Inside Nocturne’s Growth: Scott Wiseman on Luxury Villas, Expansion, and the 30A Boom

It’s been two years this upcoming March since former ALG Vacations, Cox & Kings, and Abercrombie & Kent executive Scott Wiseman joined Nocturne Luxury Villas.

A villa company growing specifically to meet the needs of the high-end, luxury clientele, Nocturne markets itself as a place for the luxury traveler to get the experience they’re craving. It’s not just private villas in unique destinations, but the personalization that has fueled the growth Nocturne—and others in the segment—have seen.

Since Wiseman joined Nocturne, the company has grown significantly, adding seven villa companies in six different destinations, including, most recently, Grand Cayman Villas and Condos last year.

The growth has been disciplined. The goal isn’t to be the biggest luxury villa company, but rather to have a portfolio that is “the best collection of luxury villas and experiences in all of these destinations,” he told TMR this week.

One of those destinations is the 30A area of the Florida panhandle, a destination that many wouldn’t consider a traditional luxury market, but one that is very much part of this new luxury movement. Axios called the area “The Hampton of the South” last year, and Nocturne, one of the only companies working with advisors in the area, has seen big growth there.

“People from up north may not immediately think of it as a luxury destination, but it has a huge drive market, with 60 million people within an eight-hour drive,” Wiseman said. “The 30A area has been called ‘The Hamptons of the South,’ and it’s really taken off.”

According to Wiseman, when looking at client demographics, the 30A market actually has the highest concentration of high-net-worth and ultra-high-net-worth villa travelers—higher than even traditionally luxury markets like St. Barts or Telluride.

“This proves that you can’t judge a destination purely by reputation—some lesser-known markets can have surprisingly wealthy clientele,” he told TMR.

In terms of what’s next for Nocturne, Wiseman and his team have set ambitious goals for further expansion. “At any given time, I’m talking to 50 different companies that might be potential partners in an acquisition process,” he shared. “There are still plenty of great opportunities in North America and the islands for us to consider.”

The goal is to add two to three acquisitions per year, specifically focusing on building out more ski destinations, U.S. coastal locations, and Caribbean island destinations. “We have our sights set on expanding into these markets because there are a lot of beautiful homes in entrenched luxury markets, and we’re looking at all of them,” Wiseman said.

The Need for Personalization in Luxury

As demand for luxury villa rentals continues to rise, Nocturne has seen a trend among repeat clients, with nearly 45% of revenue now coming from returning guests. It’s not just the villas or the destinations that are bringing clients back, but more what Nocturne can do on-site.

“We’ve seen a huge shift in the type of experiences our guests are looking for,” Wiseman said. “Where travelers used to feel they had to go out and do things in a destination, now they’re realizing they can recreate almost anything at a private villa—with more privacy and tailored service.”

This growing appetite for customized, at-home luxury experiences has driven a surge in demand for Nocturne’s concierge services. According to Wiseman, 75% of bookings now include two or more concierge services, from private chefs and themed parties to wellness retreats and scuba lessons at the villa. “Guests want to feel like they’re in control of their experience, and they want it to be as unique as possible,” he said. “That’s where our concierge teams come in—they’re there to make it happen.”

The Role of Travel Advisors in Villa Sales

For advisors, it’s important to know that Nocturne is not an aggregator, Wiseman said.

“We’re not just putting together inventory. These are exclusive properties, and you won’t find a lower price elsewhere,” he said.

The other pitch for advisors is that the commission potential is significant. The price points are high, and while value matters, advisors should recognize that a luxury villa can be a much better deal than multiple rooms at a five-star resort. Privacy, common spaces, a tailored experience—it’s often a more convenient and cost-effective experience for a family needing several different hotel rooms at a luxury resort.

There’s also the Nocturne team, which is local to each destination and will take care of their partners, Wiseman said.

“We do all the heavy lifting. Our local teams are on the ground making sure everything goes smoothly. Advisors don’t have to worry about a call center or getting passed around—they go directly to the villa specialists they’ve worked with before.”