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Luxury safaris were once all about spotting lions, leopards, elephants, buffalo and rhinos – albeit staying in fancier tents and dining on gourmet food.
But that has changed.
“Safaris are no longer just about the ‘Big Five,'” said Lori Cohen, a writer who covers luxury safaris. “People have 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 “their emotions spoken.”
As a result, the definition of luxury tourism in Africa has changed, said Olivia Gradidge, a marketing manager at show organizer RX Africa.
“While first-rate services remain important, the focus has expanded to include unique and exclusive experiences,” he said. “Travellers, especially those looking for luxury, are increasingly driven by a desire for novelty and exclusivity. They aspire to experiences they have not encountered before.”
A Samburu cultural dance organized by Loisaba Lodo Springs in Kenya, part of the Elewana Collection.
Source: Harriet Akinyi
It could be a walk with a veterinarian who works with gorillas, or a look at how a nearby community lives, Cohen said.
For others, it’s an experience that matches their interests, such as photography or the chance to track specific animals, or a helicopter excursion in 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 a passive observation of wildlife to an active and engaging adventure,” he said.
How luxury safaris are changing
The luxury safari market is expected to grow from $1.7 billion in 2023 to $1.98 billion by 2032according to market research firm Business Research Insights.
In 2024 trend report published by travel website Africa Travel Week noted 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 combines sustainable safari tourism and customized itineraries.
A photo taken during a game drive in Kenya’s Emboo New Generation Safari Camp.
Source: Harriet Akinyi
Kgomotso Ramothea, CEO of the African Travel and Tourism Association, said there is more interest in walking and trekking safaris, which produce 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, with multi-country safari itineraries rather than single-country trips.”
That can increase prices. The price of a luxury safari reservation will reach $9,600 per person in 2024, he said.
How much does a safari cost?
Safari basic and midrange
A basic African safari ranges from $100 to $300 per person per day.
This budget usually allows for shared play units set at specific times of the day. Wildlife sightings can be limited compared to luxury safaris in private game reserves or conservancies.
Meals are also rather basic, compared to high-end safari camps.
For $300-$600 per day, travelers can expect excellent service and fewer hosts. There are often additional activities such as guided bush walks, night drives and expert 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; Sabi River Sun Resort in South Africa in the Kruger National Park; Botswana’s Moremi Crossing; and the Namibia Sossus Dune Lodge in the Namib Desert.
Luxury safari
These lodges usually start at $600 per person per day and provide luxurious accommodation, private game drives, gourmet meals and personalized services such as private guides and butlers.
Nice place, Richard Branson’s safari camp in Kenya.
Source: Harriet Akinyi
Angama Mara, Emboo – the 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 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 views of the Serengeti, swimming pools and an infinity pool.
A tent at JW Marriott Masai Mara Lodge.
Source: Harriet Akinyi
South Africa has plenty of safaris at this price point too, from the Royal Malewane to the Babohi to Qwabi Private Game Reserve, a distinct adults-only lodge.
Ultra-luxury safari
To get the pinnacle of the safari experience, be prepared to pay anywhere from $1,500 to $10,000 per day to enjoy meticulously tailored activities, extraordinary amenities and exceptional services.
In Rwanda, lodges such as Bisate Lodge and One & Only Gorilla’s Nest are located near the Volcanoes National Park, home to the country’s mountain gorillas. These lodges offer gourmet dining in stunning settings, private gorilla trekking excursions with expert guides and remote locations, ensuring an intimate experience for those seeking seclusion.
There is also Singita Grumeti in Tanzania and South Africa and Beyond Phinda Private Game Reserve, which offers luxurious bush villas with private pools, private game safaris and treks with trackers.
