Roho Ya Chui
Roho Ya Chui is a private, boutique safari travel agency designing personalized itineraries across ten African countries. Founded in 2007, it serves high-net-worth individual travelers seeking custom wildlife, gorilla trekking, and photography experiences through a distributed consultant network.
- Company typePrivate
- Founded2007
- HeadquartersJohannesburg, South Africa
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Roho Ya Chui does
Roho Ya Chui is a private, bespoke African safari travel agency that designs and books personalized itineraries across ten destinations in East and Southern Africa. Founded in 2007 and operating through two legal entities — Roho Ya Chui B.V. in the Netherlands and Roho Ya Chui Safaris (Pty) Ltd. in South Africa (registered 2009) — the company serves high-net-worth individual travelers seeking curated wildlife experiences including Big Five game drives, Great Migration viewing, gorilla and chimpanzee trekking in Rwanda and Uganda, and specialist photography expeditions led by credentialed photographers.
The company's product surface spans custom safari itineraries, curated journey packages, photography safaris, and dedicated destination pages for Botswana, South Africa, Kenya, Tanzania, Uganda, Rwanda, Zimbabwe, Zambia, Namibia, and Madagascar. Underlying technology is minimal: a Trip Plan offline app delivers client itineraries in-trip, and WhatsApp provides on-trip communication. The operational backbone is a multi-country ground operator and conservation-partner network rather than a proprietary booking platform. Revenue is generated through fees and commissions embedded in quoted package pricing; package costs vary materially by destination, duration, accommodation tier, and activities, with a 50% deposit typically required to confirm.
The go-to-market is direct-to-consumer and sales-led: inbound inquiries via website forms, email, and scheduled Zoom consultations are handled by a small senior team including Ute (primary consultant), supported by regional representatives in Los Angeles, Vienna, Nuremberg, and Sydney covering US, German-speaking, and ANZ source markets. Marketing relies on the company website, YouTube, Instagram, and Facebook, with third-party credibility sourced from SafariBookings reviews and ATTA membership. No external funding, institutional investors, or patents have been disclosed.
Roho Ya Chui firmographics
Firmographics- Name
- Roho Ya Chui
- Legal name
- Roho Ya Chui B.V.
- Website
- https://rohoyachui.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Roho Ya Chui is a private, boutique safari travel agency designing personalized itineraries across ten African countries. Founded in 2007, it serves high-net-worth individual travelers seeking custom wildlife, gorilla trekking, and photography experiences through a distributed consultant network.
- Ownership category
- akta.pro rank
Roho Ya Chui industry classification
Industry- Product category
- Luxury Safari Travel Services
- NAICS
- Tour Operators (56152), Travel Agencies (561510)
- akta.pro primary industry
- Safari & Wildlife Travel Agencies (THAKAFAG)
- akta.pro secondary industries
- Custom Itinerary Planning with Booking & Fulfillment (Full-Service) (THAKAOAO), Private Adventure & Expedition Experiences (Custom Hikes, Safaris, Backcountry) (THAJALAG), Destination Research & Custom Recommendations (HSACAKAM)
Keywords
Where Roho Ya Chui is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices6 records
Markets served
Roho Ya Chui business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Safari Package Planning and Booking Services: The company earns commissions and fees from arranging complete safari packages including accommodations, transfers, activities, gorilla permits, and internal flights. Revenue is generated through service fees built into package pricing or commissions from lodge/camp partners. Pricing varies based on destination, duration, accommodation tier, and activities selected.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom Curated Safari Packages |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Roho Ya Chui product offering
Product offeringCore offering
Roho Ya Chui designs and books personalized African safari itineraries for individual travelers across East and Southern Africa (Botswana, Kenya, Tanzania, Uganda, Rwanda, South Africa, Namibia, Zimbabwe, Zambia, Madagascar). Offerings include custom tailormade itineraries, curated pre-designed journeys, photography safaris led by professional photographers, and specialist experiences such as gorilla trekking and conservation-focused tours. The company handles accommodations, transfers, activities, internal flights, and permits, providing consultancy and on-trip support.
Product overview
Roho Ya Chui is a safari travel company offering customized and curated safari journeys across East and Southern Africa. The core offering consists of tailor-made itineraries (Custom Safari Itineraries) and pre-designed packages (Curated Journeys), supported by specialist services such as Photography Safaris led by professional photographers. The company provides access to 11 African destinations including Botswana, Kenya, Tanzania, Uganda, Rwanda, South Africa, Namibia, Zimbabwe, Zambia, and Madagascar, offering experiences ranging from Big Five game drives to gorilla trekking and photographic expeditions.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Safari Itineraries Personalized, tailormade safari itineraries designed for individual travellers based on preferences, budget and desired destinations across East and Southern Africa. The company handles all elements of the trip including accommodations, transfers, internal flights, activities, gorilla permits, visas and health preparation, and provides advocacy and duty of care before, during and after travel.
- Curated Journeys Pre-designed safari packages offering curated wildlife experiences at iconic African destinations. Includes sample itineraries that can be booked directly or adapted, covering countries such as Botswana, Kenya, Tanzania, Uganda, Rwanda, South Africa, Namibia, Zimbabwe, Zambia, and Madagascar.
- Photography Safaris Specialist photography and cinematography safari experiences led by professional photographers Ute Sonnenberg, Joel and Peter. Offers expertise in wildlife and landscape photography techniques, camera-systems guidance (Leica, Nikon, Canon, Hasselblad, Phase One), and in-field workshops.
- Specialist Safaris Specialized safari experiences focused on specific activities and themes, including gorilla and primate trekking in Uganda and Rwanda, conservation-focused tours (Sheldrick Wildlife Trust, Kinamba Project, Zazamalala), and unique wildlife experiences such as Madagascar lemur viewing.
- Safari Trip Plan App and On-Trip Support Electronic itinerary delivery via the Trip Plan application for offline access during safari, combined with WhatsApp-based real-time communication for immediate assistance throughout the journey.
Companies that use Roho Ya Chui
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Roho Ya Chui technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Roho Ya Chui partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered supporting and core.
- Kinamba ProjectsupportingConservation initiative supported by Roho Ya Chui. The Kinamba Project focuses on community-based conservation in Kenya.
- MPOWERD LucisupportingSolar lighting products company providing sustainable solutions for communities. Roho Ya Chui supports through purchases/donations.
- ZazamalalacoreForest and botanical garden conservation project in Madagascar. Supports reforestation, community education, and economic independence through solar cookers. Roho Ya Chui includes visits to Zazamalala in Madagascar itineraries and supports the project.
- LifeStrawsupportingWater filtration company. Roho Ya Chui supports safe water donations through their platform.
- Sheldrick Wildlife TrustcorePremier elephant orphanage and conservation organization in Kenya. Roho Ya Chui supports anti-poaching units, ranger training, and wildlife conservation efforts.
- Gold StandardsupportingCarbon credit certification organization. Roho Ya Chui supports verified carbon reduction projects.
- African Travel and Tourism Association (ATTA)coreIndustry association for African travel operators. Roho Ya Chui is a member, providing industry credibility and network access.
- SafariBookingssupportingSafari booking platform where Roho Ya Chui is reviewed and listed as a recommended operator.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Roho Ya Chui competitors and assessment
Company assessmentDirect peers
- &Beyond: Luxury African safari and travel company operating its own lodges and offering tailor-made itineraries across southern and East Africa. Closely comparable in target HNW customer, conservation partnership model, and multi-country itinerary offering.
- Roar Africa: Boutique luxury African safari outfitter offering custom itineraries and high-end experiential safaris. Comparable in custom-curated HNW safari positioning and concierge-level service model.
- Micato Safaris: Bespoke luxury African safari operator since 1986 offering custom itineraries across East and Southern Africa. Comparable as a relationship-driven bespoke safari planner with strong repeat-customer culture and conservation philanthropy model.
- Singita: Ultra-luxury safari operator with properties across South Africa, Tanzania, Zimbabwe, and Rwanda. Comparable as a high-end safari and wildlife conservation brand serving similar UHNW travelers seeking exclusive private reserves.
- Wilderness Safaris: Largest luxury safari operator in Africa with camps across Botswana, Kenya, Rwanda, Tanzania, Zambia, Zimbabwe, Namibia, and South Africa. Directly comparable as a high-end multi-country African safari specialist with conservation-aligned branding and similar customer profile.
- Africa Travel Inc. US-based bespoke Africa safari specialist designing custom itineraries across Southern and East Africa. Comparable in custom itinerary model and US source market for multi-country luxury safaris.
- Travel Beyond: Luxury travel company specializing in bespoke Africa and worldwide safaris with custom itinerary design. Comparable in custom-curated HNW safaris spanning the same East and Southern Africa footprint.
- Journeys by Design: Custom safari designer offering personally tailored African itineraries with founder-led service. Closely comparable in concierge, custom design positioning and HNW targeting.
Others
- SafariBookings: Online marketplace for comparing and booking African safaris where Roho Ya Chui is listed and reviewed. Comparable as both a distribution channel and a comparator where peers compete on visibility and reviews.
- African Travel & Tourism Association (ATTA): Industry association representing African safari operators of which Roho Ya Chui is a member. Comparable as an ecosystem reference point and channel for B2B partnership and credibility signalling in the same market.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Roho Ya Chui social profiles
Digital presenceRoho Ya Chui financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roho Ya Chui leadership team
Management profileNumber of profiles
Profiles5 records
Roho Ya Chui funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roho Ya Chui M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Roho Ya Chui
What does Roho Ya Chui do?
Roho Ya Chui designs and books personalized African safari itineraries for individual travelers across East and Southern Africa (Botswana, Kenya, Tanzania, Uganda, Rwanda, South Africa, Namibia, Zimbabwe, Zambia, Madagascar). Offerings include custom tailormade itineraries, curated pre-designed journeys, photography safaris led by professional photographers, and specialist experiences such as gorilla trekking and conservation-focused tours. The company handles accommodations, transfers, activities, internal flights, and permits, providing consultancy and on-trip support.
Is Roho Ya Chui a public or private company?
Roho Ya Chui is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Roho Ya Chui founded?
Roho Ya Chui was founded in 2007. It employs 11 to 50 people.
Where is Roho Ya Chui based?
Roho Ya Chui is headquartered in Johannesburg, South Africa, in the Africa region.
How does Roho Ya Chui make money?
One revenue line is on record: safari Package Planning and Booking Services.
Who are Roho Ya Chui's main competitors?
Direct peers on record are &Beyond, Roar Africa, Micato Safaris, Singita, Wilderness Safaris, Africa Travel Inc., Travel Beyond and Journeys by Design. Others are SafariBookings and African Travel & Tourism Association (ATTA).
Does Roho Ya Chui have an API?
No public API is recorded for Roho Ya Chui.
What industry is Roho Ya Chui in?
Roho Ya Chui's product category is Luxury Safari Travel Services. Its primary akta.pro industry code is THAKAFAG, Safari & Wildlife Travel Agencies, with a secondary code of THAKAOAO, Custom Itinerary Planning with Booking & Fulfillment (Full-Service). Its NAICS code is 56152.