THE HONOUR WAY STORY…
Honour Way was born from a lifelong passion for travel and hospitality, inspired by the extraordinary people I have met along the way and a belief that travel has the power to create meaningful connections and a positive impact. Since 2007, we have connected exceptional owner-led safari camps, lodges and destination management companies with the UK and European travel trade, building lasting partnerships while sharing the stories of people who care deeply about the places they call home.
THE EARLY DAYS
Just three days after completing my Master’s in International Hotel and Tourism Management, I moved to Zambia for what I thought would be a short adventure. Instead, it became the start of a career, a way of life, and a connection to a place that captured my heart and continues to inspire me.
My first experience of Africa was at Tongabezi Lodge in Zambia, where founder Ben Parker took a chance on me despite my lack of experience. What began as my first role became the foundation of everything that followed. Over the next 18 years, Ben became both mentor and friend, showing me that exceptional hospitality is about far more than beautiful places. It is about people, generosity, authenticity and creating tourism that respects wildlife, supports communities and leaves a positive legacy.
After nearly four unforgettable years at Tongabezi, I realised I wanted to help more owner-led businesses share their stories. When I decided to start my own company, I called Ben and asked if he would become my first client. After a long pause, he simply replied, “Yes.” That conversation marked the beginning of Honour Way in 2007, and I am proud that Tongabezi remains part of the journey today.
Over the past two decades, I have lived and worked across Africa, building trusted relationships with lodge owners, guides, conservationists and tourism professionals whose passion extends far beyond welcoming guests. Their dedication and commitment continue to shape everything we do.
Meet the Team
Candy, my virtual assistant, looks after the administration and everyday details that keep Honour Way running smoothly. I’m delighted to welcome Ali Rowley, who brings more than 25 years of experience in African travel, including roles in marketing and tour operating. Ali has lived and worked in Africa and is now based in the UK.
Ali brings more than 25 years of experience in African travel and an extensive network across the travel trade. Having lived in Botswana and South Africa, she combines first-hand destination knowledge with a career spanning marketing, representation, sales and product management across Africa and Latin America.
At Honour Way, Ali will work alongside me to meet and train travel agents, plan and host our annual educational trips, and build new trade relationships. She shares my belief that the best partnerships begin with getting to know the people behind each property and understanding what makes their part of the world special.
Our Motivation
MORE THAN JUST TRAVEL
We believe the best journeys do more than create unforgettable memories. They help protect wildlife, support local communities and celebrate the landscapes, cultures and people that make every destination unique.
That is why we represent owner-led businesses whose passion extends far beyond hospitality. Every client shares a commitment to conservation, thoughtful tourism and creating experiences that respect the character and heritage of the places in which they operate.
By sharing their stories and connecting them with the right travel partners, we hope to encourage more conscious choices about where people travel and who they travel with. Every booking has the potential to support businesses that safeguard wildlife, strengthen communities and preserve extraordinary places for generations to come.
EXCEPTIONAL PLACES,
INSPIRING PEOPLE
Who We Work With
Since 2007, Honour Way has represented a carefully selected collection of exceptional places and experiences. We work with inspiring individuals who have created something truly special, businesses built with integrity, vision and a deep respect for the landscapes, wildlife and communities that surround them.
We are proud to still work closely with some who have been part of the journey from the very beginning. Wildplaces Africa was one of our very first clients and even helped inspire the Honour Way name. Zambian Ground Handlers, founded by Nick Aslin, has also been part of my journey from the start and remains a valued partner today.
Today, our portfolio continues to evolve, bringing together remarkable people who share a passion for creating unforgettable experiences while protecting the places that make them possible.
How We Work
Honour Way is intentionally personal, allowing us to build genuine, long-term relationships with both our clients and the travel trade. Acting as an extension of our clients’ teams, we represent them with care, expertise and authenticity, bringing their stories to life through strategic sales, marketing and trusted partnerships.
Because we know our clients personally and understand what makes each business unique, we can introduce the travel trade to exceptional people, extraordinary places and unforgettable experiences with confidence and conviction. Our ambition is simple: to connect the travel trade with exceptional people, extraordinary places and unforgettable experiences, inspiring more thoughtful travel.