Villa Stays: High Commissions, Repeat Clients

This is the second of two stories on selling villas

Selling clients on villa stays is a path to both high commissions and repeat clients, according to travel agents familiar with the business.

A villa stay is “a magical experience,” said Lisa Freeburg, owner of Travel a la Carte in Omaha, an Ensemble agency.

“You get picked up at the airport and taken to the villa where a fabulous spread is waiting for you, which is very localized,” Freeburg said. “Somebody is there to make dinner reservations. You get a taste of the culture.

“One family I booked into a Punta Mita villa recently had a mariachi band on the beach for themselves one night.”

At the Tzell Travel Group in New York, Gina Gabbard, vice president of leisure sales, called the key selling points for villas, “privacy, exclusivity and the ability to live like a local – along with comforts and conveniences they are accustomed to in their own homes.

“But agents are also finding many luxury clients are really interested in villas and residences that provide VIP access to amenities of a luxury resort,” she added. “This provides the best of both worlds.”

Unique experiences
Freeburg and Gabbard talked with Travel Market Report about the advantages of a villa experience—and what makes them unique for clients.

“It’s a great product for multigenerational and extended family travel because it’s nice to have everyone under one roof but in their own bedrooms,” said Freeburg. “It’s great for a group of 7, 10 or 14.

“There’s great privacy and security with a villa. Many of the villas are in gated communities so there are security systems and security personnel.”

Gabbard said a growing number of Tzell agents are finding the villa experience a popular choice for families, small groups of friends traveling together or clients who want to celebrate a special occasion.

Personalized service
Villa concierges can also provide a wide range of amenities and services for clients.

“I always use the concierges at Villas of Distinction,” she said. “They get can chefs lined up, groceries, tennis lessons, whatever the client wants. The fully-staffed villas are so fabulous because while the kids are off doing their things, the older family members can relax.

“I even had a client in Hawaii over Christmas have an interior decorator come in and make the villa look like their home so they would feel like they were at home for the holiday.”

On-site staff
What makes villa vacations unique are the on-site staff, according to Gabbard.

“For example, prior to arrival clients can request specific grocery items so once they’ve arrived all their favorite foods are already in the refrigerator,” Gabbard said. “A private chef can be arranged to prepare their meals.

“Tzell’s villa partners offer concierge access that provides a host of services including recommendations on local activities and restaurants and they even set up private experiences such as a cooking class with a local chef in the villa,” she added.

Know your villa rental company
Freeburg recommended that agents work with companies that guarantee transparency.

“When the staff goes out and buys groceries, they should bring back a receipt,” she said.

And if anybody doesn’t feel comfortable having a staff, “I tell them the staff is very discreet and not underfoot. And they usually leave in the evening when their work is done,” she added

“Because you can’t always go by what you see on the Internet, Tzell does the groundwork in vetting and working with reputable companies who have seen the properties personally, know the owners or the individual property and many times have their own staff in destinations to make sure the properties are in great shape and deliver what they promise,” noted Gabbard.

Related Story:
The ABCs of Villa Sales