The UK travel trade increasingly discovers, researches and validates African properties through digital channels before any conversation with a representative takes place. A tour operator product manager who receives a meeting request from an unknown property will search for that property online before accepting. A UK traveller researching their first safari will scroll through Instagram, read reviews and watch videos long before they speak to an agent.
Kusa Connect delivers integrated digital marketing for African tourism businesses targeting the UK market — building the digital presence that makes every other marketing activity more effective.
Social media strategy and content
Instagram remains the dominant platform for luxury travel discovery among UK audiences. A property with a strong, consistent Instagram presence — beautiful wildlife photography, glimpses of the guest experience, conservation stories — is a property that UK travellers are already dreaming about before they pick up the phone to book. LinkedIn is the professional network where UK travel industry relationships are developed and maintained. Facebook remains relevant for certain demographics.
We develop and manage social media content calendars for partner properties, ensuring consistent, high-quality output across the platforms most relevant to your audience. Content is developed with your brand voice, optimised for UK audiences and coordinated with wider marketing activity.
"A property that shows up consistently across every digital touchpoint — Instagram, email, LinkedIn, editorial — is a property that operators and travellers already feel they know before the first conversation."
Email marketing
Targeted email communication to UK tour operator contacts remains one of the most direct and cost-effective ways to maintain front-of-mind awareness between in-person meetings. A well-crafted monthly or seasonal email — covering new developments, availability windows, conservation news or rate specials — keeps your property in active consideration by the product managers and consultants who make booking decisions.
Content creation
- Destination guides and editorial content — long-form content positioning your property and destination for UK audiences
- Email newsletters — trade-focused communications for UK operator and agent contacts
- Social media content — platform-specific content calendars and caption writing for UK audiences
- Video scripts and briefing — scripting and briefing for video content targeting UK markets
- Digital advertising — strategy and copy for targeted digital campaigns reaching UK travel audiences
The Kusa Cast podcast
As host of the Kusa Cast podcast — featuring conversations with Africa tourism industry leaders — Graeme Watson maintains a consistent digital presence within the Africa tourism community. Partner properties can benefit from podcast involvement, including episode features, mention in show notes and access to the Kusa Cast audience.