When EXO Travel Sales Director of the Americans and Australia and New Zealand, Amanda Pilar travelled to Malaysian Borneo, the goal was clear: to better understand Sabah’s unique selling points, assess the product firsthand and translate that knowledge into meaningful, expectation-aligned travel experiences. With a mix of remote rainforest lodges, rustic luxury and truly wild encounters, Sabah offers incredible depth for the right kind of traveller, but it’s not for everyone.
This wasn’t Amanda’s first time in Malaysia, but it was her first deep dive into the nature-rich state of Sabah. Armed with years of experience across Southeast Asia, she approached the trip with curiosity and a healthy dose of scepticism, particularly around comfort levels, logistics and wildlife sightings. What she found surprised her in the best ways.
“Sabah offers a rare blend of wild orangutan encounters, ancient rainforests, and world-class diving—all paired with authentic indigenous culture and quality eco lodges. It’s the perfect destination for travelers seeking meaningful adventure and nature-rich experiences beyond the typical Southeast Asia circuit.”
First impressions: rugged luxury in the rainforest
The itinerary spanned a wide sweep of Sabah, from urban layovers in Kuala Lumpur to the lush jungles of Danum Valley, the mangrove-draped banks of the Kinabatangan River and the coastal calm of Gaya Island. Days began at dawn and were often spent trekking, cruising rivers or bouncing down gravel tracks. Wildlife sightings were both thrilling and unpredictable—leopard cats, hornbills, flying squirrels and even an orangutan (heard, then spotted through the canopy). But like all true wilderness experiences, nothing was guaranteed.
Sales takeaways: how to pitch Borneo
(without overselling it)
Amanda’s key message to advisors is simple: know your client, and manage expectations. Malaysian Borneo isn’t luxury in the classic sense. It’s about immersion in biodiversity and local culture. For the right traveller, those who are curious, flexible and passionate about wildlife, this is a life-changing destination. For others, it could be overwhelming.
Most travellers are drawn to Sabah with the hope of spotting a specific species—whether it’s the orangutan, pygmy elephant or the rare proboscis monkey. Framing the trip around this motivation can help anchor expectations and personalise the experience.
Here are Amanda’s key insights to help pitch Borneo effectively:
- Target nature-loving travellers: The appeal is strongest for guests who prioritise wildlife, adventure and eco-conscious travel over traditional luxury. Think birders, photographers or guests who’ve already “done” Africa or the Amazon.
- Be honest about conditions: There will be mud, leeches, humidity and bugs. Prepare clients well in advance with proper packing lists and realistic descriptions. Pre-trip information is key to enjoyment.
- Luxury = experience, not design: While some lodges may look rustic, the guiding, hospitality and setting are what make them high-end. Highlight things like expert naturalists, limited guest numbers and remote access.
- Use trackers for wildlife: For guests set on seeing orangutans or pygmy elephants, adding private trackers can greatly improve the odds. Join-in experiences often offer lower success rates.
- Keep it streamlined: Don’t overcomplicate the routing. Two or three key stops,ending with Danum Valley, is ideal. More than that becomes logistically challenging and repetitive in terms of activities.
- Avoid combining with Indonesian Borneo: Though it may look close on the map, combining Malaysian and Indonesian Borneo isn’t practical. Treat them as separate destinations.
- Pair with Kuala Lumpur: A stopover in KL not only helps break up the journey but is also a logistical necessity, as all international arrivals route through the capital before connecting to Borneo. It’s a good opportunity to enjoy Malaysia’s vibrant urban culture and world-class hotels. Amanda found Mandarin Oriental and The RuMa to be reliable options, while EQ and Four Seasons cater to more modern tastes.
Advising with confidence
Sabah isn’t for every traveller, but when it works—it really works. Advisors who understand how to frame the experience will find clients eager for something different. It’s wild. It’s raw. And it’s remarkably rewarding for those who are ready.
To help visualise and sell this experience, EXO offers a range of sample itineraries that can be tailored to individual clients.
Browse sample itineraries:
About EXO Travel:
EXO Travel is a premium Destination Management Company (DMC) providing bespoke travel solutions across a growing portfolio of global destinations. Our services range from one-off tours for individual travellers to memorable incentive trips for groups of hundreds or thousands.
Established in 1993, we’ve harnessed in-depth local knowledge and a widely-recognised penchant for authentic, groundbreaking touring to become a leading DMC for the premium travel market. As a Certified B Corporation, EXO is also demonstrably committed to sustainability and using travel as a force for good.
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