onefinestay woos agents with enhanced commission

Family matters

Multigenerational families are a strong demographic for onefinestay, particularly around celebratory times, with the festive period in the Caribbean, Bali and US ski resorts booking up months in advance. 

However, demand for honeymoon villas, which can include butler service, has risen since covid. 

The company shares availability in weekly trade updates. “The big houses go much, much quicker than the smaller properties,” Howse warned. 

onefinestay is also experienced at handling high net worth individuals and entertainment clients up to Hollywood level, she added. Actors needing a base during filming and musicians recording albums or meeting with their record company are among common scenarios. 

The company’s ability to book mid-term stays of over 30 days in New York is a boon, as historically, leases in the city often stipulated a minimum of six months without flexibility. “We have become a broker, and have a real estate licence,” explained Howse.

Describing onefinestay as “the polar opposite to Airbnb”, Howse said: “You can trust our brand. Our portfolio is completely curated, there’s a large inspection process that every property has to go through in order to work with us. We’re all about quality and not quantity.”

Some properties come with staff such as butlers, housekeepers and chefs. At other villas, these can be arranged on request, as can nannies, and additional security for celebrities. The company also recently announced its ability to book personal theatrical performances in some of the properties.

There’s also plenty of scope for celebrations. onefinestay helped arrange a mariachi band, margarita bar and fireworks for a birthday in Mexico, while a personalised market shopping trip with the chef happened ahead of a special birthday meal in Rome. 

It has also helped organise proposals and weddings. Some of its properties, including an Italian villa with a tower and archaeological remains, have dedicated event spaces. 

Howse said: “That personalisation is huge in a villa, because you have a blank canvas to work with.”

Paris plans

London, where onefinestay has the most properties - including a converted church in Richmond – is its most popular destination. Other bestsellers are US ski resorts, Mexico and Turks and Caicos, where clients can rent a property once owned by music legend Prince.

The south of France and Tuscany are currently trending for shoulder season. “Italy was off the charts this summer. We’re already making bookings for next year and availability is reducing very, very quickly,” advised Howse.

However, she added the brand has “amazing availability” for the Paris Olympics next year and is “very reasonably priced compared to some hotels”. Provence (where some of the events will be held) is a new destination for onefinestay.

When enticing clients who may not have considered a rental Howse suggested: “If you look at a villa or a home on a per person, per night basis, we always tend to work out much cheaper than a hotel, if you compare us to say a suite or the highest category room.”

She also advised agents to push the lifestyle and flexibility benefits of villas, particularly when young children are involved.

But she added: “I think we’re complimentary to hotels. Obviously we’re owned by Accor and the reason why they bought us in 2016 is because they saw the private rental world was increasing.”