Selected work
Research in practice
Before the Brand, the Research
Miombo Safaris is a new tour operator in northwest Uganda's West Nile region — a part of the country largely absent from mainstream safari itineraries, with a distinctive natural and cultural identity that needed to be understood before it could be represented. The brand identity came second. The cultural and market research came first.
Uganda
Read more →Operator IntelligenceTravelers Don't Search the Way Operators Describe
Kikooko Africa Safaris had nine years of local expertise and zero organic search presence. The issue wasn't a lack of content — it was a mismatch between how the operator described itself and how travelers were actually researching East Africa safari decisions. A six-month search intelligence and content strategy revealed the gap, and built around it.
Uganda, Rwanda, Tanzania
Read more →Operator IntelligenceThe Evidence for a Price Increase Was Already in the Reviews
A Mombasa tour guide with fifteen years of local expertise was relying on walk-up tourists at Fort Jesus and random word-of-mouth. The problem wasn't the product — it was the absence of any system for turning satisfied visitors into evidence of market-leading quality. When that evidence was built and made visible, it unlocked a 50% price increase on sustained booking volume.
Mombasa, Kenya
Read more →Operator IntelligenceTrade Shows Are Conversion Windows, Not Lead Funnels
A Uganda-based luxury safari operator was attending FESPO Zurich and similar European travel fairs — collecting leads, following up weeks later, and watching conversions disappear. The insight that changed the approach: trade shows are not a lead generation exercise. They're a decision window. Closing rates depend on how quickly complete information reaches qualified prospects while the show momentum is still live.
Uganda / Switzerland
Read more →Operator IntelligenceWhat 217 Bookings Revealed About Running Tour Marketing
Rogue Expeditions, a running tour operator, sat down with their booking records and asked a question most operators don't: does our marketing calendar match when our customers actually decide to buy? The analysis of 217 bookings revealed a customer who books much further in advance than industry convention assumes, comes mostly through direct and referral channels, and returns at a rate that makes retention more valuable than acquisition. It changed the marketing calendar, the budget allocation, and the inventory strategy.
Global
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