Tag: Antarctica

Transformational Travel: Q&A with White Desert Chief Marketing Officer

In this Q&A series, Discover Africa Safaris delves into the rising interest in transformational travel.

In this interview with Antarctic expedition specialists White Desert’s Chief Marketing Officer Mindy Roberts we examine how White Desert integrates sustainability into its operations, among other pressing topics in adventure travel.

The adventure travel landscape has significantly evolved in recent years, reflecting broader shifts in traveler demographics and desires. White Desert has observed a noticeable trend where younger travelers are prioritizing unique experiences and memories now rather than postponing such adventures for their retirement years.

As Roberts points out, the travel company known for its expeditions to the Antarctic is witnessing a change in its clientele. More families with teenagers or young adults are now opting for these trips, creating unforgettable memories before their children transition to the next phase of their lives, such as college or university. 

Robert’s 20+ year career has spanned three continents, beginning in organizational psychology consulting with C-suite executives from Russia to London. 

She later transitioned to living in Zambia’s African bush, merging commercial business development with conservation and sustainability.

Most recently, as part of the executive team at White Desert, she has been pioneering luxury tourism and adventure in Antarctica, redefining the boundaries and possibilities of travel.

SEE: From South Africa’s Red Desert to Antarctica’s crystal glaciers 

Read the full interview below.

Discover Africa Safaris: How has the profile of the adventure traveler evolved over the past few years, particularly in the context of White Desert’s guests?

Mindy Roberts: “We’ve seen a change in demographics with younger people wanting to travel and create memories now, rather than wait until retirement for this kind of bucket list experience. We’ve also seen more parents with late teen or early 20s kids want to travel together as this might be the last time as a family before kids head off to Uni or Collage.

With the rising interest in transformational travel, what are you most focused on when it comes to creating this type of travel experience?

“We are so fortunate in that Antarctica has an energy that naturally creates the space for people to find new kinds of joy. Whether it’s being brave and trying a new activity they never though they would or being quiet and simply soaking up the energy of the glaciers in a time of mindfulness.

Sustainability is a significant concern in travel today. Can you discuss how White Desert integrates sustainable practices into its operations and guest experiences? 

“We have two main focus areas. Our Operations, which we continually strive to be more streamlined and efficient when it comes to energy emissions and output. We have been Carbon Neutral since 2007.

“We are the first Antarctic operator to use Sustainable Aviation Fuel in our fleet (SA) at a blend of 30%, which is significant when you see the big airlines looking to blend around 1% initially.

“We remove all waste from the Continent, which impacts much in the supply chain from how we prepare our food or how we set up our bathrooms on ice.

“The second is being proactive about climate change and impact and this year we are setting up the White Desert Foundation which will focus on new projects to capture carbon and enhance the development of green technology.

It’s been a minute since Covid-19’s impact on travel. What long-lasting changes on adventure travel trends have you noted? 

“I think the biggest one I’ve seen is a re-set on people’s outlook to travel in a couple of ways.

1) Wanting to create memories now rather than ‘one day’ with the people they love and choose to share their time with.

2) A true appreciation for nature and how we interact with the planet for mutual growth. That might be by changing their behaviours or mindset when they go home after experiencing a place like Antarctica – almost like a duty of care to make sure these places exist into the future.

Can you share a standout guest experience with White Desert?

“One guest in their early 40s had never been disconnected from their phone as when they started working, it was already the time phones were used as computers.

“We don’t have wifi or cell service available for guests in Antarctica and he spent the first week of his life without this technology. After getting over the ‘guilt’ & stress of being disconnected, he said it was the most peaceful and joyful week of his life. As a result, he and his wife are now planning one week a year to be off-grid after he witnessed the profound benefits (and increase) to his mental health.

Mindy Roberts White Desert CMO Penguins
Mindy Roberts, White Desert Chief Marketing Officer in Antarctica, taking in Emperor Penguins

As CMO, what is the most challenging aspect of marketing a unique destination like Antarctica, and how do you overcome these challenges? 

“The most challenging aspect is that many people who could and should experience this destination don’t know it exists, or if they know about it, they have a distorted perspective of the adventure.

“Telling the stories of how this place makes you feel, reset and expand your mind can be hard as people are in a scroll and high consumption state of being and the stories need a little time and space to be fully digested. I created a daily vlog from my last trip which seemed to work well with many people – a 40 second video of each day to take you behind the experience.

READ: AI Trip Planning Tools Making Travel Easier

Can you discuss any emerging technologies or tools that you believe will revolutionize access to adventure travel in the coming years? 

“VR and XR are interesting and tools we already use. For people who can’t afford these complex and hard to reach destinations, this can be the best way to feel like you’re there without going. The mind often can’t tell the difference between experience and memory, so hopefully this could be an opportunity to get more people to care for and protect Antarctica without them having to physically visit.

From your personal experiences, what is the most memorable journey you have undertaken, and why does it stand out? 

“It might sound weird, but I have re-wired my brain to get excited when I feel a little fear. It takes practice, but I think that’s why the best experiences I’ve had are those that make me feel a little uncomfortable or out of my depth initially but sharing with people I trust.

“I went canyoning in Montenegro with my brother and some close friends and loved the physicality of the sport as well as the fear of abseiling into the unknown, sliding down rock waterfalls and then celebrating together at the end!

Looking ahead, what are the key trends you anticipate will shape the future of transformative adventure travel?

“I think we are seeing more people want to travel authentically and (I hope) it’s less about ticking a box and more about expanding our perspectives.

“I love the idea of the overview effect and having travel be part of understanding our own place in the world and giving us a connection with those different to us in order for us all to learn, grow and be better planetary neighbours.”

Transformative Journeys: From Africa’s Red Desert to Antarctica’s Crystal Glaciers

As seasoned travellers shift away from traditional European getaways, there is a growing trend toward exploring less conventional and under-the-radar destinations. This movement is fueled by various motivations, including the fulfillment of long-held dreams sparked during the pandemic, the desire to celebrate with loved ones in a transformative travel experience, and the allure of being among the first to discover a new locale.

Luxury travellers, in particular, are drawn to the untouched and unexplored, finding allure in the cultural richness and unique itineraries. In this guide, we look at two destinations in particular: Tswalu Kalahari Game Reserve and Antarctica, which both epitomize the essence of transformative travel.

They provide luxury and comfort and profound engagement with some of the planet’s most extraordinary environments, going beyond mere relaxation to include education, conservation, and personal enrichment.

Here’s why they provide a refreshing alternative for those eager to diverge from familiar paths and experience something extraordinary

Tswalu Kalahari Game Reserve, South Africa

outh Africa’s largest private wildlife sanctuary offers an expansive and exclusive encounter with the red dunes of the Kalahari Desert. This luxury destination appeals particularly to those seeking a transformative travel experience due to its commitment to conservation and the rare opportunity to engage deeply with untouched wilderness.

  • Unique Red Sand Dunes: The Kalahari Desert is renowned for its striking red dunes. This distinctive coloration is due to the high iron oxide content in the sand. The red sands create a dramatic landscape and reflect an ancient geological history that dates back millions of years. The hues vary from deep rust to bright terra cotta, shifting beautifully under the changing sun.
  • Broad Ecosystem: Despite being classified as a desert, the Kalahari supports a diverse range of flora and fauna. It also receives more precipitation than a typical desert — between 5 and 10 inches annually. This allows the Kalahari to sustain various life forms, including large predators such as lions and cheetahs, numerous bird species, and an array of plant life that thrives on the sandy plains.
Leopard on a game drive in Tswalu Kalahari Reserve | Photo credits: Tswalu Loapi
Leopard on a game drive in Tswalu Kalahari Reserve | Photo credits: Tswalu Loapi

Covering over 114,000 hectares, Tswalu offers an intimate glimpse of some of Africa’s most endangered and spectacular wildlife, including the elusive pangolin and the majestic black-maned Kalahari lion. The reserve’s low guest footprint ensures that each visitor has a personalized and impactful experience, with private game drives led by knowledgeable guides. The landscape, characterized by rolling dunes and vast savannahs, is breathtaking and provides a stunning backdrop for wildlife photography and serene sunsets.

The sustainability ethos of Tswalu goes beyond wildlife preservation.

The reserve actively participates in community upliftment and ecological research projects, allowing travellers to understand and contribute to conservation efforts.

Luxury accommodations are designed to blend seamlessly with the environment, offering elegance without sacrificing the region’s ecological integrity. This deep connection to land and community crafts a transformative journey, appealing to luxury travellers seeking meaning and impact in their adventures.

Discover Africa’s once-in-a-lifetime Safari and Antarctica experience has limited availability, with only a handful of departures with White Desert Antarctica every year, in December and January.

South Pole, Antarctica

Antarctica often referred to as the last frontier, represents the pinnacle of transformative travel for the luxury adventurer. This remote continent offers an unparalleled extreme wilderness experience, where visitors can encounter landscapes and wildlife completely removed from any other part of the world.

  • Diverse and Extreme Landscape: Antarctica is both striking and extreme. It is home to some of the world’s largest ice sheets, covering approximately 98% of the seventh continent.  The continent also features mountain ranges, some buried under several kilometers of ice, and active volcanoes, including Mount Erebus, the southernmost active volcano on Earth.
  • Hub for International Scientific Research: The Antarctic Treaty, signed in 1959, designates the continent as a natural reserve devoted to peace and science, facilitating international cooperation in scientific research. Attracting scientists from around the world, over 50 research stations are based in Antarctica. These scientific programs cover crucial research on Earth’s ecosystems and climate and include glaciology, environmental science, astronomy, and biology, among others.

 

Traveling to Antarctica from Cape Town involves a seven-hour flight crossing into the Antarctic Circle, where you will experience 24 hours of continuous sunshine.  

The journey, typically conducted in an Airbus A340 or a similar aircraft, includes a carbon offset initiative to balance the environmental impact of the White Desert Antarctic. You’ll transfer to their Whichaway Camp upon landing on the continent’s ancient blue ice runway.  This adventure is highly dependent on unpredictable weather conditions, making each itinerary unique and subject to change, embodying the true spirit of adventure in one of Earth’s most remote and least explored places.

This journey is not just a voyage; it’s an educational experience that immerses travellers in the complexities of Antarctic ecology and the critical importance of its preservation. The stark, pristine beauty of the ice-filled waters and glaciers is visually spectacular, while wildlife encounters with emperor penguins, seals, and whales are profound and unique.

Wellness at Wichaway

Luxury travellers to Antarctica can engage in various curated experiences that enhance their connection to the environment. These include kayaking among icebergs, camping on the ice under the southern stars, and even diving or snorkeling in the frigid waters. Such activities satisfy thrill-seekers and foster a deep appreciation and understanding of this fragile ecosystem.

White Desert has just launched a new wellness experience at its flagship camp, Whichaway, with its ‘Wellness Dome’.

Described as a tranquil retreat in the dome crafted from clear materials, guests to stay warm and protected while remaining fully immersed in the breathtaking Antarctic landscape. The space can be used for a morning yoga, deep reflection, or simply curling up with a book while connecting with the serene beauty of Antarctica.

Views inside an iceberg | Photo credit: White Desert
Views inside an iceberg | Photo credit: White Desert

Antarctica’s extreme and unspoiled environment offers a rare form of luxury—exclusivity and isolation, emphasising a profound sense of place and perspective that is increasingly scarce in the world.

Combining these transformative destinations alters one’s view of the planet and our role in its future, making it a top choice for those looking for an experience far beyond the ordinary. Reach out to Discover Africa’s travel experts to tailor your once-in-a-lifetime trip today.