Solmar Villas has recently achieved a milestone by expanding its portfolio in mainland Greece. This strategic move follows a doubling of trade sales revenue.
The addition of 18 new properties in the picturesque regions of Halkidki and Olympus Riviera now brings Solmar’s total Greek property count to 530.
Expansion in Greece
Solmar Villas, a prominent name in the holiday rental market, has expanded its offerings in mainland Greece. In January, the company recorded a significant achievement, with trade sales revenue seeing a remarkable year-on-year doubling. To capitalise on the growing demand, Solmar Villas introduced 18 new properties in the Halkidki and Olympus Riviera regions, enriching its already extensive portfolio.
Chief Executive, Julie Blake, noted Greece’s popularity as a destination, highlighting the increased interest from travel agent partners. With its appealing landscapes and culture, Greece continues to attract significant interest from holidaymakers. The expanded range aims to cater to both returning visitors and new explorers seeking fresh experiences.
Agent Engagement and Support
A key element of Solmar Villas’ strategy is bolstering relationships with travel agents. The company has established a presence on social media platforms like Facebook, seeing over 1,000 new agents join in just three months. This surge underscores the increasing demand for the company’s offerings among travel professionals.
With expectations that 22% of total sales will come through agents by 2025, Solmar Villas is enhancing agent support. Plans include a dedicated phone line and a trade hub, ensuring agents receive comprehensive assistance, facilitating smoother operations and improving service delivery.
Corporate Development
In a significant corporate move, Solmar Villas was acquired by Der Touristik UK, a parent company of Kuoni. This acquisition has enabled Solmar to accelerate its growth projects, including property expansion and increased investment in agent relationships.
The acquisition has provided Solmar Villas with the necessary resources to integrate over 450 properties from James Villas, creating Solmar’s largest portfolio to date. This growth aligns with the company’s aim to strengthen its market position and expand its customer base.
Solmar’s strategic initiatives are well-timed, considering the strong performance in peak seasons. There is a noticeable consumer trend prioritising holiday experiences, further validating Solmar’s focus on flexible and value-packed villa holidays.
Regional Highlights
The newly added villas in Halkidki and Olympus Riviera are strategically located near Thessaloniki’s international airport. This proximity enhances the accessibility of these properties, making them an attractive option for international travellers and boosting regional tourism.
Besides the new additions, Solmar Villas continues to offer properties across Greece, including the Peloponnese, Ionian Coast, and islands like Corfu and Crete. This widespread presence allows Solmar to provide a diverse array of options to its clientele.
The Greek expansion not only strengthens Solmar’s position in the market but also contributes positively to local tourism economies, supporting regional development and offering employment opportunities.
Market Strategy and Consumer Preferences
Acknowledging consumer demand for unique holiday experiences, Solmar Villas has focused on promoting the value and flexibility of villa holidays. The company has observed a trend where consumers prioritise memorable trips, which has driven the demand for villa accommodations.
The strategic expansion aligns with consumer insights and feedback, ensuring that Solmar’s offerings meet the evolving preferences of its clientele. The flexibility of villa holidays, combined with unique locations, is a significant draw for discerning travellers.
Future Prospects
Looking ahead, Solmar Villas is optimistic about its continued growth trajectory. The company projects an increase in trade-driven sales by enhancing agent partnerships and expanding its property offerings.
With the support of Der Touristik UK, Solmar Villas is well-positioned to explore new markets and opportunities, maintaining its commitment to providing exceptional holiday experiences.
Conclusion and Implications
Solmar Villas’ recent strategic moves underscore its adaptive approach in the competitive holiday rental market. By expanding its offerings and strengthening agent relationships, Solmar is set to capture a larger share of the market.
The focus on Greece, a preferred destination for many, aligns with Solmar’s commitment to enhancing its portfolio and providing innovative holiday solutions to meet diverse consumer needs.
The expansion in Greece represents a significant milestone for Solmar Villas, reinforcing its market presence and catering to evolving consumer preferences.
With robust trade sales growth and strategic agent partnerships, Solmar Villas is poised for continued success and impact in the holiday rental industry.
