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Solmar expands into long-haul with Florida villa programme

Solmar Villa Holidays is entering the long-haul sector by introducing packages to Florida.

An initial 214 properties will be offered, rising to more than 300 by next year.

More than half of these will be in Orlando, with a further 62 on the Gulf Coast, in resorts such as Anna Maria Island, Charlotte Harbour, Manasota Beach, Englewood and Venice.

Villas range in size from three-bedroom family homes to 10-bedroom properties for big groups travelling together.

Some have themed character rooms for Disney and Harry Potter fans, and many are on residential complexes such as Champions Gate, Highlands Reserve, Storey Lake, Windsor Island and Solara Resort, with access to clubhouses with swimming pools, waterparks and restaurants.

A selection of villas in the Disney and Kissimmee area are also available.

The move means that the family-run firm believes it is set to become the only UK independent villa operator to organise accommodation, flight, car hire and attraction ticket packages in-house to the US.

The Burton on Trent-based operator plans to increase staffing both in the UK and in resorts beyond the current 100 employees as the 1,200 properties on offer across multiple destinations in 2024 rises to 1,500 over the next two years.

Solmar chief executive Julie Blake said: “The move into long-haul destinations is part of a wider investment which will help the business strengthen and grow.

“No other villa specialist operator is a one-stop shop offering flights, transfers, airport parking, car hire, attraction tickets and villas to Florida.

“We know from customer research that our customers want packages, they want ease of booking and they want to book everything in one place, so we’re delighted to be able to offer all that and to such a great destination.”

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