Make the most of safari bounceback, new business founder tells agents

Buddying up

His dream became a reality in 2021, when, in the wake of a crippling year for the travel industry, he founded Nelson Travel alongside Sporting Agenda’s Ed James. 

Today, the company offers luxury trips in a variety of countries including Mauritius and the Maldives. It was the increased demand for African safaris following the pandemic, however, that skyrocketed the business in its first few months. 

“The interest in Africa was so strong after Covid, we didn’t feel like a start-up at all – we were busy!” Nelson says. 

While safaris can be organised on a range of budgets, he says Nelson Travel has focused solely on the luxury side of the industry since its inception. Nelson, James and business manager Emma Hunter work closely with their partners across Africa to create bespoke and unforgettable trips for their clients. Given Nelson and wife Lizzy’s love of skiing, they are also offering ski expertise now for bookings.

But safari is where the business focus remains. “It’s a simple but complex industry,” Nelson adds. “You need to understand what your clients want to achieve, to make it an extra meaningful experience for them.”

Know your market

It’s also important to consider there are three core potential groups of travellers for safaris, which means agents need to be savvy when advising clients during the booking process.

“The Africa market continues to be dominated by honeymooners, retirees and families doing those last big holidays before the kids go and do their own holiday,” he says.

With such differing needs in each group, the niche expert says it’s crucial agents listen attentively to their clients from the first consultation. This can be especially important for travellers who may have specific mobility requirements and for young families who may require accommodations for a more child-friendly experience. 

“Time is also a major factor, as you must usually allow longer for a proper luxury safari,” he says. “One common theme we hear when people try to do it on the cheap is how they end up cramming too much in. With luxury safaris, you have time at a place for three to four days, and each day is totally catered to you.”

As some simple tricks to sell luxury safaris, Nelson advises presenting offers that specifically appeal to the target demographic you’re aiming for. “Consider deals like ‘Bride Stays Free’ in shoulder season, or

‘Stay four nights, pay three’,” he says. 

As for the future of Nelson Travel, he is keen to take the business to the next level and welcomes interest from agents who can draw on his Africa expertise. 

He’s also keen to expand his staff as the workload thickens, saying: “We’ve needed someone for the last six months – but I think it’s important to find the right employee. The idea is to become a small, close-knit team for now.”