Slumber Safari: Product Innovation at Werribee Open Range Zoo

Slumber Safari: Product Innovation at Werribee Open Range Zoo

Located at Werribee Open Range Zoo, just 30 minutes from the city of Melbourne, Slumber Safari delivers an African safari ‘glamping’ (glamorous luxury camping) experience. Slumber Safari combines unique on-site tent accommodation with a fully hosted experience including close-up animal encounters, drinks and nibbles at sunset, an African-inspired dinner, and night-time activities including a night walk and toasting marshmallows around the evening campfire followed by a supper of scones, jam and cream  [1]. Guests enjoy a memorable overnight experience in tented lodges with creature comforts such as en-suites, fans and electric blankets. With just eight tent lodges in total, the experience is shared with only a few. Each lodge tent has its own balcony affording views of the Werribee River and of the rhinos, hippos, lions, zebras and other animals on the ‘savannah’ of the open range zoo [1] . In the morning, the campers can enjoy watching (and hearing!) the animals awaken. Guests then take breakfast in the Safari Dining Hut where they can continue to enjoy the view of the animals on the ‘savannah’ [1].

View a short clip about it here.

Slumber Safari is an example of a product innovation. Product innovations are “changes directly observed by the customer and regarded as new…[as in] never seen before, or new to the…enterprise or destination” [2]. The product extension to include camping activities adds a new dimension to a typical zoo visit by enabling guests to “Experience an African adventure close to home” [1].

Recommended Citation

Reid, S. R. M. (2016). Slumber Safari: Product Innovation at Werribee Open Range Zoo. INNOTOUR Innovation Cases. From


  1. Zoos Victoria. Slumber Safari. 2016  7 December 2016]; Available from:
  2. Hjalager, A.M., A review of innovation research in tourism. Tourism Management, 2010. 31(1): p. 1-12.

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