Safari Circle launches in the UK, turning the overwhelming task of planning a safari into a personal journey of discovery, starting with a three-minute quiz that reveals who you really are in the wild.
Booking a safari has always been one of travel’s most daunting purchases. Unlike a beach holiday, there’s no simple star rating to compare a camp in Kenya’s Masai Mara against a lodge in Botswana’s Okavango Delta. They’re entirely different experiences, and most travellers have no way of knowing which one is actually right for them.
Safari Circle’s answer is Safari DNA, a signature profiling quiz designed by founder Siddika Jaffer, a lifelong safari lover, to uncover what a traveller truly craves from time in the wild, whether that’s deep conservation, quiet restoration, connection with the people they meet along the way, or the thrill of going somewhere few others have. The results are matched against a constantly growing database of destinations and lodges across Africa, before a human expert, someone who has actually been there, steps in to shape the final bespoke itinerary.
“I grew up in Kenya, and safari has been part of my life for as long as I can remember. It’s never been a bucket-list trip for me, it’s home,” says Siddika Jaffer, founder of Safari Circle. “So when I looked at how the industry actually works, I couldn’t believe travellers were still being reduced to a budget and a set of dates. Safari is a deeply emotional, transformative experience, and everyone experiences it differently. We wanted to build something that starts with who you are, the same way it always has for me.”
Twelve archetypes, which one are you?
Safari DNA reveals which of twelve archetypes best describe how a traveller moves through the wild. Among them include:
- The Connector: The one still talking to the guide long after the game drive ends.
- The Pioneer: The one who asks the guide what lies beyond the boundary.
- The Rewilder: The one who finally stops checking their phone by day three – and feels the relief of it like a physical thing.
- The Conservationist: The one who reads the camp’s conservation report over breakfast, and finds it genuinely gripping.
(These are four of the twelve Safari DNA archetypes. The full quiz reveals which one, or combination, is uniquely yours.)
Safari Circle is live today. Travellers can discover their unique safari profile and begin designing their dream African itinerary by taking the quiz for free at safaricircle.ai/dna.
About Safari Circle
Safari Circle is a safari discovery platform that turns the overwhelming task of planning a safari into a personalised journey of discovery. Its signature Safari DNA quiz uncovers what kind of traveller you really are, instantly matching you to the right corners of Africa, then handing you over to real human expertise to bring it to life.
As an independent partner of 360 Private Travel, a Virtuoso-endorsed luxury network, Safari Circle also unlocks access to over 5,000 elite global travel providers, the world’s finest hotels, and exclusive VIP privileges. Founded by serial entrepreneur Siddika Jaffer, Safari Circle helps travellers, whether first-time safari novices or multi-safari lovers, move from inspiration to decision in minutes, not weeks.
Learn more at www.safaricircle.ai
