Felicity Long
Villa rentals are increasingly appealing to savvy travelers, and it’s easy to see why; more elbow room, living rooms you don’t have to share with strangers and, generally, more bang for your buck than traditional hotels. But is this trend translating to ski?
Many winter resorts already offer on-mountain homes and townhouses that skiers and snowboarders can rent instead of hotel rooms, and they are especially appealing to multigenerational families and groups of friends traveling together.
But for really upscale dwellings that offer all the luxe touches, private home rentals can be the way to go, particularly at ski resorts that attract moneyed clients. The trick is to book them though a reputable source, since villas are, by definition, not branded and can vary in quality.
Ski.com, for example, features a number of high-end private homes, including a ski-in/ski-out, six-bedroom property called the Dallas Peak Manor House in posh Telluride, Colo., that boasts a media room — complete with stadium-style leather seats — a game room and an outdoor firepit and hot tub.
In addition to lift access, other private villa amenities can include in-room spa treatments, the services of a private chef and even a sommelier, if the client is so inclined. Best of all, these extra components can add up to increased commission, according to Steve Lassman, CEO of Villas of Distinction.
The company, a preferred partner with Virtuoso and provider of private-label programs for American Express Platinum and Ensemble Travel Group members, offers villas in top ski areas in Colorado and more recently in Utah.
Because these rentals are expensive, the commission potential is high enough to attract the attention of even travel agents who don’t think ski is a lucrative enough niche to bother with.
“The high season rate for one of our four- or five-bedroom villas in Utah is from $8,000 to $9,000 a night in winter and up to $12,000 to $15,000 at Christmas, and the average length of stay is five to seven nights,” Lassman said.
“Not only will agents make a nice commission in one swoop, but there is a 25% repeat factor for first-time villa renters, and when they go back second time, that figure jumps to 50%,” he said.
As to pricey, concierge-assisted add-ons, “basically, if it’s commissionable to us, we’ll commission it to agents,” he said.
In addition, agents can cast their net beyond their traditional luxury clients. Aspirational travelers and those celebrating special events are also among the company’s clients, Lassman said, noting that these multi-bedroom accommodations are often shared by family and friends who split the bill.