SPL Villas in ‘ambitious’ drive to double trade bookings

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Laura Ingeri (left) and Becky Head, picture by SPL Villas

SPL Villas is investing “more than ever” in its trade relationships, with a new sales boss, fam trip and Tipto membership being part of its “ambitious” drive to further increase agency bookings.

The villas specialist said trade sales doubled in 2025 and now it aims to double that again in 2026.

It appointed Becky Head to the newly created role of head of sales and operations in November and joined trade marketing body Tipto in September.

Now, trade bookings made in January and February will automatically be entered to win a spot on the inaugural SPL Villas fam trip in May, which will include a stay at the bestselling Villa Olbalski in Croatia.

The trip will be led by Sarah Gill, business development manager at SPL Villas, who will accompany six travel agents.

Currently, about 65% of sales come via travel agents, and customers booked more than 2,000 nights with SPL Villas in 2025.

Sarah Gill Villa Olbalski in Croatia SPL Villas

Sarah Gill will lead the fam trip to Villa Olbalski in Croatia. Pictures by SPL Villas

Laura Ingeri, general manager of SPL Villas, said: “One year ago, we kicked off our mission to disrupt the package holiday market and break out from the generic ‘sea-of-blue’ travel consumer marketing.

“Instead, we wanted to showcase ourselves as the ‘Villacation’ provider for modern families and it’s clear that that messaging has landed with agents and customers alike.

“Year-on-year, we have doubled our sales through the trade and moving into 2026 we are intending to do the same.

“We are investing more than ever into our trade relationships, recently joining Tipto to enable us to engage with more agents than ever before.

“And, crucially, we’re listening to feedback from agents. With over 30% of trade bookings now fully transacting online, we’ve enhanced our website experience and are now offering even more ways to book.”

Head joined from Abercrombie & Kent, bringing more than 20 years of industry experience. She had also worked at Kuoni, Virgin’s Hip Hotels and ITC Travel Group, and is focused on driving higher conversion and improving customer experience in her new position.

Commenting on the recruitment of Head, Ingeri added: “With her wealth of industry experience and proven success at supporting businesses through transformational growth periods, [her appointment] further underpins our mission to become the UK’s most trusted Villacation provider for modern families.”

Head added: “SPL Villas prides itself on its customer-first focus and retains the values and culture of a family business all the while being a well-regarded disruptor with highly ambitious growth plans.

“It’s a very exciting time to join and I’m ready to get stuck in and help guide the team through this phase of transformation and growth.”

More: SPL Villas hails trade sales and introduces new concession programme