Alfred& by Kuoni has reported a bounce-back in Kenya sales towards pre-Covid levels and a 20% rise in booking values in a destination report.
Alfred& has replaced the operator’s Discover brand and is bookable via agents. It offers destinations requiring a tailormade approach, such as Africa and India, and focuses on local culture and experiences.
The new report, brought out in conjunction with the Kenya Tourism Board, highlights the destination’s increasing popularity for ‘big trips’ such as safari combined with beach stays, its lesser-known locations and attractions for multi-generational families.
It reports that the operator’s bookings for Kenya have now reached more than 70% of 2019 levels, with a further rise expected in 2023, while average booking values are 20% above pre-pandemic levels.
Lead-in times for bookings have shortened to a booking window of seven to eight months pre-departure and 25% of bookings now include a beach stay in Kenya as awareness of resorts including Diani and Watamu grows.
As well as a rise in multi-generational travel, including more extended families, more than 30% of clients are aged between 20 and 40, indicating it remains a honeymoon hotspot, according to the report.
Dates for travel to the destination are also extending beyond the traditional migration months of July and August.
Alfred& senior programme manager Dagmar Marrocco said: “There’s so much more to Kenya than a ‘Big Five’ safari. Geographically and culturally it’s one of the most diverse countries in Africa with over 50 national parks, reserves and sanctuaries, 7 Unesco World Heritage Sites, 44 indigenous tribes and more than 300 miles of unspoilt and relatively tourist free beach.
“Connecting our customers with the right people on the ground – local guides, wildlife experts and hotel hosts, is what we do at Alfred&.
“Our destination report goes beyond the obvious, highlighting lesser-known national parks, cultural and conservation projects and our favourite beach recommendations that we can help our customers discover.”
The operator hopes the report will highlight the opportunities offered in the destination, from hiking and mountaineering to seeing rare wildlife, bird watching and conservation and beach stays.
The Kenya Tourist Board is promoting sustainable travel and conservation in the destination as part of the government’s new tourism strategy.
Its UK representative Sarah Jackson said: “We are delighted to be showcasing the ‘hidden’ side of Magical Kenya, whilst we are a nation renowned as a top destination for wildlife the country has so much more to offer.
“Our new tourism strategy, launched by former Cabinet secretary Najib Balala in May this year, provided a road map for the sector and will shape the future of Kenya’s tourism industry by providing a framework that details how to successfully develop sustainable tourism in Kenya. A key component of the new plan is to diversify away from the country’s dependence on safari and beach tourism and highlight Kenya’s adventure and cultural offerings.”