Targeting the Affluent Explorer: Who’s Booking Luxury Safaris Now ─ And Why

The allure of Africa’s vast landscapes, majestic wildlife, and once-in-a-lifetime experiences has long made safaris a dream trip. Travelers today still seek these compelling adventures, but they also want exclusivity, comfort, and meaning—turning the luxury safari into one of the fastest-growing niches in high-end travel. From retirees finally fulfilling a bucket-list goal, to multigenerational families seeking a bonding journey, to honeymooners craving romance and seclusion, the profile of the luxury safari client is expanding.

For travel advisors, knowing who these affluent explorers are—and why they’re choosing safaris over other luxury vacations—is key to unlocking new opportunities. Selling these trips requires more than showcasing the Big Five; it’s about speaking the right language to the right audience, addressing their unique motivations, and curating experiences that resonate deeply.

Why a Safari?

The starting point is understanding why travelers choose safaris over other luxury vacation options.

“Travelers desire a safari experience because it’s an exotic, cultural adventure on nearly everyone’s bucket list, and to see the Big Five up close and personal!” says Terry Freedman, luxury travel advisor, Protravel International.

She goes on to say that: “Planning a safari experience unique to each clients’ interests and time frame is one of the most satisfying investments of my time, knowing the clients will be thrilled by this special part of the world. And, generally, it leaves them wanting to go back again to visit other African countries. A win-win for my clients and our agency. No doubt safari travel is one of the most lucrative and soul-satisfying rewards for the time and effort in planning a very special experience.”

Monika Leuenberger, CTC, president/owner, Avenues of the World Travel, seconds that sentiment, and adds that “travelers are intrigued by visiting another continent, as most will have traveled to Europe and South Pacific and Asia, and are now ready to venture further!”

Who’s Going?

Next, we look at what types of clients are showing the most interest in luxury safaris now. Is it retirees, multigen families, honeymooners, or another segment?

“While we do have some multigen families and honeymooners, the vast majority are retirees, who now have the time and money for a more extended and expensive trip,” notes Leuenberger.

Freedman explains: “There is great interest across the generations for the safari experience, as well as Africa in general for different-from-the-usual sightseeing. Mostly retirees, multigen and travelers of all ages with a yen for a unique experience. Typically seasoned travelers looking for something ‘different.’

“I rarely get requests for honeymooners to Africa; mainly 50 to 80+ year olds, working and retirees, and occasional multigen. The key is to customize the experience for each client’s interests, budget (even within luxury travel), and time frame.”

What Luxury Safari Enthusiasts Want

A few trends within the luxury safari specialty are worth noting, giving advisors a better grasp of the types of recommendations for accommodations and experiences to make to clients.

First, they want authentic, intimate boutique camps and lodges. Smaller, eco-conscious camps that blend seamlessly into the landscape are in demand, offering privacy, intimacy, and a strong sense of place. Upscale guests want to be away from the crowds that come with large lodges or hotels. These smaller luxury camps are also desired by multigen families looking to buy out properties for exclusive use. And, travelers are showing more interest in unfenced or private concessions, being closer to wildlife (without sacrificing safety or comfort), as well as lodges that deliver both rustic elements and high-end touches.

Personalization, exclusivity, and unique access are a must. Luxury safari clients want more than a standard itinerary. They seek bespoke journeys including elements such as exclusive-use lodges or villas, private reserves, private guides, flights or transfers that avoid overcrowded routes, special access to conservation or cultural sites, and experiences that are hard to replicate. Whether it’s a private dinner in the bush, tracking rare wildlife species, or staying in new camps that are under-the-radar, exclusivity is a prime selling point.

Affluent luxury safari travelers also increasingly desire safaris that go beyond a single lodge or park. These multi-destination itineraries might pair the Serengeti with gorilla trekking in Rwanda, or a safari followed by downtime on the beaches of Zanzibar or the Seychelles. Advisors can position these complex itineraries as a grand journey that blends wildlife, culture, and relaxation.

Some luxury safari travelers expect seamless integration of wellness and nature during their adventures. They are no longer satisfied with only game drives and wildlife viewing; they want wellness to be integrated into the experience. Think open-air yoga sessions at dawn, spa services set in the bush, mindfulness or meditation amid pristine landscapes, or simply the ability to disconnect with graceful amenities.

And lastly, more travelers are concerned about alignment of values — sustainability, contribution to conservation and communities — as part of what makes the “luxury” meaningful. Leuenberger, for instance, educates clients about the ways they can give back to the locals through a non-profit arm of the consortium her agency belongs to.

The bottom line is that luxury safari travelers want the perfect mix during their travels … landscapes and wildlife, activity and wellness, authentic experiences, personalization, exclusive access. Advisors who are knowledgeable about the subtle differences between each park or private reserve will understand how mix and match the elements for unforgettable trips that meet and exceed their clients’ specific desires.

Overcoming Concerns

Like any type of off-the-beaten-path travel experience, some travelers will have concerns that advisors can help them overcome.

One of the most common hesitations clients express about booking a safari, according to Freedman is: “The biggest concern, if any, but never a deal-breaker, is the required health inoculations, etc., specific to the African countries being visited. I usually recommend a typical first-timer trip to South Africa and Victoria Falls, which don’t have as demanding medical requirements. Also, a concern over the long hours travel time from the U.S. to Africa. My usual response is, ‘If ever there is a time to treat yourself to Business Class, this is it!’”        

Travelers booking with Leuenberger tend to express other concerns. “Our clients are not quite sure how safe and strenuous these experiences are. They are also not sure about the type of accommodations that might fit their needs the most. This is all addressed during the consultation so that we make sure we match our clients with the best experience. The many options overwhelm people, and that is where our guidance and consulting can make a huge difference.”

Understanding the physical demands of a safari is another key concern to discuss with clients considering such an adventure.

“There are some very unique experiences available and there are different activity levels,” explains Leuenberger. “I have been to Rwanda, trekking with the gorillas, twice, and I always make sure that even my older clients know that it is doable for anyone that loves to walk. They don’t have to be avid hikers, which is what most people think when they think about trekking to the gorillas. One of my favorite memories was the tracking and tagging of a rhino in South Africa —and it’s up to us to make sure our clients know that this is a possibility. We also talk about the fact that a safari, even if you include some camps that offer walking safaris, is not very active, so the young honeymooners might want to add some camps or experiences that offer something more active for them. There are great hikes and bike rides in South Africa.”

Best Advice for Advisors

For travel advisors who are looking to break into the luxury safari niche, Leuenberger offers this piece of advice: “Make sure you visit Africa and go on safari. It does not really matter as much where you go to, it’s more about understanding what a safari experience looks and feels like. Pick a supplier, do their training, and work closely with them. They can also do a conference or Zoom call with you and the clients, so you don’t have to worry about not knowing that much about the destination yet.”

As the demand for luxury safaris continues to rise, the opportunity for advisors lies in moving beyond a one-size-fits-all approach. Whether it’s positioning safaris as a milestone celebration for retirees, the ultimate family bonding trip, or a distinctive adventure for newlyweds, tailoring the trip to each traveler’s aspirations is what drives conversions. By understanding the motivations of today’s affluent explorers and addressing their concerns with confidence, advisors can close more safari sales while also deepening client loyalty in a niche that delivers distinctive, life-changing experiences. And as Leuenberger says: “I just love sending people on safari. It’s one of the destinations that has a huge impact on travelers and the places they visit. It touches them deep in their soul and often changes the way they look at things.”

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