Luxury travellers ‘turning to trade’ to make last-minute bookings

Oliver’s Travels has reported an increase in affluent travellers booking high-value villa holidays closer to departure, including a rise in large group bookings via the trade.  

The villa operator’s highest-value villa bookings have traditionally been made many months in advance but new insights reflect wider shifts in luxury traveller behaviour.

Bookings for homes sleeping 10 guests rising by 51% compared to the previous financial year have emerged in company data together with shorter booking windows to larger last minute family gatherings and shared celebrations.

Reservations valued at more than £25,000 increased by a third year on year between April and June. 

The data highlights the growing importance of luxury travel agents in meeting this demand, helping guests to secure exceptional properties whilst navigating short-term availability – with several recent bookings coming from advisors working with Oliver’s Travels for the first time.

Three record group bookings were secured in June with fewer than 60 days to departure through travel agents - a £48,638 stay for 19 guests confirmed 14 days before departure; a £32,246 stay 56 days before departure; and a £26,466 stay 53 days before departure.

Oliver’s Travels is seeing continued growth in its travel agent network and a 22% rise in trade bookings year on year, with a greater overall traveller investment into trips. 

Recording an average length of stay of 15.6 nights across its high-value travel agent bookings, compared with 11.2 nights during the previous financial year, guests are prioritising longer, more immersive stays, according to the operator.

Distribution & travel advisor manager Fern Higgins said: “Bookings made within 60 days of departure have increased by 45% year on year.

“The fact that advisors are bringing us these larger, later booking enquiries suggests affluent travellers are becoming more comfortable making significant travel decisions closer to departure, provided they have expert support to help them move quickly and confidently. 

“Finding the right villa for a large group at short notice can be incredibly challenging, particularly during peak travel periods. The £48,638 booking for Le Belvédère in Saint Tropez (pictured) involved co-ordinating complex group travel arrangements – accommodating 19 guests at a premium property during peak season with only two weeks’ notice required in-depth destination expertise, comprehensive product knowledge and access to specialist supplier relationships.”

Oliver’s Travels continue to invest further in growing its trade community through dedicated advisor support, specialist training and expert villa knowledge, helping advisors confidently sell villa holidays to a growing audience of discerning travellers.

A referral initiative running until August 31gives existing trade partners the chance to refer travel agent colleagues who are not yet registered with the programme.

Once a referral is approved, both the referrer and the new partner will receive an entry into a prize draw to win a £5,000 Oliver’s Travels gift voucher.