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Doreen Reinstein
Remember when African safaris were a luxury for rich and retired couples making the most of their golden years? That picture has fundamentally changed.
Today’s luxury travelers to Africa are young (late 20’s, 30’s and 40’s), discerning and in touch with others, nature and themselves. That means, according to a recent webinar, “When Did the Luxury Traveler Get Young?” It is organized by Africa Travel Week and ILTM Africa.
Martina Barth, group sales manager for the Liz McGrath Collection, said she’s seeing more and more family travelers, honeymooners and couples who aren’t waiting until retirement to take a luxury vacation. In fact, millennials and Gen Xers will account for more than 60% of luxury spending across all industries by 2026, she said. “They spend more and spend longer in one place. They like to enjoy the destination and live with the environment,” she says.
Marcelo Novais, Business Development Manager of Grand Africa Safaris. By 2023, the luxury traveler has “made a conscious decision to invest in travel,” he agreed. Statistics show that the age at which most people buy their first home is now 40 and older. This is because they choose to invest in experiences. The pandemic has taught them to seize opportunities and not just let life pass them by. “
This demographic of young luxury travelers is characterized by a desire for extraordinary experiences and a strong connection to the places they visit and the people they meet, said Elizabeth Gordon, founder and owner of Special Travels.
• Related: Nature’s Choice Bike Tour Puts a New Spin on Safaris
“They’re looking for sensory delights, and they’re willing to mix and match their activities, combining luxury with simple and authentic experiences,” she says. The surprising thing is that these travelers happily mingle on the carpeted floor, which allows them to be close to nature. Important to note, they are not backpackers: they are willing to spend money to make their trip logistically easier, such as booking private flights or special-use villas, she said.
Luxury safaris are no longer just about game drives, Gordon said. Lodges should offer and market other stimulating activities such as walking safaris, community experiences and cooking classes. “Today’s luxury is about being flexible and understanding that customers don’t want cookie-cutter experiences. The luxury traveler of 2023 wants unforgettable experiences. They want to connect with people who change their lives and they want to gain new perspectives.”
Desire to blaze trails
According to Barth, today’s luxury travelers want to be a follower. “Friends who have found a new destination, a new property or a new experience want to be first. They’re looking for a purpose-driven, intentional vacation that money can’t buy. That’s where hyperpersonalization comes in, and that’s the essence of luxury going forward.”
A transformational journey is also important, with conservation an important focus. “The young luxury traveler wants to be involved in conservation. Not only do they want to see and understand what’s going on, but they want to be active agents and go behind the scenes,” Gordon said. “It’s the same with the restaurant experience. Restaurants used to hide their kitchens. Today, all kitchens are open. It’s the same with the tourism experience: we have to open the kitchen and let people cook next to the chef.”
• Related: Trekking in remote Tanzania and the Serengeti
This trend can be seen in many new products. For example, African Bush Camps recently launched Impact Safaris, an immersive concept designed to allow travelers to experience natural wonders and local culture and communities while giving back to the region’s inhabitants. In addition to financial contributions, Impact Safaris encourages participation in the betterment of communities and opens the door for guests to volunteer or donate to projects.
Volunteer activities include participating in feeding programs at local schools, understanding measures implemented to address human-wildlife conflict, visiting the clinic, visiting community gardens, and learning about African Bush Camp Foundation’s unique skills development projects.
Barth says we can expect the age of the luxury traveler to decline. “For the next few years, we’re going to welcome a lot of ‘Henries’ — high-income individuals who aren’t rich yet,” she says. “The future is exciting, and these travelers will definitely keep us on our toes. My advice? Prioritize visual content and make sure it’s always fresh and relevant. Properties need to keep pace.”
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