Recent research by Flywire, a travel payment solutions and software company, found that a majority of travellers prefer boutique luxury hotels over chain or branded luxury properties. At the same time, some of the world’s biggest hotel groups are investing heavily in Africa’s safari sector – historically one of the last strongholds of independent luxury hospitality.
The trend raises questions about what “boutique” actually means in 2026. Is it still an ownership model or has it become an aesthetic that can be replicated by global brands?
David Ryan, Founder and CEO of Rhino Africa, also believes the term has increasingly become associated with a visual and experiential style rather than purely independence or ownership structure. “Smaller room counts, layered interiors, wellness positioning, curated experiences and local storytelling have all become part of the broader boutique language,” he says.
This is particularly evident in safari hospitality where travellers are increasingly choosing brands and experiences that reflect a specific identity or set of values, adds Ryan.
Monika Iuel, Head of Commercial at Asilia Africa, agrees that the meaning of boutique has evolved. “Today, it is often used to describe a style of travel experience rather than an ownership structure.” Travellers are increasingly prioritising experiences that extend beyond aesthetics, focusing on authenticity, guiding quality and connection to place, she points out.
Manufactured authenticity
The shift raises a question about authenticity being manufactured as large hotel groups expand into the safari sector.
Ryan says the industry recognises that modern luxury travellers are seeking more intimate and emotionally connected experiences. He questions the ability of large brands to fully replicate the authenticity that independent properties naturally possess, which he describes as being “built from passion rather than process”.
While some brands will succeed in creating genuinely authentic experiences, Ryan believes, others risk creating properties that rely heavily on aesthetics at the expense of emotional depth.
Do travellers care about ownership?
According to Ryan, most travellers probably don’t consciously question who owns a property. “But they absolutely care about how a place makes them feel. And independence often creates the conditions for experiences that feel more flexible, soulful and emotionally distinctive.”
Iuel says independent safaris that will continue to stand out are those focused on substance rather than trends.
“Travellers are increasingly informed and they are looking for experiences that feel thoughtful, well-run and deeply connected to place. That means continuing to invest in people, guiding, conservation, community relationships and experiences that reflect the reality and character of a destination rather than simply following hospitality trends.”
Transparency is also becoming more important, adds Iuel. “Guests want to understand how tourism is contributing positively to the places they visit and they value honesty about the opportunities and challenges facing conservation and communities across Africa.”
For independent brands, Ryan believes there is opportunity to lean further into their natural strengths rather than trying to compete with large-scale brands with loyalty programmes and large marketing budgets.
“In the end, boutique can absolutely be copied as an aesthetic but soul is much harder to manufacture.”
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