When a customer comes in asking for something out of the ordinary, agents who suggest an upmarket villa holiday are likely to get a client for life, according to Oliver’s Travels co-founder Oliver Bell (pictured).
Oliver says identifying a villa customer ‘often starts with how a client describes what they want’ and requests for ‘something special’ or ‘a bit different’ are ‘good indicators’.
“Multi-generational trips, milestone celebrations, or travellers who feel restricted by hotels are often well suited to villas,” he explains. “When clients talk about privacy, spending time together, or shaping the holiday around a celebration, a villa makes sense.”
It’s 23 years since Oliver and best friend Ravi Sabharwal set up their villa business, coming up with the idea during ‘a week at a crumbling chateau in the Dordogne with a group of our closest friends’. The venture, initially called Simply Chateau, was a website where people could find and book exclusive, luxury chateaux ‘without having to shell out a fortune’. It later became Oliver’s Travels and, while clients still want ‘something special’, tastes have changed over the years.
“Guests are much more intentional about how they travel now,” Oliver says. “Space, privacy and calm have become priorities, along with places that feel comfortable and authentic.
“Villas are expected to feel lived-in rather than overly styled. Good wi-fi is essential, as is somewhere that allows guests to be together without feeling on top of one another. The ideal villa should be an upgrade on everyday life, while still feeling effortless.”
More choice
Oliver’s Travels has more than 9,000 villas in its portfolio, after adding 1,000 last year, with the acquisition of specialists Lac Montagne and Pure France in October 2025. In 2024, it expanded in France with two acquisitions – Charming Houses, and Homes and Provence – and in the Balearics with Menorca Private Owners.
This week, the operator revealed more details of its latest acquisition, Sitges Hills Villas, which Oliver says ‘feels like a natural fit for us’.
“The region has a lot going for it — it’s the perfect mix of countryside and coast, with easy access to Barcelona, and villa living that suits how people want to travel now.”
He says Oliver’s Travels’ growth has been ‘steady and deliberate’. “We’re careful about what we bring into our portfolio, and every home is vetted and chosen for a reason.
“Our selection is large enough to offer real choice, particularly for agents and repeat guests, but still curated enough – our destination experts handpick and meticulously review each home – so that our standards never slip.”
Other acquisitions look likely. “We’re also in conversation with owners and founders we admire. There are several opportunities we’re actively exploring, all with businesses that share our values around service and quality. We like to think of growth as something considered, a way to deepen our expertise in destinations we know and love.”
Favourite destinations
When Lac Montagne was bought last year, Oliver said the Annecy and Alpine regions were ‘close to my heart’.
He explains: “Annecy is one of those places that never seems to have fully ‘caught on’, which is part of its charm. It’s undeniably beautiful, with a rare mix of Alpine scenery, lake living and excellent food, yet still feels relatively undiscovered.
“There’s also something very liveable about it, with skiing in winter, swimming and cycling in summer, and a slower pace year-round. It’s the kind of place people visit and genuinely want to return to.”
Other favourite destinations include Greece and France – “We’re drawn to villas that feel lived in, homes that reflect where they are, with amazing views and a nice bit of local history” – although Oliver said favourites ‘often change after staying somewhere new or hearing how much a guest loved a place’.
“Treasure Island [on the Athens Riviera] is a personal favourite, only slightly because it’s a private island, and also because it really sums up what a great villa experience can be.
“Some of the villas that stick with you most are the ones you didn’t expect to love as much as you did.”
Concierge service
Discerning clients want something special and Oliver’s Travels says its concierge service is always happy to oblige.
“We’ve seen just about everything. Requests have included turning rooms into full bat caves complete with a roaming bat light, hot air balloons taking off from the grounds, and chefs cooking meals for dogs.
“We’ve arranged weddings across multiple terraces, yoga sessions in castles, and even helped organise a helicopter landing. If it’s possible, we’ll find a way to make it happen.”
He says many villa guests just want to ‘disconnect from the everyday’.
“Travellers are searching for calm, authenticity, and a sense of community. We’re seeing more group travel for celebrations, longer stays with looser plans, and a greater emphasis on slowing down.
“Private chefs are often booked for a few special evenings rather than every night, and experiences are integrated naturally into the stay. The focus is less on doing more, and more on enjoying where you are.”
Agent partners
The operator is expanding the number of agents it works with, but Oliver makes it clear ‘we don’t accept everyone’.
“We work closely with agents and see them as long-term partners. We look for partners who value client care, professionalism and long-term relationships.
Agents earn 10% commission on confirmed bookings and the average booking value is £6,500. Support is provided by a dedicated account management team ‘from enquiry to checkout’.
“We also provide marketing tools and access to a wide villa portfolio that works for different group sizes, budgets, and travel styles. Our role is to make it easier for agents to recommend villas with confidence and match the right holiday home to the right client,” Oliver adds.
“Training has become an increasingly important part of how we support the trade. We’ve been running webinars and sessions focused on how to sell villas well, including understanding clients, telling the story behind a home, and knowing when a villa is the right solution.”
Where next?
Oliver’s has expanded in the French luxury market and Balearics, but Oliver says there is ‘still plenty of depth’ in both regions. California is a newly added destination to the portfolio, with handpicked villas in Los Angeles.
“At the same time, we’re seeing growing interest in Italy, particularly the Dolomites, Portugal, and certain parts of Greece, such as the Cyclades, as well as destinations that may be less well known but work well for villa stays. Our approach is measured, focusing on expertise rather than expansion.
“We’re seeing strong growth in countryside regions that are easy to reach from major cities, offering privacy without the long transfer times.
“Northern Spain, inland Portugal and some of the lesser-known Greek islands are performing well, while the Alps in summer remain surprisingly undersold. We’re seeing travellers gravitate towards quieter destinations that feel authentic and still possible to discover without the crowds.”
Clients for life
Oliver says identifying a villa customer pays long-term rewards.
“Booking values are higher, but so is loyalty. Once clients experience a villa holiday that they love, they often return year after year, with new requirements each time. That allows agents to move into more of an advisory role, creating trust and long-term value.”
