by Karin Jones

Selling Africa and other luxury destinations means understanding the client and catering to their desires, whether they are luxury accommodations or life-changing experiences. 

Below are some of the important points we have found in 21 years selling Africa to discerning clients.

Exclusivity: The luxury client wants to know that you are developing a trip that is exclusive for them, not just a page from a brochure with 30 departure dates. For example, take the time to take an itinerary that you get off the website and put a header such as: “Private Custom Safari to South Africa for Bob and Janet Smith designed in conjunction with Susan Jones of XYZ Travel.”

Activities for Baby Boomers: Baby Boomers head more than 50% of households with incomes over $100,000, and are therefore a prime target market.  This generation is slightly less materialistic than previous generations in terms of spending money on hard goods.  They want to focus more on personal and experiential luxuries such as dining, spas, and wine tasting, so it is important to incorporate as many activities as possible that cater to their interests.    We have created a Personal Safari Planner to assist agents with the interview process.  After interviewing the client and finding out more about them, look for activities such as cycling, hiking, scuba diving, visiting villages, dining with a local family, private viewing at an art gallery, etc.

Self Enrichment: Clients today are more focused on experiences that enrich themselves and their families. Self-enriching activities may mean incorporating yoga classes, planning an exclusive showing of the oldest art in the world, Bushman Rock Paintings; or visiting the Pyramids of Egypt.

Social Responsibility: For many luxury clients’ wealth carries social responsibility, and they may want to leave the world a better place than it was before.  Warren Buffet, Bill Gates, and Oprah Winfrey are all examples. Show them how the trip fulfills this by incorporating cultural activities, learning experiences, wildlife conservation, meeting local people, and giving back to Africa on return or while there.  We donate a portion of our profits to the Cheetah Outreach Foundation, and encourage our clients to visit while in Africa.

Multi-generational Travel: The luxury market is increasingly looking for specialty family safaris for multi-generational groups.  It’s especially important to select properties where families are welcomed, not just tolerated.  For instance, there are special properties that include nightly African storytelling, child sized bathrobes and a slower pace are some of the special features.  Or imagine taking a family to Kenya – and staying at a working cattle ranch -- which is a community partnership between the third generation Kenyan family owning the ranch and the local Samburu community.  Here family members can take part in ranch activities and visit the site that inspired “Pride Rock” from Disney’s Lion King.

Indulge the Senses: Luxury clients like to pamper themselves.  When on safari this can mean staying at properties with five-star chefs, enjoying wine experiences and scheduling massages.  Many properties in Africa today offer amenities and dining experiences which exceed expectation.

Flexibility: Luxury clients are looking for itineraries where they can choose when they travel and at what pace.  They want customized itineraries where nothing is written in stone.    It’s important to customize all destinations, offer a choice of travel dates and determine whether the client wants to join like-minded travelers on a small group of 4-12.  A group this small would be still be considered exclusive for the luxury traveler.

Special Treatment: The luxury client wants to have special VIP treatment throughout, whether it is small gifts along the way, behind-the –scenes cooking classes, dinner reservations or pre-arranged rounds of golf.  A tour operator with expertise in this area can help arrange all these items.

Brand Consciousness: For brand-conscious clients consider name accommodations affiliated with Relais & Chateaux, or Small Leading Hotels; or look for other designations such as Singita, Cape Grace, etc.  Since these products sell months or years in advance, be sure your clients plan ahead.   In case of overbooking, ask the safari company to suggest alternative properties at the same level and be sure to ask the client if he or she is willing to consider a substitute.

Value as the Last Word: Lastly, the wealthy client knows and appreciates value.  Talk about the client’s investment in their trip – not their budget.  Discuss how much they feel they want to spend per person, per night – or per couple – so you’ll have this information handy prior to contacting the safari company. 

Many factors go into selling Africa to the luxury client.  The more you know about your client and the many experiences awaiting them, the better you will be able to sell this fascinating continent.