America As You Like It founder launches luxury brand

“We had this brand extension in mind for a while, as our customers’ needs and preferences were evolving. They were still longing for remote wildlife encounters, but with five-star amenities,” said Smit. “Whilst a global pandemic isn’t the ideal time to launch a new travel brand, it gave us the time we needed to fully develop the offer, so we went for it!”

Options include swimming with whale sharks in a private marine reserve near Zanzibar; witnessing grizzly bears in the wild in Canada; viewing polar bears, narwhals and icebergs under the Midnight Sun; trekking gorillas in Rwanda; and cruising in Tahiti.

Luxury accommodation options include Ngare Serian in the Masai Mara; exclusive-use Thanda Island, off the coast of east Africa; and Ol Molo luxury adventure lodge in Kenya.

One of the key components of the company’s mission statement is to actively promote environmental protection through education, actions, and initiatives that promote responsible travel.

To do this, Smit said WOTWL will be partnering with a number of organisations to achieve sustainability goals and support wildlife conservation, as well as selecting accommodation providers based on their ecological and sustainability credentials.