Affluent Americansâespecially the ultra-wealthyâare increasingly choosing private vacation homes over luxury hotel stays.
The usual desires for privacy and more space drive the trend, while expectations of exceptional amenities such as concierge support, private chefs, housekeeping and in-villa spas have become the norm. In response more luxury hotel operators are adding villa-style (a.k.a. branded residential) accommodations to their properties, away from the maddening crowds.
This year, according to Statista, the global vacation rentals market is expected to generate a revenue of $105 billion and reach $125 billion by 2029.
But competition is fierce, as the proliferation of fractional ownership and private membership club models continues, with French luxury players like Fontenille Collection and Iconic House adding evermore dazzling, design-conscious properties to their books. Others, like Equity Estates, offer globetrotting investors the option to invest directly in their real estate portfolio and potentially reap the rewards of capital appreciation. Earning money while traveling? Imagine that.
But the latest salvo at the ultra-luxe end of the spectrum comes from Exclusive Resorts, a private membership club which is majority owned by AOL co-founder Steve Case, and comprises a $1 billion portfolio of more than 400 private residences across 75 destinations.
âWe operate, and control 70-plus percent of the real estate. And because we have one primary shareholder that owns the majority of the organization, we have a tremendous amount of flexibility in terms of how we strategically manage the growth of the club,â James Henderson, CEO of Exclusive Resorts, told Forbes.
Growth Requires New Tactics
So, last month the company announced it is taking a minority stake in the Onefinestay vacation rental brand, owned by the French hotel giant Accor. Financial terms of the deal werenât disclosed, but it clearly enables Exclusive Resorts to cross-market across the two customer bases, and expand into new markets where it might not have a strong presence. Onefinestay lists about 3,000 homes, villas, and chalets across 40 destinations, including the gateway cities of London, Los Angeles, Paris and New York, and across the Caribbean, Tuscany, the South of France and Thailand. Both companies offer round-the-clock concierge support, airport transfers, housekeeping, and 24/7 guest assistance.
âFor me, private villas and yachts are the most important kind of product out there for high net worth clients,â says Jaclyn Sienna India, CEO of Sienna Charles, a lifestyle and travel concierge agency. âBecause everything in that house or boat is all about you, and can be customized to very high standards. Staff can be handpicked, from the captain to the person serving you food.â
Having complete control over the travel experience without the responsibility of maintenance and insurance of the real estate can be rather appealing. This is why Caseâs company is now breaking into the branded residential business, the first of which is a development being built on Costa Ricaâs Cacique Peninsula on the northwestern Pacific coast. âMany of the clubâs members are not only frequent travelersâtheyâre also active buyers,â said Henderson. âBy entering the branded residential market, we are providing our members with an opportunity to invest in homes backed by the same quality, trust, and service standards they have come to expect from the club. And for the first time, weâre introducing an extended stay optionâa request weâve heard for years.â
Destination: Costa Rica
With a new Waldorf Astoria, Ritz Carlton Reserve, and an established Four Seasons, Costa Ricaâs Guanacaste province is very much the âItâ holiday destination this year. Itâs only about a 30-45 minute drive from Liberia’s international airport and a key market for Exclusive Resorts.
On Peninsula Papagayo, a stunning crescent-shaped peninsula jutting straight out into the Pacific Ocean, Caseâs company already owns and operates 21 four-bedroom villas or âjicarosâ (fruit bowls) complete with private pools, fully stocked kitchens, outdoor showers, and access to a private beach club. Of course, it doesnât hurt that the whole place is surrounded by lush tropical nature reserves, and that members can cruise down the hill in golf carts to avail themselves of the neighboring Four Seasonsâ spa, restaurants and golf course.
Picture waking up to the sounds of the ocean, taking your morning coffee at sunrise on the private pool deck, and peering down a dramatic cliffside to see secluded bays and beaches beckoning with powdery white sand and turquoise waters. From here, your outdoor adventures begin. Costa Rica is an ecological marvel with jungles, rainforests, and active volcanoes, and people from all over the world come here for yoga or surfing retreats. If thatâs not your thing, you can easily explore other parts of Guanacaste on foot with epic guided hikes, take boat trips to spot whole schools of dolphins, fish for tuna or snorkel with sea turtles, dorado and colorful parrot fish in the surrounding waters. Pura vida, indeed.
The Villa Experience
Immediately, you get the appeal. The bar is fully stocked, there are fresh flowers in every room and there are not one, but two outdoor showers to match your private plunge pool and jacuzzi bathtub. You promptly run and jump on the made bed (vertiginous ceiling heights allow it), squealing like a toddler with delight regardless of your age.
As this is not a hotel, you can pretty much make as much noise as you want. Dance to the music. Use a megaphone to announce breakfast. Howl at the moon, like your new howler, capuchin and spider monkey neighbors! Their troops certainly wonât complain, so this is going to be great. You live here now. Thatâs your fridge, your espresso machine, and your brand new fluffy robe with matching slippers. Properly enrobed, you can fully embrace the fantasy that everything in the past is behind you, and you can finally just go stir that chilled martini Stanley Tucci keeps raving about.
The concept of room service seems quaint, when a specific list of groceries can be delivered and a private chef can be summoned to whip up local dishes like red snapper baked in a banana leaf, ginger rice, and savory sofrito. This being Costa Rica, the real culinary gems are also the simplest: think fresh, ripe mangoes, avocados, bananas, and coconuts fallen straight from the trees. And we havenât even talked about the quality of their famous coffee beans.
Thereâs simply a lot to be said for this trendy style of travel. If you can afford the eye-watering membership fees.