Why We Do It
I asked all of my staff to watch the inspiration talk from Simon Sinek, when he explains that people don’t buy what you do, they buy why you do it. The reason that this was so relevant to us, is that our whole business was formed, not as a gimmicky way to make money, or to copy paste what had been done before us, but for a very specific reason. We started Platinum Heritage because we wanted to offer a sustainable business that honestly represented the culture and heritage of the UAE. Why did we feel that this was required? Well, most people don’t know but the standard dune bashing safari is a pure work of fiction, a fabricated concept that has no relevance to the Emirati culture. The serving of alcohol, a gyrating bellydancer (Egyptian),and tanura dancing (Egyptian) where a man twirls around in a dress covered with coloured lights, looking like a Christmas tree caught in a tornado; all have nothing to do with the culture of the UAE and are considered highly offensive to the local population. Dune bashing which is advertised as exciting and thrilling are certainly neither of those things for the native wildlife who are either buried alive or have their habitat destroyed.
So we started Platinum Heritage to protect the local environment and preserve the local culture and heritage. Everything we do is shaped by this mission; from becoming the only camp to run on solar power, to donating proceeds towards desert conservation, to offering authentic food and entertainment, to avoiding dune bashing or offering free tours to young students at local charity schools.
So there is no one answer to what makes us different. Instead, it is a collection of wonderful people who conduct unique and high-quality experiences to guests we respect in order to protect and preserve the unique environmental and cultural heritage of the UAE. Now, if only I had said that when I was interviewed.