Safari travellers are increasingly approaching experts with firm destination ideas already in mind, forcing operators to spend more time explaining, reshaping and sometimes challenging those plans.
This is according to Go2Africas State of Safari 2025 , which reports that 82 of safari travellers have already chosen their destinations before making enquiries. This is up by 65 from two years ago.
In a panel discussion on the report, Justin Chapman , Africa Safari Expert at Go2Africa, attributed this to generative AI, stating that travellers have pre-planned ideas. Data accessed through large-language models has become a driving force behind buyer behaviour. Its led to algorithmic anchoring. The data is pushing travellers in a direction, said Chapman.
