Cheli & Peacock Safaris

What Cheli & Peacock Safaris does

Cheli & Peacock Safaris is a privately held, Nairobi-headquartered luxury safari operator founded in 1985, providing bespoke ground arrangements and safari experiences across four East African countries: Kenya, Tanzania, Uganda, and Rwanda. The company maintains regional offices in Nairobi, Arusha, Zanzibar, and Kigali, and staffs an international market representative network covering the UK and Europe, USA and Canada, German-speaking Europe, France, Scandinavia, Mexico, and China. Its core offering is a Safari Concierge Service in which dedicated consultants design personalized itineraries covering visas, lodging, transfers, activities, and on-trip support, supplemented by a Safari Concierge App that delivers offline-accessible itineraries before, during, and after each trip.

The product portfolio spans gorilla trekking (Rwanda, Uganda), walking safaris, hot-air balloon and scenic helicopter flights, horse-riding safaris, boat safaris, deep-sea diving, rhino tracking, mountain climbing, and cultural experiences, delivered through signature itineraries such as the SkySafari series, Mara on Horseback, and the Rwanda Wilderness Expedition. Underlying delivery relies primarily on curated partner-lodge inventory and on-the-ground guides rather than proprietary technology platforms, with the Safari Concierge App representing the main software touchpoint. Operational footprint extends to conservation-aligned partnerships (Land & Life Foundation, The Nature Conservancy, Born Free, NRT) and embedded guest benefits such as AMREF Flying Doctors medical evacuation membership.

The business operates on a professional-services revenue model, earning through safari planning fees and commissions from partner lodges and properties, with quote-based pricing tailored to each trip's duration, destinations, and experiential components. Go-to-market is sales-led, combining direct Safari Consultant engagement, regional market representatives serving international source markets, and travel-trade partnerships through memberships in KATO, ATTA, APTA, ASA, and curated luxury networks (Pureist, Serandipians, Traveller's Made). The company serves high-net-worth individual travelers as its primary segment, with secondary focus on honeymooners, families, and destination wedding couples; the 11-50 employee organization operates without disclosed external funding, M&A activity, or leadership turnover in the source material.

Name

Cheli & Peacock Safaris

Legal name

Cheli & Peacock

Website

https://chelipeacock.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Cheli & Peacock Safaris is a privately held Nairobi-based luxury safari operator, founded 1985, delivering bespoke ground arrangements and curated wildlife experiences across Kenya, Tanzania, Uganda, and Rwanda for high-net-worth travelers, honeymooners, families, and destination wedding couples.

Ownership category

akta.pro rank

Product category

Luxury Safari Travel Services

NAICS

Tour Operators (56152), Travel Agencies (56151)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Wildlife & Safari Tour Operators (THAKADAG)

akta.pro secondary industries

Safari & Wildlife Travel Agencies (THAKAFAG), Adventure & Expedition Custom Itinerary Planning (THAKAOAC), Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL)

Keywords

• Luxury safari tours
• Bespoke safari planning
• East Africa safaris
• Gorilla trekking tours
• Safari concierge services

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Safari Planning and Ground Arrangements: The company organizes and manages all ground arrangements for exclusive, bespoke safaris across East Africa, handling logistics, accommodations, experiences, and transportation. Revenue is generated through service fees and commissions from partner lodges and properties.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Cheli & Peacock Safaris plans and delivers bespoke luxury safari experiences across East Africa, arranging ground logistics, accommodations, guided activities, and on-the-ground support for travelers in Kenya, Tanzania, Uganda, Rwanda, and Zanzibar. The service is delivered directly to individual clients through a dedicated team of guides, drivers, and hospitality professionals, with planning and pre-trip support handled via the company's Safari Concierge App.

Product overview

Cheli & Peacock Safaris is a premium safari operator established in 1985, offering bespoke, exclusive safari experiences across four East African countries: Kenya, Tanzania, Uganda, and Rwanda. The company's core offering is its Safari Concierge Service, which provides personalized trip planning and 24/7 ground support throughout East Africa. Their portfolio includes diverse safari experiences such as gorilla trekking, walking safaris, hot air balloon and helicopter flights, horse riding, and cultural interactions. They offer curated itinerary packages (SkySafari series, Mara on Horseback, Rwanda Wilderness Expedition) and operate across major safari destinations including Masai Mara, Serengeti, Ngorongoro, Virunga, and national parks throughout the region. The Safari Concierge App provides supplementary itinerary management access for travelers.

Differentiator

Problem solved

Functional benefit

Products and services

• Kenya Safaris Bespoke safari experiences in Kenya, including wildlife viewing, guided game drives, and curated itineraries across the country's premier national parks and conservancies for individual luxury travelers.
• Tanzania Safaris Bespoke safari experiences in Tanzania, including wildlife viewing in the Serengeti and other premier parks, supported by the company's on-the-ground Arusha office.
• Uganda Safaris Bespoke safari experiences in Uganda, including gorilla trekking and wildlife viewing, offered as standalone or combined multi-country itineraries.
• Rwanda Safaris Bespoke gorilla trekking and wildlife experiences in Rwanda, supported by the company's on-the-ground Kigali office.
• Zanzibar Experiences Bespoke Zanzibar island experiences offered as an add-on or standalone trip, typically paired with East African safari itineraries and supported by the company's on-the-ground office.
• Safari Concierge App Proprietary mobile application provided to clients to manage pre-trip planning and in-country logistics during their safari, supporting the company's bespoke service delivery.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

13 partnerships are on record, tiered core and minor.

• KATO (Kenya Association of Travel Agents)coreGTM or Marketing PartnerTravel trade association membership providing networking and industry representation for Kenya travel industry
• ATTA (African Travel & Tourism Association)coreGTM or Marketing PartnerPan-African travel and tourism association membership promoting African tourism globally
• APTA (Association for the Promotion of Tourism to Africa)minorGTM or Marketing PartnerAssociation focused on promoting tourism to African destinations
• ASA (African Safari Association)coreGTM or Marketing PartnerSafari industry association providing representation and networking for safari operators
• ATTA USAcoreGTM or Marketing PartnerUS-focused branch of African Travel & Tourism Association for North American market representation
• Pureist ExperiencescoreStrategic or Co-development PartnerCurated collection of exclusive, authentic travel experiences aligned with Cheli & Peacock's luxury positioning
• Serandipians DMC PartnersminorStrategic or Co-development PartnerDestination management company network providing local operational support across destinations
• Traveller's MademinorGTM or Marketing PartnerCurated network of luxury travel specialists featuring exclusive experiences
• The Nature Conservancy (TNC)coreStrategic or Co-development PartnerConservation organization working to protect lands and waters; aligned with Cheli & Peacock's conservation focus
• Born Free FoundationminorStrategic or Co-development PartnerWildlife charity focused on animal welfare and conservation; partnership supports wildlife protection efforts
• NRT (Nairobi Rivers & Tsavo Parks)coreStrategic or Co-development PartnerConservation organization protecting Kenya's wildlife and ecosystems through community engagement
• Land & Life FoundationcoreStrategic or Co-development PartnerBuilding on the former Cheli & Peacock Community Trust; committed to sustainable future where communities and wildlife thrive. For every guest night on safari, Cheli & Peacock donates $1 to the foundation
• AMREF Flying DoctorscoreStrategic or Co-development PartnerMedical evacuation and healthcare organization; each guest receives AMREF Flying Doctors membership for safari duration, providing 24/7 medical advice and evacuation access

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• &Beyond: &Beyond is a leading luxury safari operator across Africa and Asia with a portfolio of owned lodges and bespoke itinerary planning. It directly competes with Cheli & Peacock for upscale East Africa and gorilla-trekking bookings and operates a similar consultant-led, conservation-aligned model.
• Wilderness Safaris: Wilderness Safaris operates high-end safari camps and tailored itineraries across Botswana, Kenya, Rwanda, Tanzania, Zambia, Zimbabwe, and Namibia. It competes for the same HNW travelers in East Africa with a comparable conservation and community-impact positioning and similar bespoke pricing model.
• Asilia Africa: Asilia Africa is a Kenya- and Tanzania-focused safari operator with owned camps and bespoke multi-country itineraries. It targets the same mid-to-upper luxury segment as Cheli & Peacock and competes directly for Mara, Serengeti and Zanzibar extensions.
• Singita: Singita operates ultra-luxury safari lodges and conservation programs across East and Southern Africa (e.g., Singita Kwitonda in Rwanda, referenced in Cheli & Peacock imagery). Singita is both a partner property in Cheli & Peacock itineraries and a competitor for direct luxury bookings.
• Sanctuary Retreats: Sanctuary Retreats runs luxury safari lodges and river cruises across Africa, including Sanctuary Gorilla Forest Camp in Bwindi (mentioned in Cheli & Peacock marketing). It competes for gorilla-trekking and luxury East Africa itineraries and overlaps on conservation positioning.
• Micato Safaris: Micato Safaris is a US- and Kenya-based luxury Africa safari operator with long-standing relationships across Kenya, Tanzania, Rwanda, and Uganda. It competes with Cheli & Peacock on bespoke East Africa itineraries and high-touch concierge service for HNW North American travelers.
• African Travel Inc. African Travel, Inc. is a US tour operator specializing in luxury Africa safari packages across multiple East and Southern African destinations. It targets a comparable affluent leisure segment with bespoke itineraries and is a natural alternative for travel agents recommending East Africa.
• Ker & Downey Africa: Ker & Downey Africa is a long-established luxury safari operator with itineraries across East and Southern Africa and a similar consultant-led booking model. It targets the same affluent leisure segment and competes for gorilla-trekking and migration-season safari bookings.

Emerging players

• Great Plains Conservation: Great Plains Conservation operates luxury safari camps in Botswana, Kenya, and Zimbabwe with a strong conservation and community focus similar to Cheli & Peacock's Land & Life positioning. It is a direct competitor for conservation-led HNW safari bookings, especially in Kenya.
• Journeys by Design: Journeys by Design is a bespoke Africa travel designer focused exclusively on custom itineraries — it competes for the same bespoke East Africa and gorilla-trekking clients as Cheli & Peacock, though with a smaller footprint and no owned inventory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/cpsafari
• Facebookfacebook.com/cheliandpeacocksafaris
• LinkedInlinkedin.com/company/chelipeacocksafaris

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cheli & Peacock Safaris