Holiday cottages specialist Luxury Cottages is targeting increased sales through agents with clients looking for upmarket properties in the UK.
The trade currently makes up less than 2% of sales for the holiday rentals agency, which has around 350 properties in England, Scotland and Wales. It aims to have 400 cottages by the end of the year.
Managing director Michelle Sephton said relationships with agents were likely to built on an individual basis and stressed the group could not offer a standard rate of commission. It started working with Travel Counsellors earlier this year.
She said: “We really want to embrace the trade. My view is there are a lot of agents out there that have a very loyal following and whose clients would only take advice from them.
“But we have to be flexible on commission. The range of commission varies depending on the cottage owners so the trade needs to understand we cannot give a standard 10% commission.”
She stressed relationships with agents would be on an individual basis.
The company is keen to arrange introductory meetings to explain its business and product to agents on a one-to-one basis, as well as further training. Fam trips are likely to be planned in future while the company is also happy to offer discounts to agents for their own holidays.
The company’s properties, some of which sleep up to 20 people, all aim to be high-end with features such as swimming pools, cinema or game rooms and hot tubs among their facilities.
Sephton said the company prides itself on its service levels and is focused on expanding on its portfolio in the UK before looking at any potential expansion overseas.
The company launched in 2020 and has since secured substantial investment from the Midlands Engine Investment Fund (MEIF) West Midlands Equity Fund, managed by Midven, part of the Future Planet Capital Group. Richard Carrick, former chief executive of Hoseasons, is chairman.