Why agents need to have villas and private homes in their sights

Trend setters

Preferred Hotels & Resorts has also gone down the route of pooling its top villas, residences and home stays under one collection, Preferred Residences, and sees this as a trend likely to continue.

“Residential options will continue to surge in popularity, given their ability to provide more flexibility for individual or group needs, particularly at a time when multigenerational trips, personalisation, privacy, safety, and social distancing are a top priority for travellers,” says Isabella Moroni, vice-president of leisure sales for Europe. “In response, hospitality brands, particularly luxury hotel groups, will further invest in the expansion of their residential-style inventory, with the goal of increasing their share of a market dominated by a handful of alternative lodging providers.”

Moroni is right; the likes of Four Seasons, Rosewood and Mandarin Oriental have all already started pushing their multimillion-dollar homes and villas too, with the additional benefits of extremely high levels of hotel services. Rosewood has 14 residences now – including those at Rosewood San Miguel de Allende and at Rosewood Mayakoba in Mexico – and 10 in the pipeline.

“Our Rosewood Residences bookings are trending very strongly for the summer, with average rates up 8% on 2019, and we are anticipating a 35% increase in bookings overall on 2019,” says Caroline MacDonald, group vice-president of sales, marketing and distribution at Rosewood Hotel Group. “This summer, residences are running an average length of stay of six nights, up 30% from 2019, and we’re seeing even longer stays at the larger residences, perhaps as more guests choose to work remotely.”

Demand drivers

Agents may also find themselves looking to A&K’s extensive range of villas, which have also already been doing well this year. “We are seeing a rise in demand for private homes and villas, with our villas website beating 2019 traffic levels,” says Kerry Golds, managing director, A&K.

“Large groups and families are coming to us, as they appreciate the benefits of the extra space of a private villa with everyone under one roof and are looking to us to organise holidays where they can relax in the peaceful seclusion, but with the security of booking through a reputable operator. The demand is there from people itching to travel, so our advice is to book early, as the availability is looking slim this summer already with everyone in Europe dreaming of a secluded house in a warmer climate,” she adds.

Smaller specialist brands such as Luxury Villa Living are also making an impact, with their curated options and eye for what clients are looking for.

“Space and exclusivity have always been high on the agenda for high-net-worth travellers, particularly as time is such a commodity, but in the pandemic, an enhanced emphasis on personal space, villas, yachts and even private islands are all increasingly in high demand as we anticipate the return of international travel,” says Sophie Georgiou, director of Luxury Villa Living. “With families having been unable to see one another properly or celebrate milestones for so long, multigenerational escapes particularly are driving bookings for larger villas such as Margot Estate for later this year and for 2022.”

She agrees this also presents an opportunity for specialist advice: “The travel landscape is increasingly complex, meaning tour operator and agent expertise is more important than ever. Even those who would have previously booked travel and villa arrangements independently are increasingly looking to operators to minimise potential disruption to the overall holiday experience, while adhering to all relevant protocols.”

Location, location

There are also the portfolios of destination specialists to peruse, such as Ionian Island Holidays, which zones in purely on Greece and, after 19 years in the business, knows where to find the most idyllic places. Or Villatravellers, which specialises in Sicily only and has 60 villas and homes on the island to choose from.

“We’re hopeful that 2021 will be a great time for friends and families to reconnect during a villa holiday in Sicily,” says Eleanor Poulton, customer care manager for Villatravellers. “Booking a villa for a week or two offers space privacy and safety, as well as incredible facilities. A villa holiday now seems like the ideal way to get away from day-to-day life in comfort and safety, and offers a good base for longer holidays, especially if you are still able to work from home, or rather, your holiday home.”