How to Sell Villas | 5 “In the U.S., the luxury segment would see both average daily rates and length of stay double by December 2023, compared to January 2022 — from $492 to $854. The average length of stay during the same period is projected to grow from an average 6.66 nights to 12.43 nights” Prior to Covid-19 pandemic, villa rentals were already growing in popularity, but the focus on security and privacy that came when travel ramped back up made villa rentals skyrocket. Villa rentals gave travelers increased control over their environments, allowed them to get further away from crowds, and ensured they would enjoy their time with those they love most in the safest way possible. But even with travel back to full-scale, villas remain an increasingly desired option. Reality television gives travelers a taste of the luxurious amenities, bespoke options, and many advantages to private rentals. Evolving sophistication means that many travelers have learned that a Michelin-starred restaurant pales in comparison to the experience of a private chef cooking a custom meal. And a good look at the true cost of hotels and resorts for a group of people shows even more budget-minded travelers that villas may actually be cheaper for their needs. Which allows travel advisors to claim their space – and revenue – by tapping into the fast-growing market for villa rentals. “In the U.S., the luxury segment would see both average daily rates and length of stay double by December 2023, compared to January 2022 — from $492 to $854. The average length of stay during the same period is projected to grow from an average 6.66 nights to 12.43 nights” The words we saw over and over in media travel predictions for this year: 2024 KEY TRAVEL TRENDS PRIVATE LUXURY MULTI-GENERATIONAL HYPERPERSONALIZATION • High value proposition: The worldwide vacation rental market was valued at 82.63 billion for 2022 and may hold even bigger numbers in the future: Over the next several years (through 2030) that number is expected to have a compound annual growth rate of nearly 5% . • Everybody wants in: Approximately 700 million travelers used vacation rentals around the world in 2022 • Especially Millennials: Twelve percent of millennials said they plan to stay in a villa or home rental, the highest of any generation, ahead of Boomers (6%) and Gen-Xers (9%). That’s great news, because Millennials are also the most populous generation and the generation that travels the most: 35 days each year, compared to 27 for Boomers. • Big houses for big events: Taylor Swift’s tour date announcement spiked a 1400% surge in searches for vacation rentals in Miami for those days. The Paris Olympics saw similar big numbers after tickets were released in early 2023. As people plan group trips around major happenings, they start looking for vacation rentals. • They just want to get away from it all: 60% of travelers state that they would choose a local, authentic experience over a touristy destination. TREND TRACKING: WHY VILLAS ARE POPULAR AND GETTING MORE SO

6 | How to Sell Villas Give the Advisor Advantage While plenty of mass-market websites offer easy access to lists of vacation rentals, clients often end their search more confused, concerned, and dubious of the options than when they started. The endless choices overwhelm even the most dutiful researcher, and each listing must be screened for potential flaws. Squinting at a series of amateur photos, interpreting imprecise descriptions, and deciphering vague locations takes time and carries a ton of risk. Any of these items could be fabricated, and shady operators abound. Travel advisors have the opportunity to lift this burden off their client’s shoulders — without bringing it down on their own. The booming market for villa rentals presents an ideal opportunity for travel advisors: using a travel advisor to book private vacation accommodation makes the process easier — and the vacation better — for both the client and the advisor The right location for a corporate retreat can be the spark to fuel a company’s best year ever, the perfect honeymoon house in the hills of Tuscany sets the tone for a long and loving marriage, and the ideal multi-family compound in the Caribbean keeps the kids entertained and adults free from concern But with so many options and each one entirely unlike the others, travel advisors are more important than ever