Hyatt announces that World of Hyatt members can now earn and redeem points on 15 luxury safari stays operated by Asilia Africa across Kenya, Tanzania and Uganda through Hyatt’s booking channels via Mr & Mrs Smith. The partnership expands Hyatt’s presence in East Africa’s high-end safari market and connects travelers to destinations that integrate conservation and community investment into their operations.
The collaboration, unveiled on December 9, enables members to book properties in some of the region’s most prominent protected areas, including the Serengeti, Ruaha National Park, the Ngorongoro Conservation Area and Ol Pejeta Conservancy. Hyatt states that this move responds to growing demand for travel experiences with measurable social and environmental impact, offering stays that contribute to long-term conservation programs and livelihood initiatives.
Expanded Access to Safari Stays Through World of Hyatt
Hyatt said the addition of Asilia’s camps offers new opportunities for members to earn rewards while exploring East Africa’s landscapes through purpose-led tourism. “Asilia has shaped what luxury safari travel looks like, blending thoughtful design, warm, genuine hospitality, and a deep love and respect for wild places,” said Laurie Blair, senior vice president, global marketing and loyalty, Hyatt. Blair said the partnership aligns with growing interest in impactful travel and helps connect members to journeys “that inspire adventure, reflection, and connection.”
The portfolio includes 15 camps and lodges, among them Dunia Camp in the central Serengeti, Jabali Ridge in Ruaha, Namiri Plains in the Eastern Serengeti, The Highlands in the Ngorongoro Conservation Area and Ol Pejeta Bush Camp in Kenya. The camps operate in areas known for year-round wildlife viewing, ranging from lion and cheetah hunting grounds to regions dominated by elephants, leopards and expansive volcanic landscapes. Uganda joins the list as a new destination within Mr & Mrs Smith’s African collection.
Impact-Driven Safari Model
Asilia, which means “authentic” in Swahili, operates in ecologically sensitive regions and was the first African travel company to achieve B Corp certification in 2012. “Impact is not an add-on for us,” said Matt Starkey, Managing Director, Asilia Africa. Starkey said conservation depends on ensuring that people living alongside wildlife benefit directly, noting the company invests in schools, governance, training and diversified livelihoods.
The operator is part of NawiriGroup, whose impact framework contributed more than $11 million in 2024 to nature protection and community-led initiatives, including park fees and conservation levies. Funding supports projects across governance, education, land restoration and regenerative agriculture. Examples include ongoing support for Wildlife Management Areas in southern Tanzania through Honeyguide and participation in the creation of the Naboisho Conservancy, which has facilitated one of the region’s most significant wildlife recoveries.
According to Asilia, increased visibility through World of Hyatt channels will help strengthen this support model by driving more guest stays to camps that rely on tourism to sustain local conservation economies. The company notes that travel demand plays a central role in maintaining wildlife corridors and supporting community stewardship of large wilderness areas.
Members booking Asilia camps can earn World of Hyatt Base Points and, when paying with the World of Hyatt Credit Card by Chase, up to 9x total points on eligible spending. Hyatt confirms that points may be redeemed for safari stays, wildlife encounters, community visits and other on-site experiences. Bookings submitted through Hyatt channels trigger follow-up coordination from Asilia’s travel specialists, who support itinerary planning, logistics and transport between destinations. The operator states that travelers typically receive direct contact from its team within 48 hours of confirmation, excluding weekends and holidays.
The partnership opens the option for multi-destination safaris combining several protected areas across East Africa. It also integrates the camps into an existing loyalty ecosystem serving high-frequency travelers seeking nature-, culture- and conservation-focused travel. Hyatt and Mr & Mrs Smith position the collaboration as part of a broader expansion of curated stays reflecting sustainability commitments and region-specific storytelling. “At Mr & Mrs Smith, we curate stays that tell a story – and Asilia’s story is one of purpose, beauty and connection,” said Marion Barrère, Strategic Development Director, Mr & Mrs Smith.
Hyatt’s latest expansion marks a notable shift toward conservation-focused travel experiences within global loyalty platforms, integrating responsible tourism into reward-based travel. With East Africa’s safari sector continuing to draw demand for wildlife-led itineraries and community-supported conservation, Hyatt’s partnership with Asilia positions itself at the intersection of luxury, environmental stewardship and loyalty-driven travel.
