Hidden Africa | Our Story

About YOU (It’s not actually about us)


Ah, we see you too are one of those people who read the About Us section. Welcome, you and we have a lot in common. We’re happy to see you. We’re your friends at Hidden Africa – the most famous safari company you’ve (probably) never heard of! 

Born in captivity 

Ironically, this lifelong dream began in captivity. Travel lockdowns provided the perfect opportunity to plot and plan our safari start-up. (Never waste a good crisis, they say) 

After a rewarding career in the travel industry spanning many years, it was time to realise a life’s dream. And so it happened, Hidden Africa was born and built around the kitchen table (along with a lot of homemade sourdough to fuel the passion). 

Starting our journey, it often felt like taking on the goliaths – the monkey vs. the rhino. And many predicted it could not be done. Yes, it sounds like the beginning of one of Aesop’s lesser-known fables, but for us, our cheeky monkey is about punching above our weight; it’s about standing out, something we live for. And making sure we complete our simple mission: to create fun and a little mischief too – Plus, we’re about 44.4% funnier (we think) than the old-guard safari industry. 

We know stuff, but that’s the point 

It’s not our experience that matters. It’s yours. Sure, we know a serval from a civet (most of the time). Mostly, it’s not rocket science. What does matter? Values, industry relationships, your experience and our culture (we’re nice guys). We’re inspired by creativity and driven by passion. Detail matters.

Final thoughts

Our safaris are more than first-class flights and five-star safari camps. Instead, our focus is on meaningful journeys where your experience is everything. Unusual destinations, wildly stylish camps and unique beach hideaways, unexpected casts of local characters and far-from-ordinary experiences. 

It is our deepest wish that our safaris will not just move you but transform you. Welcome to one of life’s greatest adventures.

Are you coming? 

Go somewhere, different. Who we are

At Hidden Africa, we’re a little different. We think differently. We speak differently. We do things differently.

We think ordinary’s boring.

To us, comfort zones are for afternoon naps. And cookie-cutters have absolutely no business anywhere near a travel itinerary—cookies, however, are a different story.

To us, different is delightful.

That’s why we avoid all the usual travel clichés. We take you away from all the usual places. We go far beyond the usual service you’ve come to expect. Everything we do is carefully considered, refreshingly personal, unexpectedly detailed, truly meaningful, special, memorable—and wonderfully fun!

When it comes to a safari with Hidden Africa, it’s business unusual.

We don’t show you the same old Africa as everyone else. We delight in its secrets. We don’t ask the usual questions. We discover what makes you tick. We don’t put together ordinary itineraries. We create unique experiences for each and every person.

We’re anything but ordinary. In fact, we’re far from it.

Associations and Insurance For your peace of mind

We are proud members of the Southern Africa Tourism Service Association (SATSA), a dynamic group of quality tourism providers within Southern Africa. SATSA’s purpose is to provide travellers with advice and information on reputable tourism partners in Southern Africa.

SATSA has also established the SATSA bonding scheme, a consumer protection scheme to provide guarantees against deposits held with SATSA members. In other words, SATSA has created a fund to deal with losses incurred by any customer of a SATSA member, as a result of that member being placed under involuntary liquidation. Bonded insurance ensures that our travellers’ money is safe. SATSA members operate by a strict code of conduct and travellers have additional recourse through the complaints forum.

We are also proud members of African Travel and Tourism Association (ATTA). Based in the UK, ATTA is a member-driven trade association that promotes travel to Africa, it comprises around 600 members. To be included members must be nominated and vetted.

Finally we partner with SATIB a specialist insurance provider for added protection and peace of mind.

Hamba gahle Meet the co-founders

Sean Hough

The Ruler

Sean’s our CVO, or Chief Vision Officer – the reading glasses are purely coincidental. He’s the big picture guy and it’s his passion for travel that fan the flames of what we do at Hidden Africa.

Sean first dipped his toe into the travel industry over thirty years ago, and he never looked back. Sean says; “I’ve been fortunate, I've had the greatest opportunities and enjoyed a fun and rewarding career. My passion for travel (and a string of good luck) took me from sales rep. to CEO.”

Of all the great survival skills, like making fire, fixing things, hanging pictures or dancing at weddings, Sean drew the ‘organising stuff’ straw. (Though it should be noted he once boarded the wrong flight and lived to tell the tale.) It’s why we call him ‘The Ruler’, not because he’s the boss or anything, he finds inner peace in straight lines and order.

From the winding waterways of the Okavango Delta to the summit of Kilimanjaro, and all the bustling cities and deserted beaches in-between, Sean’s seen it all. And few are more qualified than him to share it with you.

Chad Le Helloco

The Top Banana

In addition to heading up our sales team, Chad’s the artistic genie who makes our aesthetic dreams come true; the go-to guy on all things design-related. Surprisingly, for such a high functioning creative, he’s a real ‘people person’. Then again, nothing about him is average – except maybe his Padel ranking.

Together with an appreciation for a well-rounded chardonnay, travel is encoded in Chad’s DNA. It’s where he always knew he’d end up. As a boy, he was a prolific letter-writer. He wrote to every embassy in the phone book requesting glossy travel brochures for fictitious school projects. Not even the Queen escaped his charms.

His foundation in branding and advertising has stood him in good stead. Over the years, Chad’s brought travel, hospitality, décor and design brands to life with his own stylish brand of creativity (and devastating good looks).

He’s an unapologetic foodie who loves crosswords and the smell of rain in the bush. His affinity for trashy thrillers aside, Chad comes alive at the back of a Landcruiser, binoculars in hand. His game spotting skills are legendary – just one of the many things that make him utterly indispensable around here.

This is why we do what we do Our travellers' stories

HOW IT WORKS

Take a look around for a bit of inspiration.

Tell us what your dream safari looks like. 

Next, your Personal Travel Planner will schedule a call to plan the perfect adventure.

Confirm your trip and get packing.

LET’S GET THIS SAFARI STARTED

Ready to go? Give us a shout and let’s start planning your next adventure. We’re almost as excited as you are.

Secret Safari Journey in the unknown

If you’re a truly adventurous spirit looking for a special, privately-guided expedition to end all expeditions, this annual escape is the hottest ticket not in town.

For more information