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Would you pay $20,000 to help shoot and tag a Serengeti elephant?’s a fine example of a growing trend for safaris with purpose, in this case Richard Madden’s ‘once-in-a-life-time opportunity’ to work with Singita Grumeti’s wildlife and community development arm Grumeti Fund to collar a bull elephant – largely as a means of tracking and, therefore, pre-empting human-elephant conflict. This is serious work, a work that is partly funded by the eco-luxury set-up – ‘surface-glamour’ – he experiences as guest at the likes of Serengeti House, but which is increasingly looking to travellers for whom safari with a purpose has the most immersive of meanings.