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Luxury safari-goers once watched lions, leopards, elephants, buffalo and rhinos, but stayed in nicer tents and dined on gourmet food.
But that is changing.
“Safari is no longer just about the ‘Big Five,'” said Lori Cohen, a writer who covers luxury safaris. “People have limited free time in their lives and they really want to use that time to do something special and transformative.”
“They want personalized attention (and) unique experiences,” he said. They want “their emotions to be talked about.”
As a result, the definition of luxury tourism in Africa is changing, said Olivia Gradidge, marketing manager at exhibition organizer RX Africa.
“While premium amenities remain important, the focus has expanded to encompass unique and exclusive experiences,” he said. “Travelers, especially those seeking luxury, are increasingly driven by a desire for novelty and exclusivity. They crave experiences they have not experienced before.”
A Samburu cultural dance organized by Loisaba Lodo Springs in Kenya, part of the Elewana Collection.
Source: Harriet Akinyi
It could be a hike with a veterinarian who works with gorillas or a look at how a neighboring community lives, Cohen said.
For others, it’s an experience that matches their interests, such as photography or the ability to track specific animals, or a helicopter tour to a remote area, Gradidge said. Increasingly, travelers are interested in “behind-the-scenes access where guests can participate in conservation activities, meet researchers or learn about anti-poaching efforts,” he said.
“These experiences…(transform) the traditional safari from passive wildlife viewing to an active and engaging adventure,” he said.
How luxury safaris are changing
The luxury safari market is expected to grow from From $1.7 billion in 2023 to $1.98 billion in 2032.according to market research company Business Research Insights.
A 2024 trend report published by travel website Africa Travel Week highlighted the rise of “7+ star experiences” and “ultimate luxury” in Africa. But the Discover Africa website notes that luxury travelers are moving beyond opulence into a new era of “conscious luxury,” which merges sustainable safari tourism and personalized itineraries.
A photo taken during a safari at Kenya’s Emboo New Generation Safari Camp.
Source: Harriet Akinyi
Kgomotso Ramothea, chief executive of the African Travel and Tourism Association, said there is more interest in walking and trekking safaris, which produce fewer 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 options.
Babohi in the Qwabi Private Game Reserve in South Africa.
Source: Harriet Akinyi
But “returning visitors are looking for more complex experiences, with multi-country safari itineraries rather than trips to a single country.”
That can increase prices. The price of a luxury safari booking will reach $9,600 per person by 2024, he said.
How much does a safari cost?
Basic and mid-range safaris.
A basic African safari ranges from $100 to $300 per person per day.
This budget will generally allow for shared game drives set at specific times of the day. Wildlife sightings may be limited compared to luxury safaris in reserves or private conservation areas.
Meals are also quite basic, compared to high-end safari camps.
For $300-$600 per day, travelers can expect excellent service and fewer guests. There are often additional activities such as guided forest walks, night tours 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 Tanzania’s Serengeti Sopa Lodge; South Africa’s Sabi River Sun Resort in Kruger National Park; Botswana’s Moremi Crossing; and Namibia’s Sossus Dune Lodge in the Namib Desert.
luxury safaris
These lodges typically cost around $600 per person per day and offer luxury accommodations, private safaris, 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 – Next 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. There is Finch Hattons near Tsavo National Park and the Angama brand has another luxury camp in the Amboseli National Park. The Elewana Collection has camps in pristine locations in Kenya and Tanzania, as does Asilia Camps, which also organizes safaris in Uganda.
In Tanzania, there’s Singita Sabora Tented Camp and Four Seasons Safari Lodge Serengeti, the latter with views of the Serengeti, plunge pools and an infinity pool.
A tent at the JW Marriott Masai Mara Lodge.
Source: Harriet Akinyi
South Africa also has many safaris at this price, from the Royal Malewane to the Babohi at Qwabi Private Game Reserve, a distinguished adults-only lodge.
Ultra-luxury safaris
For the ultimate safari experience, prepare to pay between $1,500 and $10,000 per day to enjoy meticulously designed activities, extraordinary amenities, and exceptional services.
In Rwanda, lodges like Bisate Lodge and One & Only Gorilla’s Nest are located near 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, ensuring an intimate experience for those seeking seclusion.
There’s also Singita Grumeti in Tanzania and andBeyond Phinda Private Game Reserve in South Africa, which offers luxurious jungle villas with private pools, private safaris and tracker walks.
