timer covers three camps over 10 days. A typical day starts before sunrise, when animals are most active, and ends at about nine in the evening when guests can either chat around a campfire or go to bed. In between, guests can fish, walk, do water sports, admire a sunset, eat, or do a nocturnal safari.
"It’s not the same as going to a zoo in South Africa," says Binky. "In a zoo, there are fences, electrics posts. On a safari, your senses are heightened. There is a sense of danger in every corner."
For the faint-hearted, guides with rifles are nearby to shoot at say, hungry lions, or an over-aggressive rhino.
Toby Gan, a local entrepreneur and investment banker, who has been to Botswana via Asia-to-Africa, says it is the best vacation he’s ever had in his life. Toby and his wife Bernie were lucky enough to witness a kill that involved two lions attacking and then feeding on buffalo. In fact, Toby, a big Discovery Channel fan, so enjoyed his trip, he shows a videotape of the kill to his house guests, acting almost like a salesman for Asia-to-Africa.
"A place I was happy with," Toby says. "I would never trade it for Europe or the US. You know that Aman feeling of simplicity and elegance? That’s what you get here. Things are done very tastefully. Preparations are really well done. I was able to rest. It was good for the soul. I found peace. I thought I was going to die without my cell phone and newspaper for two weeks but it was worth it. I thought it was expensive before the trip, but coming back, it was worth every penny. The senses are gratified – for instance, the smell of sage is everywhere. From the camps to the bush…the African sky is so different…" Toby and Bernie will make a second trip to Africa this May.
So far, the business is being run part-time because all the partners have thriving careers. Also, the partners wanted to test the market out before pouring money into the business. "We thought it had potential but we weren’t 100 percent certain," Binky says. "‘Would Asians like this?’ was the question foremost in our minds. But we said, let’s just do this and see the response. We took a low-key approach and marketed it by inviting people over for cocktails. We did not want to spend a lot of money on marketing."
Last year, they were able to arrange 60 safaris for mostly professionals – consultants, lawyers, and bankers – many of them expatriates from Hong Kong and Singapore.
So, will they go full blast soon? "After these 60 guys, it’s a resounding yes. Based on testimonials, a lot of them say that this is their best trip ever. And we’re talking about well-traveled people. So, we’re more confident. Marketing-wise, we are spending on brochures, videos, and writers from the South China Morning Post and the Singapore Straits Times to go on trips."
Binky sounds like he has done his homework. Asia-to-Africa will go after three segments. "First, the oldies or semi-retired people who have lots of time on their hands," he says. "Second, the yuppies or 30-to-40 somethings, mostly bankers, lawyers, and entrepreneurs who are under a lot of stress, have money but not a lot of time, and can afford it, but want a sulit trip. Third, the older honeymooners who have been to Paris and Bali and want to go to a place where neither have been." Binky believes that when they do this full blast, they will be able to handle 300 safaris a year easily.
A typical 10-day safari will set you back $4,000 to $5,000 (excluding airfare) and there are definitely cheaper alternatives for folks who prefer the Lonely Planet route, but Binky says, the fee includes bed, board, and all activities. "If you compare this to a trip to Paris," he says, "and your budget includes hotel, eating, sightseeing, and shopping, Paris will cost the same, maybe more."
The partners are excited about their Pan-Asian business plans but Binky puts things in context. "We love Africa and want to share our experience with others. We’re not here to make 10 million dollars."