THE HONOUR WAY STORY…
Honour Way was born out of a deep passion for travel and hospitality, sparked not by experience but by opportunity, and by the extraordinary people who believed in me from the very beginning.
THE EARLY DAYS
Honour Way was born from a deep love for travel and hospitality, sparked not by experience but by opportunity, and by the extraordinary people who believed in me from the start.
Fresh out of my Master’s in International Hotel and Tourism Management, I moved to Africa just three days after submitting my dissertation. With no prior experience but genuine curiosity and a knack for connecting across cultures, I stepped into a world that would shape everything that followed.
In 2004, Ben Parker, owner and founder of Tongabezi Lodge in Zambia, took a chance on me and offered me my first role in Africa. Over the next 18 years, his mentorship taught me not just about creating exceptional guest experiences but about caring deeply for community, culture and environment.
After nearly four unforgettable years at Tongabezi, the idea of starting something of my own began to take shape. I picked up the phone, called Ben, and asked if he would become my first client. After a brief pause that left me holding my breath, he said yes. And with that, Honour Way began.
Our Motivation
MORE THAN JUST TRAVEL
This industry is about more than destinations. It’s about people who inspire, places that stay with you, and work that carries meaning. I feel incredibly fortunate to have followed this path, and to have built Honour Way around meaningful relationships with people who truly care. Over the years, many of our trade partners have become trusted collaborators and good friends, and that, more than anything, is what makes this journey so rewarding.
EXCEPTIONAL PLACES,
INSPIRING PEOPLE
Who We Work With
Since 2007, Honour Way has represented a carefully chosen collection of exceptional places and experiences. We work with inspiring individuals who are creating a little bit of magic in their corners of the world, with unwavering dedication to the land, wildlife and people that surround them.
We are proud to still work closely with some who have been part of the journey from the start. Wild Places Africa was one of our very first clients, (even helped me with my company name) and Zambian Ground Handlers, founded by Nick Aslin, who has been part of my journey from the very beginning and remains a valued partner to this day.
Today, our portfolio continues to grow, representing places that are deeply rooted in their environments and led by people with purpose, creativity and vision.
How We Work
Honour Way is intentionally small, allowing us to remain personal, thoughtful and collaborative in everything we do. We work closely with clients whose values we share, people who are passionate about their purpose, committed to making a positive impact, and deeply connected to the places they have created. These are partnerships built on trust, shared ambition and mutual respect.
Representing you with care, expertise, and authenticity, we bring your story to life while continuing to learn and be inspired by the extraordinary people we work alongside every day.