With backing from its new owner, Solmar Villas is poised for significant expansion within the trade sector.
The recent acquisition by Kuoni’s parent company, Der Touristik, sets the stage for Solmar Villas to increase its trade involvement from 15% to an ambitious 22% by 2025, aiming for a £50 million turnover this year and £70 million next year.
Strategic Investments Under New Leadership
Solmar Villas, a key player in the villa rental market, is set to ramp up its trade investments as it transitions into the realm of its new owner, Der Touristik. The company aims to not only enhance its trade percentage but also improve its service offerings with dedicated agent phone lines, an upgraded back-office system, and a revitalised trade hub.
Under the leadership of Chief Executive Julie Blake, the company is leveraging the new ownership to execute growth projects that include increasing the villa count, which has already doubled over the past year. Blake emphasises that the innovative support from Der Touristik will facilitate these ambitious initiatives.
A Legacy of Strong Foundations
Solmar Villas, founded by John and Maria Tayler nearly three decades ago, is transitioning to a new era with Julie Blake at the helm, who is committed to its enduring legacy. The new ownership not only provides financial backing but also a strategic network to elevate Solmar to the top of the UK market.
Blake candidly remarks on the transition: “I want the business to live beyond me,” highlighting her vision to make Solmar a household name. This partnership with Der Touristik is poised to enable this transformation without compromising Solmar’s independence.
Expansion and Innovation Plans
The company has prepared a “wish list” of growth initiatives approved under the new ownership, with a focus on expanding its villa portfolio, trade capabilities, and digital infrastructures.
Solmar Villas currently manages over 1,600 properties, a significant increase from the previous year, marking a clear path of growth and innovation.
The removal of James Villas from the market has presented a favourable opportunity for Solmar, which has capitalised by increasing its agency count by more than 400 within a month. Facebook remains a critical platform in their agent recruitment strategy, with approximately 50 new agents joining each week.
Strengthening Agent Partnerships
Solmar Villas plans to expand sales through Kuoni’s 27 stores as well as the Apollo brand in Germany and Scandinavia. The strategy includes reinforcing alliances with UK agents, which plays a crucial role in meeting its ambitious trade targets.
The appointment of Michelle Thake last year as senior trade sales manager has been a vital step in enhancing agent relationships and driving trade sales, a crucial element of their market strategy.
Market Adaptability and Future Prospects
The strategy to increase its footprint in the trade sector is supported by plans to develop new capabilities and invest in high-yield areas. This forward-thinking approach is set to position Solmar Villas as a market leader.
The adaptability shown by the company in the evolving market landscape underscores its resilience and capacity for growth, bolstered by strategic expansions and innovative marketing strategies.
The company’s new initiatives are well aligned with market demands, ensuring sustainability and competitive advantage in a complex industry environment.
Expanding Digital Presence
Digital expansion is a pivotal component of Solmar Villas’ growth strategy. Enhancements to the ‘My Booking’ area of their website and ongoing developments in digital marketing are set to boost engagement with their target demographics.
By integrating innovative digital solutions, Solmar aims to provide a seamless experience for both agents and customers, reinforcing their market presence and elevating brand recognition.
Conclusion and Outlook
Solmar Villas, under the stewardship of its new owners, is strategically navigating towards significant growth.
As it implements these initiatives, the company is on its way to becoming a prominent name in the villa rental market, with a strong foothold in trade partnerships and a commitment to innovation and excellence.
With strategic investments and a robust support network from Der Touristik, Solmar Villas is well-positioned to achieve its ambitious market and trade goals.
As the company evolves, it remains committed to expanding its footprint and elevating its brand within the competitive landscape of villa rentals.
