Australia’s original Africa safari specialist, Bench Africa, has unveiled its new website and a soft brand refresh – the next step in the company’s ongoing digital transformation.
The new site combines a sleek, contemporary design with practical tools developed specifically with travel agents in mind. Search itineraries directly by Trip Code found in the Bench Africa brochure, bringing the hybrid print-digital format to life and making it easier than ever to find specific journeys online.
Each experience page includes detailed day-by-day content, rich imagery, interactive maps, and the ability to send enquiries directly to the Safari Specialist team. The site also connects seamlessly to Bench Africa’s Agent Portal, which houses refreshed marketing assets and training resources.
A newly revamped Destinations section provides an easy-to-navigate area for essential country information – from climate and visa requirements to top experiences and travel tips – giving agents and clients alike a useful overview previously only available once documentation was received.
“We’ve listened to what frontline sellers told us they needed – easier navigation, richer content, and more tools to help them sell Africa with confidence,” said Andy Kirkman, Head of Trade Relations at Bench Africa, “and the new site delivers exactly that.”
The refreshed branding was inspired by the very essence of Africa’s natural palette – sage and moss capture the lush greenery of the African bush, while cream and beige reflect the soft sands of the savannah.
The launch follows Bench Africa’s rollout of digital quotes earlier this year, allowing agents to provide clients with interactive, visually engaging itineraries to assist with booking conversion. Together, these updates mark a significant milestone in the company’s broader commitment to technology and trade-focused innovation.
Alongside the website launch, Bench Africa has also released several new exclusive itineraries featuring on the website including:
- 10-day Wine & Wilderness Escape, South Africa
- 10-day Magic of the Mara, Kenya
- 8-day Wild Tracks, Kenya
