Serenity, Served: How Advisors Can Curate Elevated Wellness-Focused Villa Getaways

In today’s travel landscape, luxury isn’t just about five-star finishes and private infinity pools ─ it’s about how a vacation makes you feel, both during and after the journey. For clients seeking the ultimate in relaxation and rejuvenation, villa stays in serene destinations like the British Virgin Islands offer the perfect setting. And savvy travel advisors know that the key to transforming a beautiful villa rental into a truly unforgettable escape lies in personalization ─ especially through the lens of wellness.

Whether it’s arranging for sunrise yoga on a terrace overlooking the ocean, booking in-villa massages with local therapists, or curating healthy gourmet meals prepared by a private chef, wellness services are becoming a must-have for luxury travelers. And for advisors, weaving these experiences into villa stays not only enhances the value of the trip ─ it sets them apart as thoughtful and intuitive experts who understand the whole picture of what travelers desire.

In this article, we dive into how travel advisors are using wellness offerings to uplevel villa vacations, a trend that is here to stay.

Wellness Services Travelers Most Want

Certain types of wellness services and amenities have emerged as being those most often requested by travelers for their luxury villa stays.

Angela Caes, owner and travel advisor, Fernleaf Travel, an independent affiliate of Largay Travel, explains: “Slow and purposeful travel lends itself to villa stays where we can curate a local experience in a new destination. In recent years, we have seen a surge of in-villa chefs and food requests, from arrival charcuterie/wine spreads to a combination cooking class/dinner party in the evenings. Clients arrive with the expectation that they can connect with a local culture that brings the outside in, and honors food requests such as allergies or specific dietary pathways.   

“Evolving requests are getting more personal and specific, from celebration parties to in-home entertainment, local bike experiences starting from outside the door to personal fitness plans. As our clients connect deeper within themselves, they are curating a desire to continue self-learning and practice while traveling.”

Grace Cular Yee, luxury travel advisor and principal, Pineapple7 LLC, talks about the wellness requests fulfilled through her agency: “Personal chef for healthy, delicious meals that reflect the region and meet everyone’s food sensitivities and preferences; in-villa massage therapists – we’ll identify which room(s) can be used for massage treatments; yoga instructor to lead a practice – and dependent on the layout of the villa and location, it can be a sunrise or twilight practice on the beach or patio facing the water or the lesson is held in the courtyard area.

“Amenities include healthy snacks. Another requirement that people seek is ample private space for quiet or alone time or meditation. Nooks to catch up on a current read or to write in your journal. Other villa requirements: pool! Nice option if available, but not necessarily a requirement: gym. If the group is focused on wellness, I will ask my supplier partner if they have a wellness concierge or wellness butler – someone who specializes in this type of travel and client. If the clients are interested in a guided hike or guided bike tour, I’ll seek the services of a personal trainer to lead the group.”

Sleuthing Their Needs on Discovery Calls

The discovery call is so important in sleuthing out the particular wellness needs and desires of clients.

“A villa stay is a highly personal holiday that requires us to get to know each client on a deeper level than a traditional booking,” says Caes. “We ask probing questions to understand the level of yoga practice; the style, type, and frequency of in-villa spa expectations; and most importantly, the style, type, and variety of cuisine.  

“For instance, if a client wants daily advanced vinyasa yoga, we tap into networks of certified instructors, review their specializations, and might even arrange a quick intro call. For spa treatments, we coordinate with trusted local therapists to come to the villa at preferred times, ensuring they bring all the necessary equipment. We curate a lifestyle stay for each client by utilizing local networks, strong home management contacts, and detailed research.”

A Few Great Examples

The villa experts we spoke to relayed a few great examples of how they arranged components that enhanced the wellness aspects of their clients’ villa vacations.

Yee describes that for a client’s trip to Hawaii, they reserved a yoga instructor at the villa, and the family had the chance to enjoy a private practice on the lawn of their beachfront villa. They also hired a personal chef for a healthy Hawaiian feast for the entire family. Some of the family members participated in a sunrise outrigger canoe session, as well.

For Caes, wellness travel is “an intentional practice of travel planning.” When there are multiple families and many ages traveling together, wellness practices can be one of the most important ingredients to a successful holiday. At Lake Como, her agency crafted a trip for a large family offering in-villa advanced yoga practice; an off-villa intermediate hiking option with a local wine tasting element; in-villa curated food to offer new experiences as well as standard favorites; and a local language lesson for the kids. In this case, the diverse mix of wellness offerings allowed the whole family to relax and connect with the destination individually as well as a collective whole.

She described another instance where they carefully worked with the home team to orchestrate a wellness plan for optimal health for the whole family. Proactively, their goal was to prevent issues and create the highest level of health for traveling. In the bedrooms, they ensured dark sleeping environments with low-scented sheets and bedding. Daily, a chef created a mix of foods to allow for local sourcing, as well as clean eating for each family member. They also brought in fitness experiences from soccer training sessions for a 13-year-old to meditative yoga practices. As Caes says, “Wellness is not a one-size-fits-all approach. It’s a lifestyle.” 

It is a lot of work to coordinate, but as she says, “When you receive feedback like, ‘It was the most relaxed stay in years … we felt completely at home … our connection to the destination was greatly enhanced by meeting x or practicing with y …,’ then you know it worked and the massive hours of hard work paid off. Very commonly, we have several clients who struggle to maintain a healthy lifestyle with Long COVID and autoimmune diseases, allergy worries, and specific medical conditions.” Caes calls on all of her contacts to meet their needs.

Vetting Wellness Suppliers 

The process of vetting local wellness providers ─ like massage therapists, fitness instructors, or holistic practitioners ─ is a critical step in the planning process. Yee leans on her in-country contacts to vet and qualify the service practitioners for her clients. 

Caes does the same, as she reports: “We rely deeply on the strength of our partners, our destination knowledge, and good old-fashioned interviews of the practitioners. Each destination and villa can be slightly different, so we approach every new request with a fresh pair of eyes and triangulate the best options for clients.  

“For example, if sourcing a new massage therapist in an area, we’d start with recommendations from our on-site villa manager, then we might check their certifications, look for online reviews if appropriate, and conduct a brief phone interview to discuss their style and experience with international clients before recommending them. Building trust with practitioners, as well as clients, can often involve all three groups in a collaboration. We find great success in collaborative decision making when multiple choices are possible.” 

Another way advisors can gather reliable information about local wellness providers is to attend FAM trips for travel professionals who specialize in villas. That way, they can rely on their own experiences of going local, calling practitioners, and trying things out. Villa stays require local knowledge, and FAMs provide excellent opportunities to learn about all aspects of a destination. 

British Virgin Islands, a Natural Fit

Destinations like the British Virgin Islands are a natural fit for villa vacations incorporating wellness. Renowned for its stunning beaches, crystal-clear waters, and luxurious villas for rent, the BVI offers an affordable yet unforgettable destination for those seeking a rejuvenating escape. Unlike some other Caribbean destinations, the BVI offers a more intimate and private atmosphere, perfect for those who want to escape the crowds and focus on their well-being.

“The BVI is an ideal destination because it’s a natural water playground,” says Yee. “There are 60 islands and cays, many of which are sparsely populated and untouched. The proximity of the islands to one another allows guests to be able to island hop in a day (I did it when I was there). Each island has its own character and attractions … And there’s something special about the BVI ─ it’s tranquil, laid-back, never crowded (even on the days when the cruises visit, they’re gone by late afternoon). In addition, there are a lot of open spaces for land activities ─ hiking, biking, meditation, yoga. It’s beyond postcard pretty, and the people of the BVI are so welcoming and friendly.”

Communicating the Value of Villas to the Uninitiated

For clients who might not be thinking beyond the beautiful views and privacy of an island villa getaway, it’s easy to paint an enticing picture of elevated wellness. Talk about how a villa experience can provide the amenities of a resort, plus the privacy, space, and seclusion that they seek. They have the freedom and flexibility to utilize the open spaces, villa gear, direct beach access, pool, fully equipped kitchen, etc., to enjoy a completely customized vacation. And many villas have staff who will take care of their wishes on site.

As Yee has found, “Booking your own private villa can transform a group or family vacation into a highly personalized and luxurious experience. There are a variety of villas available to meet your budget range, style, and wellness goals.” 

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