Agent hails safari guide as bookings soar to more than half of business 

The founder of luxury agency Berry Travel, Janey Berry, has credited the launch of her African safari guide and accompanying social media campaign with “transforming” her business. 

The digital guide, titled ‘How to find your perfect safari’, highlights top African safari destinations, including ‘pinch-me moments’, insider tips and advice on pairing trips with beach stays. 

Promoted through Facebook and Instagram adverts, which cost £10 a day, the guide has driven demand for safaris to account for more than 50% of Berry Travel’s sales, with new bookings coming in almost weekly since the guide launched in January. 

Speaking to Aspire, Berry said: “By June, I had sold 20 safaris with the lowest value being £12,000 and the highest at £100,000. My profit margin, given the cost of advertising, is unbelievable.” 

Prospective clients who download the guide also receive a six-week email series, which Berry said achieves “an amazing response rate”. After pausing the ads over summer due to being “overwhelmed” with demand, she has since restarted the campaign, receiving five to 10 new enquiries each week. 

Alongside the guide, Berry also hosted her first webinar on “safaris for beginners”, which included a live Q&A and optional one-to-one video consultations. The event generated 10 enquiries and five bookings. 

South Africa, Tanzania and Kenya are proving most popular, often combined with beach destinations such as Mauritius, Zanzibar and the Seychelles. 

Berry said: “I’ve only had one pure safari booking this year. Everyone else has wanted a twin-centre trip, but they really need advice on flight times and durations [for their connecting destination].”

Berry began honing her safari niche with the help of marketing consultant Ben Blackler from Navigator Marketing.

She said: “The process was quite brutal because he really puts you on the spot to differentiate yourself. But before I even got into travel, safari was an absolute passion. I’ve been lucky enough to work with friends who are conservationists in Africa, so they’ve given me some unbelievable experiences. 

She added: “When I’m creating safaris for my clients, I try to bring conservation into the experience. I want to find something extraordinary for them to do while they’re there, something that will make a difference.” 

Looking ahead, Berry plans to refine her client base further, focusing on “lower volume but higher quality” business. 

She added: “One drawback of social media advertising is not being able to segment the audience specifically so I’m communicating upfront that my niche is luxury, and I’ve learned to say no to clients who don’t align with my business.”