When it comes to safari, bigger isn't always better. But smaller isn't automatically better either. It depends on what you're looking for.
Large safari operators often offer an extensive choice of itineraries, established lodge partnerships and the convenience of a well-developed booking network. Smaller, specialist operators may offer a more personal approach, smaller groups and greater flexibility around the experience itself.
Neither is inherently the right choice. The trick is knowing what you're comparing beyond the price tag and the rather impressive-looking list of lodges.
Here's what to consider when choosing a safari operator, from group size and guiding to value for money and the all-important question of who's actually looking after you.
What's the difference between a big safari operator and a small one?
Well, not to point out the bleeding obvious, one is large and the other is not…The bigger the operator, the greater the choice of set departures and scale of offering. They may have hundreds of itineraries, a huge network of lodges and support teams around the world. And this comes with substantial overhead that then needs to be paid for…by you, the customer’ ultimately.
Smaller operators like WildEarth Travel offer you, the guest, something different: more personal service, smaller groups and a closer connection with your guide. I’ve deliberately used two terms for the person spending the money. With a small operator - you are their guest, where there is a genuine, personal connection. With a larger operator, the guest becomes the customer - and that is not the same thing.
With us, your safari isn't simply a booking reference (as it might be with a ‘customer’). It's a journey built around the people you're travelling with, the places you're visiting and what you want to experience while you're there.
How big should a group safari be?
Six guests - absolute maximum.
That means a more intimate group, more space in the vehicle and less time waiting for everyone to get organised. You can fit ten people on a modern safari vehicle, but they are going to be very physically intimate by the time they’ve returned from their 8th game drive - sometimes a good thing, normally not what anyone asked for.
A small group also means your guide can get to know you properly and cater to your different requirements without impacting anyone else.
Maybe you're a serious birder. Maybe you're chasing big cats. Maybe photography is everything. Or maybe you just want to sit quietly and see what the bush decides to offer.
Your guide can adapt to that.
On safari, fewer bums on seats means more time enjoying the things that all the guests enjoy.
What influence does a guide have on a safari?
A great guide can make a good safari into an exceptional, life-changing experience.
That's why our hosted safaris are led by experienced guides who know Africa's wildlife, landscapes and stories intimately.
Many of our guides are familiar faces from WildEarth's live broadcasts, where they have spent years interpreting the bush in real time, often with nothing scripted and no second take - literally guiding thousands of people everyday.
That experience matters. They know how to read animal behaviour, spot the small details and turn what's happening in front of you into a story you'll remember long after you've left (rather than a list of animal facts you’ll forget by the time you sip your first GnT).
But there's another advantage to having the same guide with you throughout your journey: they get to know you.
By day three, your guide knows what you're interested in, how long you would happily sit at a sighting and whether you're the person asking for "just five more minutes" when everyone else is ready for lunch.
That's the kind of personal connection that is impossible to create on a larger, more structured departure.
17 years of bringing the wild to you
WildEarth isn't a safari company that simply decided to start talking about wildlife.
For more than 17 years, WildEarth has brought live, unscripted safari experiences from some of Africa's wildest places into homes around the world.
Millions of people have enjoyed our broadcasts and watched our guides track animals, interpret behaviour and follow the unexpected moments that make the African wilderness so special.
WildEarth Travel takes that same dedication into your safari.
So while we're a boutique travel company or safari operator, we're backed by years of experience in the places we love most.
You get the personal feel of a small operator with the knowledge and heritage of a brand that's been immersed in Africa for almost two decades.
Luxury planning. Proper wilderness.
Our team has spent years guiding in the bush, getting to know Africa’s camps, lodges and wild places beyond the brochure. We know which camps deliver the goods, where the wildlife action tends to unfold and when a hefty price tag is worth it (and when it really isn’t).
Because knowing where to splurge, where to save and how to get the most out of a safari comes with experience. Preferably the kind involving a few thousand game drives.
A safari built around you.
Not sure where to go, what to see or which safari is right for you? That's where a little first-hand knowledge comes in handy.
We know our destinations, we know our guides and we know who's particularly good at finding leopards, spotting birds or helping you get that wildlife shot you've been dreaming about. Tell us what gets you out of bed in the morning (or keeps you out in the bush long after sundowners), and we'll help you find your kind of safari.
Got a special occasion? A serious photography habit? A burning desire to see wild dogs? Let's talk.
Join one of our small-group departures or go private if you'd rather call the shots. Your dates, your interests, your pace. We'll help with the planning.
Don't just take our word for it.
The best measure of a safari isn't what we say about it. It's what our guests say once they're home.
“Over the years, people have asked which safari was the best; it was this one.”
Viggiani Party — Ultimate Kenya with James Hendry
“Thank you WildEarth for such a beautifully organised experience.”
Allan Party — Meet the Leopards
“Cedric is so true to himself. His knowledge and ease in the bush were beyond what we'd hoped for.”
Morgan Party — Meet the Leopards with Cedric Dold
“This was such a privileged trip to be on.”
Birchall Party — Welgevonden Safari
“Had morning rooibos in the bush, which I shall miss terribly. Already planning next year's trip!”
Umfreville Party — Mabula with Steve
FAQs
Is a small safari company less reliable than a big one?
No - not at all. Size and reliability are two different things. With a small operator, you will almost always have a familiar, trusted human being just a phone call away - no call centres, no AI responses - just immediate human interaction.
Check the financial protection, payment terms and recent traveller reviews of any operator you're considering whether they're big, small or somewhere in between.
Do small operators cost more or less?
The straight answer is not really. Although the big operators have buying power, they have huge overhead to carry. In many cases a boutique operator will offer a better price for a luxury safari. Rather than comparing prices, compare what's included, the group size, the guiding and the overall experience you're getting.
Can a small operator arrange the whole trip, including flights?
Absolutely. While we're a small, specialist operator, we can take care of the whole journey, including flights, transfers, accommodation and your safari.
What's the ideal group size for a safari?
There isn't one magic number, but many travellers find that six or fewer gives you a more flexible, personal experience. If you have a large group wanting to travel, that is fine - but it is best to make sure that there are never more than six people on a safari vehicle.
Ready to talk it through?
Not sure which safari style suits you? Talk to our WildEarth Safari Specialists about your trip.
