As travel returns to Africa post-pandemic, so too naturally does the demand for safaris. But what’s different for safari tourism now?
Sitting down with Karryon, Bench Africa chairman Mike Kirkland says the comeback of safaris has brought with it an uptick in multi-generational travel.
“We’ve got grandparents wanting to spend time with their kids and grandchildren – multi-generation,” he explains.
“Grandad or grandma pays – and the rest of them come along. That is happening a lot, possibly because of Covid.”
Expanding on this, Bench Africa trade relations manager Andy Kirkman says holidaymakers are making up for lost time, when people and families couldn’t travel together, and travel at all.
“So that’s great for us to see because it means the average booking value increases when you’ve got five, six, seven family members all travelling together,” he tells Karryon.
Bench’s big investment
One of the big developments at Bench is the acquirement of 10 new Toyota Landcruisers, which Andy says is perfect for the trend towards multi-generational travel.
“It really, really opens up a lot more of that private safari experience, because in Kenya for example, the new safari vehicles that Mike has just bought – they’re a maximum of seven seats,” he explains.
“So when we can fill one of those, you’ve got your own private experience.”
Mike says Bench has made the vehicles “as luxurious as we can”.
“[They have] special suspension and pop-tops, so you can stand up and film uninterrupted,” the chairman adds.
“And we have free wifi in all our vehicles, appeasing those who love to update their social media the moment they’ve experienced something extraordinary!”
The Bench difference
Mike says that Bench’s presence in Australia and on the ground in Africa distinguishes it from other operators.
“With Bench, you or your clients are dealing with us from start to finish; in Australia, managing your bookings, and on the ground in Africa managing the operations,” he remarks.
“If you’re not passionate about Africa, you don’t get a job with us.
“Eighteen years is the average time people have worked with me in Kenya. Even here [in Australia], I think it’s 10 years or so.”
Overall, Andy says that by the end of December, Bench was sitting at around “75 per cent of our pre-Covid business for bookings”.
And there has been a significant move back to travel advisor bookings.
‘Travel agents and trade bookings are our major focus looking forward. It’s now just a matter of learning … who is still out there, and how best to work with them because the landscape has changed considerably since 2019.”
To this end, Andy says Bench will be rebuilding its sales team and trade activity.
February arrival for new brochure
One thing that is ready to go is the company’s new brochure.
Bench will be one of, if not the first Australian-based Africa operator to release a new brochure since the pandemic, Andy says, and the final product should be distributed by mid-February.
A new feature of the product is the addition of QR codes that can take readers to the company’s pricing page, which can be updated as the need arises.
“So with that, it just allows us to have a bit more shelf life on that brochure and validity,” he says.
The new brochure features a section on family safaris too. So Bench will be ready for the influx of new multi-generational travellers.
Read more about Andy Kirkman in our Movers + Shakers story.
