Villa specialist to work more closely with agents after securing Atol

SPL Villas, now relaunched with an updated image and trade-bookable website, hopes to fill a gap in the market left by the mothballing of James Villas. 

Managing director Ed Frampton-Fell said SPL’s Atol allowed for sales of 5,000 passengers and he was looking to increase the proportion through the trade, which currently stands at around one-third of total sales.

Initially, SPL’s new website will have villa-only bookability, with full online packaging of villas and flights by the end of January. Until then, packages can be booked via SPL’s call centre.

Frampton-Fell said securing an Atol meant a change of direction for the brand, which boasts more than 1,500 properties. “We’re going into the market in 2024 as a tour operator; our customers say they want the security of a package holiday,” he said.

“We have been predominantly villa-only since we launched during Covid. That will not change but we can now offer over a dozen major airlines with regional departures.”

SPL takes its name from owners Sandra and Peter Linnell. It was founded in 2017 as Villas We Trust but changed to the current brand in 2020. Frampton-Fell joined in 2020 from James Villas.

Holiday rentals giant Awaze announced in October it would mothball the James Villas brand after 40 years, only a week after establishing a dedicated trade team. James Villas had more than 600 properties on its books under guaranteed inventory, but this was marginal compared to Awaze’s other brands.

However, Frampton-Fell said his former employer’s demise was not the trigger for SPL’s new direction.

“We had already planned to do this earlier this year, it was never because of James Villas. There’s a gap in the market we can hopefully step into. Agents had been telling us they wanted a villa holiday company with Atol protection and flights – James Villas used to do that.”

The operator has 10 employees but is talking to “quite a few people”, including ex-James Villas staff, as it seeks to expand. Sarah Gill, business development manager, North, Scotland and Northern Ireland, and Anne Clays, trade and business partnership manager, Central and South, will soon be joined by a third trade person in the south. SPL has also taken on more than 50 ex-James Villas properties.

SPL derives 70% of sales from Cyprus, the Algarve and Majorca, although Florida is its fastest-growing destination.

“After adding the Atol, I can only see that increasing next year,” Frampton-Fell said. He added there were no new destinations planned.

SPL’s revamp, unveiled today, includes a new logo, colour swatch and updated website with video content.