Felicity Long
One of the most interesting trends in the travel industry lately has been the game-changing rise in the popularity of AirBnB and the bite it has taken out of the hotel market.
But while home sharing is relatively new in the U.S., the concept is almost old hat in Europe. In France, for example, the gite system has long offered an easy way for travelers to rent privately owned apartments and houses. Similarly, Italy has been offering villa rentals throughout the destination for years.
But what about luxury travelers looking for something truly upscale and more exclusive than what these or similar sites can provide? Typically, they need a middle-man, and increasingly we are seeing travel companies looking to fill that gap.
One relatively new entry in the market is UltraVilla, a Bermuda-based company that offers a directory of curated, posh accommodations, from villas and chalets to city apartments.
Unlike AirBnB and its competitors, all of the properties on the UltraVilla site are there by invitation only, and they are aimed squarely at well-heeled travelers.
“This is not a website with a million listings, but a refined directory that offers remarkable properties from companies we trust,” said Ileana von Hirsch, company cofounder.
The company works with hand-selected villa specialists to scout out the properties, and agents are invited to use the site freely. And because it is not a booking agent, there is no booking fee or mark-up.
Von Hirsch admits she is still learning about the profile of her clients, but says they typically are already comfortable with villa rentals.
“[They are] mainly families, often multigenerational on a special vacation, they take two or more vacations a year and have budgets of over $20,000 a week on accommodations,” she said.
The seven-bedroom Villa l’Lira in Tuscany, for example, mixes antique decor with contemporary touches, including state-of-the-art technology and concierge service. The villa is priced from $11,500 a week.
UltraVilla clients also are adventurous enough to look beyond traditional villas, she said, so the company is in the process of adding alternative accommodations, like river boats and even private islands.
Travel agent commissions vary, but are 10% at minimum.
Another private villa specialist, five-year-old, UK-based Red Savannah, prides itself on having found its 400 or so member properties by word of mouth, according to Nick Westwood, Red Savannah’s executive director.
The company specializes in luxury villa rentals and boutique hotels, with the majority located in Italy, France, Spain and the Caribbean.
“We reject around two-thirds of the properties we visit annually,” Westwood said, noting that deal-breaker problems can range from weak water pressure in the shower to annoying hourly church bells outside the window.
As to booking trends, Westwood noted a recent spike in inquiries from groups of friends and extended families, and he cited Spain’s Balearic Islands -- especially Menorca -- as being particularly popular right now.
Rates are commissionable, and range from $6,000 up to $25,000 per week in high season, but what Westwood calls “uber-luxe” properties can go to $250,000 a week and higher, usually with staff.
The staffed, five-bedroom La Casella on the Cote d’Azur, for example, offers lavish gardens with fountains and statues, olive groves and a summer house with a pool overlooking the Mediterranean.
The pool at La Casella on the Cote d’Azur.
The villa is priced from $9,583 per week in low season.
“One of the principal differences between Red Savannah and AirBnB is that our villa owners cannot simply pay to be listed,” he said. “Rather, they are selected on merit, with a full inspection before we agree to feature the villa,” Westwood said.