Why sell it
The current travel climate is an opportune time to sell safari trips. Clients are more willing than ever to indulge in- and pay big money for- enviable experiences. Added to which, safaris can be complex, requiring specialised knowledge of logistics, accommodation, and destinations. This makes the role of a travel agent as a trusted advisor indispensable when booking these types of holidays.
But the safari market is changing, with an emphasis on smaller numbers, but higher quality. “There is a strong demand for unique, low-density holidays that allow for an authentic connection to nature, which safaris inherently provide,” says Marlies Gabriel, Owner of Hatari Lodge and Shu’mata Camp based in Tanzania.
Travel agents are uniquely positioned to influence clients’ choices, he adds, focusing on safari holidays that are ethical in every sense. Agents have the power to support suppliers that prioritise wildlife welfare, environmental health, and community well-being.
Who to sell to
Couples and honeymooners have always been a core safari market, but this is evolving. Families with young children and multi-generational groups are now being catered for, as the product diversifies.
“Emerging groups include solo travellers looking for social connections and transformative experiences, and a rapidly growing segment of sustainable and wellness tourists,” says Gabriel. “These conscious travellers prioritise properties with a genuine commitment to conservation, authentic and non-commoditised community projects, and a low environmental footprint.”
Safaris which offer a theme that ties in with local culture and conservation efforts are a great hook for trips. “We are developing a focused and intentional approach to culinary conservation, involving guests through gastronomic tourism experiences,” explains Gabriel. “Culinary conservation is a proactive effort to use food to preserve culture, biodiversity, and the environment; the practice of aligning a destination’s food system with its ecological and cultural conservation goals.”
How to sell
Exclusive, private, and bespoke experiences are on the rise, with a shift toward purpose-driven travel and conservation-focused safaris. This means agents should focus on leading with narrative and the purpose, framing the trip as more than just a holiday, and rather as an opportunity for the client to be part of a meaningful story. Gabriel advises highlighting “the direct impact of their travel, such as how their stay supports local farmers, funds anti-poaching units, or helps preserve indigenous crops.”
Agents should also position these trips as an experience that cannot be found elsewhere, with opportunities for personal, one-on-one interactions such as taking a guided tour of a regenerative farm, or hearing conservation stories directly from the people involved.
Most importantly, says Gabriel: “Reassure clients that they are making a responsible choice without sacrificing luxury or comfort.”
