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    HomeTravelLuxury safaris are changing — here's what affluent travelers want now

    Luxury safaris are changing — here’s what affluent travelers want now

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    Luxury safari-goers were once all about spotting lions, leopards, elephants, buffaloes and rhinos — albeit while staying in nicer tents and dining on gourmet food.

    But that’s changing.

    “Safaris are not just about the ‘Big Five’ anymore,” said Lori Cohen, a writer who covers luxury safaris. “People have got limited time off in their lives, and they really want to use that time to do something special and transformative.”

    “They want personal attention [and] unique experiences,” she said. They want “their emotions spoken to.”

    As a result, the definition of luxury tourism in Africa is changing, said Olivia Gradidge, a marketing manager at exhibition organizer RX Africa.

    “While top-tier amenities remain important, the focus has expanded to encompass unique and exclusive experiences,” she said. “Travelers, especially those seeking luxury, are increasingly driven by a desire for novelty and exclusivity. They crave experiences they haven’t encountered before.”

    A Samburu cultural dance organized by Loisaba Lodo Springs in Kenya, part of the Elewana Collection.

    Source: Harriet Akinyi

    That could be a walk with a veterinarian who works with gorillas, or a peek into how a neighboring community lives, said Cohen.

    For others, it’s an experience that matches their interests, such as photography or the chance to track specific animals, or a helicopter excursion to a remote area, said Gradidge. Increasingly, travelers are interested in “behind-the-scene access where guests can participate in conservation activities, meet researchers, or learn about anti-poaching efforts,” she said.

    “These experiences … [transform] the traditional safari from a passive observation of wildlife to an active and engaging adventure,” she said.

    How luxury safaris are changing

    The luxury safari market is expected to grow from $1.7 billion in 2023 to $1.98 billion by 2032, according to the market research company Business Research Insights.

    A 2024 trend report published by the travel website Africa Travel Week noted the rise of “7+ star experiences” and “ultimate luxury” in Africa. But the website Discover Africa notes that luxury travelers are moving beyond opulence into a new era of “conscious luxury,” which melds sustainable safari tourism and personalized itineraries.

    A photo taken during a game drive at Kenya’s Emboo New Generation Safari Camp.

    Source: Harriet Akinyi

    Kgomotso Ramothea, CEO of the African Travel & Tourism Association, said there’s more interest in walking and trekking safaris, which produce fewer carbon emissions than traditional safaris.

    Murielle Mignot-Vegezzi, head of product at the luxury safari company Discover Africa, said destinations like Kenya, Tanzania, South Africa and Botswana remain top choices.

    Babohi at Qwabi Private Game Reserve in South Africa.

    Source: Harriet Akinyi

    But “return visitors are looking for more involved experiences, with safari itineraries across multiple countries instead of single-country trips.”

    That can increase prices. The price of a luxury safari booking reached $9,600 per person in 2024, she said.

    How much does a safari cost?

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