Inside the Private Villa Boom: What Every Luxury Advisor Should Know

Villas have become the new gold standard for exclusivity, blending the comforts of home with the amenities of five-star resorts. For luxury travel advisors, the appeal is threefold: privacy, personalization, and profitability. This guide will unpack each dimension—defining what a villa rental really is, busting misconceptions, and showing how to sell villas as a core part of any luxury portfolio.

What Is a Luxury Villa Rental?

When travelers search for a “villa,” they may picture very different things. For some, it’s a listing on Airbnb or VRBO. For others, it’s an opulent Caribbean estate reserved for celebrities and heads of state. The reality of luxury villa rentals lies in between: a curated, fully serviced private residence that delivers the privacy of a home with the amenities of a five-star resort.

Unlike standard vacation rentals, luxury villas are vetted and inspected to meet consistent standards in design, service, and setting. Many come with staff—including chefs, butlers, and housekeepers—so the experience feels less like renting a house and more like checking into a boutique hotel designed exclusively for one group. Concierge teams pre-arrange everything from airport transfers to private excursions, ensuring a seamless stay.

At Laughing Waters, that balance is at the heart of everything. “The villa experience is truly unique. Many of our guests want an exclusive, yet homely experience. Laughing Waters is their home away from home and has every possible comfort,” says Seymour. By combining full-service amenities with the privacy of a private residence, the property offers “the best of both worlds” for discerning travelers.

For advisors, positioning is key. When clients ask for “Airbnb,” they often mean private accommodations. Framing luxury villas as the elevated, fully serviced version of that request helps shift the conversation toward a product that delivers more value—and greater long-term loyalty.

Who Books Luxury Villas?

The profile of villa guests has broadened significantly in recent years. Once dominated by multi-generational families seeking space under one roof, today’s private villa rentals attract an increasingly diverse mix of travelers.

High-net-worth families and tastemakers continue to be core clients, but operators are seeing younger and more adventurous travelers enter the market. At South Africa’s Cheetah Plains, known for its exclusive-use safari villas, general manager NJ van der Merwe highlights the appeal to extended families. “We’ve seen a shift toward more multi-generational travel—grandparents, parents, and children all experiencing the bush together,” Van der Merwe tells Luxury Travel Report. “It feels so special to provide an opportunity for families to connect in such a special place.”

For alpine travelers, Cabane Tortin in Switzerland is attracting guests who already know the Alps but want something fresh. “Our guests are typically well-travelled, adventurous, and looking for something beyond the traditional chalet experience,” says Janine Trommer, the property’s sales director. With amenities like a mobile glacier sauna and private first tracks on untouched slopes, the cabane draws small groups seeking exclusivity with a sense of discovery

In coastal destinations, villas also serve milestone celebrations, girlfriend getaways, and long-term retreats. “We are noticing longer stays and more often multigenerational groups where the grandparents are taking both their kids and grandkids on a holiday,” says David Cohen, co-founder of Destinations in Paradise, which operates luxury estates in Hawaii, Los Cabos, and Mendocino, California.

From safari to ski slopes to seaside estates, luxury villas appeal across demographics. What unites these guests is the desire for privacy, personalization, and connection, qualities that make villas a compelling alternative to even the most luxurious hotel suites.

Why Villas Win Over Hotels

When comparing luxury villa rentals to high-end hotels or resorts, the advantages often come down to privacy, togetherness, and customization.

Privacy is the most obvious. Guests don’t need to compete for pool chairs, share dining rooms, or navigate crowded lobbies. “Our offering is so unique because we offer complete privacy and next level exclusivity,” van der Merwe tells LTR. “Our guests can be amongst the most powerful or recognized figures in the world and this is a space they don’t have to worry or pretend; there is no one else around them.”

Villas also bring groups together. Where a family or incentive group might be scattered across multiple buildings in a resort, a villa keeps everyone under one roof. This is particularly valuable for milestone celebrations and multi-generational families who want to maximize time together.

Customization is where villas shine brightest. “No two villa vacations we’ve ever put together have been the same,” says Fernandez. Private chefs design menus around dietary needs or personal tastes, from gluten-free chicken tenders for a child to multi-course regional cuisine for a foodie group. In the Alps, Cabane Tortin introduces guests to intimate, place-driven experiences like glacier saunas or private first tracks. On the Big Island of Hawaii, Destinations in Paradise arranges chef-led farmers market tours where guests source ingredients before returning to the villa for a customized dinner.

For families, the convenience factor is also clear. At a resort, nap time can confine parents to a hotel room for hours. In a villa, kids rest upstairs while adults continue enjoying the pool or beach, with staff on hand to assist. Ultimately, villas combine exclusivity with flexibility, delivering an experience that rivals or exceeds the most luxurious hotel suite, but with far greater personalization.

The Concierge Advantage in Private Villas

If privacy and space draw travelers to villas, it’s often the concierge services that turn a stay into something unforgettable. 

At Rental Escapes, the philosophy is simple: “If you can dream it, we’ll create it.” That can mean essentials like airport transfers, babysitting, and private chefs—or experiences as extraordinary as fireworks at a beachside proposal or a full casino night staged inside the villa. As Fernandez explains, “Rather than a 30-second experience at a theme park hotel, you pretty much get a whole hour at the villa.”

Around the world, operators confirm that concierge customization is what sets villas apart. In Hawaii, Destinations in Paradise partners with EXP Journeys to offer immersive experiences such as night dives with manta rays. In Switzerland, Cabane Tortin has introduced a mobile sauna that can be set up directly on the glacier, creating wellness experiences under the stars. And at Cheetah Plains, guests have even requested star-sign-themed dinners paired with stargazing—a playful, deeply personal twist on safari dining.

This level of detail goes far beyond what resorts can offer. Hotels may have kids’ clubs or themed dinners, but villas deliver immersive, private experiences designed exclusively for one group. For advisors, emphasizing concierge personalization is one of the most effective ways to illustrate the value of a luxury villa rental.

Common Misconceptions About Luxury Villa Rentals

Despite their rise in popularity, many clients—and even some advisors—still hold misconceptions about luxury villa rentals. 

The first is that villas are only for the ultra-wealthy. In reality, villas span a wide range of styles and price points. “Luxury means something different to everyone,” Fernandez points out. A villa at $1,000 per night may feel aspirational to one traveler, while another may consider a $10,000-a-night estate their definition of luxury.

Cost perception is another challenge. Quoting a villa at $3,600 per night can make it seem out of reach—until the cost is broken down. An eight-bedroom villa in Jamaica at that price works out to just $450 per room, often less than a comparable five-star resort, especially once amenities and staff are factored in. Advisors who present villas on a per-bedroom basis give clients a more accurate (and often more appealing) comparison.

Finally, there’s the Airbnb confusion. Clients often say they want “an Airbnb,” using the brand as shorthand for private accommodations. Advisors sometimes respond by saying, “I don’t do Airbnb,” which can unintentionally shut down the conversation, Fernandez explains. 

“It’s not that you don’t do Airbnb,” he cautions. “What they’re really asking you for is a vacation rental.” By reframing the request and offering vetted, full-service villas, advisors can meet client expectations while elevating the experience far beyond a DIY rental.

How Travel Advisors Earn on Villas

For luxury travel advisors, private villa rentals can be a strong revenue driver. Compared to hotel bookings, villas generate higher average order values and create multiple opportunities for repeat business.

At Rental Escapes, advisors earn a guaranteed 10% commission on every villa booking, with bonus incentives layered in. On average, this translates to $3,000–$3,500 per reservation, a figure that often surpasses the commission earned on equivalent hotel stays. Importantly, commissions are paid at departure, removing the delays that sometimes frustrate hotel-focused sellers.

The long-term value is just as compelling. When Fernandez first began working with villas, repeat bookings hovered between 20 and 24%. Today, that number is closer to 37%, as clients return to the same villa year after year—or expand into new destinations using the villa model. “We’ll see clients do three bookings throughout the year: skiing, Europe, and the Caribbean,” Fernandez notes.

Other operators echo the value proposition. At Cheetah Plains, van der Merwe highlights how exclusive-use villas deliver better value than booking multiple suites: “Especially for multi-gen families or groups of friends, Cheetah Plains provides far greater booking value than booking multiple suites at one property and everything on property—everything!—is included.”

Marketing Tools for Selling Luxury Villas

Success in the villa rental market depends on more than knowing the product—it requires the right tools to market and position villas effectively. 

Recognizing this, Rental Escapes created its “Keys to Success” suite, a portfolio of resources specifically designed for advisors. It includes destination webinars, unbranded websites, social media content, and high-quality digital magazines covering everything from culinary highlights to family travel. “There was a massive hole in the industry when it came to marketing material, so we built it,” Fernandez says.

Unbranded assets are especially valuable, as they allow advisors to share content without worrying that clients will bypass them and book directly with suppliers. The digital magazines, for example, can be shared via email or social media, offering clients a polished introduction to villa destinations and experiences while keeping the advisor front and center.

Education and mentorship also play a role. Fernandez hosts “Wednesdays with Willie,” a weekly block of one-on-one coaching sessions where advisors can discuss everything from migrating into luxury to closing their first villa booking. This real-time support helps demystify the villa market and gives advisors the confidence to present villas as part of their core portfolio.

As Trommer, sales director of Cabane Tortin in Switzerland, reminds advisors: “A private chalet or cabane stay is first and foremost about time—time with family and friends, and time treated as the most valuable commodity.” Positioning villas around that idea can resonate powerfully with clients.

The Best Villa Destinations to Recommend

When advising clients on luxury villa rentals, it helps to think in terms of regions and traveler motivations rather than individual properties. The Caribbean remains the strongest villa market, with Jamaica, the Dominican Republic, and Barbados continuing to deliver for multi-gen families and milestone celebrations.

But demand is expanding into destinations that offer distinct experiences. Costa Rica has become a hub for eco- and adventure-driven travelers, where villas serve as bases for surfing, hiking, and wellness retreats. Anguilla is emerging as a Caribbean alternative for those seeking ultra-exclusive beaches without the crowds. In Turkey, villas along the Mediterranean coast are gaining traction, appealing to clients who might otherwise opt for Italy or Greece.

Seasonality is also shifting. Advisors can now book villas year-round: summer and shoulder seasons in the Caribbean, off-peak safaris in Africa, and winter ski escapes in the Alps. These patterns open opportunities to extend client conversations beyond the traditional holiday calendar.

The key for advisors is to position villas not only as places to stay, but as gateways to immersive, destination-driven experiences. Whether it’s a beachfront estate, a rainforest retreat, or a Mediterranean villa overlooking the sea, the destination narrative is just as important as the property itself.