Travel agencies run on two spectrums.
1) They can appeal to the mass market or they can be particular about who books with them.
2) They can sell all rides, or niche down to represent the lower or the higher end of the market.
At the mass-market end of the spectrum you have market makers like bookhorseridingholidays.com and My Cavago that create a platform where outfitters sign up to list their rides directly. There’s a huge amount of choice. Anyone can sign up, rides aren’t tested and as details are added by the outfitters, information can be old and out of date. Guests can book onto a ride immediately without detailing their riding experience so you can assume the outfitters are not screening their guests for riding ability.
Then you have the curated riding holiday agencies - which are most of the rest. Each has a niche in terms of clients age or where they are based. These agencies are usually selective over which rides they choose to list. Generally the more rides they offer the less likely they have been personally tested by staff.
Testing is subjective. Does an agency mean that they sent a client on a reduced rate and asked them for feedback? Or, that they stayed overnight to meet the guide and went for a one hour hack, but didn’t actually complete the safari? Or do they mean they completed the ride from start to finish and understand the day by day play of the entire safari?
Here’s a little inside view of riding safari travel agencies.
THE MAIN AGENCIES
In the Saddle: UK based. One of the original riding holiday agencies, established in the ‘90s. Olwyn and her team have shaped the industry in many ways holding operators to high standards. They have recently cut down their portfolio to just the best run and best experiences. They test all of their rides by sending team members for the full experience. They have clients of all ages but guests tend to be older - aged 50+.
Ride World Wide: Uk based. Also established in the ‘90s. Nigel is highly regarded in the industry and is a keen horseman himself. They have been a leader in the industry for a long time, popular with the hunting world, and while now they do still add a few new rides, their core portfolio is a pretty set and proven list of excellent holidays. They have clients of all ages but guests tend to be older - aged 50+.
Unicorn Trails: UK based. Run by animal vet, Wendy. They list one of the largest range of rides - so testing is lower though they did a lot more riding themselves in the past. They have some rare and interesting itineraries. Most staff are on a commission only pay rate and so may be incentivised to just clip the ticket. Clients are from a diverse range of countries though tend to be older: aged 50+.
Far and Ride: Uk based. Sue used to work for Unicorn before starting her own agency, joined later by her daughter, Holly. At first they focused on the more affordable rides in eastern Europe that Unicorn didn’t list. They now have a similar size portfolio to Unicorn and include all the higher end safaris though the more affordable rides is their wheelhouse. Very knowledgable and lovely people. A mix of younger clients on the more affordable rides and the standard safari guests aged 50+.
Horsexplore: Sweden based. Scandinavian based agency with mostly Scandi clientele.
Equus: UK based. The english speaking branch of Cheval d’aventure, a large french speaking agency. Run by knowledgeble staff, some of whom used to be outfitters themselves.
bookhorseridingholidays.com: The Netherlands based. A product from Tripanner, the original market platform where outfitters onboard themselves. They offer a huge range of rides with the ability book instantly. There is no testing of the rides though they do have rating system for past guests.
My Cavago: Initially Singapore based, but recently relocated to the UK to join a start-up incubator. Tauseef Qadri grew up in Saudi Arabia, went to MIT, before launching this market platform for mass appeal with a goal to list every equestrian experience from safaris to day hacks. No testing of the rides but they do have a rating system though all rides start with a five star rating at onboarding.
Saddle Travel: UK Based. They sell a wide range of rides that are able to be booked immediately similar to My Cavago and bookhorseridingholidays.com though they are an agent. Owner Matt also runs Freerein, a self guided riding holiday operator in Wales. They list the premium safaris but mostly sell the more low-cost rides in Europe and Northern Africa. A small minority are tested by staff.
Zaras Planet: Irish and UK based. Friends Jill and Zara run an established agency offering rides with around 90 outfitters globally. They ride on safari often. They have clients of all ages but guests tend to be older - aged 50+.
Equitours: US based. Created by Baynard Fox, an ex-spy and rancher himself married to Mel who grew up in Tanzania and breeds the Arabian horses on their own Bitterroot Ranch in Wyoming. Once a market leader and shaper of the industry, their influence is lessening now that Baynard is in his 90s. They have clients of all ages but guests tend to be older - aged 50+.
Globetrotting: Australian agency selling the more premium rides. With Equitours taking a step back they are growing in America, as well as in their home market of Australia, spending on advertising to grow their instagram and bookings. Rides are tested though some with a visit rather than full participation. They have clients of all ages but guests tend to be older - aged 50+.
Pferd und Reiter: Germany based. The stand out agency in Germany with an established wheel house of rides, often partnering with German speaking outfitters like those in Namibia and South Africa. They have quite a range of rides not found with other agencies but a very strong German speaking client base so consider that if exploring their options. They have clients of all ages but guests tend to be older - aged 50+.
African Horse Safaris: South Africa based, British run. Founder, Isabel, was a volunteer with David Foot in Botswana before finding investment and growing this popular Cape Town based Africa-focused agency. They are social media focused which leads to a younger client base. They’re very knowledgable about Africa and close to outfitters, with staff riding often on safari.
Black Saddle: Uk and New Zealand Based: This is my agency, created for younger people aged between 25 and 45 and focusing just on the higher end of the market. Like other agencies we add solo, or pairs of riders to set departures, but mainly we focus on exclusive rides, where the entire group is made up of our guests. The social side is important and we want people to have a similar fitness and a lot in common. All rides are tested in full and many are hosted. We’re for advanced riders only.
A good tip to get to know what kind of riders you’ll be joining on your holiday is to take a look at the riders in the agent’s social media photos. If they are your type of people, then it’s likely a match.
Personally I would avoid the market platforms unless you love to do a lot of research on a ride yourself. Use them to discover rides but do the due diligence yourself before booking on the outfitter’s own website. These platforms offer commission rates about 33% less than other agencies. When I see a ride listed on those platforms it does make me question the financial strength of a safari. The lack of review before accepting guests may be an indicator that a ride is quite commercial. The experience may have a riding school feeling.
Each rider will in fit naturally with one of the agencies as each covers a slightly different geographic or customer type. Each has a different philosophy on who they are prepared to book. You want to avoid agencies that just clip the ticket for the commission and will put any rider on any ride so long as they are willing to pay.
I’ve been on rides where guests give up in the first few days because they are not up to it. If agents ride the safaris themselves they can accurately share the facts on any moments of physical and mental toughness. A thorough review of riding ability, by asking the right questions and evaluating riders height and weight, should give a discerning agent enough information to match a rider to the right ride. It’s embarrasing for a rider if they need to pull out and it’s not fun for capable riders that are slowed down when the mis-matched rider perseveres.
The only way to know about a ride is to go and that’s where a good agent provides real value. Great advice comes from first hand experience but also being able to compare rides and knowing which will best fit what you are looking for. If an agent hasn’t been they are just copying and pasting information the outfitter gives them onto their website on trust.
I’m lucky to work in an industry where almost everyone is of solid moral character. No bad players is the dream. In the end it all comes down to who you think will understand you best when finding your dream holiday.