A luxury villa provider has urged advisors to book lake destinations ‘as early as possible’, after noticing a major uptick in enquiries for the waterside holiday. 

Oliver’s Travels has seen a ‘dramatic shift’ in booking patterns over the past year, as high-net-worth clients move away from popular coastal spots in favour of quieter alternatives. 

The company’s page views for French lake destinations like Annecy have surged by 115% year-on-year, while lakeside villa bookings in Slovenia – forecast to become ‘the next big thing’ – are up by 30%. 

While this style of holiday has yet to overtake its coastal competitors, Oliver’s Travels says availability for its lake villas should never be taken for granted. 

“Lakes aren't a backup option anymore for 'more popular' coastal destinations, as they're the first choice for many ultra-high-net-worth travellers,” Oliver Bell, co-founder of Oliver’s Travels, told TTG Luxury. 

“Building relationships with villa providers who can give you early access to availability helps too, as the days of being able to book a premium Lake Como property for a July stay a couple of months in advance are definitely over."

The data backs this up: peak season booking lead times for lake villas at Oliver’s Travels have stretched from three to four months to eight to twelve months, suggesting that this trend is only accelerating. 

Bell recommends advisors speak to their clients “well in advance” to ensure they understand the importance of booking earlier. 

Why are lake villas becoming more popular with high-net-worth clients? 

Oliver’s Travels believes that lake regions provide many of the benefits of beach holidays without the “headaches” of coastal planning.

“They don't have the same unpredictable variables, like the beach closures from jellyfish surges or the coastal heatwaves we saw across the Mediterranean over the last couple of years,” said Bell. 

“You're also avoiding the increasing red tape at coastal hotspots, such as paid entry systems at Sardinia's La Pelosa or Calanques' mandatory reservations.” 

A lot of lakeside properties also have their own private gateway to the water, providing instant access to activities like swimming, paddle boarding and boating.

“In the beach regions, you'd probably need to visit different places along the coast to do all of this, whereas this is available directly outside your door in the lakes.” 

Why is demand for lakeside villas in Slovenia on the rise? 

Oliver’s Travels believes that Slovenia offers “exclusivity without the crowds,” having yet to become an oversaturated destination with mainstream tourists. 

“It's still relatively undiscovered compared to Lake Como or Annecy, but the luxury offering is there with Michelin-starred dining, top wellness facilities and high-end accommodation. Lake Bled was named Europe's most relaxing lake, and honestly looks like something out of a fairytale.

“I'd say that it's currently in that sweet spot of being the ‘next big thing’ and it is probably a case of ultra-high-net-worth travellers making the most of the calm before everyone else catches on.”