Cottar’s Safaris has launched Mara, its AI-based travel assistant, on its redesigned website. The company said the goal of the new tool is to make safari planning faster, smarter and more interactive for both travelers and trade partners.
Developed specifically for Cottar’s operations in Kenya’s Masai Mara, Mara offers 24/7 support via WhatsApp and the company’s website. The AI assistant answers questions about wildlife, travel seasons, accommodation, conservation projects and logistics for Cottar’s 1920s camp and Cottar’s Bush Villa.
For travel professionals, Mara handles common customer inquiries including timing of the Great Migration, wildlife viewing opportunities, accommodation differences between camps and villas, packing advice and conservation planning. Assistants also provide pricing information, availability, and detailed property information to support agents’ sales efforts.
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Cottar said travel professionals and tour operators can now access Mara through the new website and WhatsApp, and a trade-specific AI assistant will be launched in the coming weeks. If Mara is unable to provide a specific answer, the system automatically connects you to a team member via phone or email.
The multilingual AI assistant works across all time zones, positioning it as a resource for international agents seeking immediate information to support customer needs outside of regular 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 giving both guests and trade partners instant access to our expertise while keeping our team more personally engaged than ever.”
