Booking a Safari: Agent or Direct – What’s Best for You?

We have our own aircraft at Classic Zambia Safaris, a Cessna 210

We often get asked: “Should I book directly with you, or is it better to go through an agent?”

It’s a fair question — and like most things in safari planning, the answer isn’t black and white. So, let’s unpack it from the perspective of the people on the ground: us, the camp owners.

First, a bit of history

Traditionally, safaris were incredibly niche — exotic, remote, and logistically complex. There was no internet to Google “best camps in Zambia.” So, travellers would rely on travel agents back home, who in turn would rely on destination specialists — people who knew the landscape, the wildlife, and how to get you from A to B in one piece.

Back then, most safari camps were small, owner-run, and independent. To stitch together a multi-stop itinerary meant reaching out to several different people in different areas. It was a job best left to professionals with a Rolodex full of contacts — and that’s where safari specialists really earned their stripes.

Fast forward to now

While much of that need still exists — Africa is vast and getting the logistics right remains crucial — the industry has evolved. Many safari operators (like us at Classic Zambia Safaris) now run multiple camps across regions, offer internal transport (from transfer vehicles to air charters), and can create a seamless, in-country experience with no external coordination needed.

We’ve also entered the digital age. You're no longer limited to glossy brochures and travel shop windows — camps now speak to guests directly through websites, social media, and yes, blogs like this one.

So does that mean you should book direct?

Let’s walk through the booking chain

Here's what often happens when you walk into a high street travel shop and say, “I want to go on safari in Zambia please!”:

1. Step 1: The Travel Shop – They sell holidays to everywhere, from Antarctica to Athens. While friendly and helpful, they may not be Africa experts. So, they reach out to…

2. Step 2: The Wholesaler or Tour Operator – These are regional experts, often specialising in African travel. But they don’t necessarily have up-to-date knowledge on the specifics of certain camps or parks in Zambia, so they turn to…

3. Step 3: The Ground Handler or DMC (Destination Management Company) – Based in Africa, they’re the local experts. These are the folks who often reach out to us — the actual camps — for availability, rates, and help fine-tuning logistics.

   
   

By the time your itinerary reaches you, it’s passed through three layers. And that’s not necessarily a bad thing — there’s a lot of value in expertise and peace of mind. But it does mean that sometimes, your questions or preferences might take longer to resolve, or get lost in translation.

So why use an agent?

Let’s be clear: We work closely with — and deeply respect — the agent community. They are some of our most valued partners, and they do a fantastic job of helping people like you experience the best of what Africa has to offer.

Here’s where they truly shine:

• Cutting through the noise – The internet is full of options. A good agent will help you find the right safari, not just the best-advertised one.

• Crafting complex itineraries – If you’re visiting multiple countries, or combining safari with beach, city, or cultural travel, an agent’s coordination is invaluable.

• Impartial advice – Agents often work across different properties and brands, so they can help you compare options and find what suits you best.

• Payment security and local currency options – Booking through a trusted agent or tour operator often means you can pay in your home currency and access travel insurance, guarantees, or customer service support in your own language.

  
  

And here's the best bit: there’s no cost difference to you. Whether you book through an agent or directly with us, the price is the same. Agents are compensated through commission built into the rate — it’s not added on top.

So when does booking direct make sense?

If you've done your research, know where you want to go, and feel confident speaking directly to the people who will be looking after you on the ground — booking direct can be a more streamlined, personal experience.

Especially if you’re planning a safari entirely within one region or with one operator, like us. At Classic Zambia, we can arrange everything from airport pick-ups to transfers between camps and other camps. You’ll be speaking with the team, on the ground, who will actually be waiting for you when you arrive. There’s something reassuring about that, too.

The bottom line? There’s no one-size-fits-all answer. It depends on how much support you want, how complex your trip is, and how you prefer to communicate.

What matters most is that you choose people you trust — whether that’s a knowledgeable travel agent or a friendly voice on the ground (that’s us). Either way, we’re here to make sure your safari is unforgettable.

If you’re not sure which route is right for you, drop us a line. We’re always happy to advise — even if we’re not the ones to make your booking. We have a list of trusted agents and safari specialists from each region across the globe - we'd be happy to suggest some of the very best there are!