Singita expands Relais & Châteaux portfolioApril 3rd, 2012 by H&R | Categories: hotels, industry, tourism
Singita Game Reserves is expanding its presence within the Relais & Châteaux association, with the addition of Sabora Tented Camp and Singita Faru Faru Lodge, joining Singita Sasakwa as Relais & Châteaux members in Tanzania’s Singita Grumeti Reserves.
This increases Singita’s membership within the Relais & Châteaux portfolio to eight properties in three African countries, including Singita Pamushana in Zimbabwe, and four membership lodges in South Africa: Singita Ebony and Singita Boulders in the Sabi Sand Reserve, as well as Singita Lebombo and Singita Sweni in the Kruger National Park.
Tanzania is emerging as a hot new tourist destination, with the New York Times recommending it recently as ‘number 7 on a list of 45 places to visit in 2012’. It was further recognised and endorsed by Travel + Leisure magazine, when readers ranked Singita Grumeti Reserves No. 1 on the 2011 World’s Best Awards list of Top 100 Hotels Overall. One of the jewels in the crown of Singita’s iconic safari destinations, Singita Grumeti Reserves is situated along East Africa’s world-famous wildebeest migratory route, where guest experiences are said to be nothing short of life-changing.
Including three Singita properties in Tanzania as Relais & Châteaux members, is a joint initiative to increase exposure of Tanzania to the prominent international Relais & Châteaux client database. Lindy Rousseau, Singita chief marketing officer, says this makes it much easier for Relais & Châteaux guests to book a five or six night destination itinerary to Singita Grumeti Reserves, that includes a combination of two or three Singita lodges and camps.
“Association with strong, well-established brands is an important strategy in the ever changing luxury travel environment. Choosing Relais & Châteaux properties assures guests that they are dealing with the best of the best – purchasing a boutique, quality experience. Other benefits of belonging to the Relais & Châteaux Association, and for guests selecting those properties, include an international marketing presence and an extensive global distribution channel of specialist travel agents across the world,” she says.
Relais & Châteaux is an exclusive collection of 518 of the finest hotels and gourmet restaurants in 60 countries, with 22 member properties in the Southern, East Africa & Indian Ocean Islands Delegation. Established in France in 1954, the Association’s mission is to spread its unique art de vivre across the globe by selecting outstanding properties with a truly unique character.
Welcoming the two new Singita properties into the Relais & Châteaux family, Annie-Claude Bergonzoli (Relais & Châteaux director for Southern & East Africa & Indian Ocean) says that Relais & Châteaux was delighted with the expansion of Singita’s presence within the Association. “These two properties add a more complete itinerary in this region, building an even more unique experience,” she adds.
In conclusion, Rousseau notes that Singita will be working with Relais & Châteaux on a series of promotional activities including media coverage, web presence, direct mail pieces and specialist packages to endorse this new initiative to promote Tanzania as destination of choice in East Africa.