Last updated: 12 June 2026
The short version: When you use SafariBookNow, two organisations are involved. BookingCo operates the website itself (analytics, cookies, the search experience). African Safari Group ("ASG") is the travel agency that takes your booking, payment, and personal details and handles your booking from there. ASG is the data controller for everything booking-related. We don't sell your data, and you can ask either party for a copy or deletion of what's held.
1. Who we are — two organisations, two roles
BookingCo (Pty) Ltd ("BookingCo") operates the SafariBookNow website. BookingCo is the data controller for the limited information collected through the website itself: anonymous usage data, cookie preferences, the search queries you run while browsing, and any general enquiries you send through the site.
ASG Holdings (Pty) Ltd (2021/010590/07), trading as African Safari Group ("ASG") is the travel agency that accepts your booking, takes your payment, and handles your trip. ASG is the data controller for all booking-related personal information — the name, contact details, party composition, dietary requirements, payment details and any other personal information you provide in the course of making and taking a booking. ASG handles this information under ASG's Terms and Conditions (clause 11) and POPIA.
For website-operation queries (cookie consent, analytics, broken links): contact BookingCo via the SafariBookNow website. For everything booking-related (the personal information you've submitted to make or take a booking): contact ASG at Nightsbridge@africansafarigroup.com.
2. What information we collect
2.1 Information you give us
- Booking enquiries and bookings: name, email address, phone number, travel dates, party composition (adults, teens, children), preferred lodge and any special requests you provide.
- Payments: when you book, payment is processed by Turnstay. We do not store your card details — only a booking reference and the amount.
- Communications: records of emails, chats or calls between you and our team.
2.2 Information collected automatically
- Usage data: pages you visit, links you click, the date and time of your visit, the device and browser you’re using, and your approximate location based on IP address.
- Cookies and similar technologies: see our Cookie Policy for details.
3. How we use your information
- To process and fulfil your safari booking, including passing necessary details to the lodge, our booking engine (Reservaroo) and our travel agency partner African Safari Group.
- To send you booking confirmations, invoices, vouchers and pre-arrival information.
- To respond to your questions and provide customer support.
- To improve our website, understand which lodges and content perform well, and fix problems.
- To send you optional marketing emails about new lodges, special offers and seasonal availability — only if you’ve opted in. You can unsubscribe at any time via the link in every email.
- To comply with our legal obligations, including tax and accounting requirements.
4. Who we share your information with
We share information only when necessary to deliver the service you’ve requested, comply with the law, or run our business. Specifically:
- The lodge you book: your name, contact details, dates and party composition, so the lodge can prepare for your stay.
- Reservaroo: our booking and availability platform. Reservaroo is also operated by BookingCo. Your booking details flow through it to confirm availability and lock in your reservation.
- African Safari Group: our travel agency partner. They handle invoicing, voucher issuing and pre-arrival communications for bookings made through SafariBookNow.
- Turnstay: our PCI-DSS-compliant payment processor. Card details are handled directly by Turnstay; we never see or store them. Turnstay performs the currency conversion at checkout and your card is charged in your local currency.
- Brevo (Sendinblue SAS): our newsletter and marketing-email platform. If you subscribe to our newsletter, your email address and signup source are stored by Brevo in the European Union and used to send you the emails you've opted in to. You can unsubscribe at any time via the link in every email.
- Google (Analytics and Ads): we use Google Analytics 4 to understand which lodges and pages perform, and Google Ads conversion tracking to measure the effectiveness of any paid campaigns we run. Google receives a pseudonymous identifier from your browser; we don't pass your name or contact details to Google.
- Google Translate: if you select a non-English language via our header picker, Google's Translate widget translates the page content on-the-fly. Google receives the page text being translated; we don't pass any personal information.
- Service providers: hosting (Netlify), and any other tools we use to operate the website. They process data on our behalf under contract and may not use it for any other purpose.
- Authorities: if required by law, court order or to protect the rights, safety or property of any person.
We do not sell your personal information to any third party.
5. International transfers
Some of our service providers (such as Google Analytics and Netlify) may process your data outside South Africa, including in the European Union and the United States. When data moves across borders, we rely on the providers’ own safeguards (standard contractual clauses, adequacy decisions, or equivalent measures recognised under POPIA) to protect your information.
6. How long we keep your information
- Booking records: for at least five years after the booking, to meet tax and accounting obligations.
- Marketing consent records: for as long as you remain subscribed, plus a reasonable period after unsubscribing to prove the opt-out was honoured.
- Website usage data: aggregated analytics data is retained for up to 26 months by Google Analytics; individual session data is shorter.
7. Your rights
Under the Protection of Personal Information Act (POPIA), and where applicable the GDPR, you have the right to:
- Know what personal information we hold about you.
- Request a copy of that information.
- Ask us to correct anything that’s inaccurate or incomplete.
- Ask us to delete your information, where we are not required to keep it by law.
- Object to or restrict certain processing (for example, direct marketing).
- Lodge a complaint with the South African Information Regulator if you believe we’ve mishandled your data. Contact: inforegulator.org.za
To exercise any of these rights, email Nightsbridge@africansafarigroup.com. We’ll respond within 30 days.
8. Security
We use industry-standard measures to protect your data, including encrypted (HTTPS) connections, access controls on our internal systems, and payment processing through Turnstay’s PCI-DSS-compliant infrastructure. No system is perfectly secure — if you ever suspect your account or data has been compromised, contact us immediately.
9. Children
SafariBookNow is intended for adults. We don’t knowingly collect personal information directly from anyone under 18. If a booking is made for a family with children, the adult making the booking is responsible for providing only the details required.
10. Changes to this policy
We may update this policy as the service changes or as the law requires. Significant changes will be communicated by email (where appropriate) and via a notice on the site. The “Last updated” date at the top of this page always reflects the current version.
11. Contact
For all booking-related data queries (information you provided when making a booking, payment details, voucher data, dietary requirements, etc.):
African Safari Group
Email: Nightsbridge@africansafarigroup.com
Privacy contact: hi@africansafarigroup.com
For website-operation queries (cookies, analytics, account/preferences on this site):
BookingCo (Pty) Ltd — operator of SafariBookNow
This policy is a starting point and should be reviewed by a South African qualified attorney before going live. Placeholders (company registration number, registered address) need to be filled in.
