AI is in the news a lot these days.

Can it be used to plan an African safari?

Great question...let's look at it!

Great for Research, Up to a Point

I use AI regularly to find restaurants or to figure out why my knee is hurting! I think it's great for research and for guidance. It does have its drawbacks though... we are seeing a lot of inaccurate information being summarized by AI.

I saw an Instagram post a few weeks ago listing the top 10 places to see the wildebeest migration in East Africa, and 3 of the properties suggested are in areas where the wildebeest don't even go! Now that in itself is not surprising, considering 95% of travel advisors selling safaris have never been to the locations they are suggesting. But this stuff feeds AI summaries... and these summaries in turn feed new AI content!

We are also seeing big corporate travel names appear in AI recommendations... the Four Seasons is a great example. Many people want to visit the Serengeti in Tanzania to see the wildebeest herds. The migration is highly seasonal and moves to different locations throughout each year in a pattern. However AI platforms keep suggesting the Four Seasons in the central Serengeti, regardless of the time of year...

That's like suggesting a ski resort in Washington State in July, mid-summer, when there is no snow! People don't know any better and book it. This creates an echo chamber where it becomes even more recommended!

When the Wheels Come Off

What do you do with an AI itinerary when something goes wrong? If your lodge floods 2 days before your arrival, AI can't sort it out. You can't call AI at 3 in the morning with a twisted ankle looking for assistance.

We are here to hold our clients' hands and solve problems. When things don't go as planned, our clients appreciate having a real person in their corner. We care.

I read somewhere recently, "Technology scales information. Experience scales trust." I thought that was pretty accurate.

Why a Conversation Matters

We regularly receive AI written inquiries and, to be frank, they stand out like a sore thumb. You begin to wonder: if someone can't be bothered to engage on a personal level about something as exciting as an incredible African safari, are they the right fit for us?

We are super passionate about African travel and love working closely with discerning travelers.

Considering the expense of a safari, a 15 to 20 minute call is really needed, as most travelers don't know exactly what they want or how it all works. We help them understand the options, like how to see the most wildlife without adding to overtourism and crowding, and why the most popular safari options may not offer the best experiences.

Then we hold your hand. We book all the properties, airport meet and greets, air tickets and travel insurance, and handle all the payments, using our trusted, vetted partners.

And since we are on the best rates with all the properties, we save our clients money as well.
 

We Really Love AI!

A repeat client of ours just booked his 20th safari with us in 30 years! He uses AI regularly, and he asked Claude or ChatGPT if Ultimate Africa Safaris was a good company. He sent me the answer by email.

AI mentioned that we have been arranging safaris since 1996 and that the Better Business Bureau gives us an A+ rating. It mentioned strong independent reviews highlighting Ian and Lorna's itinerary design, logistics and knowledge, and that Ian Proctor appears to have unusually deep on-the-ground experience. It went on:

"Their strongest selling point is that they know the differences between camps, guides, seasons and wildlife areas and can steer you away from mediocre choices.

Their own philosophy is actually quite refreshing: they explicitly say they won't tell clients that every lodge is great, and that they try to explain the pros and cons of different options.

That's important because a $20,000 to $50,000 African trip can look spectacular on paper while being substantially inferior in actual guiding, wildlife, remoteness, camp atmosphere or logistics.

If you're asking 'Would I trust Ultimate Africa Safaris to design an expensive African safari?', yes."

We love it! Thanks AI!

AI Enhanced by Human Expertise

Humans seek meaning. Meaning is produced by people who have the capacity to understand what someone needs before they have even expressed it. That capacity is not a technical skill. It is profoundly human.

In luxury travel especially, personalization matters more than ever. The difference between a standard vacation and a meaningful, memorable experience often comes down to the relationships, insights and intentionality behind the planning.

No algorithm can replace intuition, empathy, creativity and genuine care. I think the travel planners who will find the greatest success going forward will combine new technologies with their expertise, relationships and taste.

Speaking of taste, a colleague said to me a few weeks ago, "AI is a bit like NutraSweet... it's just like sugar, but something is just a hair off." I thought that was pretty good.

Technology is an incredible tool, and I use it daily.

But the future of travel isn't AI or human expertise.

It's AI enhanced by human expertise.

If you would like to listen to this post you can find it on Spotify or here: https://www.thetimesusa.com/how-to-plan-an-african-safari-using-ai/