Singita is a South African luxury ecotourism and conservation brand which operates an exceptional experience – with limited guest and vehicle numbers, consistent game viewing and warm-hearted hospitality
HOLISTIC SAFARI EXPERIENCE
Singita is a South African luxury ecotourism and conservation brand which operates private game lodges in a number of countries. Meaning ‘Place of Miracles’ in Shangaan, the language of several South African ethnicities, the company was founded to provide an exceptional experience – with limited guest and vehicle numbers, consistent game viewing and warm-hearted hospitality.
Singita is a conservation and ecotourism brand driven by a purpose – to preserve the precious African wilderness it safeguards. Its 16 lodges and camps, spread across South Africa, Zimbabwe, Tanzania and Rwanda, encapsulate the very best of luxury travel, and celebrate the unique natural and cultural heritage of their locations, while underpinned by a common goal of creating meaningful, personal and sustainable experiences.
The first lodge only had six guest rooms, but the plan was to create something very different from what was then available in the marketplace
The lodges are individually designed to reflect the regional character while providing the utmost comfort. They are refurbished every 7 years and fully redesigned every 10 to 12 years. “We inspect each lodge every year to make sure they are in excellent condition,” says Guy McGregor, General Manager Singita Group – Development, Projects, Procurement and Logistics. “What distinguishes us from others is the very personalised attention our guests receive.”
The beginnings
Singita’s founder and chairman Luke Bailes opened the first lodge in 1993 on a piece of
land purchased by his grandfather in a remote corner of the Lowveld in South Africa, with a view to offering an upmarket safari experience that would support nature conservation, so that Africa’s pristine wilderness areas can flourish for years to come.
“The first lodge only had six guest rooms, but the plan was to create something very different from what was then available in the marketplace. In those days, a typical safari was quite rustic, but Luke’s vision was to incorporate more luxurious elements such as a private plunge pool, bigger, air-conditioned rooms, and outdoor verandas,” recalls Guy McGregor.
From the first lodge the company went from strength to strength, as Luke managed to attract high net worth individuals that wanted just what he was offering – a more luxurious but still fully authentic safari. The focus on preserving nature has remained strong until today and regardless of location, each Singita lodge is inspired by a reverence and respect for nature.
Guy explains that he joined the company in 2004 when Singita was about to open a lodge in Kruger National Park called Lebombo as a private concession, a unique property developed in line with strict environmental requirements.
The design of Lebombo Lodge was inspired by the many eagles’ nests built into the cliff face of the river bank, resulting in organic, light-filled structures, floating between river and sky. Besides the private suite spaces, the lodge offers a wine studio, library and rooftop terrace, an interactive kitchen, a vibrant bar and help-yourself deli, and an additional 25-metre lap pool. Interestingly, in 2023 the Lebombo Lodge was listed as N 15 in The World’s 50 Best Hotels.
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Professional procurement
As more lodges were added, Guy moved from being a lodge manager into a wider-reaching role, starting an in-house support department for the group. “My task was to make sure that the properties stay looking as good as the day they were opened. I would go and help the lodges, and design housekeeping manuals and standard playbooks, eventually setting up the in-house support team within the business.”
He reflects that business growth has been
helped by the founder’s visionary approach to creating something special. “Each lodge has its own look and feel. We wanted to prevent any erosion of that original design concept, which is so strong in each lodge. And with that comes a whole set of other challenges.”
“This led, almost naturally, to the creation of an in-house procurement function,” he explains. “One day, to the amazement of my colleagues, we had 36 lower-deck dining chairs arrive at the Cape Town corporate office. That really highlighted the need to have a distribution centre, formalise the procurement process and generate efficiencies with that.”
100-year purpose
Today, Singita employs hundreds of people across Africa and operates 16 lodges, camps, and exclusive-use villas in six locations spanning four countries – each a peaceful sanctuary that celebrates the beauty of the African bush.
“Although the properties are all different and each is unique, they all have the same essence,” says Guy. “Everyone in the business is aligned with our 100-year purpose – to conserve and protect large tracts of land for future generations. And that really underpins everything we do at Singita.”
This philosophy is based on three core pillars: Biodiversity, Sustainability and Community. By combining luxury travel with long-term investment and involvement in conservation, community
empowerment and sustainability projects, Singita ensures mutual benefit for both nature and people.
“We subscribe to One Planet living principles and as an ecotourism and conservation brand, and to put this commitment into operation, we seek suppliers and partners who subscribe to our core principles and code of conduct.”
He says that over 65% of goods are locally procured. The company has regional offices in each country focusing on local sustainable procurement
My team has worked and partnered with suppliers over the years to develop bespoke items that are woven into the Singita guest experience.
that stimulates local economies. “Our suppliers are expected to share our values. They must comply with prescribed delivery plans; they must submit invoices timeously, and they must guarantee that all information on the ordering system, including pricing, is kept up to date.”
Leaving a proud legacy
Guy was instrumental in setting up the supply chain management system. The Singita support hub based in Johannesburg conceptualises, curates, manages and delivers brand-aligned lodge products, experiences, materials and projects that support a seamless guest experience, unique to Singita.
“This is essential for the brand to live effectively on a daily basis as well as to inspire everyone who comes into contact with it, leaving lasting and cherished memories. My team has worked and partnered with suppliers over the years to develop bespoke items that are woven into the Singita guest experience.”
The online system, an in-house web-based job card portal, which Guy custom-developed, has been instrumental in the success and efficiency of the department, fully integrated into other workflow systems. It holds the various parties fully accountable and contains a wealth of knowledge and IP.
“One of the achievements I can be proud of during my tenure at Singita is the way we harnessed technology to support regional and global procurement across the whole group, and to do so in a very lean and efficient way. Everything is on one platform, so it’s fully integrated and very transparent, which is critical with various different shareholders and each lodge running as its own entity.”
The system that he devised will be a valued legacy when he moves to a new exciting chapter of his career very shortly, as the MD of an architectural turnkey design firm. “I’m incredibly grateful to have been such an integral part of the Singita family and to have grown with the brand. To me, the Singita family will remain treasured and very special,” he affirms in concluding.
I’m incredibly grateful to have been such an integral part of the Singita family and to have grown with the brand. To me, the Singita family will remain treasured and very specia
