To better understand American travelers, South African Tourism recently conducted a study examining how this market’s expectations have evolved. The bottom line? Wildlife experiences alone are not enough for modern U.S. safari travelers, who are seeking more well-rounded and experiential trips.
The USA Market Segmentation Study found that while South Africa’s wildlife remains a powerful draw for Americans, they increasingly want to pair these opportunities with culture, cuisine, adventure, nature, history and other authentic local experiences — a good lesson for travel advisors who plan Africa travel, and should be evolving their offerings toward “safari-plus” trips.
Advisors also stand to benefit from other findings of the study, including that ease of planning and trusted information sources influence conversion, and that authenticity and storytelling are increasingly important to travelers.
To help break down the different traveler motivations and styles, the study identified three emerging segments that it calls “Cultural Connoisseurs,” “Experiential Trailblazers” and “Modern Memory Makers.” All three represent high-income earners (exceeding $95,000 annually) with varying levels of experience with long-haul travel.
Cultural Connoisseurs are identified as older travelers who prioritize cultural immersion, scenic beauty and memorable experiences. The types of experiences they are looking for while they travel include cultural and historical landmarks, local cuisine, relaxation combined with exploration, scenic natural beauty and authentic heritage and storytelling.
Experiential Trailblazers are younger, yet still affluent, and prioritize adventure, discovery and active engagement. These travelers — including singles and couples — are highly experience-driven and motivated to explore new places, participate in engaging activities and be immersed in diverse cultures. Importantly, they are willing to invest in unique travel opportunities and distinctive experiences, as well as visit lesser-known attractions.
Finally, Modern Memory Makers represent travelers who prioritize ease, safety and lasting memories. They favor family-friendly itineraries, all-inclusive packages, trusted brands and chain hotels, convenience and efficient logistics.
Advisors can use these findings to tailor their marketing and planning approach for different types of travelers, as well as to craft more meaningful and immersive safari experiences for clients.
