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Luxury Safaris Are the Hottest Ticket for 2025 🦁

The Affluent Explorer Is Booking Africa Now

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To those who seek life’s finer pleasures,

Welcome, and thanks for reading this week. Travel Market Report profiles the affluent explorer behind today’s luxury safaris, presented by Alexander + Roberts, and explains who is booking and why.

We focus on retirees as the core audience -- typically ages 50 to 80+, with multigenerational families and a few honeymooners also booking. Demand is rising for boutique camps, private concessions, and wellness woven into the bush.

Let’s take a trip through today’s discoveries.

📰 Upcoming in this issue

  • 🦁 Who’s Booking Luxury Safaris Now, and Why

  • 🌏 Explora Journeys Sets 2027 Asia Debut

  • 🛎️ “The Butler Did It” Returns to London and Singapore

🦁 Who’s Booking Luxury Safaris Now, and Why

Retirees dominate bookings while multigenerational families and a few honeymooners follow. Clients want intimate camps, private concessions, and meaningful, personalized access.

Key Takeaways:

  • 🧓 Retirees Lead: Most bookings come from travelers aged 50 and older, with multigenerational families and some honeymooners seeking milestone, bonding, and once-in-a-lifetime trips.

  • 🏕️ Boutique and Private: Guests favor intimate eco-camps, exclusive-use buyouts, and private concessions for privacy, closeness to wildlife, and a strong sense of place.

  • ✈️ Grand Itineraries: Travelers combine Serengeti with Rwanda gorilla trekking or finish in Zanzibar or Seychelles, blending wildlife, culture, and beach recovery.

  • 🧭 Advisor Edge: Advisors personalize access, add wellness experiences, address vaccines and safety questions, and simplify choices that overwhelm first-timers.

🌏 Explora Journeys Sets 2027 Asia Debut

Wallpaper previews sailings across Japan and Southeast Asia with design-forward ships. Expect extended overnights, boutique ports, and an unhurried, sense-of-place approach.

Key Takeaways:

  • 🗺️ Curated Itineraries: Focuses on more extended stays, fewer sea days, and boutique ports that larger ships skip.

  • 🛏️ Design-Led Spaces: Suites and lounges showcase contemporary European design, wellness-first layouts, and generous outdoor decks.

  • 🍽️ Culinary and Culture: Regional chefs, tea and sake rituals, and market tours deepen immersion on and off the ship.

  • Premium Positioning: Targets affluent travelers with small-ship intimacy, private transfers, and flexible embarkation across major Asian gateways.

🛎️ “The Butler Did It” Returns to London and Singapore

Raffles revives its cinematic campaign, starring the brand’s legendary butlers, to spotlight London’s OWO and the original Singapore icon. Expect stylish scenes, bespoke service, and a push to entice travelers.

Key Takeaways:

  • 🎬 Cinematic Storytelling: Second chapter unfolds in London, continuing the Singapore storyline and highlighting Raffles’ anticipatory butler service.

  • 🧳 Travel Demand Boost: Campaign aims to spur visits to London and Singapore, pairing heritage settings with modern luxury touchpoints.

  • 👤 Signature Butler Service: Focus stays on discreet, personalized service that anticipates needs, from unpacking bags to curated city experiences.

  • 🏛️ Iconic Backdrops: Scenes spotlight Raffles London at The OWO and Raffles Singapore, reinforcing brand heritage across two global capitals.

One last thing

High-end safaris hinge on precision. Longer flights and complex logistics raise costs and amplify risk. Matching clients to small eco-minded camps, private reserves, and the right activity level protects budgets and avoids unhappy surprises that can damage trust.

Addressing inoculation rules, routing, and safety up front saves time and reduces rework, especially for older travelers and multigenerational groups. Advisors who curate exclusive access and multi-stop itineraries earn loyalty and safeguard reputation in a niche where word of mouth still drives decisions.

Until our next edition,

Catherine Beaumont
Editor-in-Chief
Boston, Massachusetts
Flying Private

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