MEET THE MENTOR: SUZANNE BAYLY-COUPE
FUELLED BY A DESIRE TO EXPLORE AFRICA’S WILDEST PLACES IN SUPPORT OF CONSERVATION AND COMMUNITIES, SUZANNE BAYLY-COUPE ESTABLISHED RENOWNED REPRESENTATION COMPANY, CLASSIC PORTFOLIO, OVER 22 YEARS AGO, AND HAS SINCE DEDICATED HER TIME, PASSION AND ENERGY TO PURPOSE DRIVEN TOURISM IN AFRICA.
Classic Portfolio is widely recognised as the leading independent portfolio of visionary owners with authentic hotels, lodges and camps, committed to conservation, community and commercial sustainability while offering trusted experiences for discerning travellers. We are delighted to welcome Suzanne on board as a mentor for members of The Conscious Travel Foundation, and spoke to her about her own sustainability journey and the inspiring work her clients are doing across the African continent.
What inspired you to establish Classic Portfolio?
I have always wanted to be an explorer, discovering the vast beauty of our planet and seeking adventure in the wildest place. Soon after completing my university degrees I was lucky enough to be in the right place at the right time and bought my business in my mid-twenties. Since then I have dedicated my time, passion and energy to exploring over 18 African countries and worked with over 40 private owners in the pursuit of building commercial foundations to support their conservation initiatives and community empowerment. I constantly challenge boundaries and pioneer a new way of thinking as I firmly believe we all have a role to play in ensuring the best future for Africa.
What is the most important criteria for a property to become part of the Classic Portfolio collection?
I have to love it. I have to believe in it. This is not just about the place and the guest experience, but about the essence of why it exists and the visionary owner who created this property. In over 20 years I have only worked with about 40 owners across Africa (16 currently) and turned down hundreds of other opportunities that were not aligned with my business values.
Why is the idea of conscious or sustainable travel so important to you?
It is not just in travel that we need to be conscious and sustainable, but in every aspect of our lives. Putting a label on something to make you feel good about your decision is not sufficient. We each need to ask questions first, then consider the information, before making our decision. This process of enlightened learning drives conscious choice. As a tourism industry we need to be transparent and accountable about how we run our businesses so that we provide curious and conscious travellers with the right information to enable them to make sustainable decisions.
Has sustainability always been part of your vision for Classic Portfolio or has it recently surfaced of value as the world is becoming more environmentally conscious?
I never actively thought about this in the past. Growing up on a farm, life was all about careful balance. It was just logical to build a business that was in balance with my purpose, the environment and local communities, while driving commercial viability for the owners and myself. We have to make profit to be sustainable. My values are unaltered (if anything deepened) but I realise that few people truly understand the full circle of sustainability, especially when it comes to the complexities we face in Africa. Our vision has adapted in how we communicate and educate, but not in what we do.
Who are your sustainability heroes in Africa?
Right now, I am super inspired by Stephan Bruckner at Wolwedans in Namibia. He took this COVID setback as a time to write the most inspirational and visionary blueprint of ‘Business in Balance’ which should be a leading example to all of us. I cannot wait to share his Arid Eden concept with a wider audience. He talks about the Wolwedans Matrix with 5 C’s in his business: Conservation, Community, Culture, Commerce and now added the 5th pillar of Consciousness. If anyone is seeking true inspiration on how to run a better business and live a better life, then time at Wolwedans is most certainly the place to reset your business plans and restore your soul.
Wolwedans, deep in the NamibRand Nature Reserve
We know you think transparency of costs is very important – how do you suggest we formalise that?
Ha ha, now that is the elephant in the room! I firmly believe transparency together with accountability are the building blocks of sustainability. If we want people to make conscious decisions, they need all the information and we therefore need to be transparent about how we run our businesses and what value we add in the chain. The travel industry is of the worst with hidden costs and inflated prices. This has to end. Travellers need to know how much they are paying for accommodation, flights and transfers, park and conservation fees and travel planning fees charged by the channel. There is nothing wrong with making money and charging for expertise! So why can the travel planners not charge a fee instead of loading our bed nights with hidden commission. Our industry is not in balance and this has to change.
What do you feel is the best way for tourists to “give back” when they travel?
At the very least make an informed and conscious choice about who they book through and where they choose to stay. The financial contribution they are making is invaluable when it goes through the right channels. Please do not think giving back is handing out sweets, getting school kids to sing or painting a classroom. Be conscious about what you are doing and own your impact. Travel with the right businesses who are transparent and can guide you as you make your travel plans.
Can you shine a light on a particular property that you think is doing great work?
There are so many, and I can say I am extremely proud of all the members in Classic Portfolio. During this crisis they have held firm and true to their unwavering commitment to Africa and have owned their impact with dignity. We are facing a long recovery and all these unique experiences deserve our respect and support.
Suzanne getting hands-on with rhino conservation at Marataba
How do you establish the chain of trust (for example, with agents) that your properties are having a positive impact on their environment, so the consumer doesn't have to make these choices?
Develop a culture of business transparency. This includes sharing our successes and failures. We are not perfect, sometimes we make mistakes and get it wrong, especially when you add in the human element of communities. But we have to keep on at it. Conservation and community work is not all highlights and hero moments, there is a good deal of blood, sweat and tears. Through agents and travellers asking more questions about sustainability, this has led to changes on the ground, but most important it drives the need for a transparent and accountable narrative.
What have been the biggest challenges you’ve faced in light of COVID-19?
Our greatest challenges have also been our opportunities. Our lives and businesses hit neutral and those that were able to adjust, get back into gear and set direction took the lead. To start we faced the blinding fear and uncertainty our industry had to deal with as we saw bookings drop and business on the books disappear – we have been left with a devastating void of travellers and revenue. At this time, we took stock and started leading with some thought pieces about what opportunities this reset holds, much of this focused on transparency, accountability and sustainability. With other thought leaders we started to question how our industry is constructed and what impact the lack of the traveller dollar has had in the conservation and preservation of wild places as well as the local communities. How do we prevent this in the future?
The opportunities have been that we have had time to collaborate with like-minded partners, share best practice ideas, take stock of how to develop a more sustainable foundation that will carry us into the future.
Are there any messages or causes you are championing that you want to shout about?
The cause we are championing: open economies and skies, get people moving again, we need governments to make rational policy decisions that prevents the unnecessary spread of a virus, but also enables and supports economic viability. The number of people marginalised and pushed into poverty is far greater than the number directly impacted by the virus.
The message: travel as soon as you can and consciously select the places you want to invest your time and hard earned money, destinations need tourism to return, our airlines need to see increased load capacity, Africa needs park and conservation fees to be paid.
Do you wish to comment on any travel trends or attitudes to travel that you are seeing and feel strongly about?
We need more travellers and agents who are open to embracing adventure. Take the road less travelled and in every itinerary head to at least one place that is off the beaten track, own your impact. We have a vast, beautiful and fragile planet that is waiting to be explored by conscious travellers.
Finding solitude at Wolwedans
