Demand for multigenerational travel still high
That multigenerational and family travel demand has boomed in the wake of Covid is well known.
What is a bit surprising is that this demand has remained elevated within the safari sphere, which has traditionally been viewed as a bucket-list travel occasion best suited to retirees or honeymooners.
“It used to typically be couples booking safaris, for either a honeymoon or a big anniversary,” said Linda Sergeant, founder of Far and Away Luxury Destinations. “But then something did start to change, and even pre-Covid, grandparents started saying, ‘Hey, I want to take the entire family on safari’ because they wanted to create memories with their kids and grandkids. And after Covid, that multigenerational trend grew even more.”
Erina Pindar, COO and managing partner at
SmartFlyer, has also seen a sustained increase in family-oriented safari bookings. SmartFlyer’s multigenerational safari travel business increased 46% year over year in 2023, with this jump driven in part by evolving safari accommodations.
“Private villa options offered by various operators have made family-friendly safaris even more accessible,” said Pindar, who cited properties operated by companies like Singita, which offers private residences across South Africa, Tanzania, Zimbabwe and Rwanda, and the Royal Portfolio, known for its private safari villas in South Africa’s Greater Kruger reserves, among other family-friendly accommodations.
Sergeant also noticed that more camps and lodges are making family-friendly accommodations a priority.
“I’m seeing more lodges with amazing villas that allow for two people in one bedroom and then connectivity to family members in another room with double beds,” Sergeant said. “And I also see a few lodges bringing their accommodation count down and going from, say, 15 accommodations to eight but making the accommodations much larger for families, because that family trend is going in such an upward direction.”
Kids club-style programming has also proven a popular addition. Suzanne Teng, Abercrombie & Kent’s product manager for Africa, pointed to examples like the Sabi Sabi Private Game Reserve’s Bush Lodge, which has an EleFun Centre where children ages 4 to 12 have access to an indoor arts and crafts studio and playroom as well as an outdoor playground.
“For game drives, you may be sitting in a vehicle for two to four hours at a time, and for younger children, that can be problematic,” Teng said. “So, while parents are on game drives, the kids can make a cast of animal prints or run around and be active. And other places have specialized caretakers and guides who can take kids on a walking safari around the camp to keep them engaged.”
According to Teng, A&K has been doing brisk business on the family safari front. The company has long offered both a customizable Tailor Made Kenya: Family Safari product as well as a 12-day Family Kenya & Tanzania Safari small group tour, which does six to seven departures each year and consistently sells out.
“Our guests like the camaraderie of having other families with them,” said Teng, who added that the group is accompanied on the trip by a tour director and a dedicated child-activity coordinator.