There is, at this precise moment in history, more written about African safaris than at any point since the first Victorian adventurer put pen to paper and described a lion as "most fearsome," and almost all of it has been produced in the last 18 months by tools that have never been closer to Africa.
Every safari brand communicates, whether it means to or not. Every word on your website, every caption on your Instagram feed, every subject line in your newsletter and every response to a guest enquiry is an act of communication that tells the reader not just what you're saying but who you are.
From September 2026, how we phrase our sustainability practices becomes a legal liability for anyone selling African travel to European consumers. The media is treating the deadline as a reckoning, and the compliance industry is treating it as a golden ticket, but both are missing the point...
We get asked fairly regularly why we create so many landscape format videos for safari clients rather than defaulting to the upright portrait format that dominates social media Reels and TikTok. It's a fair question. And the answer is more interesting than you might expect...
Something has gone wrong with the way the safari industry writes, and it's costing lodges and operators more than they realise. Sharon Gilbert-Rivett makes the case for prose that actually does its job.
When Google designer and product director Luke Wroblewski coined the concept of "Mobile First" in a 2009 blog post and subsequently a 2011 book, he backed website designers and developers into a corner without so much as a "by your leave".
Beige. Boring. Bland. Three things that describe countless thousands of safari websites across the world, thanks to one thing: average content.
I've spent 40 years championing sustainability in the African safari industry, and I'm going to say something that might surprise you: 100% sustainability in this sector is a Holy Grail.
From Mombasa at three to a successful award-winning career as a journalist and travel writer - Sharon Gilbert-Rivett's journey to founding The Safari Collective is anything but ordinary.
This is a blog we created for Baobab Ridge - a luxury safari lodge in South Africa's Klaserie Private Game Reserve, part of the Greater Kruger National Park. It's what we call a "legacy story" - focusing on a key member of staff and sharing their life's journey. Enjoy the read!
