Original Story Published by: Staff Reporter for JLL Real Views
Photo Source: Shutterstock
For growing numbers of today’s high-end travelers, holidays are less about sipping cocktails on sandy beaches and more about opting for new experiences they can’t get at home.
Africa has long been a favorite destination for safaris and hot air balloon flights over migrating herds but now the hospitality and tourism industries are exploring new locations to cater for luxury traveler’s increasing appetite for adventure.
“African tourism has evolved significantly in the last decade with a new wave of young, affluent travelers, as well as the so-called baby-boom generation, fueling demand for high-end experiential travel,” explains Xander Nijnens, head of Sub-Saharan Africa Hotels and Hospitality at JLL.
People want authenticity but they also want novelty. And when it comes to luxury travel, there’s also the exclusivity factor.
“People are willing to travel deeper and further beyond more frequented destinations such as the Maasai Mara,” Nijnens says. “That has in turn meant that areas that have been less developed are now coming into focus. Hotel operators are changing their game.”
While established hotels with sweeping views of the surrounding landscape and watering holes continue to attract steady flows of guests, more nomadic options such as luxury camping and integrated lodges are becoming increasingly popular.
To read the full article, visit JLL Real Views.
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