Let’s be honest: “luxury” in safari travel has become meaningless. It’s plastered across websites, brochures and pitch decks as if it’s a product category, not a feeling. But ask ten different clients what luxury means, and you’ll get ten different answers.

It’s time we reframe how we talk about it.

Why ‘Luxury’ Has Lost Its Edge

Luxury used to signal something rare, personalised, and high quality. Now it’s a default. Everything is called luxury – from a mobile tented camp with an ensuite drop toilet, to a design-forward lodge with a wine cellar and private chef.

And when everything is luxury, nothing is.

What Clients Are Really Looking For

The best way to sell a luxury safari? Stop talking about luxury. Start talking about what matters to that client:

• For some, it’s an ultra-remote camp with no signal and no schedule.

• For others, it’s a plunge pool, gin bar and an outdoor shower.

• Some want to be anonymous. Others want to feel like family.

True luxury is personal. It’s not about how expensive something is, but how well it fits the guest.

Rewriting the Sales Language

It’s time we ditched the lazy labels and started selling experiences. Instead of saying:

• "Luxury lodge in the Delta", say "Intimate camp on a private concession with complete privacy, perfect for honeymooners or introverts."

• "High-end mobile safari", say "Light footprint, high-touch safari with a private crew and exclusive wilderness access."

Why This Shift Matters

For the trade, this isn't just semantics. It helps manage expectations, deepen trust and reduce post-trip disappointment. It opens up space to sell products that are right for the client, not just the priciest.

And for DMCs, it’s a reminder that understanding the client is more important than ticking the luxury box.

Luxury isn’t a look. It’s a feeling. The more we tailor our language, our product design and our recommendations to the actual client in front of us, the better we serve them – and the more loyalty we build.