Ask any safari lodge what keeps guests returning, and the answer often goes beyond the allure of new wellness retreats or bucket-list activities. According to Jim Holden of Holden Safaris, it is often the trusted recommendations of advisors that spark interest in fresh experiences. However, repeat visitors typically gravitate toward lodges where they experienced authentic moments on their previous stays.
Familiarity is a significant draw. "On safari, guests frequently request the same guide, appreciate seeing the same team, and want to follow up on the ongoing story of the bush," explains Suzanne Bayly from Classic Portfolio. For many returning travelers, it’s that comforting sense of coming home, coupled with unforgettable wildlife encounters, that drives them to book again.
At Mosetlha Bush Camp in South Africa’s Madikwe Game Reserve, about 60% of visitors are repeat guests, according to Caroline Lucas. This remarkable statistic has remained steady for five years, thanks largely to experienced guides who have been with the camp for decades. A dedicated Facebook group, "Friends of Mosetlha," allows loyal visitors to stay connected and share their experiences.
Returning travelers often seek their favorite room or tent, adding another layer of comfort. "Repeat guests can specify their preferences based on past experiences," mentions Lawrence Abura at Mara Bushtops in Kenya. These expectations might extend to requesting a specific luxury tent suite or even asking for a different tent based on its superior location.
The bonds formed during previous safaris can be quite strong. Holden recounts a loyal customer who knows the leopards by name and insists on having a particular guide, who, despite being promoted to general manager, must still accommodate this guest’s request for a personalized experience.
Meeting Expectations for Repeat Guests
However, managing these expectations can be challenging. "First-time travelers usually approach with no fixed expectations, while repeat guests arrive anticipating an experience that matches or exceeds their last visit," says Ed Beukes, the marketing director at Tswalu. The pressures of changing staff or renovations can complicate matters, particularly when repeat visitors expect everything to remain static.
First-time safari guests typically seek thrill and iconic sightings, whereas returning visitors tend to crave deeper connections. Jann Kingsley of Seolo Africa highlights this shift in focus: "Repeat guests yearn for immersion and connection, paying attention to the subtleties of tracking wildlife and enjoying the changing seasons in the bush."
To strike a balance between familiarity and innovation, operators are increasingly adopting a model that blends trusted services with exciting new features. Andrew Kitema from African Adventures notes that repeat clients appreciate "predictable excellence—like reliable guides and service—while also welcoming new experiences."
Innovations That Enhance Experience
Natural Selection, which operates across Namibia, Botswana, and South Africa, has also capitalized on evolving guest expectations. Dave van Smeerdijk confirms that about one-third of their guests return or are referred by previous customers. He mentions a growing interest in the in-camp offerings: "Amenities like food quality and service are becoming just as crucial as wildlife sightings,” he adds.
To adapt, they introduced a "comfort menu" that includes simpler meals like gourmet burgers and spaghetti, responding to requests from guests on longer safaris. Unique experiences, such as the Skybed stargazing platform, have also garnered attention, drawing visitors looking for memorable nights under the stars.
Sleep-outs under mosquito nets are another trend gaining popularity among repeat guests, as Kingsley describes them as one of her most sought-after experiences. Additionally, longer stays and trips involving family and friends are increasingly common among return customers.
The Impact of Small Touches
Sometimes, small innovations can significantly affect guests’ experiences. A&K Sanctuary, for instance, partnered with Leica to provide high-quality binoculars for each guest. "This seemingly minor gesture improves wildlife spotting and enhances overall enjoyment,” states Lara Vancans.
Seasons also play a vital role in the attraction for repeat visitors. Bayly mentions that guests often return to witness the stark contrasts between the dry and wet seasons, each offering unique wildlife and birdlife experiences.
Operators value loyal customers for several reasons: they tend to book directly and often extend their stays. Observing how many couples transition from three-night stays to family gatherings spanning two weeks illustrates the potential for cultivating long-term relationships with visitors.
For travel advisors eager to market safaris effectively, the key lies not in seeking what’s new but in recognizing which properties provide a sense of home and which familiar faces will be eagerly awaiting their guests’ return. By fostering authentic connections and memorable experiences, safari lodges can ensure that returning guests feel valued and fulfilled during their visits.
