Mainly direct-sell villa firm woos agents with commission overrides and rewards

An expanding mainly direct-sell global holiday accommodation provider is seeking to build trade distribution by wooing UK travel agents with commission overrides and rewards.

 

Multi-national luxury villa rental firm Top Villas has just added 2,360 new properties across nine destinations, growing its global portfolio by 20%. 

 

The company is breaking into key cities in Europe, including London and Paris, as well as new countries, including Cyprus and Croatia. 

 

The 2025 expansion includes core destinations such as Spain, Greece, Italy, France, Portugal, Turkey and the UK.

 

Top Villas is extending a “generous” commission structure to travel agents wanting to partner with the company as part of its expansion. 

 

Bookings from agents in the UK currently represents a small fraction of its business, roughly 1%.

 

But the firm, founded in 2010 by Tom and James Mannings with offices in Canterbury and the US, is placing a “large emphasis” on supporting and partnering with agents in the UK, although no specific targets have been set.

 

“The company is looking to grow in the UK and Europe as it recognises the very crucial part that agents have to play, and one of its core goals is to be as supportive as possible to those it partners with in ways including helping to facilitate their growth of villa holiday sales,” a spokesperson said.

 

Edward Frampton-Fell, who previously held senior positions at companies including James Villas and SPL Villas where he was managing director, is leading the European expansion.

 

Frampton-Fell, who joined the firm in January, disclosed that the commission rate paid to agents had the opportunity for overrides and rewards depending on the volume of bookings generated.

 

He said: “The European luxury villa market presents tremendous potential for growth, and our expansion into both established city and beach destinations, as well as emerging destinations, places us in a great position to satisfy evolving traveller preferences.”

 

Chief executive and co-founder James Mannings added: "Our European expansion has been a natural evolution for us to meet the growing demands of our discerning clientele.

 

“We’re particularly excited to have expanded our portfolio so our clients can enjoy stays with us in even the most popular European cities, which is something we haven’t offered before on the continent.

 

“So far, our 800 new properties in London and Paris have been exceptionally well received, with our clients even deciding to take multi-city breaks with us in these locations.

 

“We’re equally thrilled to be expanding into entirely new destinations that we haven’t reached before, many of which have only been emerging in the luxury rental industry in recent years. This will further diversify our offerings and deliver unparalleled choice to our clients.”

 

One example is Croatia where 637 properties have recently been added to its portfolio. 

 

“We’re thrilled to be expanding into entirely new destinations that we haven’t reached before, many of which have been emerging in the luxury rental industry in recent years,” Mannings said.