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With seclusion and space high on customers’ holiday checklists, Madeleine Barber speaks to the experts to investigate the appeal of Florida’s private holiday villas
While many think first of Florida’s busy high-rise hotels and packed beachfront resorts, Florida has a diverse range of holiday villas to suit all types of client.
“A villa holiday is a great choice when visiting Florida, as it gives you the flexibility to come and go as you please, a place to spread out and relax and somewhere for the whole family to enjoy,” says Lauren Pace, director of global marketing and trade at Visit Florida. “Most have private pools, games rooms and all sorts of mod-cons that you may or may not have at home.”
But it’s not just families that will benefit from the freedom of private holiday homes in 2021; groups of friends and couples will too. To find out exactly what agents need to consider when marketing and selling Florida’s villas to their clients, we spoke to a selection of destination representatives, villa providers and expert tour operators to glean their top tips.
With holiday homes in abundance across Florida, it’s important to tailor the choice of destination to your clients’ interests. Those keen to visit parks such as Walt Disney World Resort, Universal Orlando Resort, Gatorland and Orlando Tree Trek Adventure Park would do well to pick Kissimmee. It’s just minutes from the rides and perfect for “thrill and chill vacations,” says Jo Piani, director for the UK and Ireland at Experience Kissimmee.
“Our villas are ideal for families – small, large, or even multigenerational – as they range from cosy two-bedroom condos to 15-bedroom luxury mega mansions,” she adds. Encore Resort at Reunion and The Bear’s Den Resort Orlando (both part of Rentyl Resorts) are reliable choices.
The Florida Keys are a popular choice for beach-loving Brits, and multigenerational families visiting should consider the Islands of Islamorada resort, which opened last year and is home to 30 beach houses sleeping up to 10 guests each across four bedrooms.
Florida also boasts plenty of options for clients seeking a lesser-known experience for their coastal villa break. “Places like north-west Florida are often overlooked and very much undiscovered by the UK and Ireland markets,” says Visit Florida’s Pace. “You can find luxury rentals in places such as South Walton County or more affordable options in Panama City Beach – both locations offer mile upon mile of pristine, uncrowded beaches.”
Also in the north-west is Anna Maria Island, a great spot for private holiday homes best suited to clients seeking a relaxing stay away from the hustle and bustle. It’s home to everything from one-bedroom cottages to 10-bedroom villas, with the majority available to book through USAirtours.
“Many villas on the island are newly renovated and all are no more than a couple of blocks from the beach,” says Kelly Clark, chief marketing officer at Bradenton Area CVB, who highlights Waterline Resort as a unique place to stay. “Opened in 2017, it has units with fully fitted kitchens but there’s also a restaurant on-site, so guests can enjoy the comforts of self-catering while having a full-service restaurant on their doorstep.”
Florida’s holiday homes are a great suggestion for clients on a budget, often offering competitive prices compared to traditional hotels or resorts. “Rental villas in Florida provide excellent value, especially compared to villa prices across the Mediterranean,” agrees Wimms.
They’re also a fantastic way to keep costs down over a longer stay, with signs that holiday duration is creeping up alongside the growing trend for remote working. Suzy Trott, UK sales manager at Rentyl Resorts, explains: “Most visitors typically come for 14 nights but we have started to see longer stays of up to three to four weeks.”
While price remains a great sales hook, it’s essential to remember self catered accommodation isn’t just for smaller budgets and offers plenty of opportunity for upselling. Luxury holiday villas are abundant in the Sunshine State – Islands of Islamorada and The Bear’s Den Resort Orlando are just two examples.
Maggi Smit, managing director at America As You Like It, offers top tips for selling Florida’s holiday homes
Naturally, long-haul travel comes with longer lead times from booking to departure, but when it comes to selling Florida’s private villas – which are experiencing increased demand and subject to last-minute price surges – it’s even more important to close the sale as early as possible.
Visit Florida’s Pace explains and offers advice: “The average lead-in time for a holiday to Florida is nine months, and much longer for family holidays, so to secure the private home that your client wants, especially in peak season, you really do need to book them as far in advance as you can to avoid disappointment.”
By taking on these top tips and getting customers’ Florida holiday home bookings confirmed, with the lure of sunshine and seclusion playing its part, there won’t be a hint of disappointment from UK travellers next time they visit the Sunshine State.
For large families: A seven-night stay at Central Florida’s Calabay Park for four adults and four children (under 12) costs £7,553 with Gold Medal. Includes accommodation in a four-bedroom home, flights and two hire cars. Based on 16 April 2022 departure. goldmedal.co.uk
For friends: USAirtours offers a 14-night stay for a group of six adults in a three-bedroom home on Anna Maria Island for £1,029pp. The property has a private heated pool, fully equipped kitchen including barbecue, and is just a short stroll from the beach. Price is based on travel in August or September 2022 and includes flights from London. usairtours.co.uk
For couples: Seven nights in a self-catered one-bedroom luxury suite with kitchen, living room and balcony at Lover’s Key Resort in Fort Myers costs from £1,245pp with America As You Like It. Price based on two sharing, including flights from London and seven days’ car hire. Alternatively, the same package can be offered at Ocean Pointe Suites in Key Largo from £1,569pp. americaasyoulikeit.com
