In 2019, IHG acquired Six Senses for approximately $300 million. The operation was relatively modest — roughly 16 properties, limited real estate holdings, and a development pipeline of around 20 projects. Despite being a compact management company rather than a major property owner, the market assigned it a premium valuation typically reserved for much larger operators. Understanding why tells us something important about how value is built in luxury hospitality.
Origins and Philosophy
The story traces back to founders Sonu and Eva Shivdasani, who opened Soneva Fushi in the Maldives during the mid-1990s. Rather than building a conventional resort, they posed a fundamental question: could luxury be sustainable, and could sustainability be luxurious? This philosophy emphasised natural materials, open designs, and minimal intervention.
This same question influences our philosophy at Conserve Safari. Experiences at retreats throughout Ireland and Europe demonstrated that meaningful destinations emerge not from abundant amenities but from facilitating personal reflection.
A Philosophy That Became a System
As Six Senses expanded into Thailand and Vietnam, its principles became systematised. The Six Senses name comes from the six senses — five physical senses plus intuition — with architecture emphasising integration with natural landscapes using locally sourced materials and calm, sensory-focused interiors. This apparent simplicity masked a systematic framework preserving brand consistency across diverse environments and markets.
Sustainability as Infrastructure
Sustainability integrated from inception rather than as afterthought. Properties employed natural orientation and renewable elements, minimising ecological disruption. The Earth Lab system tracked environmental KPIs across properties. Individual resorts eliminated hundreds of thousands of plastic bottles annually through on-site desalination and glass bottling plants. Implementation prioritised utility over marketing.
The Asset-Light Scaling Strategy
Six Senses adopted an asset-light model where third-party developers funded construction while the brand provided design frameworks and operational oversight. This separation of brand from property ownership enabled global expansion without heavy capital obligations — the same architecture that underpins our approach at Conserve Safari.
Why the Market Paid a Premium
At acquisition, Six Senses possessed four factors that justified the price:
- Established authority in wellness hospitality with 37 operational or planned spas
- Premium pricing power with high average daily rates
- An asset-light pipeline of 18 management contracts in prime locations
- Proprietary wellness technology screening guest biomarkers
These intangible elements commanded measurable monetary worth. The market valued operational systems generating dependable high-quality hospitality globally — not physical assets.
Application to Safari Real Estate
Six Senses demonstrated that hospitality brands need not achieve massive scale to generate significant value — they require distinctiveness, reliability, and pronounced regional character. Safari hospitality commences with supplementary advantages: access to among the earth's most unspoiled landscapes, where fauna, silence, and panoramic terrain constitute the fundamental experience.
No arid terrain, coastal, or mountain accommodation rivals the immediacy of observing a lion at sunrise, witnessing elephant herds traversing camp, or encountering savanna nocturnal tranquility. In safari hospitality, nature is the principal attraction. Conserve Safari is establishing its approach on this foundation: lightweight structures positioned harmoniously, activities highlighting rather than competing with surroundings, and a capital-efficient model within conservation zones that allows ecosystems their prominence.