Luxury safari-goers once enjoyed spotting lions, leopards, elephants, buffalo and rhinos, all while staying in fancy boutiques and eating gourmet food.
But that is changing.
“Safaris are no longer just about the ‘Big Five,'” said Lori Cohen, a writer who covers luxury safaris. “People have had limited time in their lives, and they really want to use that time to do something special and transformative.”
“They want personal attention (and) unique experiences,” he said. They want to “speak to their emotions”.
As a result, the definition of luxury tourism in Africa is changing, said Olivia Gradidge, head of marketing at the exhibition organizer RX Africa.
“While high-end amenities remain important, the focus has broadened to include unique and exclusive experiences,” he said. “Travellers, especially those looking for luxury, are increasingly driven by the desire for novelty and exclusivity. They want experiences that have not been known before.”
Samburu cultural dance organized by Loisaba Lodo Springs, Kenya, as part of the Elewana Collection.
Source: Harriet Akinyi
It could be a walk with a veterinarian who works with gorillas, or to see how a nearby community lives, Cohen said.
For others, it’s an experience tailored to their interests, such as photography or the opportunity to track specific animals, or a helicopter excursion to a remote area, Gradidge said. Increasingly, travelers are interested in “going behind the scenes, where guests can participate in conservation activities, meet researchers or learn about anti-poaching efforts,” he said.
“These experiences … (transform) the traditional safari from a passive wildlife observation to an active and engaging adventure,” he said.
How luxury safaris are changing
The luxury safari market is expected to increase $1.7 billion in 2023 and $1.98 billion by 2032According to market research firm Business Research Insights.
The year 2024 trend report Travel website Africa Travel Week noted the rise of “7+ star experiences” and “ultimate luxury” in Africa. But the Discover Africa website says that luxury travelers are moving beyond affluence into a new era”conscious luxury“, which combines sustainable safari tourism with personalized itineraries.
Photo taken during a game drive at Emboo New Generation Safari Camp in Kenya.
Source: Harriet Akinyi
Kgomotso Ramothea, CEO of the African Travel and Tourism Association, said there is more interest in walking and trekking safaris, which generate less carbon emissions than traditional safaris.
Murielle Mignot-Vegezzi, head of product at luxury safari company Discover Africa, said destinations such as 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, rather than single-country trips with multi-country safari itineraries.”
This can increase prices. The price of a luxury safari reservation reached $9,600 per person in 2024, he said.
How much does a safari cost?
Basic and intermediate safaris
A basic African safari ranges from $100 to $300 per person per day.
This budget will usually pay for shared gaming units set at specific times of the day. Wildlife sightings may be limited compared to luxury safaris in private game reserves or conservancies.
Lunch is also basic, compared to high-end safari camps.
For $300-$600 per day, travelers can expect great service and fewer other guests. Additional activities often include guided bush walks, night walks and experienced rangers.
In Kenya, camps that fall into this category include Mara Intrepids Tented Camp, Ashnil Mara Camp, Tangulia Mara Camp and Kitumo Mara Lodges.
There is also Serengeti Sopa Lodge in Tanzania; South Africa’s Sabi River Sun Resort in Kruger National Park; Moremi Crossing in Botswana; and Namibia’s Sossus Dune Lodge in the Namib Desert.
Luxury safaris
These lodges typically start around $600 per person per day and offer luxury accommodations, private game drives, gourmet meals, and personalized services such as private guides and butlers.
Beautiful place, Richard Branson’s safari camp in Kenya.
Source: Harriet Akinyi
Angama Mara, Emboo – New Generation Safari Camp, Richard Branson’s Mahali Mzuri and JW Marriott Masai Mara Lodge are examples of luxury safari camps in Kenya’s Maasai Mara. Adjacent to Tsavo National Park is Finch Hattons and the Angama brand has another luxury camp in Amboseli National Park. The Elewana Collection has camps in pristine locations in Kenya and Tanzania, as does Asilia Camps, which also runs safaris in Uganda.
In Tanzania, there are Singita Sabora Tented Camp and Four Seasons Safari Lodge Serengeti, the latter with Serengeti, plunge pools and an infinity pool.
A tent at the JW Marriott Masai Mara Lodge.
Source: Harriet Akinyi
South Africa has plenty of safaris at this price point too, from Royal Malewane to Babohi at Qwabi Private Game Reserve, a distinctive adults-only lodge.
Luxury safaris
For the ultimate safari experience, be prepared to pay between $1,500 and $10,000 per day to enjoy tailor-made activities, exceptional amenities and exceptional services.
In Rwanda, lodges such as Bisate Lodge and One & Only Gorilla’s Nest are adjacent to Volcanoes National Park, home to the country’s mountain gorillas. These lodges offer gourmet meals in stunning settings, private gorilla trekking tours with expert guides and remote locations that ensure an intimate experience for those seeking solitude.
There are also Tanzania’s Singita Grumeti and South Africa’s andBeyond Phinda Private Game Reserve, which offers luxury bushland with private pools, private game drives and guided walks.
