Editor's note: This story was originally published on Nov. 23, and was updated on Nov. 29 to reflect new COVID-19 developments.
“Africa is open … and it has actually become the perfect destination for travel.”
This is the message Sherwin Banda, president of African Travel, Inc., wants to share with travel advisors and their clients as we prepare for the start of a new year. And he’s not the only one who’s taken notice — with bookings strong for next year, it seems that demand for safari vacations may be higher than ever before in 2022.
Regarding the emergence of the new Omicron variant of COVID-19, Banda shared the following:
“We applaud South Africa’s scientists who discovered the new COVID-19 variant (now called Omicron). South Africa acted swiftly to inform the rest of the world, in compliance with the country’s international obligations. The announcement of the new variant has unfortunately had unintended consequences resulting in unnecessary travel restrictions. This latest development is certainly going to have a devastating effect on the tourism industry, considering the limited information we have about this new variant. Southern African countries (Botswana, South Africa, Namibia and Zimbabwe) are open to international travel, and the adventure of being on safari in wide-open spaces, surrounded by nature with no crowds, is a must-do, bucket-list experience not to be missed.”
That said, Banda also has plenty of good news to share, including the reasons for increased interest in travel to Africa, emerging trends within the safari market, new offerings from African Travel and the limited availability remaining for next year.
What’s the bookings outlook for African Travel heading into 2022?
When we look back at 2018 for forward bookings into 2019, we are up in bookings by 65% [for 2022]. When we look at 2019 for travel in 2020, compared to 2022, we are up 79%. And if we look at just new business, compared to 2020, we are up 280%.
Certainly, by the end of this year, we will have more new business on the books than postponed business for the last two years. And when we take a deeper dive into the numbers, what we are seeing is the average price point for luxury travel is up $1,200 per person compared to 2019.
Prior to COVID-19, Africa represented less than 10% of global travel out of the U.S. And that number is going to be much higher in 2022.
What are some of the factors driving all this new business?
We've always thought Africa was the perfect destination for wellness travel. But I think the result of COVID-19 is that people [want to] explore wide-open spaces with fewer crowds. That's why we see an increase in the volume of people interested [in going to Africa]. Prior to COVID-19, Africa represented less than 10% of global travel out of the U.S. And that number is going to be much higher in 2022.
We are also seeing this younger demographic emerge that moved Africa up on their bucket list. The majority of our travelers are 55 and older — 76% of our guests. But the fastest-growing demographic that we are seeing as a result of COVID-19 is multi-family travel, and the fastest-growing age group that we are booking is families (ages 35-55) with young children. That has been a new shift.
What are some of the other trends emerging for Africa travel next year?
We are seeing that people are delving deeper and staying longer in single destinations, as opposed to hopping from one destination to another. I think that was first happening because people just didn't want to deal with the protocols of going from one country to another. But now, people are actually looking to experience more in a single destination than ever before.
People are also paying more for exclusivity. [Instead of] joining other people on a game drive, now they are paying for exclusive-use vehicles. And multigenerational travel groups are buying out camps.
The final trend we are seeing at African Travel is solo travel has increased by double digits. So, one of the new initiatives that we have is departures with zero solo single supplement. And, across all of our safaris, we now offer low single supplements. Very shortly, we will also be releasing solo travel itineraries specifically designed for people who want to travel by themselves, but not alone.
African Travel also recently introduced LGBTQ-focused safaris. How did that come about?
During COVID-19, it became more important for our team to stay connected. We identified business resource groups that our team members could belong to based on identity, interest or affinity. I joined the LGBTQ+ group, as well as the African American group. One question that came out my LGBTQ+ business resource group was, “When we look at all the collateral that we have, why do all the people look the same? Why is it not so diverse?” And what we have come up with is our Pride Safaris.
Banda and his family on one of the company’s new Pride Safaris
Credit: 2021 African Travel, Inc.They are specifically, uniquely tailored to people within the LGBTQ+ community. But what quickly became evident was that this product wasn't just for people of this community, although that's where the messaging started. It was for these people, and their family and friends. And what’s really special about these safaris is that every single camp, lodge and hotel has been vetted and has completed sensitivity training. So, they know not only how to serve, but they also have the language of inclusion. For example, if I was checking in with my husband, and we were traveling with our son, we would not be asked, “Where is mom?” or “Do you need two separate beds?” For these travelers to be so validated and seen was a huge moment of pride for us. Hence the name Pride Safaris.
Aside from the new Pride Safaris and the upcoming solo itineraries, are there any other new developments in the works?
There’s one other thing that we are going to be sharing very soon. A lot of people missed out on celebratory travel over the last few years, and a lot of people want to have that getaway, wedding or honeymoon, but keep it small and intimate. And they’ll be able to do that now in Africa [because] we are able to do traditional blessings for people who wish to have a ceremony in the bush.
It's done with the beautiful singing and dancing of African culture in the destination, which is absolutely a blessing. To have a traditional song from a particular community bestowed on a couple, that is one of the most touching and remarkable experiences that I've ever seen.
Couples will be able to have a wedding ceremony in the bush, featuring traditional African cultural elements.
Credit: 2021 African Travel, Inc.What is the safari experience like as we continue to grapple with COVID-19? What should travelers expect and be prepared for if they go to Africa?
Travelers should expect that sometimes we will have to pivot. Typically, an itinerary would be set out very specifically in terms of what you're doing, when you're doing it and how you're doing it. But if, flights get canceled, as an example, we might rearrange the itinerary. Logistics will be taken care of, but there [may be] disruptions. I think that's going to be the new normal.
But I've had people travel with us throughout the pandemic, and overwhelmingly, the comments have been, “I felt safer in Africa than I do in the U.S.” The reason for that is, first of all, when you're out on safari, there are no crowds, so you get this automatic social distancing. And in the camps, the vaccination rates are quite high. Plus, people have to show proof of a negative PCR test when they enter the country. So, it's a very safe place to go on vacation.
For the first quarter is we have safaris going for 50% off. It’s never been seen before and will never be repeated again.
Is there anything advisors should know about booking for next year?
People who can travel in the first quarter will be traveling without any crowds anywhere. Everyone who was unable to travel in 2020 and 2021 and postponed their travel to 2022, [are] mostly [traveling] from May onwards. So, people who are going to travel early in the year will have the most amazing, transformative experiences, because the high season won’t have started. But [from May on], availability is going to be tough.
And the other thing for the first quarter is we have safaris going for 40% off. It’s never been seen before and will never be repeated again. But for those people who perhaps felt that a safari was something that they couldn't afford, they now have an opportunity.
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African Travel, Inc.
