What happens when the future of luxury collides with a passion for purpose? In this exclusive and revealing conversation, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, meets Co-Founder, Greg Fox, and the progressive force behind Mahlatini Luxury Travel. From tracking gorillas in misty Ugandan forests to presenting deeply personal adventures across Africa and the Indian Subcontinent, Mahlatini has become synonymous with immersive, sustainable travel for the world’s most enlightened explorers. But beyond the accolades and beautifully tailored itineraries lies a deeper story – one of heritage, bold choices, and a reimagining of what it truly means to travel in luxury today.

This interview peels back the layers of the brand and the man behind it, offering a candid look into the mind of a leader who’s not just navigating the luxury space, but reshaping it.

Questions:

Alexander Chetchikov: Greg, as someone who has helped shape the landscape of luxury travel over the past two decades, how would you define “luxury” today? Has the meaning of luxury evolved for modern travelers?

Greg Fox: Luxury today is less about comparing beds and bathrooms, and more about meaning. Modern travellers are looking for authenticity, purpose, and impact – they want to understand where their money goes and how their journey benefits the people and places they visit. At Mahlatini, we’ve always believed luxury is about connection, not just comfort. It’s about going deeper: meeting communities, supporting conservation, and creating experiences that leave a positive footprint. That’s the evolution we’re seeing, and it’s one we’re proud to be part of.

AC: Digital innovation is rapidly transforming how luxury services are delivered. How is technology influencing personalization and sustainability in luxury travel experiences?

GF: Technology is helping us elevate both personalisation and sustainability without compromising the human touch that defines luxury travel. Our new, advanced itinerary-building system allows our experts to craft tailormade journeys with incredible precision, using the finer details our clients share with us to create truly meaningful experiences.

AC: What do you see as the biggest trends shaping the future of luxury travel, particularly for discerning global travelers in search of more meaningful experiences?

GF: One of the biggest shifts we’re seeing is the rise of the conscious traveller, someone who’s asking deeper questions like, ‘Where is my money going? Who benefits from my stay?’ It’s no longer enough to offer a luxury lodge and a game drive. Travellers want to know if your hotel uses plastic bottles, how you treat your staff, and what your environmental policies are. It’s about meaningful experiences with accountability built in by supporting conservation, engaging with local communities, and understanding the broader impact of their journey. It’s a move away from passive consumption to purposeful travel.

AC: You’ve successfully built long-standing partnerships across regions and communities. How important is collaboration within the luxury ecosystem, and what role does shared vision play in creating authentic, sustainable offerings?

GF: Collaboration is essential. We can’t create authentic, sustainable experiences in isolation, it takes shared vision and mutual trust between us, our suppliers, and the communities we work with. We’re incredibly intentional about who we partner with, and why. We’ve seen first-hand how some lodges that appeared to be doing a lot for sustainability actually weren’t, while others, who didn’t advertise much, were making huge strides. It’s about working with those who align with our values and have a genuine commitment to sustainability, not just greenwashing, to ensure that everyone involved, from local guides to lodge staff, is part of the bigger picture.

AC: With global crises and environmental consciousness rising, how can the luxury industry maintain exclusivity while also becoming a force for good?

GF: I believe the key is integrating exclusivity with responsibility. Luxury isn’t just about rarity or status, it’s about offering meaningful, transformative experiences and opportunities that also support conservation and community. At Mahlatini, we provide clients with opportunities to engage in these causes, such as joining Mama Christina at uThando. We also offer the ‘Pack for a Purpose’ initiative, where we support clients by identifying the best items to add to their luggage and work with our suppliers to ensure these are distributed to those most in need. We partner with environmental organisations like Joinery, who create our travel wallets from recovered ocean plastic, and One Tree Planted, funding the planting of one tree for every client who travels with us. There are many more initiatives too. By offering these authentic, high-impact opportunities, we help clients ensure their travel choices create lasting, positive change. The luxury industry can maintain its exclusivity while also being a force for good.

AC: Mahlatini has just been honored with the International Sustainability Award. What does this recognition mean to you personally and to the wider Mahlatini team?

GF: Receiving the International Sustainability Award is a moment of immense pride for both me personally and the entire Mahlatini team. It’s a recognition of the hard work and dedication we’ve consistently put into ensuring that sustainability is at the heart of everything we do. For us, it’s not just about ticking boxes, it’s about genuine impact, from conservation to community engagement. This award validates the ethos we’ve built over the years, reaffirming that we’re on the right path. It also strengthens our commitment to continuously improve and innovate in ways that benefit both the environment and the communities we work with. It’s truly a testament to our team’s passion and commitment to sustainability.

AC: Your personal journey is fascinating – especially as a descendant of African explorer Charles John Andersson and someone who studied Environmental Science. How have these roots influenced your vision for Mahlatini and its focus on conservation?

GF: My personal journey has deeply shaped my vision for Mahlatini, particularly my connection to African heritage through Charles John Andersson, and my background in Environmental Science. We’re not just offering a “look at this” experience, but a chance to engage authentically with the places and people we work with. There’s a mindset shift we need to embrace when interacting with other cultures – it’s about observing, listening, and appreciating – not shaping or influencing. We give our clients the opportunity to witness real, unfiltered moments. They’re invited to observe life as it is – pure and undisturbed. By fostering this type of authentic engagement, we ensure that our clients’ travel experiences are not just meaningful, but also respectful and sustainable, contributing to the preservation of what makes each destination unique. And that’s what we want to represent: travel that feels like an invitation, not an intrusion.

AC: Mahlatini’s itineraries are celebrated for blending luxury with local immersion. Could you share a recent itinerary or destination you feel best represents Mahlatini’s ethos of sustainable luxury?

GF: Luxury Botswana Family Trip

AC: Building a globally respected brand that stands for both authenticity and innovation is no small feat. What have been some of your proudest milestones – and most defining challenges – along the way?

GF: One of the proudest moments for me has got to be receiving our B Corp certification. It’s not just a recognition of our efforts, but it validates the work we’ve been doing behind the scenes for years. It holds us to a higher standard and really proves that we’re serious about our values, whether it’s sustainability, social responsibility, or ethical business practices. But I also want to make it clear that B Corp isn’t why we do it; it’s a by-product of how we operate.

Beyond that, one of the things I’m most proud of is the way we take care of our team. Our staff is incredible, and the feedback we get from them about the way we support them is incredibly rewarding.

And, of course, there are all the other initiatives: charities, sustainability efforts, and more that we’re part of. They all add up to the bigger picture and demonstrate that we’re serious about making a positive impact.

AC: For aspiring leaders in luxury travel, what advice would you give about creating experiences that truly resonate with high-end clients and leave a positive legacy?

GF: Don’t chase trends but chase truth. High-end clients today are incredibly discerning; they see through performative gestures and expect genuine, meaningful experiences. So, start with authenticity. Know your destinations intimately, build strong local relationships, and really understand the “why” behind what you’re offering. It’s also vital to remember that luxury isn’t just about exclusivity anymore: it’s about impact. If you can create experiences that move people emotionally and leave a positive footprint – whether through conservation, community upliftment, or cultural respect – you’re not just building a brand, you’re building legacy.

Wrapping up this inspiring exchange, one thing is clear – Greg Fox isn’t just cultivating luxury travel; he’s trailblazing a new era where sustainability, purpose, and style coexist effortlessly. From bold, bespoke itineraries to industry-leading ethical practices, Mahlatini is proving that conscious travel is the future – and it looks seriously good. As the luxury world evolves, leaders like Greg are showing us that the most exclusive journeys are the ones that leave a positive mark. Here’s to travel that feels as good as it looks. Visit https://www.mahlatini.com/ to find out more.