What is African Safari Group?

African Safari Group (ASG) is a luxury inbound safari travel specialist based in South Africa, founded in 2016. We plan bespoke safari experiences across Southern and East Africa for high-net-worth travellers from the UK, Europe, USA, and Australia, covering destinations including Sabi Sand, Kruger, Okavango Delta, Masai Mara, and the Serengeti.

Which safari destinations does African Safari Group cover?

African Safari Group covers all major safari destinations in Southern and East Africa, including Sabi Sand Game Reserve, Kruger National Park, Okavango Delta (Botswana), Masai Mara (Kenya), Serengeti National Park (Tanzania), Chobe National Park, Amakhala Game Reserve, and many more across South Africa, Botswana, Zimbabwe, Kenya, and Tanzania.

How does African Safari Group work?

African Safari Group provides a done-for-you safari experience. Our specialist consultants work with you from initial enquiry through to departure — advising on destinations, lodges, and timing, booking accommodation and flights, and supporting you throughout your trip. There is no obligation to book and no upfront costs for planning.

Is African Safari Group a licensed travel company?

Yes. African Safari Group is a registered inbound tour operator based in South Africa. Client holidays are protected under supplier-default insurance, ensuring bookings and payments are safeguarded in the unlikely event of a supplier becoming insolvent.

Who founded African Safari Group?

African Safari Group was founded in 2016 by Riaan Aggenbag, a South African entrepreneur and safari travel specialist. The company is co-founded and co-led with Dom Meulemans.

Data Protection Policy

Last updated: 8 August 2025

ASG Holdings (Pty) Ltd (Registration No. 2021/010590/07), trading as African Safari Group (“ASG”, “we”, “us”, “our”), is committed to the lawful, transparent, and responsible processing of personal information in compliance with the Protection of Personal Information Act 4 of 2013 (“POPIA”) and all applicable data protection legislation.

1. Scope and Application

This Data Protection Policy applies to all personal information collected, used, stored, and processed by ASG in the course of providing its travel services, operating its website, and communicating with clients, Attendees, and prospective customers.

By using our website, making a booking, or otherwise engaging with our services, you (the “Client”) agree to the collection and processing of personal information as described in this policy.

2. What Personal Information We Collect

Personal information collected by ASG includes, but is not limited to:

Names, contact details, and identification or passport numbers for the Client and all Attendees (including minor children under your care)
Medical information and dietary requirements where required to deliver travel services
Travel documents and itinerary details
Emergency contact details
Payment information (credit card numbers are not stored)
Technical data collected automatically when you use our website: IP address, browser type, operating system, screen resolution, and referring website

The Client warrants that all personal information provided — including information provided on behalf of Attendees — is accurate, current, and correct, and undertakes to inform ASG immediately of any changes.

3. Lawful Basis and Purposes of Processing

ASG processes personal information lawfully and only for the following purposes:

Rendering travel services and facilitating and managing bookings
Communicating with Clients and Attendees
Processing payments and refunds
Compliance with legal and regulatory obligations, including FICA
Liaising with authorised third-party service providers (Suppliers, insurers, banks, payment processors, and competition sponsors) as necessary to fulfil bookings
Permission-based email marketing (opt-out available at any time)
Quality assurance through call recording
Website analytics and user experience improvement via cookies

4. Consent and Client Responsibility

By engaging with ASG’s travel services, the Client — on their own behalf and on behalf of all Attendees including minor children in their care — consents to the collection, use, and processing of personal information for the purposes set out in this policy.

The Client is responsible for ensuring that all Attendees are made aware of, and consent to, the collection and processing of their personal information. If any Attendee objects to processing of specific information, the Client must notify ASG in writing at hi@africansafarigroup.com.

5. Sharing of Personal Information

ASG will not share personal information with third parties except where:

Necessary for rendering the travel services booked by the Client
Required or authorised by applicable law
Authorised explicitly by the Client

Authorised Third Parties include Suppliers, insurers, banks, payment processors, and competition sponsors where applicable. ASG cannot control the further processing of personal information by such third parties once transferred, and the Client indemnifies ASG against any loss arising from a breach by such parties of their data protection obligations.

6. Cross-Border Transfers and Data Retention

The Client consents to the cross-border transfer of personal information where necessary to fulfil a booking. ASG will take reasonable steps to ensure that recipients in other countries maintain data protection standards substantially similar to those required under POPIA.

Personal information is retained for as long as necessary under applicable legislation or to fulfil the purposes for which it was collected. Once no longer required, it will be securely deleted or anonymised.

7. Security Measures

ASG implements industry-standard technical and organisational security measures to protect personal information, including Secure Sockets Layer (SSL) encryption for data in transit. While we take all reasonable precautions, no electronic system is entirely immune to breach. ASG cannot guarantee absolute security of data transmitted via the internet.

8. Email Communications and Anti-Spam

ASG operates a permission-based email marketing policy. We require your explicit consent before sending marketing emails. You may opt out at any time by following the unsubscribe link in any marketing email or by updating your preferences at www.africansafarigroup.com.

Transactional communications (booking confirmations, important account notifications, billing information) cannot be opted out of while a booking is active. To close your account and stop all communications, email us at hi@africansafarigroup.com.

9. Cookies and Website Tracking

ASG uses standard cookies on its website to enhance user experience and for analytics and marketing purposes. Cookies are small text files stored on your device; they do not contain personal information. You may adjust your browser settings to decline cookies, although this may affect the functionality of certain website features.

10. Call Recording and User-Submitted Content

Telephone calls with ASG may be recorded for quality assurance and service improvement. Content voluntarily submitted by the Client (including emails, messages, reviews, or website submissions) may be used by ASG, or by third parties with ASG’s consent, for commercial or promotional purposes. By submitting such content, the Client grants ASG a non-exclusive, royalty-free, perpetual licence to use it and waives any rights thereto.

11. Your Rights Under POPIA

You have the right to:

Access the personal information ASG holds about you
Correct inaccurate or incomplete personal information
Request deletion of your personal information, subject to our legal retention obligations
Object to processing for direct marketing purposes
Lodge a complaint with the Information Regulator of South Africa