Why Villas Are the Ultimate Commission Multiplier for Advisors in the Luxury Space
For luxury travel advisors, an effective strategy for maximizing earnings per client is to shift the focus from booking traditional hotel stays to recommending private villa experiences.
Torre Isola Bella in Taormina, Italy. Photo: Rental Escapes
For luxury travel advisors, an effective strategy for maximizing earnings per client is to shift the focus from booking traditional hotel stays to recommending private villa experiences. With larger booking values, built-in opportunities for customized services, and strong appeal among high-net-worth and multigenerational travelers, villas have become a powerful tool for advisors to increase commissions while elevating the client experience.
“Villa bookings are often more lucrative [than luxury hotels or resorts] because the commission typically extends beyond just the accommodation. Add-ons like private staff, excursions, transfers, and concierge services are all commissionable, meaning advisors are compensated for curating the full experience, not just the stay itself,” says Becca Maroney, owner, Bexploring. “At the same time, clients benefit from a seamless, highly personalized trip, making it a win-win on both sides.”
And as Heather Cooper, travel advisor, Travel Edge, explains: “Making one villa booking can often equal the commission earned from more than a few bookings of all-inclusives/resorts, or just standalone hotels. Villas really are a niche, the best kept secret, tailormade to fit.
“For instance, for families, there are houses that have themed rooms for the boys/girls, bunkbeds, a game room in the basement, fenced backyard, security alarms, personalized service from start to finish—all with the same contact, not handed off from first point-of-contact to the next department. There is 24-hour assistance available, through me, from the start of planning to the end of the journey. It has definitely become a commission multiplier, and I’m so happy when I can offer and secure villas over other forms of accommodation.”
Elevating the Trip Value
Villas create opportunities to increase the overall trip value beyond the luxury accommodation itself.
” Villas naturally lend themselves to a more customized, full-service experience,” notes Maroney. “Partnering with a trusted villa rental company makes it easy to layer in high-value enhancements like private chefs, in-villa spa services, excursions, and seamless transfers. Not only does this elevate the client experience, but it also allows advisors to increase overall booking value while working collaboratively with on-the-ground teams like Guest Experience Specialists.”
The highly personalized nature of a villa stay bestows upon its guests the benefit of having the feeling of total control over their environment. In their private home-away-from-home experience, all of their desires can be fulfilled. Villas frequently offer bespoke services, including in-villa spa treatments, specialized wellness activities, and concierge services that curate local, in-villa experiences tailored to the guest’s wishes.
Cooper gives more examples of customized amenities and services: themed villas, food stocked prior to arrival, assistance with reservations outside of the villa (guaranteed to be able to dine when and where they want free of apps, pagers or buzzers), usage of household amenities such as large-screen TVs and common family rooms, BBQs, alarm systems, gated communities with security, and convenient driveways for rental cars…in addition to the transfers from/to airports and excursions arranged prior to arrival already noted.
Guests can choose whatever they want, and as she says, “by adding these extra features, my commission increases, and repeat business ensues.”
Dispelling Misconceptions
Because villas are still a relatively new luxury accommodation option, travel advisors may need to proactively work to dispel common misunderstandings among some travelers.
“The biggest misconception is that villas require more work, that clients will have to cook, clean, or manage the home themselves,” reports Maroney. “In reality, when booking through a trusted villa provider, you can include dedicated staff like private chefs and housekeeping, allowing clients to enjoy all the benefits of a luxury resort with added privacy and space. Service is incredibly personalized, staff quickly learn preferences and routines, often creating an even more effortless experience than a hotel.”
Another obstacle to booking might be that some travelers think villas are more expensive or are only for the ultra-rich. In truth, a villa often ends up costing less than a luxury hotel or resort for a group because the entire cost is shared by multiple people traveling and sharing the space together, rather than each one paying per room, per night.
There are also built-in savings that are not always factored in at first look. The shared living spaces, kitchens, and optional staff like a chef or housekeeper can significantly reduce spending on dining, entertainment, and extras that would otherwise be charged à la carte at a resort. In addition, there are no multiple resort fees, fewer service charges, and often more inclusive amenities.
Guiding the Client
Travel advisors would do well to spend some time strategizing about how to approach guiding a client who thinks they want a resort stay towards choosing a villa instead.
“I like to reframe the conversation around value and experience,” advises Maroney. “Instead of a single hotel room with limited space, a villa offers an entire home complete with expansive living areas, multiple bedrooms, and private outdoor space. It creates a more relaxed, intimate environment where clients can truly unwind, spend quality time together, and enjoy a level of comfort that’s hard to replicate in a traditional resort setting.”
From another perspective, Cooper points out to clients that, especially during peak travel seasons when resorts are packed and larger groups often have difficulty getting room categories they are seeking or dinner reservations once on site, a luxury villa will meet their needs effortlessly. In addition, a discussion about villas may lead to an off-the-beaten-path destination, something new and different to experience. Cooper tells clients that a villa rental is a perfect alternative because she can work within their budget and design their stay exactly as they want it.
The Ideal Villa Client
Luxury villas attract travelers who want a private, tailored experience that brings people together. Ideal clients include: multigenerational families, groups of friends or couples traveling together, celebration travelers (honoring milestone birthdays, anniversaries, or reunions), high-net-worth or VIP clients, and clients seeking longer or immersive stays (such as slow travelers or remote workers).
In Maroney’s experience, “Villas are especially appealing for group travel, whether it’s multigenerational families, multiple families traveling together, or girls’ getaways. They offer the ideal balance of private bedrooms and shared spaces, along with amenities like expansive outdoor areas and private pools. For families with young children, villas are a game-changer—parents can put their baby down for a nap and still enjoy the rest of the home, as baby monitors often reach throughout the property, allowing them to relax in communal spaces without being confined to a single room.
“From a business perspective, these larger groups typically require larger, higher-value properties, which naturally leads to increased overall booking value and higher commission per trip.”
A Clear Path to Higher-Value Bookings
As luxury travelers continue to prioritize privacy, space, and personalization, villas offer advisors a clear path to higher-value bookings and deeper client relationships. By confidently positioning villas as more than just accommodations—and instead as fully tailored travel experiences—advisors can unlock new revenue potential while delivering the elevated, one-of-a-kind journeys their clients increasingly expect.
FROM THE SPONSOR
Rental Escapes is a full-service luxury villa company that prides itself in providing top-notch personalized service and unforgettable villa experiences. The company offers a hand-picked selection of more than 5,000 carefully vetted and curated private rentals in over 175 destinations across the Caribbean, Mexico, Europe, the United States, and beyond. Its team of highly trained villa specialists assist guests and travel advisors in planning and booking the ideal villa stay. In addition, every reservation is provided with a concierge service to take care of arranging everything from private chefs to boat charters.
