Bench Africa has officially launched its new brochure – or should that be book? Such is the heft of its 100+ pages and aesthetic appeal. But with a breadth of landscapes and experiences almost unparalleled anywhere in the world, does Africa deserve any less? Bench thinks not.
The merits of brochures can be debated until the cows (or buffalo in this case?) come home, but simply put, Bench Africa’s partners – and travellers – still want them. And why fix something when it clearly isn’t broken?
“We’ve had a phenomenal past year,” Bench Africa Trade Relations Manager Andy Kirkman tells trade and supplier partners at the brochure’s launch event in Sydney this week.
And that’s largely due to the Africa specialist’s important trade partners – and their Bench brochures.
“Because of your enthusiasm, expertise, your trust in us as Bench, [we’ve had] some of the biggest sales months we’ve had in Bench history,” he added.
“So from September onwards, we’ve been celebrating month after month after month of biggest-evers, which has been fantastic.”
What’s new?
Behind the beautiful cover, which is graced by the female leopard ‘Golonyi’, the new catalogue sets a benchmark of sorts.
“The new brochure represents the largest dedicated collection of African itineraries that you will have on your shelves,” Kirkman says.
“It might be a bold statement, but we think we’ve created the most trade-friendly Africa brochure.”
As well as being a “one-stop shop for all styles of African travel”, Bench’s new brochure boasts numerous new features.
“We’ve made several enhancements driven by direct input from travel agents. So you’ve actually had feedback into this,” Andy tells guests in Sydney.
“Some of these may seem like minor additions. Though… each thing that we’ve changed solves a particular challenge from a travel agent perspective.”
Among the upgrades are new trip codes against each product that ensure quick searches on the company’s revamped website (which was also teased at the event, with a tentative launch date of late March), new travel-style tags to assist with simple identification of experiences and dedicated ‘family safari’ pages, with itineraries in malaria-free regions to cater for growing multi-generational travel demand.
There are new tours too, like the Northern Circuit, which explores less frequented destinations in Kenya, and the exclusive ‘Discover Kenya Scenic Air Safari’. These join Bench Africa favourites like the ‘Highlights of East Africa’ tour (Bench’s top-selling trip) and ‘Gorilla Trekking in Rwanda’.
Brochure bash
Nowadays, Bench only publishes a new brochure biannually. So, it’s turned this week’s launch into a special occasion.
Held at Four Hundred Bar & Kitchen, the Sydney launch event featured updates from Bench partners Prestige Safaris, Luxury Travel Marketing, Africareps and South African Airways. It also included a sit-down dinner and drinks, live traditional music and dancing, and plenty of prizes, including a 15-day ‘Intimate Botswana & Zimbabwe Encounter with Jenman African Safaris.
Guests also tried their hand at making the Kenyan cocktail, ‘Dawa’ (Swahili for medicine), which was apparently invented by Bench Africa Chair Mike Kirkland. Cheers Bench!
Aussie return
Speaking to Karryon at the event, Bench Africa Managing Director Glen Rawlings said that although the Australian market was relatively slow, compared to European markets, to return to the continent post-pandemic, it has since boomed.
That’s why Rawlings is here now, visiting from his base in Mombassa (Kenya). And that’s why, he says, the company welcomes many of its Aussie trade partners – whom he calls Bench’s best ambassadors – on the ground in Africa, especially at its Satao Camp in Kenya. On the back of this brochure, expect that to continue.
Read more about the new Bench Africa brochure in Karryon here. Or explore the full range of Africa small group and Tailormade tours at benchafrica.com.
All images Mark Harada.
