(Posted 29th November 2023)
One of the fastest growing safari trends in Africa, exclusive use safari experiences have gained accelerated popularity across the continent. This reflects the evolving needs of travellers seeking more immersive and intimate safari experiences. In South Africa, Morukuru Family have gained the reputation as the leading specialist in exclusive use travel, having pioneered the exclusive use safari house concept right from its inception. Originally a family holiday home of owners Ed and Anke Zeeman, Morukuru Owner’s House was opened as an exclusive use option in 2005 being one of very few in the country. Pioneered by Morukuru Family, the Morukuru Freedom Concept, allows guests to do “whatever they want, whenever they want”.
Now boasting three exclusive properties in the malaria-free Madikwe Game Reserve, Owner’s House, River House and Farm House, Morukuru Family are masters of exclusive use travel, which is evident in the popularity in recent years. September saw an occupancy level of 97% one of the highest ever and this trend is set to continue until the end of the year. “This year so far we have an average occupancy level of 85% compared with 79% in 2022 and a pre-covid average of 69% in 2019,” said Marketing Manager Rinse Wassennaar. “High-end exclusivity and unwavering flexibility are at the core of our ethos at Morukuru Family, we recognise that travellers are looking for space, privacy and seclusion and of course great wildlife experiences which is why we provide full flexibility with our Morukuru Freedom Concept, allowing guests to do whatever they want, whenever they want”.
Exclusive use continues to be increasingly popular with group and multi- generational family travel, with travellers wanting the opportunity to create shared memories and reconnect in a place they can call their home. Each property in the Madikwe Game Reserve offers dedicated general staff and specialised personnel like a private chef, knowledgeable bushranger, and butler.
The opportunity to create tailored activities also contributes to the appeal of exclusive use safari. The unique Freedom Concept (no set agendas) at Morukuru Family allows the safari experience to be customised each day to satisfy the interests and abilities of the whole group. Wildlife viewing is also enhanced due to fewer guests on the reserve. Guests can enjoy these pristine wilderness areas and can spend extended periods observing animals, resulting in more rewarding wildlife encounters without the presence of crowds.
Building on this, the industry has seen an emphasis on slow travel – an approach to travel that emphasizes connection to place and respecting the local environment, communities, and culture. In the Madikwe Game Reserve, guests can take part in Morukuru Family’s renowned three-day safari venture, Safaris with a Purpose, allowing guests to gain an insight into the important conservation work being implemented throughout the reserve and spend a longer duration connecting with this delicate environment.
