Luxury safaris adapt as travelers seek meaningful experiences

Once upon a time, luxury safari visitors were all about spotting lions, leopards, elephants, buffalo and rhinos – but while staying in nicer tents and eating gourmet meals.

But that’s changing.

“Safaris are no longer just about the 'Big Five,'” said Lori Cohen, an writer who covers luxury safaris. “People only have so much free 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,” she said. They want “their feelings addressed.”

This is changing the definition of luxury tourism in Africa, said Olivia Gradidge, marketing manager at trade fair organizer RX Africa.

“While world-class amenities remain important, the focus on unique and exclusive experiences has expanded,” she said. “Travellers, particularly those seeking luxury, are increasingly driven by the desire for novelty and exclusivity. They crave experiences they’ve never had before.”

That might be a walk with a veterinarian who works with gorillas or a glance into the lifetime of a neighboring community, Cohen said.

For others, it's an experience that matches their interests, reminiscent of photography or the chance to trace certain animals or a helicopter trip to a distant area, Gradidge said. Travelers are increasingly fascinated with “taking a behind-the-scenes look where guests can participate in conservation activities, meet researchers or learn about anti-poaching efforts,” she said.

“These experiences… [transform] “The traditional safari transforms from passive wildlife viewing to an active and exciting adventure,” she said.

The luxury safari market is anticipated to proceed to grow $1.7 billion in 2023 to $1.98 billion by 2032in response to the market research company Business Research Insights.

A 2024 Trend report The study, published by travel website Africa Travel Week, noted the rise of “7+ star experiences” and “ultimate luxury” in Africa. But the web site Discover Africa notes that luxury travelers are moving beyond luxury right into a recent era of “conscious luxury“, which combines sustainable safari tourism and personalized itineraries.

Kgomotso Ramothea, CEO of the African Travel & Tourism Association, said there was greater interest in walking and trekking safaris, which produce lower carbon emissions than traditional safaris.

Murielle Mignot-Vegezzi, product director at luxury safari company Discover Africa, said destinations such as Kenya, Tanzania, South Africa and Botswana remained the top choice.

But “return visitors are looking for more immersive experiences, with safari itineraries through multiple countries rather than trips to individual countries.”

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

Easy and medium safaris

A basic African safari costs between $100 and $300 per person per day.

With this budget, shared game drives are often possible at certain times of the day. Compared to luxury safaris in private game reserves or nature reserves, wildlife viewing could also be limited.

Meals are also moderately easy in comparison with high-end safari camps.

For $300 to $600 per day, travelers can expect excellent service and fewer fellow guests. There are sometimes additional activities reminiscent of guided bush walks, night drives 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 can also be the Serengeti Sopa Lodge in Tanzania; South Africa's Sabi River Sun Resort in Kruger National Park; Botswana's Moremi Crossing; and Namibia's Sossus Dune Lodge within the Namib Desert.

Luxury safaris

These lodges typically cost around $600 per person per day and offer luxury accommodations, private game safaris, gourmet meals and personalized services reminiscent of private guides and butlers.

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 Masai Mara. There is Finch Hattons near Tsavo National Park and the Angama brand has one other 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 may be the Singita Sabora Tented Camp and the Four Seasons Safari Lodge Serengeti, the latter with Serengeti views, plunge pools and an infinity pool.

There are also many safaris on this price range in South Africa, from the Royal Malewane to the Babohi within the Qwabi Private Game Reserve, an exclusive lodge for adults only.

Ultra luxury safaris

To experience the head of the safari experience, you should be prepared to pay between $1,500 and $10,000 per day to enjoy fastidiously tailored activities, exceptional amenities and exceptional service.

In Rwanda, lodges like Bisate Lodge and One & Only Gorilla's Nest are positioned near Volcanoes National Park, home to the country's mountain gorillas. These lodges offer gourmet meals in stunning surroundings, private gorilla trekking excursions with expert guides, and distant locations that provide an intimate experience for those looking for seclusion.

There's also the Singita Grumeti in Tanzania and the andBeyond Phinda Private Game Reserve in South Africa, which offers luxury bush villas with private plunge pools, private game drives and walks with trackers.