Demand Segments

Introduction

This module helps you to narrow down on who your ideal client is and what experiences they might be interested in on a trip to Kenya.

Kenya is a unique destination at the heart of Africa and is suitable for a diverse clientele. With diverse landscapes, mild weather all year round, an abundance of wildlife in urban and remote locations, as well as the renowned hospitality of the Kenyan people, Kenya is one destination in Africa that travelers keep on their bucket list.

Sport and Adventure Enthusiasts

Mount Kenya

Rock climbers, mountaineers, and adventure seekers alike are up for the challenge of scaling the heights of Mount Kenya, the second highest peak in Africa.

****Suggestion for image: A scenic view of Mount Kenya with climbers scaling the peak.****

Maralal Camel Race and Bike Race

In Samburu territory in the northern desert, the Turkana people hold the annual Maralal Camel Derby. A cycling race is also now held concurrently with the derby, with mountain bikes racing over a demanding course.

Lewa Marathon

The Lewa Marathon, Half Marathon, and Children’s Marathon take place at the Lewa Wildlife Conservancy annually in June. This event hosts up to 1,200 runners from over 20 different countries and is regarded as one of the toughest marathons in the world.

Fishing

Deep sea fishing off the Kenya Coast in the Indian Ocean is a huge attraction for amateur and professional anglers alike and is reported to be some of the best in the world. Billfish such as Marlin, Sailfish, Broadbill Swordfish, and Shortbill Spearfish are common in this area.

Whale Watching

During the months of August, September, and October, pods of migrating whales can be spotted off the Kenya coast. You can also expect to see dolphins throughout the year. In fact, there are 17 different species of dolphins and whales to be found here including bottlenose dolphin, whale sharks, and the occasional killer or sperm whale.

White Water Rafting

Without a doubt, the best river for white-water rafting flows from Mt. Kenya. The Ewaso N’giro is tremendous for rafting down the river and game viewing at the same time.

Scuba Diving

There are two marine parks off of Kenya’s Indian Ocean coast, one at Watamu on the north coast and the other Kisite-Mpunguti Marine Reserve located off the coast of Diani towards the Tanzanian border. Both boast incredibly beautiful and extensive coral reefs. These are prime spots for scuba-diving and spotting creatures such as butterflyfish which come in a vast array of different, usually bright, colours. There are approximately 114 species in total and divers can also find surgeonfish, triggerfish, angelfish, and parrotfish.

Kite Surfing

The Kenya coast has two trade winds called the Kusi and Kas Kazi that blow at different times of the year; The Kusi from May to November and the Kas Kazi from December to April. These conditions are perfect for sports such as kite surfing with several companies able to rent equipment to those wanting to try a new sport.

Trekking

There are many places in Kenya that are excellent for trekking. The Loroghi Hills, standing over the shores of Lake Naivasha, is perfect hiking terrain.

Mountain Biking

Hot on the heels of horse-riding safaris come mountain bike safaris, a 21st-century adrenaline buzz. Without the confines of a vehicle around you, there’s a serious thrill in feeling up close and personal with the wildlife especially in the Mount Kenya region.

Horse Riding and Camel Trekking

Horse riding safaris have been popular for decades and haven’t declined in popularity as it is a fantastic way to get close to the wildlife.

Camel safaris are also a very popular way to travel through the bush particularly in Laikipia and Samburu. Gifted local guides, for whom a camel train through the wilderness is a way of life, accompany groups and introduce them to the bush and the local wildlife.

Hot Air Ballooning

For that once in a lifetime experience, clients can take a hot air balloon ride at dawn over the plains of the Maasai Mara. Not only is this a really exclusive experience often ending with a champagne bush breakfast but since the balloon glides silently over the plains, you will get amazing game viewing as the animals are not startled as they might be with a 4 x 4 vehicle.

Walking Safaris

Walking safaris allow visitors to get up close and personal with the wildlife rather than a game drive from a 4 x 4 vehicle. The completely unrestricted view of the landscape and the thrill of being within a couple of metres of giraffe, zebra, and even hippo makes this a popular choice for those wanting an alternative to the traditional game drive.

Golf

There are 40 golf courses throughout Kenya with many in or around Nairobi. Due to guaranteed sun, even during the short rainy seasons, golfing is an increasingly popular activity.

Bird Watching

Kenya is one of the top birding destinations in the world. It has a varied habitat - tropical rainforest, coastal forest, montane forest, scrubs, and grasslands – and is ranked second after Zaire for habitat diversity. With over 1000 species here, Kenya boasts 11% of all birds in the whole world.

Though the Rift Valley lakes are mostly known for bird life and particularly flamingos, other lesser-known areas like the Kakamega National Forest to the west and Arabuko Sokoke forest near Watamu on Kenya’s coast often feature on specialist birding itineraries.

Romance

Weddings and Honeymoons

There are many properties that offer weddings and honeymoons. Couples might like to say “I Do” at one of the many beachfront resorts along the coast or might opt to have a traditional Maasai ceremony in the heart of the Maasai Mara National Park or even up in northern Kenya for a Samburu ceremony. There are multiple options to continue their honeymoon in the destination, whether they want a relaxing beach break or a more adventurous start to married life!

Luxury Properties

Kenya boasts a wealth of luxurious accommodation, both in its cities, along the coast, and out on safari.

For those looking for luxury accommodation in Nairobi, there are many options in the leafy, green suburbs of Karen and Langatta. Also in the Westlands area to the north of the city, you will find smaller, high-end properties to suit the luxury client.

On the coast, you can find gorgeous boutique resorts, with some offering butler service to ensure clients want for nothing.

Some of the tented camps you’ll find on safari give a whole new meaning to the term, “camping”. Often limited to 10 or fewer rooms, high-end camps have all modern conveniences including wifi, hot running water, and fantastic dining.

Conservation

David Sheldrick Elephant Orphanage and Wildlife Trust

Founded in 1977 by Dr. Dame Daphne Sheldrick D.B.E, in memory of her late husband David, the first warden of Tsavo East National Park, this wildlife trust is mainly known for its Orphans Project and the protection of elephants and rhinos. As well as visiting the orphanage, it is also possible to “adopt” an elephant which means you can access the orphanage outside of normal visiting hours.

Save the Elephants - Elephant Watch Camp

Eco-luxury and eco-tourism combine with conservation at this camp which is heavily involved in the protection of elephants through the charity, Save the Elephants who are located just downstream from the camp.

Born Free - Boma Building

The Born Free Foundation’s Big Cat Project gets big cats out of tiny cages and brings them to Africa to live. One way the charity can minimize the conflict between humans and wildlife is through their work to make lion-proof bomas, which offer a simple, cost-effective approach to protecting livestock from predators at night.

Watamu Turtle Conservation

Watamu Turtle Watch is the flagship program of the Local Ocean Trust. It was started by local residents in 1997 to protect nesting sea turtles. Now it consists of a Nest Monitoring and Protection program, By Catch Net Release Program, and specialist Rehabilitation Centre for sick and injured sea turtles. The combination of these programs enables the charity to make a real difference in ensuring the future of endangered sea turtles.

Culture

The People

The Kenyan people are friendly, hospitable people with a fantastic grasp of the English language alongside their mother tongue, Swahili. They are happy to share their culture and traditions and it is an important part of the experience of being in Kenya.

Cultural Experiences

Kenya offers a rich variety of cultural experiences with many lodges offering the opportunity for clients to visit local communities to learn about how they support them through social initiatives. It's possible to visit schools, go to a traditional village, or walk with the herds when they are going out to pasture in the morning. Occasionally it's even possible to take part in traditional ceremonies.

Vibrant Cities of Nairobi & Mombasa

Nairobi’s reputation precedes it, and yet Nairobi is an essential element of the Kenyan experience. It’s a vibrant and cosmopolitan city full of attractions, both natural and cultural.

In Mombasa, the traveler will be captivated by the mixture and acceptance of varied cultures, its history, coastal metropolitan flair, and vibrant nightlife. Discover the narrow streets in Mombasa in an experience that the traveler will never forget. The visit to Fort Jesus (a UNESCO World Heritage Site) is highly recommended.

Kenyan Tribes

There are 44 distinct tribes within 70 different ethnic groups in Kenya. The Maasai, Turkana, and Samburu are pastoralists and have kept their old traditions. The Swahili tribe is predominant on the Indian Ocean.

General Sample Itineraries and Options

1. HEART OF AFRICA - ‘Iconic Safaris’

Kenyan Soul, Wild Kenya, Warm & Hospitable People, Unique Nature, Great Lakes, Deserts, Rift Valley, Safaris, Breath-taking Landscapes & Stunning Scenery, Diversity of Wildlife, Birdwatching, World Famous Animals, Wildebeest, Lions, Giraffes, Rhinos, Flamingos etc.

KEY TARGET: Those looking for “Real Africa”, untouched and untamed, raw and exciting

2. SENSE OF ADVENTURE

About Discovery, Exploring what Kenya has to offer, Off Beaten track, Gaining memories, Deserts, Forests, Mountains, Camping out, Animal and Bird watching, Photography, Hiking/Trekking/Biking, Running with Kenyans

KEY TARGET: Many age groups. Outgoing people, seeking new experiences, broaden horizons, be Amazed, Having something to talk about back home

3. BIRD PARADISE

About experiencing the vast diversity of Birds that Kenya has to offer, from Ostriches and Flamingos, to birds of Prey and rare indigenous species.

KEY TARGET: Birding enthusiasts, lovers of nature. Organised Bird watching tour groups. NB This is a specialist hobby area and more likely to be booked through a Travel Agent/Tour Operator specialising in Birding.

4. COASTAL PARADISE

Coastal Relaxing and Unwinding, Pristine Beaches, Avoiding Stress, Safe Resorts for families, Food and Drink, Seafood, All Inclusive, Water Sports, Fishing, Diving, Charming Coastal Towns. Adding other Experiences into the mix e.g. Coastal Safari, Big 5 of the Sea, Inland Safari, day trips etc. Add experiences when desired.

KEY TARGET: Families. Blends relaxation with whatever else is desired

5. CULTURAL & HISTORICAL IMMERSION

About Experiencing the Culture Kenya has to offer, the History, Vibrant Cities, Tribes, Food and Drink, Old Forts, Swahili Ruins, Festivals, UNESCO, Tea & Coffee Tours. Getting in touch with Kenyan-ness

KEY TARGET: For people who wish to learn and be educated, all ages, Singles/Couples/Tours, Engaging the Senses, discovering History, Cradle of Mankind, Being There

6. PREMIUM LUXURY

Upmarket and expensive packages, Glamping, Private, Personal Safaris, Up-close with animals, Pristine Beaches, Fine Dining and Wine, Luxury Lodges/Camps, Eating under the Stars

KEY TARGET: Particularly Couples, or groups of Friends, Looking for time to themselves, away from others, desire Service & Attention, away from “Tourists”, prepared to spend to achieve this. Honeymooners.

7. POSITIVE FOOTPRINT

About Sustainability and Conservation, Protecting environment, Volunteer Holidays, Getting “hands dirty”, contributing something/giving something back, Living/working/eating with locals. Can involve Sponsorship

KEY TARGET: Particularly young couples and singles, eco conscious, caring, doing something different, Intimate & Responsible Connection To Nature.

Here are some examples of the type of travellers who are attracted by a holiday to Kenya and their travel motivations

Show Off

Stand Out Adventurer

Personality

I like feeling unique, special, and ahead of the pack.

Travel Expectations

I'm looking for an active, adventurous, and energetic trip, without forgetting the need for social recognition.

Glamorous Traveller

Personality

I need to be the best, praised for the success that I achieve.

Travel Expectations

I'm looking for a glamorous, organized trip to get away from it all; only the very best will do to impress my peers.

Authenticity

Culture Lover

Personality

I like to test my boundaries, explore, and achieve independence.

Travel Expectations

I'm looking for a trip where I can engage with new cultures and with locals in sheer beautiful nature.

Carefree Adventurer

Personality

I like to enjoy myself without worrying about the consequences.

Travel Expectations

In a trip, I like to do adventurous activities (hiking/trekking) and discover new places and cultures in intriguing foreign countries to get away and disconnect.

Relax

Family Relaxers

Personality

I need to know my peers accept me for who I am, feeling welcomed.

Travel Expectations

I'm looking for a relaxing trip, to be on the beach, in nature, or in the peaceful countryside with my family.

Security and Comfort Seekers

Personality

I have to feel relaxed, tranquil, and safe.

Travel Expectations

I'm looking for a relaxing trip that allows me to experience new things but with comfort.

1. Multi-Generation & Family Travelers

Travelers with children that are 10 or older and grandparents who yearn to go on safari will find a family vacation in Kenya to be one of the highlights of a lifetime. It is important, however, with both children and the elderly for travel agents to find out as many details as possible about how taxing a trip might be both physically and mentally before booking a multi-generational family trip. Consider the types of accommodations (for example, find out if the lodge is built on an incline or has several stairs), as well as how much time will be spent each day on safari vs. in the comforts of the lodge. For safety reasons, most safari outfitters and private game reserves don’t accept children under a certain age, usually under eight.

2. Nature Enthusiasts

It almost goes without saying that those who travel to Kenya are nature lovers. Pet owners, hiking enthusiasts, and folks who enjoy the local natural history museum will, generally speaking, enjoy the safari experience. Kenya is, of course, home to the Big Five, which can be spotted in some of the country’s best reserves, but it is also home to stunning natural surroundings. After a few days in the bush, the sights, smells, and sounds of the wilderness awaken visitors to a life in tune with nature. By day, they’ll be thrilled by the roar of the lion and by night, they’ll witness a starry sky so clear they’ll want to stay up way past their bedtime to enjoy the view.

3. Bucket List Travelers

Everyone has the type of client who is always thinking about their next dream destination. A safari in Kenya tops many people’s ultimate travel bucket lists. And, usually along with that safari, there is some mention of witnessing the magic of the Great Wildebeest Migration. So, book your “cocktail party clients” on a trip to Kenya with time to see the migration and they will, undoubtedly, thank you for it and tell all of their friends and neighbors.

4. Honeymooners

Newlyweds can experience the allure and adventure on their honeymoon in Kenya, touring historic Nairobi (including the Ngong Hills, where much of the film was set), then venturing out into the bush to some of Kenya’s most renowned wildlife parks and conservancies. Most reputable lodges offer fantastic honeymoon programs and will even arrange private sundowners and picnics in the bush with champagne and romantic “star-beds” for newly married couples on honeymoon.

5. Luxury Travelers

For a time, the focus for most luxe travelers was opulent accommodations, white linen dining, and silver service. While those requirements remain, the new luxe traveler is more concerned with authenticity and uniqueness. A luxe safari client in Kenya would be seeking out once-in-a-lifetime moments personally crafted for them, like a hot-air balloon ride over the Maasai Mara at the crack of dawn with a picnic brunch in the savannah afterwards, heli-tours across northern Kenya, or horseback riding safaris across the open savannahs. Most luxury hotels, camps, and lodges in Kenya also offer game drives in private vehicles without other clients on board, or spa treatments in one’s room after a long day in the bush. The sky’s the limit when it comes to luxury in the land where safaris were started.

6. First-Time Visitors to Africa

For first-timers, Kenya is ideal for getting one’s feet wet. Two weeks in Kenya with the best in wildlife reserves and national parks such as Amboseli, Samburu, and the Maasai Mara plus a visit to the world-renowned destination in Mt. Kenya areas plus a few days on the Kenyan coast will be the perfect first taste of Africa for your novice safari clients. Each national park in Kenya has something unique to offer, from wide-open savannahs teeming with game and sand dune deserts to stunning white-sand beaches and scenes of snow-capped mountains. Kenya is one of the few places on earth where you can experience all of this in one country.

7. Repeat Visitors to Kenya

The majority of travelers to Kenya are repeat visitors. The sheer diversity of regions, people, landscapes, wildlife, and general experiences cannot all be captured in one visit, hence the reason for a 2nd and 3rd trip to Kenya. There is a lot to see and do even in the destinations where your clients have already visited. For example, game drives can be replaced with balloon safaris, horseback rides, and heli-tours, while destinations in the southern circuits can be replaced with destinations in the northern circuits. Different types of accommodation can also be interchanged while the elements of the itinerary can be diversified to provide an even richer experience aligned to the specific needs of travelers.

8. Solo Travellers and Women Travelers

Solo travel is becoming the norm, and the different accommodation facilities, attractions, and tour companies in Kenya have adapted to cater to this unique group of clientele, whether it’s in the cities, the remote locations, and even in the beach destinations.

9. Special Interest Travelers

The special interest traveler’s needs can be as diverse as their individual motivations, ranging from those seeking hard adventure, sports (such as athletics and golf) to special occasions, birding, eco-tourism, wildlife observation, culture and heritage, and wellness among others. Luckily, Kenya is never short of unique experiences for travelers. Safaris can be tailor-made to address these specific needs and ensure a memorable experience for a wide range of travelers.