The Human Element:
An Investment in Soul Over Shareholder
For a growing cohort of thoughtful travelers, the most compelling journeys are in a quiet refusal of homogenised luxury. Instead they are gravitating towards owner-led hotels, independent guides, small restaurants, and local shops - places where every detail is personal and reflects someone whose livelihood is bound to their craft. This commitment to supporting local and independently owned businesses is a key pillar of the Wild Herz Travel ethos, thoughtful travel to the destinations we curate in an authentic and sustainable manner.
This choice isn’t a retreat from refinement; it’s an elevation of care. Owner-run stays offer a clearer sense of place, small restaurants extend a genuinely warm welcome, and local shops introduce artisan products shaped by heritage. Independent guides share landscapes with the insight of someone who has made them home. When we choose small, we support a person’s life’s work, not merely a dividend for distant investors; a commitment that ensures every detail reflects someone whose name, and heart, is stitched into its operation - just as it is at Wild Herz.
Take a look at Wild Herz Travel’s hotels that embody this spirit, as well as restaurants, and shops that carry the same independent pulse.
Across the world, the most memorable - and some of our favourite - places to stay are shaped by the families who care for them.
In Italy, Forestis rises above the treeline in the Dolomites as an architectural statement expressing the Hinteregger family’s deep alpine connection, while Il Borro reflects the Ferragamo family’s dedication to heritage with a meticulous restoration of a Tuscan village into a sustainable haven. Arctic Retreat in Swedish Lapland offers sophisticated solitude and wilderness adventures through its owner-crafted cabins, and Portugal’s São Lourenço do Barrocal and Vila Joya transform generational homes to offer personal hospitality.
In Africa, family stewardship defines true custodianship. Cottar’s 1920s Camp, Grootbos, and Londolozi pair deep respect for land and community with thoughtful luxury. Further afield, Australia’s Southern Ocean Lodge and Japan’s Beniya Mukayu exemplify owner-led vision—places where passion, heritage, and a profound sense of place shape every moment.
What unites these places isn’t geography or design, but a shared devotion to the landscapes and cultures they belong to. They are also widely regarded as some of the best hotels in their regions proving that supporting small or family owned property can offer refinement without rigidity and luxury shaped by human hands rather than corporate systems.
For travellers seeking depth, warmth, and a genuine sense of place, these independently run hotels embody the values at the heart of Wild Herz: soul, intention, and the quiet power of supporting the people who pour everything into what they create.
Where Your Travel Money Really Goes
According to the Travel Foundation, when tourism depends on foreign ownership and imported supply chains, as little as US$5 of every $100 visitors spend can remain in-country. The rest leaks out through offshore ownership, external operators, and goods sourced from abroad -leaving little behind for the communities hosting those travellers.
But when you stay in locally run properties, eat in independent restaurants, shop from artisans, and explore with local guides, the dynamic flips. Much more of your spending circulates into the local economy - supporting livelihoods, strengthening supply chains, and helping communities thrive.
Independent Restaurants, Shops and Artisans
Supporting locally owned restaurants while travelling not only enriches your experience but directly uplifts the communities you visit. With Wild Herz, your reservations will highlight chefs and families who define their regions through craft and heritage. Think of Elkano in Getaria, where generations have perfected wood-grilled turbot; Sobrino de Botín in Madrid, the world’s oldest restaurant still roasting in its original ovens; and Hiša Franko, where Ana Roš reimagines Slovenian terroir. In Kyoto, Honke Owariya has served handmade soba since the 1400s; Bangkok’s Baan Tepa celebrates hyper-local Thai produce; and Cape Town’s Salsify elevates South African flavours with inventive finesse.
Celebrate third-generation craftsmanship with Matteo Caparrini in Florence, where handmade shoes offer individuality no global brand can match - they’ll garner far more interest than a brand that can be picked up at home. Nearby, Ginori 1735 is the place for finely crafted porcelain, while in Venice, Giuliana Longo creates timeless hats with Venetian flair. In Madrid, Varade Gloves - a 124-year-old atelier - still hand-stitches beautiful leather gloves. Further afield, Artisans Angkor in Cambodia supports young makers trained in traditional Khmer crafts, from silk weaving to lacquerware.
Choosing locally owned restaurants, shops, and artisans ensures your travels directly sustain the people, traditions, and flavours that give a destination its soul, noticing who’s behind the craft, where ingredients come from, and how your choices can quietly strengthen the communities you’ve come to experience. At Wild Herz Travel, we guide you towards the places that align with your tastes and interests, helping you discover exceptional meals, meaningful pieces, and encounters with the people who make them. The result: souvenirs with real stories, flavours with lineage, and a journey that feels richer because it supports those who pour their lives into what they create.
If our passion for intentional spending and supporting the communities in which you visit when travelling resonates - please enquire today.