Dorine Reinstein

Ask any safari lodge what keeps their best guests returning, and they'll tell you it's not always the flashy new wellness retreats or bucket-list activities. In fact, as U.S.-based specialist Jim Holden of Holden Safaris points out: "It is usually advisors asking for something new, not repeat clients themselves. Repeat clients tend to go back to lodges where they had an authentic experience rather than partake in some new activity."

For most returning travelers, it's all about trust and familiarity.

"Familiarity is the draw," said Suzanne Bayly of Classic Portfolio, a collective of independently owned lodges. "On safari they often request the same guide, like to see the same team, want to follow up on the story of the bush."

Of course, wildlife remains the draw card. Repeat guests never tire of seeing elephants at sunset or tracking leopards with a guide who knows every paw print. But it's that feeling of coming home that really makes them book again.

Caroline Lucas at Mosetlha Bush Camp in South Africa's Madikwe has seen this firsthand: About 60% of her guests are repeat visitors, and this figure has remained unchanged for five years. Her guides have been part of Mosetlha for decades: Jonny for 22 years and Justice for 17. There's even a Friends of Mosetlha Facebook group where loyal fans keep in touch.

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It goes deeper than just knowing staff by name; repeat travelers want their favorite room or tent, too. Lawrence Abura at Mara Bushtops in Kenya says: "Repeat guests have the advantage of being able to tailor their expectations based on previous experience. These expectations range from being able to request the same type of luxury tent suite as before or even request a different tent based on their perception of best location."

Holden illustrates just how strong these bonds can become. One guest, he said, "knows the leopards by name and insists on the same guide, who although promoted to general manager now has to guide this repeat client otherwise she won't go." Holden added, "Once clients have experienced an authentic safari, staying at small boutique lodges, they are nervous to try something new that may not match up to their first safari experience."

Meeting expectations

But meeting those expectations isn't always easy. Ed Beukes, marketing and communications director at Tswalu, explains the challenge: "First-time travelers arrive with no fixed expectations, while repeat guests anticipate an experience equal to or better than their previous stay. Some expect everything to remain unchanged, which can create challenges if, for example, team members have moved on or renovations have taken place."

The difference in mindset between newbies and repeat guests is striking.

"First-time safari guests often arrive with a sense of anticipation for big-game sightings and iconic 'bucket list' moments," said?Jann Kingsley of Seolo Africa. "Repeat guests, however, usually crave something deeper: the slower magic of tracking on foot, noticing seasonal shifts in the bush, returning to favorite sundowner spots or watching a pride of lions they first saw years ago. They become more focused on immersion and connection than on ticking boxes."

The key, operators say, is balancing familiarity with innovation. Andrew Kitema from African Adventures explains that repeat clients want "predictable excellence -- same trusted service/guides -- plus periodic novelty -- new routes, special experiences. The sweet spot is 'familiar comfort + one new surprise.'"

Lara Vancans from A&K Sanctuary agrees. "We balance familiarity with subtle layers of 'freshness', whether it's new perspectives in guiding, seasonal shifts in wildlife, or conservation initiatives, to make each return trip feel both comfortable and rewarding," she said.

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Dave van Smeerdijk from Natural Selection (which operates across Namibia, Botswana and South Africa) reports about one-third repeat and referral guests, some having traveled with them eight times. He explains how expectations have evolved: "There is a far greater expectation on in camp experiences - food, service and optional add-ons like gym, spa treatments are now almost as important as what you see when you leave the camp," van Smeerdijk said.

Natural Selection has responded strategically: "New offerings include a comfort menu; with fancy food comes fatigue. On a longer safari the option of something simple like a gourmet burger or spaghetti bolognese can be very welcome." The Skybed stargazing platform is another hit: "Many people visit just for that one night high on a platform, only to realise it's not a gimmick, but it's a great wildlife area."

Kingsley said Seolo Africa has also seen the sleep-outs under mosquito nets as a winner. "it's become one of our most talked-about experiences," she said. Other trends among returning guests, she said, are longer stays and bringing friends or family along next time.

The little things

Sometimes the most effective innovations are subtle touches. For example, A&K Sanctuary teamed up with Leica to ensure guests each have their own high-quality pair of binoculars. "It may seem like a small gesture, but it eliminates the frustration of sharing equipment and elevates wildlife spotting," said Vancans.

Repeat guests also experiment with different seasons, according to Bayly of Classic Portfolio. She highlights "the difference in the seasons -- seeing the same place between dry and wet season and the wildlife and birdlife difference this brings -- is a big drawcard for repeat guests."

Bayly sums up why operators love loyal customers so much: "The repeat clients tend to book directly and stay longer," a point that Seolo's Kingsley agrees with: she's seen couples start off booking three nights, then five, then seven, eventually bringing siblings or parents until annual two-week stays become tradition.

So for travel advisors who want to make safaris a bigger part of their business, the trick isn't always finding "what's new." Sometimes it pays simply knowing which property feels most like coming home, and which familiar face will be waiting there when your client returns.