By Daniel Rouqette, CEO of Villa Finder
After more than 12 years at the helm of Villa Finder and over 200,000 nights booked across Asia-Pacific and beyond, I’ve learned one key truth about luxury travelers: they’re not just booking a stay… they’re booking an experience.
The definition of luxury has evolved. No longer is it just about marble bathtubs, infinity pools, or 24-hour butlers (though those certainly help). Today’s luxury travelers, especially families, digital nomads, and high-net-worth millennials, are looking for meaningful, tailored, and frictionless experiences. The villas that deliver these not only win hearts but also command higher nightly rates, repeat bookings, and stronger reviews.
So let’s get into the trends that luxury travelers are seeking and how they’re reshaping the villa rental market.
1. Privacy is the New Prestige
Privacy has always been a luxury. But post-2020, it’s become a priority. Travelers want secluded getaways where they don’t have to bump into strangers at breakfast or share pool space with other guests’ toddlers.
Villas offer an obvious edge here. In fact, according to a recent Amadeus Travel Trends report, demand for private accommodations has grown by over 40% since 2021, with affluent travelers leading the charge. For villa owners and managers, this means properties with private entrances, self-contained facilities, and no shared amenities will always outperform.
A good tip would be to invest in thoughtful landscaping: hedges, gardens, and cleverly placed walls add both privacy and perceived value. You will see that this is how many of our most favored villas in Bali are set up.
2. Experiential Travel, On-Demand
Today’s traveler is curating moments, not just checking into accommodations. Things like surf lessons at sunrise, Balinese blessings by sunset, or a private chef cooking a gluten-free, kid-friendly Thai feast under the stars are the kind of experiences luxury holiday goers want to have.
In fact, a Booking.com survey found that 61% of global travelers are seeking trips that include activities unique to the destination. This shift has made experience curation just as important as the villa itself.
We recommend investing in a strong concierge or villa team that can help make these moments a reality – whether that’s arranging wellness treatments, themed birthday dinners, or immersive local excursions. Villas that actively tap into the experience economy through thoughtful partnerships or in-house offerings consistently outperform others in both occupancy and guest satisfaction.
3. Sustainability Matters
Luxury guests increasingly expect properties to align with their values, and sustainability is high on the list.
A 2024 Virtuoso survey found that 74% of luxury travelers are willing to pay more for sustainable travel. But here’s the catch: greenwashing won’t cut it. Travelers are looking for proof. That could be a water filtration system that cuts down on plastic bottles, locally sourced furnishings, or even a partnership with a local reforestation effort.
Villas that communicate these efforts clearly (without being preachy) build trust, brand loyalty, and, yes, premium value.
4. Workations Are Here to Stay
Remote work changed travel forever. A rising percentage of our bookings now come from families and professionals extending holidays by a week or two to work remotely.
For villas, this means one thing: connectivity is king.
Strong, stable WiFi is non-negotiable. Add a desk with good lighting and ergonomic seating, and you’ve just increased your property’s appeal to a growing and lucrative segment of digital nomads and hybrid workers.
5. Wellness is the New Status Symbol
We’re seeing a sharp rise in demand for villas that support personal wellbeing. Travelers are now looking for features like cold plunge pools, infrared saunas, on-call nutritionists, and even breathwork instructors. In 2023, the Global Wellness Institute reported that wellness tourism is growing at double the rate of general tourism, and the trend isn’t slowing down.
For villa owners, this could mean transforming that extra room into a massage space or partnering with local wellness practitioners for weekly services. Villas that help guests “return home better” are the ones that leave lasting impressions and often generate strong word-of-mouth referrals.
6. Multi-Generational Travel is Back (and Big)
Luxury doesn’t always mean couples-only. In fact, multi-generational family travel now accounts for over 30% of our group villa bookings. Grandparents, kids, toddlers – everyone is coming along.
The best-performing villas are the ones that accommodate this complexity, with ensuite bedrooms on separate levels, childproofed pools, and amenities like high chairs, babysitters, or even toy baskets.
Smart design and small touches that cater to all ages go a long way in making a villa stand out and become the go-to for the family’s next reunion.
7. Tech-Enhanced, Not Tech-Obsessed
Luxury travelers appreciate seamless technology, but not at the cost of human connection.
Most travelers now expect conveniences like mobile check-in, a villa concierge available via WhatsApp, fast WiFi, and easy streaming options. But a property where lights, AC, and blinds require a 45-minute tutorial? That’s a huge no-no.
Our guests tell us they want tech that enhances the stay, not complicates it. Smart TVs, streaming services, universal plugs, and a QR code for the house manual are useful. Just don’t forget the warmth of a handwritten welcome note.
Final Thought: Luxury Means Less Stress and a Better Story
At the end of the day, luxury isn’t about chandeliers or square footage. It’s about the feeling the villa leaves you with. Villa owners that embrace this mindset where you design with empathy, curate for connection, and deliver with service don’t just succeed… Their villas become destinations in their own right.
And in a world where travelers are trading five-star hotels for five-star experiences, that’s what truly increases villa rental value.
