Who won't set foot on a small boat, who wants the same private guide in the Mara every time, who always adds two nights at the final stop, who mentioned the northern lights on a welcome-home call, whose firm sells next year. Itineraries are built out of detail like this, and today it sits in the heads, inboxes and phone notes of individual Destination Experts. Each expert knows their own clients well. The company holds very little of it. Loyal travellers get treated as new enquiries whenever they cross regions, new experts spend their first calls rebuilding a picture that already existed, and when someone resigns, years of client knowledge goes with them.