Burgeoning luxury travel experiences show no signs of slowdown with operators across southern and East Africa cashing in on demand for life-changing journeys from lucrative outbound markets globally.
Insatiable high-end appetite for travel is evident in new research from leading global luxury travel agency network Virtuoso, which has a membership of 20 000 travel advisers in 58 countries. Unveiled at the end of Virtuoso Travel Week in Las Vegas in August, the research found sales across the network increased by 18% when comparing the first half of 2024 with the same period in 2023. Astonishingly, overall sales were up by 211% compared with the first half of 2019, reflecting the strength of the luxury market’s rebound.
Operators across southern and East Africa told Tourism Update this global trend is strongly reflected in the region’s travel markets.
“The luxury travel market in southern Africa has not only rebounded but is expected to surpass 2019 levels by the end of 2024. Demand for bespoke and personalised luxury travel experiences continues to grow significantly, driven by affluent travellers seeking unique, immersive and authentic adventures and experiences,” said Sabine Pickworth, GM of Black@, the luxury travel division of GoVacation Africa.
Greg Fox, CEO of Mahlatini Luxury Travel, said demand for travel to southern and East Africa is consistently tracking well ahead of pre-COVID levels.
“Mahlatini’s client community of conscious travellers is prioritising safaris that provide enriching, meaningful travel experiences as well as the requisite escapism and five-star hospitality.”
US leads the surge
The US continues to lead the resurgence of luxury travel across the region – a trend highlighted in the tourist stats of major safari destinations and operators’ observations.
“The US is the most buoyant source market, bolstered not only by couples and families but also by increasing numbers of solo travellers and multi-generational groups,” said Fox.
Suzanne Benadie, Sales Director for Sense of Africa, South Africa, said the US, UK and Australia are showing great appetite for luxury travel.
“There is focus on longer stays, particularly on safari. There is definite growth in this segment compared to 2019 and when analysed against 2023. Forward-booking trends also look healthy in this segment,” said Benadie, noting a significant increase in multi-generational trips.
“With renewed focus on family time, luxury travellers are booking multi-generational trips where experiences are designed for families to bond and reconnect. These trips often feature private villas or lodges that cater to all ages with activities suited for children, parents and grandparents alike.”
Rudi Wagenaar, Owner of On Demand Hospitality Solutions, said the top source markets of the US, UK, Germany, France and Australia are showing immense interest in Cape Town's combination of culinary excellence, breathtaking scenery and world-renowned wine offerings.
In addition to highlighting the strength of traditionally strong markets, Christine Macharia, Sales Executive for Sense of Africa, East Africa, said Latin America is a significant new player.
“Brazil and Mexico are emerging as promising markets with growth driven by the increase of millionaires with more disposable income.”
The appeal of remote and less-travelled destinations in East Africa is strong, Macharia added.
“Exclusive access to pristine, off-the-beaten-path locations, including private islands or remote lodges, is increasingly sought after.”
Willingness to experience off-the-beaten-track travel is supported by Virtuoso’s research, which reveals 31% of travellers are showing readiness to explore alternative, less-touristed destinations.
Demand for the authentic and multi-country
Macharia said luxury travellers increasingly prefer authenticity and immersion over sheltered tourist experiences.
“There is growing preference for authentic experiences that provide deeper engagement with local cultures, traditions and environments. Luxury travellers want to engage deeply with local cultures through culinary experiences, traditional arts and crafts or immersive historical tours.”
This doesn’t mean personalised service and customisation shouldn’t be a top priority.
“This extends beyond the itinerary to include high-touch customer care including private guides, dedicated concierges and bespoke services that cater to every need and whim. Luxury travellers increasingly seek rare and exclusive experiences such as private viewings of cultural sites, personalised wellness retreats or bespoke culinary experiences with top chefs,” Macharia pointed out.
Benadie noted higher demand for multi-country trips taking in the iconic sites of southern Africa.
“We see a growing interest in Zambia year on year. Greater Kruger remains in high demand for luxury travellers and, with more air access such as Cemair flights into Mala Mala Game Reserve and surroundings, we are able to offer more options to our agents.”
