The Hemingways Group has announced the rebranding of Hemingways Expeditions to Hemingways Safaris as part of a broader strategy to strengthen its position in East African luxury travel and destination management.

Operating under Hemingways Hospitality Limited, the new brand will serve as a dedicated destination management company focused on supporting travel advisors and trade partners across the region.

New Brand Focuses On Tailor-Made East African Travel

Hemingways Hospitality Limited operates several travel and hospitality businesses, including Hemingways Travel, Hemingways Residences and the Hemingways Collection.

Under the new structure, Hemingways Safaris will focus specifically on creating tailor-made journeys across East Africa through a trade-first approach designed for travel advisors and tour operators.

The company said the rebrand reflects its long-term commitment to operational reliability, local partnerships and personalised travel planning.

The new brand will operate under the tagline “Trust in Every Journey.”

Company Highlights More Than 60 Years Of Safari Expertise

Hemingways Safaris said the rebranding builds on more than six decades of experience designing and operating safari experiences across East Africa.

The company plans to combine its established regional expertise with updated digital tools and booking systems aimed at simplifying the planning process for travel advisors.

According to the group, the updated identity reflects evolving traveler expectations alongside growing demand for highly personalised and seamless safari experiences.

New Website And Trade Tools Introduced

As part of the rebrand, Hemingways Safaris has launched a redesigned website featuring curated itineraries, destination information and streamlined inquiry processes.

The company said the platform is intended to improve clarity, speed and efficiency from initial inquiry through to on-the-ground operations.

An expanded trade-focused agency portal is also scheduled to launch in June.

Agency Portal Designed For Travel Advisors

The upcoming advisor portal will include a dedicated agent zone providing access to itinerary libraries, destination fact sheets, seasonal pricing, marketing materials and training resources.

Hemingways Safaris said the system is designed to strengthen long-term relationships with travel advisors while improving efficiency across the booking and sales process.

The company believes the investment in digital infrastructure and trade support will help accelerate growth in the East African safari market while enhancing collaboration with global travel partners.