Cottar’s Safaris launched Mara, an AI-powered travel assistant, on its redesigned website. The company said the aim of the new tool is to make safari planning for both travelers and trade partners faster, smarter and more interactive.
Developed specifically for Cottar’s operations in Kenya’s Masai Mara, Mara provides 24/7 support via WhatsApp and the company website. The AI assistant answers questions about wildlife, travel seasons, accommodations, conservation projects and logistics for Cottar’s 1920s Camp and Cottar’s Bush Villa.
For travel professionals, Mara handles common client inquiries, including Great Migration timing, wildlife viewing opportunities, accommodation differences between the camp and villa, packing advice and conservation initiatives. The assistant also provides pricing information, availability and detailed property information to support agent sales efforts.
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Travel professionals and tour operators can currently access Mara through the new website and WhatsApp, with a dedicated trade-only AI assistant launching in the coming weeks, Cottar’s said. When Mara cannot provide specific answers, the system automatically directs users to human team members via phone or email.
The multilingual AI assistant operates across all time zones, positioning it as a resource for international agents seeking instant information to support client needs outside normal business hours.
“Mara is designed to complement, not replace, the personal service that has always defined Cottar’s Safaris,” said Louise Cottar, co-owner and CEO. “[It] represents the next step in making our expertise instantly accessible to both guests and trade partners, while our team remains as personally engaged as ever.”
