Why Villas Make for Unforgettable Family Vacations

Airbnb and Vrbo opened up a whole new world of alternative accommodations for travelers, but with those new options came the risk of staying at unknown private properties. We in the travel industry have a far better avenue to take via our trusted supplier partners, so travel advisors can confidently book their clients at unique properties, such as villas, that have been fully researched and vetted.

The villa option has grown in popularity, especially with families traveling together. And there are several reasons why villas and families fit perfectly together to make unforgettable vacation memories.

All together in a private setting
“One of reasons for a family to rent a villa is that they can all be together, which is perfect for those once-a-year trips where family members are scattered around the country (or out of the U.S.) so they can all be united under the same roof,” says Linda Kibak, independent travel advisor, FROSCH.

Kibak goes on to describe: “I had a father with three daughters who booked a villa in Deer Valley, for a ski weekend for them. It was perfect, all the girls had their own bedrooms, he had his own privacy, and they could gather when and where they wanted to, with enough downtime for all of them.”

Sarah E. Johnson, owner and travel designer, at Paper, Ink, & Passports Travel, LLC,

an independent affiliate of Largay Travel, adds: “Overall, villas provide the opportunity for families or groups of friends to celebrate special occasions or simply enjoy vacations together in a private setting. They come in all shapes and sizes; I know of a few villas in Turks and Caicos that have bunk bed rooms that are perfect for the younger family members, in addition to the larger rooms and suites that make up the villa.”

More economical than staying at a big resort
“Another reason [for families to choose a villa] is it is usually much more economical,” advises Kibak. “For example, in Orlando, a room at a Disney hotel can be about $1,000 per night; so if one needs multiple rooms, this is a huge hit on a family’s budget. But, when one considers that some villas can be had for $2,000 for a 5-bedroom villa, they will reconsider that it’s not that bad to drive 10 minutes to the park.”

Johnson says: “When you start looking at a large family or group of friends, a villa is often the most cost-effective accommodation, and you get so much more.” She also points out that “the food and beverage for guests staying in a villa is a fraction of the cost for a guest versus a resort. The daily cost of F&B in a villa is sometimes less than just a breakfast at a resort.”

Kibak also notes that “villas are all different, and all different price points means that all clients, no matter what tax bracket they are in, can take advantage of a villa vacation.”

More space and fully staffed
Angela Caes, founder of Fernleaf Travel, says, “Like a seven-layer dip, a villa stay builds a holiday around space – the convenience of a place for snacks, games, quiet time, and personal space – with the joy of being in a communal place where fun memories organically happen.”  

“Villas provide far more space than a hotel room or suite, have a kitchen and dining area (sometimes more than one), and often significant outdoor space. Many villas boast pools, workout rooms, theaters, pool tables, or other entertainment features – perfect for when the family wants to regroup and relax together,” explains Johnson.

As an example, “a client reached out for a villa to celebrate his wife’s 40th birthday. He picked a gorgeous property in Jamaica – an absolutely wonderful oceanfront villa with a stunning pool, a private beach and a lawn for yard games. The villa came fully staffed with a chef, housekeeper, pool boys, and more – my clients wanted for nothing. Through my villa partner, I was also able to offer a concierge credit to be used toward a private driver or boating excursion.”

Customizable to meet everyone’s needs
Caes gives yet another great reason to book families in villas: “Villas naturally offer the luxury of personalization. Hotels and resorts define activities, places, and space. Villas allow for clients to customize the experience that best fits their group/family/situation. Several of my clients navigate the active nature of small kids with the reality of traveling with older grandparents of limited mobility. A villa is the perfect meeting point to allow each person to come together and share experiences – cooking with Granddad, karaoke with Grandma, quiet mornings at the pool while Mum sleeps in.”

She offers this example of a successful family trip booked: “Even though Renee and her daughters all live within 30 miles of each other, their incredible lives running non-profits and raising foster children and blended families are busy. Setting a goal of travel every two years, we helped Renee build a dream trip to Italy with three blended families, two kids in foster care, two kids with severe allergies, and one child in a wheelchair. Using a villa in Florence as an anchor point, they relied on me to understand their unique needs and build an itinerary with three nights in Rome, travel to Tuscany, day trips for each family, and in-home experiences that met the needs of all kids. In a world where these travelers face the need to be resilient every day, we showed them how to travel resiliently. It was amazing!”

Immersive and personal
Villa stays provide opportunities to experience a destination on a more immersive and personal level. They serve as a home-away-from-home base for family travel adventures that can far surpass the typical vacation. This also bodes well for celebration travel, which spiked in 2023.

Caes gives an example that incorporates elements of heritage travel, as well: “Living in America, Louise misses her family in the UK and loves her husband’s U.S. family. The need to cultivate an understanding of British life is a core parenting goal for their two kids. Every year, we search and search for the home base where the family can realize a luxury holiday, dive into nature and the environs of the Cotswolds, and meet/experience time with the greater family. In summer, we take two to three weeks in a villa to fulfill all the goals of this learning holiday in one: get to know family heritage; spend time with grandparents; be in nature and discover outdoor activities; relax and decompress; and have a good time.”    

In another highly personalized trip that she booked for a client, Caes describes: “I am delighted to use villas and apartments now for home-schooling families who use a budget to travel and education-through-travel. Amanda and her family depart tonight for Spain, where they will spend a full week in Sevilla, as part of a larger trip, to get inside the city and explore Spanish culture with their 6-year-old daughter. A villa stay is a conduit for making the hackneyed phrase of ‘authentic travel’ happen.” 

Popular destinations
A growing number of villas are available at popular destinations around the world. For families, Johnson suggests: “Italy is a perennial favorite, and a villa here really allows you to escape the crowds – you can go into Rome or Florence for a day, but get out at the end of the day. And who doesn’t want to wake up to the sun-soaked Tuscan hills in their own private Tuscan villa? Portugal is another favorite, in the Algarve. Great beach destination, excellent hiking, and wonderful golf. Within the U.S., Utah (Park City or Deer Valley) and Colorado are great in both the summer or winter.”

The Caribbean also offers excellent villa properties, with Jamaica and the Dominican Republic topping the list; but do not forget Turks & Caicos, St. Martin, and Barbados. In Mexico, Punta Cana and the Riviera Maya offer up villa stays. In Europe, Italy and Greece continue to be favorites, but Spain and Portugal are gaining momentum – and traveling during the off season is a great value.

Whichever destination is chosen, Johnson recommends to “start early. For popular destinations (like Tuscany, Jamaica, Turks and Caicos, Mexico, etc.) and busier seasons (summer, spring break, holidays), plan at least a year out. It’s also imperative to understand what is included and what is additional, and my partners do a great job at breaking that down with clarity.”

And for the travel advisor…
The benefits of selling villa vacations translate to the travel advisors handling the bookings as well. “For myself and my agency, it is easier to book this as one stay; with one person to work with for the booking,” says Kibak. “Plus the commissions on a villa far outweigh the commissions of a typical hotel room; as well as there are usually generous bonus commissions that we can also sometimes take advantage of.”

The average villa booking is five bedrooms plus. The average commission for travel advisors is $3,000, which is higher than most other accommodation options.

Kibak continues: “Everyone now seems to be selling villas, including Vrbo. But we have our relationships that have been cultivated through the many years in this industry; and those relationships are worth their weight in gold. Everyone is there for the good times; but when things don’t work as they should, that’s when we find out who our true partners are. This is why it is important to book clients through a tried-and-true partner. They truly stand behind every villa in their portfolio, and for those few-and-far-between issues, they are always there to help, to get things straightened out to the client’s satisfaction, which is the main idea – keeping the client happy.”

Johnson says: “On my end, it’s the collaboration and the partnerships I have – they value my clients and understand the level of service we need. My villa partners also vet all the villas they offer, so I know that when I am offering a particular villa, someone has been there recently to review it – and not just how it looks. How the management company is handling it, how the staff is, etc. The peace of mind I have when sharing villa options with clients is what it’s all about.”

Caes sells villas because they are “an excellent tool to meet the needs of a diverse range of clients and needs that allow for a slower traveling pace, a moment to consider regenerative ways to travel, and time to explore somewhere new.”

And she notes that this “requires the best-in-class partnerships that deliver quality, consistency and style. With specialists in each destination, I rely on their in-depth knowledge to answer important questions like the number of stairs to a bedroom or the safety of railings/second-floor accommodations for younger children. How and why we work with partners differentiates our ability to not only nimbly shop for clients, but to exceed expectations each time.”

FROM THE SPONSOR:
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