Ash Sofat

Chief Executive Officer

Travel runs deep in my blood. Growing up in Kenya, I was immersed in the rhythms of Africa from an early age. My father’s vision sparked the Somak story, and I’ve proudly expanded that legacy by creating bespoke, tailor-made journeys that reflect the evolving nature of luxury travel today. From intimate safaris to complex multi-country itineraries, I work with a talented, passionate team that shares my love for this extraordinary continent. When not planning new experiences or scouting destinations, I enjoy a round of (very average) golf and cheering on live sport—particularly at Lord’s.