The Classic Safari Company

What The Classic Safari Company does

The Classic Safari Company is a privately held Australian bespoke travel agency headquartered in Sydney and operating under the legal entity 2 Max Investments Pty Ltd. Founded in 1992, the company designs and books customized itineraries to wildlife and wilderness destinations worldwide, with a core focus on African safaris across 17 countries (Botswana, Kenya, Tanzania, South Africa, Rwanda, Namibia, Zimbabwe, Zambia, and others) and additional coverage of Australasia, the Indian Subcontinent, Latin America, and polar regions. Its product portfolio includes small group African safari tours, expeditionary cruising, air safaris, luxury horse riding holidays, multi-day hikes and expeditions, women-only escorted journeys, and wildlife and conservation experiences. A team of roughly ten safari consultants (including founder Julie McIntosh) delivers itineraries through one-on-one consultation rather than packaged tours.

The underlying technology is a standard website-based booking and consultation platform with no mobile app, public API, or disclosed integrations; differentiation sits entirely in human expertise and curated supplier relationships rather than in software. The company earns revenue primarily through commissions on bookings with safari lodges, camps, and tour operators, supplemented by explicit service fees — a $250 per-person airline booking fee (plus $75 per additional airline), credit card merchant fee passthroughs (1.5% Visa, 1.8% Mastercard, 2.8% Amex), and a 30% non-refundable deposit on land arrangements with balances due 75 days before departure. Pricing is fully quote-based and bespoke, with no standardized tiers.

Go-to-market is sales-led and direct-to-consumer within Australia, with no resellers or distribution partners; marketing relies on PR and editorial coverage in premium Australian publications (The Australian, Sydney Morning Herald Traveller, Vogue Australia), an editorial blog, Instagram (@classicsafaricompany), an email newsletter, and word-of-mouth referrals from a loyal repeat customer base. Minor partnerships with Cover-More and nib Travel Insurance and banking with ANZ round out the operating stack, but the business remains fundamentally a high-touch consultancy rather than a scaled technology platform.

Name

The Classic Safari Company

Legal name

2 Max Investments Pty Ltd

Website

https://classicsafaricompany.com.au

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

The Classic Safari Company is a Sydney-based bespoke travel agency, founded in 1992, that designs and books customized luxury safari and wilderness itineraries worldwide for Australian high-net-worth individuals, families, and small groups. Revenue comes from supplier commissions plus per-booking service fees on quote-based itineraries.

Ownership category

akta.pro rank

Product category

Luxury Bespoke Safari Travel

NAICS

Travel Agencies (561510), Tour Operators (561520), Scenic and Sightseeing Transportation, Land (48711)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Safari & Wildlife Travel Agencies (THAKAFAG)

akta.pro secondary industries

Adventure & Expedition Custom Itinerary Planning (THAKAOAC), Safari & Wildlife Adventure Tour Operators (Land-Based) (THAAADAD), Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL), Wildlife & Safari Tour Operators (THAKADAG)

Keywords

• Bespoke safari travel
• African wildlife safaris
• Luxury travel planning
• Wilderness expeditions
• Custom travel itineraries

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Travel Agency Commissions: The company acts as a travel agent/broker, earning commissions on bookings made with safari lodges, camps, and tour operators. They charge service fees for flight arrangements and collect deposits and payments on behalf of their supplier network.
2. Booking and Service Fees: A $250 per person airline booking fee plus $75 per person booking fee for each additional airline. Credit card merchant fees of 1.5% for Visa, 1.8% for Mastercard, and 2.8% for American Express are passed to customers. Land-based arrangements require a 30% non-refundable deposit.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

The Classic Safari Company designs and books bespoke luxury travel itineraries to wildlife and wilderness destinations worldwide, with a primary focus on African safaris. Each itinerary is custom-built by a dedicated safari consultant who arranges accommodations, ground transport, guided activities, flights, and insurance through a curated network of partner lodges, camps, and tour operators. The company also operates small-group set departures, expeditionary cruises, air safaris, horse riding holidays, hikes and expeditions, women-only journeys, and conservation-focused trips.

Product overview

The Classic Safari Company is a bespoke travel agency offering customized travel planning services to wilderness and wildlife destinations worldwide. The core offering consists of tailor-made safari itineraries and travel experiences, including Small Group African Safari Tours, Expeditionary Cruising, Air Safaris, Luxury Horse Riding Holidays, Hikes & Expeditions, Journeys for Women, and Wildlife & Conservation Experiences. The company provides destination packages across Africa (17 countries), Australasia, the Indian Subcontinent, Latin America, and polar regions. Additional services include Travel Insurance (via Cover-More and nib partnerships), Flight Booking Assistance, and a booking/payment platform. The company operates as a single unified service rather than a modular software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Bespoke Travel Planning Customized travel itinerary design and full booking service for wilderness and wildlife destinations worldwide, tailored to individual traveler preferences and interests.
• Small Group African Safari Tours Intimate small-group safari experiences with privately guided tours, designed for families, close friends, and special-interest groups such as photographers or birders.
• Expeditionary Cruising Expedition cruises to remote natural environments accessible primarily by boat, featuring handpicked vessels for unique wilderness experiences.
• Air Safaris Aerial adventure experiences providing views of deserts, jungles, and coastal wilderness areas from aircraft, covering distances that would take weeks by road.
• Luxury Horse Riding Holidays Horseback exploration of terrains inaccessible by vehicles, offering immersive wilderness experiences with minimal environmental impact.
• Hikes & Expeditions Multi-day wilderness expeditions on foot, by paddle, or using four-legged transport, taking travelers deep into remote natural environments.
• Journeys for Women Women-only escorted group journeys designed specifically by women for women, offering companionship, security, and specialist female guides for inspirational destinations.
• Wildlife & Conservation Experiences Wildlife-focused travel experiences centered on nature's abundance across global biospheres, including wildlife photography and conservation-focused trips.
• African Safari Destination Packages Curated safari packages covering 17 African countries including Botswana, Kenya, Tanzania, South Africa, Rwanda, Zimbabwe, Zambia, Namibia, and others, focused on wildlife and wilderness.
• Australasia & Beyond Destination Packages Travel packages for Australia and New Zealand featuring wilderness experiences, unique wildlife, and dramatic landscapes in the southern hemisphere.
• Indian Subcontinent Destination Packages Curated travel experiences for India, Sri Lanka, and Bhutan featuring deep-rooted cultural traditions, cuisine, and vibrant festivals.
• Latin America Destination Packages South American travel packages covering Argentina, Brazil, Chile, Patagonia, Colombia, Ecuador/Galápagos, and Peru with diverse landscapes and cultures.
• Flight Booking & Routing Assistance Airline booking service providing flight routing insights, airfare quotes across travel classes, luggage guidance, and visa/regulatory information assistance, with explicit per-person booking fees.
• Travel Insurance Services Travel insurance options offered through partnerships with Cover-More and nib, with guidance on coverage for international travel including pandemic-related considerations.

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• Cover-More Travel InsuranceminorStrategic or Co-development PartnerCover-More is offered as a recommended travel insurance provider to clients booking safari trips. The company partners with Cover-More as each insurer has varying strengths depending on activities included in trips.
• nib Travel InsuranceminorStrategic or Co-development Partnernib Travel Insurance is offered as an insurance option for clients. The company is associated with nib as each insurer has varying strengths depending on activities included in trips.
• ANZ Banking GroupminorOthersANZ Banking Group provides banking services for the company, including Australian dollar and USD accounts for receiving client payments and managing business finances.

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Audley Travel: UK-based bespoke travel agency with country-specialist consultants designing custom itineraries for high-net-worth travelers, including dedicated Africa safari programs. Closest comparable in business model — commission-based bespoke agency with consultant bench — differing primarily by origin market (UK vs Australia).
• Roar Africa: Boutique US-based luxury safari designer offering bespoke African itineraries with strong editorial and celebrity-driven brand. Comparable in size, model, and HNW target customer, differing mainly by US origin market.
• Cox & Kings: Historic India-founded luxury travel company (1758) offering worldwide bespoke itineraries with strong Africa safari and Indian subcontinent programs. Comparable in bespoke model, multi-destination capability, and premium tier, though a much larger and older incumbent.
• Ker & Downey Africa: Boutique bespoke safari company with 75+ years of history arranging luxury African itineraries. Comparable in bespoke model, supplier relationships, and HNW target market; broader geographic scope and longer brand heritage.
• Scott Dunn: UK-based luxury tour operator offering bespoke worldwide itineraries including safaris, with a private-travel consultation model and repeat-client focus. Highly analogous in service tier, model, and customer type, though broader in product mix.
• Micato Safaris: US-based family-owned luxury safari specialist focused exclusively on Africa. Family-centric brand, high-touch consultation, and commitment to conservation closely parallel The Classic Safari Company's positioning, with comparable size and bespoke model.
• Mahlatini Luxury Travel: UK-based specialist travel agency exclusively focused on luxury safaris and beach holidays across Africa and the Indian Ocean. Closest direct competitor in niche-focus and bespoke model, though smaller in tenure and scale.

Broad incumbents

• &Beyond: Luxury safari operator owning 30+ lodges and camps across Africa and South Asia, with a travel-design arm for bespoke itineraries. Operates supply the Classic Safari Company typically books through, making it a vertical competitor if &Beyond pushes direct consumer bookings.
• Abercrombie & Kent: Established global luxury tour operator founded in 1962, with Africa safaris as a flagship offering alongside worldwide itineraries. Significantly larger and broader portfolio than The Classic Safari Company, but the Africa division (A&K Africa) is a direct analogue in targeting HNW clients with luxury safaris and bespoke service.
• Wilderness Safaris: Africa's largest privately-owned safari operator with camps across Botswana, Namibia, South Africa, Zambia, Zimbabwe, and Rwanda. Another upstream supplier whose properties anchor the Classic Safari Company's portfolio, with growing direct-to-consumer capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/classicsafaricompany
• Xx.com/ClassicSafariCo
• Facebookfacebook.com/ClassicSafariCompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 The Classic Safari Company