All alone together
The rise in multigenerational get-togethers, celebration travel and an increasing urge for privacy have been propelling the exclusive-use market into new levels of popularity, with options for a range of budgets
author: Nigel Tisdall I t’s the ultimate holiday treat – a private
escape in the sun to enjoy with family and friends, perhaps to mark a landmark birthday or wedding anniversary, or a special celebration that stretches across the generations. It could be the classic beach-fringed desert
island, a hilltop castle with cultural treats, a designer villa with jaw-dropping views – but one thing that is certain is that more and more clients are looking to book such premium “only us” experiences, and the properties available to meet such expectations are likewise increasing. “Exclusive use is the golden egg of bookings
and we’re getting more enquiries about it,” says Helen Tabois, senior product and marketing manager at ITC Luxury Travel. One reason for growth is the popularity of
multigenerational travel; another is that such holidays aren’t as expensive as people think, particularly if you count costs on a per-head basis. Tabois admits that finding the right fit for a
client can be “quite challenging” but the chance of finding satisfaction is becoming easier as hotels, resorts and game reserves continue to create properties aimed at the exclusive-use market. One example is Sereno Hotels' Villa Pliniana, a grand waterfront estate by Lake Como in Italy with a 19-bedroom main residence that launched in April. In addition, some private islands, such as the 22-cottage Petit St Vincent in the Grenadines, actively court an exclusive- use takeover at certain times of the year. Fiona Greenhalgh, head of product and
commercial at Carrier, reports a similar growth in demand. “We saw an increase of 24% in bookings with bigger party sizes between 2014 and 2015,” she reports. “This year they are 8% up compared with the same period last year.” One reason for this encouraging trend is the
wide variety of properties now available. “As demand for exclusivity increases, so the choice of private living is also becoming more diverse,” Greenhalgh reflects. Some Carrier clients choose to disappear to
“black hole” islands free of TV and Wi-Fi, others want a lavish Lapland family Christmas. In another case a multigenerational family of nine took all five lodges at Londolozi Private Game Reserve in South Africa for a 70th birthday celebration. Africa is a particularly appealing region to sell
in this respect. Properties are relatively small so clients can enjoy the safety and privilege exclusive use brings at an attractive price point with thrills guaranteed. One to consider is Nomad Tanzania’s Mkombe House Lamai, which opened last summer and is the only private house in Tanzania’s Serengeti National Park, with room for 10 guests. The low rand and increased flight options also makes South Africa an inviting prospect – a slick new property here is The Homestead, a Cape Dutch farmhouse in the Oldenburg Vineyards, Stellenbosch, that was recently converted into an ultra-luxe villa for 12. Clients are still drawn to familiar destinations and tried and trusted hospitality brands. When Mr & Mrs Smith launched a standalone luxury villa collection in March it focused on stunning properties in Majorca and Ibiza, while Small Luxury Hotels of the World has an interesting portfolio of Private Residences around the globe. Having one transparent flat rate makes it easier
to see the value for those who are in the market for an exclusive-use getaway – as with Coco Prive Kuda Hithi in the Maldives. The island is promoting a flat rate of $45,000 (plus taxes) per night for 10 guests, including private chef, daily spa treatments, unlimited beverages, water sports and scuba dives.
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TTGLUXURY.COM SUMMER 2016 DESTINATIONS 7 1 2 ideas Exclusive
Tuscan treasure What: Castello di Procopio, Perugia, Italy,
santaeurasia.it
Why: Splendid isolation with panoramic views is the USP of this thick-walled, stone-turreted castle 10 miles north of Perugia. Lavishly restored with beamed ceilings and fireplaces, this imposing property has eight suites split between two wings plus a spa, hammam and heated infinity pool. When: May to September for warmth, October for truffle-hunting. How to book it: Quality Villas offers seven nights with breakfast from £18,995 for up to 16 sharing. Flights and transfers not included. Tel: 01442 870 055,
qualityvillas.com
Greek gifts What: Amanzoe, east Peloponnese, Greece,
aman.com
Why:To enjoy a private hilltop hideaway in the Greek sunshine backed up with tip-top service and high style values. Most villas have four, five and six bedrooms but another, Villa 20, opened in April with nine bedrooms and seven pools. All come with a personal chef, and guests have access to the spa, restaurant and beach club in the main resort. When: May to September. How to book it: Carrier offers seven nights in a four-bedroom villa from £6,085pp based on eight sharing with flights to Athens and transfers, in September. Tel: 0161 492 1357,
carrier.co.uk
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